After two years of cancellations and postponements, trade shows are finally back.
My marketing team colleagues and I should not be too happy about that! The amount of work required to showcase the company on the other side of the world is enormous. Between registration, booth construction, exhibition materials, logistics and accommodation, an event that lasts only a few days can require long months of preparation. If we want to dot the i's and cross the t’s, the economic outlay involved for the company is also quite considerable. Trade shows are often terribly expensive: they eat up much of the marketing budget, leaving little room for other activities.
However, I am not here to complain – far from it!
We love the fact that exhibitions are back. They are an integral part of our work and one of the reasons we enjoy doing it.
Lead generation is key
In spite of the rush to digitization (which we certainly welcome), trade shows still play a vital role in the industry. In marketing, the magic is in the mix. We try to use all possible channels to amplify our brand - and help our friends in sales increase their numbers. In this regard, lead generation is probably the central aspect of in-person events. Trade shows offer a strategic platform to market ourselves and propose our products to a highly targeted audience. The funnel from first look to lead to eventual purchase is much shorter and a large share of the sales process can be done right there on the fairgrounds.
The need for networking
Closely related to this, there is networking. Exhibitions help you bypass email spam filters and cold calls providing an inclusive environment that encourages interactions. Face-to-face meetings are the most effective way to create stronger relationships with both current and prospective customers.
Keeping your finger on the pulse of industry
Moreover, shows allow companies to keep abreast of the industry situation. Walking through the corridors, one can see and touch the latest technologies on the market. Such an environment stimulates creativity and allows you to keep a watchful eye on the competition.
Educating your future
Another significant angle is education. Trade fairs often incorporate conferences and learning sessions to train industry professionals. They allow to keep employees and customers up to date with the latest innovations, certifications and regulations, and stimulate constructive dialogue on present and future challenges in the industry.
Branding is at the center
Finally, there is branding. Although it is more related to the first aspects I have mentioned, I wanted to save this point for last since it is the most valuable to me and marketing. In an industry that depends on trust and quality, image is everything. Having a good-looking booth at a trade show is an extraordinary approach to communicate to our audience that our company is serious, reliable and solid enough to afford its presence at leading events and conferences. In a world where everybody is a leader in their own field, building a powerful brand is the key to standing out from the mass and shining.
After a forced hiatus due to the pandemic, we have made our return to the trade shows in a grand style this year.
So far, we have participated in Convertech (Tokyo, Japan), ICE Europe (Munich, Germany), Specialty Coffee (Boston, US), MD&M West (Anaheim US), and AISTech (Pittsburgh, US).
However, the fun begins now.
In the coming months, you can visit us in person at:
- Wire Expo 2022 (Dallas, US), 7-8 June, Booth 505
- Wire 2022 (Düsseldorf, Germany), 20-24 June, Hall 11/Booth D68
- Solids 2022 (Dortmund, Germany), 22-23 June, Booth R05-6
- Snackex (Hamburg, Germany), 6-7 July
- IFT (Chicago, US), 10-13 July
- IMTS (Chicago, US), 12-17 July
- Battery Show NA (Novi, US), 13-15 September
- K Show (Düsseldorf, Germany), 19-26 October
- MD&M Minneapolis (Minneapolis, US) 2-3 November
We look forward to meeting you again in person!
