4 Things Businesses Can Learn From Trade Shows

On any given day, there are trade shows taking place in cities large and small across the United States. If you’ve never considered taking your business to a trade show, you might want to reconsider. There are plenty of advantages for business owners and plenty to learn.

Here’s a look at the top four:

Build Brand Awareness

Trade shows are a great way to build brand awareness. No matter the industry, it can be difficult for the new guy on the block to break into a market. Trade shows level the playing field. So if you’re trying to build that brand awareness, don’t skimp on the booth or the exhibit. Eye-catching graphics, along with a strong social media presence, are a must.

Make your brand name prominent, and have your contact information readily available. Part of the benefit to trade shows is the residual sales being an exhibitor may bring. Ask for booth space that will put you near the big guys, but be ready to pay up for the opportunity. It will be worth it.

Strengthen Relationships

Exhibiting at a trade show can help strengthen relationships with existing customers and open the door to expanding your customer base. The foundation for keeping or growing a business is built on relationships.

This is an opportunity to meet existing, and potential customers face to face. It is a lot easier to say no to a cold sales pitch made over the phone or via mail. Likewise, that face to face contact can cement an existing business relationship for years to come.

Check out the Competition

Want to know what the competition is up to? What they’re doing is bound to be on display at a booth near yours. Trade shows are a great way to keep an eye on the competition. Some businesses use trade show venues to test new products. So exhibiting or attending can allow you to see what your competitors are planning on bringing to a broader market. Even if it’s not scoping out new products, talking to the competition can help you understand what you’re doing well already and where you might be able to improve.


Networking is another important aspect of attending or exhibiting at a trade show. Sure some of the other exhibitors might be direct competitors, but there is a good chance some of them may come from partner industries that could form the basis of essential alliances down the road. Trade shows can open the door to business to business relationships that might last for decades.


There are a lot of reasons why deciding to showcase your company at a trade show can pay off in the long run. Most of all, it’s important to remember that you will be reaching your target market face to face. Attendees are most often the very people you want to reach with your products. If you’re not sure of how to make the leap, there are trade show companies that can show you precisely what to do.

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