Small Businesses Can Benefit From Trade Shows


It’s understandable for companies to think of the trade show experience as a big, multinational corporation investing huge amounts with a trade show company to create a “mega booth” that dazzles everyone to walk past. Of course, while this is the highest-profile association many have with trade shows, that doesn’t mean that only big companies are welcome to—or benefit from—attending a trade show.


If you own and operate a small business, there are plenty of good reasons to think of setting aside some revenue to invest in a trade show. Here are the biggest benefits.


High-Quality Leads


Unlike direct mail marketing or traditional advertising such as radio or print ads, trade shows don’t hit the highest number of people with the most generic message, hoping the law of averages will generate some response. Trade shows are about people interested in the product, service, or industry that a trade show covers.


This means the people encountered here have a much higher probability of becoming repeat customers, clients, or important business contacts.


Competitive Assessments


When focusing on your own product or service, it’s easy to think only about that in an isolated bubble. However, your product or service is just one among many competing for attention. A trade show is a perfect way to check out the competition and see what you are doing wrong or right that you can turn to your advantage. If you don’t know what “the enemy” is up to, you’re much less effective at winning the war.


Keep On Top Of Business


By the same token, it’s not just competitors that a business needs to be aware of, but the industry itself. Trade shows give companies a capsule view of the incoming trends, growing customer concerns, and other hints of the industry’s turns in the future. Keeping informed on the turns the sector takes leaves you better prepared.


Brand Awareness


Trade shows are a way to reach the audience most likely to be interested in your product or service. This kind of brand awareness building is invaluable because attendees are more likely to remember and maintain an interest in your business, even if they don’t become clients or customers right away. Ensuring proper marketing materials to distribute will generate a much higher response in the context of a trade show.


If you’re thinking of taking part in a trade show and want to plan your exhibit, we can help. Contact Lighthouse Exhibits, and we can assist you with designing and constructing your trade show exhibit.