Chances are, if you haven’t already, you’re finalizing your 2025 budgets. As you look yours over, perhaps you’re wondering if that trade show expense is justified.
In a world more digital than ever, with multiple ways to connect with your clients sans the in-person component, are trade shows going the way of the dodo? Or, even in the social media age, is there still room for the tried-and-true gathering of like minds?
Like most things, there is no cut-and-dry answer; instead, it’s going to depend on you and your business, as well as your current customer interactions and future aspirations. Let’s explore the topic:
The Case for Trade Shows Being “Alive and Well”
- In-Person Interaction: Virtual events and follows are great for furthering relationships you have with your customers, but when it comes to networking and appealing to new clients, nothing beats an in-person introduction. It’s more memorable and striking and allows clients to truly see you and your “vibe.” The risk of an online-only presence is that it can be seen as curated and, therefore, disingenuous. Showing your current followers that your online persona matches who you are in the flesh goes a long way in proving to your audience that what they see is what they get.
- Tangible Brand Experiences: In the same vein as in-person interaction, in-person demos are much more effective than an online showcase. Letting your customers get hands-on and experience your product for themselves is a lot more powerful than watching your offer working through a screen.
- Industry-Specific Exposure: Trade shows are unique in that it’s a built-in niche audience, oftentimes including decision-makers, all in one place. It’s one thing to have a decent following, but if half of those are just viewers for views’ sake, there’s a quality-over-quantity issue that’s alleviated when it comes to a themed trade show.
ROI Potential: Despite high upfront costs, many companies find that trade shows deliver significant returns through sales leads and partnerships.
Challenges Facing Trade Shows
- Cost Concerns: If you’ve got money to spare or move around, then it’s worth it to consider things like trade show attendance. But at a certain point, your budget is your budget, and there just might not be room in there for a trade show. Considering things like booth setups, travel, and accommodation costs, it’s a personal decision as to whether the ROI is worth it.
- Digital Alternatives: Today’s trade shows are not solely limited to costly in-person appearances. Webinars, virtual events, and hybrid conferences have expanded reach at a fraction of the cost, leading some companies to opt for a solely digital approach.
- Changing Consumer Behavior: Your audience is something else to consider when evaluating the ROI incentive. If your clientele is on the younger side (Gen Z and Millennials), they may prioritize digital-first engagement over in-person events.
So, with all that, where do we land? Like with most things, our answer is “it depends.” We definitely think that trade shows have a place in the world depending on you, your business, and your goals. We know for us, trade shows have been an incredible way to stay informed, allowing us to better connect and market for our clients who are part of myriad industries.
For you, they might be a great way to network or cut through the digital noise and have a focused moment in time to market to clients. Or, maybe for you, a virtual appearance is more budget- or client-friendly.
Trade shows certainly aren’t dead, but their place in the business world, and the way you participate in them, is certainly evolving. Ultimately, only you can decide their place in the coming year.