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10 Trade Show Statistics To Help Maximize ROI

When you’re trying to implement new marketing strategies to improve your ROI, a Google search for content marketing ideas can make you feel like you’re grasping at straws.

Video production, organic social media, Facebook ads, webinars, and other content marketing tactics all require resources that you may not have access to or be ready to utilize just yet. You also might not have the time to commit to learning about these options when you’re looking for immediate results.

In the constantly evolving stages of content marketing, what if an often overlooked strategy remains one of those most effective? That strategy is a simple face-to-face meeting and a handshake.

The Content Marketing Institute seems to agree. In-person events remain one of the most effective forms of content marketing.

There is always a debate surrounding the most effective methods for generating leads. You’re here because you understand that all leads are not created equal. From a single trade show, how many leads do you think you can generate? 100? 300? 500?

Leads from in-person events, such as trade shows, have a unique advantage over leads sourced through the phone or internet: they have a face attached to them. You get to understand the client’s needs, and they get to understand your capabilities, in a much more comprehensive manner than would be possible in any chat log or email chain. How long would it take to organize hundreds of face-to-face meetings between your sales team and leads? This tedious process could take months, even for the most efficient teams. If you plan correctly for a trade show, you can consolidate hundreds of these meetings into a single weekend.

Below, we’ve compiled a list of ten helpful trade show statistics that are sure to maximize your ROI and make your next exhibiting experience memorable and worthwhile – for both your company and your clients.

1. Trade Shows Deliver Unique Value

Let’s double down on the fact that not all leads are created equal.

99% of businesses that exhibit at trade shows can attest to this claim. These businesses report that trade shows offer unique value that can’t be provided by other marketing channels, which is why they spend so much time developing marketing strategies for exhibiting.

This concentration of in-person interactions leads to higher conversion rates at trade shows. These individuals are walking around and coming directly to you. The power of touch cannot be understated – eye contact and a handshake can leave a much more meaningful impression than online communication. Those visiting your booth have control of the engagement – they’re speaking to you because they want to learn more. Doesn’t that sound nice for a change? We spend all this money and effort to reach out and flag down passersby and here they are, seeking your company out in person.

Count them as pre-qualified leads. Maybe they’re on the fence, but them wandering into your space makes it easier for your sales staff to convert.

This is where the trade show follow-up comes in. It is highly important to follow up with every potential client who provided their information. Letting them know that you appreciated the opportunity to interact with them, and reminding them of the value you can provide their brand, is essential to the conversion. Even a quick “thank you” will go a long way.

2. Exhibitors Get More for Their Money

Attending trade shows is one of the most cost-efficient ways for exhibitors to make meaningful connections and generate high-potential leads.

The estimated cost of a face-to-face meeting with a lead at a trade show is $142. On the other hand, the cost of a regular in-person interaction at a potential client’s office would be roughly $259.

81% of trade show attendees hold buying power. Even if you stumble across the 19% who don’t, over half of them will be likely to schedule an appointment with one of your salespeople for a future date.

Even stepping away from your booth is a good way to make these types of connections. Meeting people on the floor, in the bar, and at other events within the show is a good way to branch out.

3. Goals: Exhibitors vs. Attendees

Exhibitors attend trade shows to pursue the following goals:

  1. Increase Sales
  2. Increase Brand Awareness
  3. Interact with existing clients

There’s a running theme here. Exhibitors tend to utilize trade shows for customer management. Not only do they actively seek out new customers, but they nurture existing relationships as well. It can be tough to maintain meaningful relationships with clients whom you have connected in the past.

What about attendees? The primary reason for attendees to visit trade shows is almost universal:

92% of trade show attendees are there to view demos of new products. Keep that in mind when planning. Offering up a new product or service is what will draw the most eyeballs – of both new and established customers – onto your exhibit.

4. Revenue Generated from Trade Show Meetings

Leads are nice, but revenue generation is what matters at the end of the day. Therefore, you want to make sure that you can experience revenue growth as a result of investing in trade show exhibits.

The Oxford Economics and Events Industry Council found that 6 million international participants generated $38 billion directly from trade show meetings.

There is plenty of revenue to be made. Good preparation pays dividends to those who exhibit at trade shows. We hope that the statistics within this article help you carve out a plan to maximize your potential at a show before attending.

5. Attendees are likely to find new suppliers

If you don’t flaunt your brand and its competitive advantages at trade shows, your competition will. Showing off your brand at events like these will keep you at the top of the customers’ minds, and deflect attention away from your competitors.

77% of attendees will find, at a minimum, one new supplier – and that goes to show that they’re actively looking. A trade show boils down to leading the horse to water, and you want to make sure that potential clients are being led to the right place.

If you want to learn about how to attract the 77% of attendees who are looking for new a new supplier, read these secrets to success.

6. Companies Dedicate Jobs to Event Planning

The companies gaining the most benefit from trade shows understand their ROI so well that they often hire dedicated staff whose only job is to focus on the handful of events that the company prepares for each year.

These are positions called event planning and management employees, and this tactic is becoming more and more prevalent as the competition skyrockets.

Now, we aren’t suggesting you go recruit event planning majors at the state university down the road… But your competitors are. The very least you can do is exhibit at these trade shows and define to the attendees how you stand out from alternative options. You don’t need your own event planner to do this, just a knowledgeable team of employees to attract your potential leads.

7. Retention is Important

Let’s move on to think about nurturing the relationships you already have established. Over half of marketers have said that trade shows and similar events also help to strengthen their existing customer relationships.

This act of relationship nurturing helps to ensure that your connection with clients stays strong throughout the years, and keeps both sides up-to-date on changes and important aspects of your business relationship. Nobody wants to work with a client that feels stagnant – show off to your existing customers what you’ve been working on recently to keep things fresh and engaging.

8. 1/4 of Marketing Budgets Go Towards Events

To further investigate how much companies dedicate towards trade shows, let’s take a look at their budget allocation.

Studies show that B2B companies spend 29% of their entire marketing budget on live events such as trade shows, while B2C companies spend about 19% of their marketing budget. This may seem excessive to the naked eye, given the relative infrequency of these major events. However, based on these expenditures, it’s clear to see how important these companies feel trade shows are for their customer relationships, brand recognition, and sales.

With all of the planning, designing, and renting that goes into a successful exhibition, these numbers make sense. Strategically using trade show services can help to improve cost and time efficiency and develop a quality representation of your brand.

9. Tech Tactics

Trade show exhibit booths are evolving. They’re a practical use of space, often used not only as an eye-catcher but also as a useful way to allow your leads to interact with your brand. By extending your booth with computer portals or gimmicks like photo booths and other interactive displays and software, you can draw extended retention within your exhibit booth.

Of the most popular technologies that marketers use to give them a competitive edge, 45% say photo booths are the most popular, 44% use event apps, and another 44% use live streaming tools.

Companies utilizing livestreaming are reaping the benefits. For example, trade show organizers have found that those interested enough to watch a live stream of an event are 30% more likely to attend the following year.

That’s a huge advantage for your company. If you can live stream from your exhibit, you’ll be at the forefront of potential customers’ minds for the following year, and all those new attendees will want to visit your exhibit.

The companies that find the most success from in-person events prove themselves to be thought leaders. Incorporating a variety of high-tech aspects to your exhibit, as trivial as they may seem, will build up your company’s image and reputation.

10. How You Pioneer Industry Trends

We have covered how attendees want to see “new.” That’s great, but not every business can come to each trade show with a brand new product. In today’s world, if you plan to exhibit at three trade shows, by the third one, your novel new product will no longer retain its novelty.

So how do you stay fresh? You need to own the new trends in your industry. If you find ways to show how your company is leading in a particular way, that’s your free way of bringing something “new” to the event.

If you’re an FMCG manufacturer, you can educate your leads on subjects like this, and describe how you plan to add value to your customers with this new information in mind.

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The Best Trade Show Game Ideas

Best Trade Show Games - Metro Exhibits

The very best trade show games are those that are different and persistent. You need ideas for games that will help your business stand out and get noticed at a convention, consumer show or trade show. Some of the best marketers know how powerful games can be at expos.

Jonah Berger, in his study of what makes something likely to be shared acknowledges “gamification” as a known catalyst for word of mouth marketing.

In a very real sense, most of us are hardwired to notice games and are excited to participate or watch- and more importantly, share their experience with others. Also, notice the keyword, “excited” in that last sentence. You are attending a trade show to get people’s attention and get them excited about buying your products or services.

This is why incorporating game ideas for trade shows could be a fantastic way to create some buzz, other than of course your trade show booth. Trade show booth rentals are a great option for this reason- so that you can keep your brand image up to date without the added expense, or, for maximum impact that is exactly to your specifications, consider a custom trade show booth. 

Now that you understand the strategy behind trade show games, here are a few ideas for your next event. Also you should know, as an Amazon Associate we earn from qualifying purchases- but our goal is to simply give you ideas for the best in trade show game options, and at the end of the day you choose the best game idea for yourself.

The Prize Putt

Best Trade Show Games - Metro Exhibits

The prize putt is a great game that doesn’t take too much skill if you buy the right style. Ones that are more luck than skill tend to get a lot more people to play. Give it a shot, this trade show game gets a lot of booth traffic. If done right, it may just get you some leads too.

Check out Prize Putt on Amazon

Matching Contest

Best Trade Show Games - Metro Exhibits - Matching Trade Show Game Ideas

One of the more unique ideas that we’ve seen is the Matching Contest. This game works by offering stickers to wear on the front of their clothing. These stickers would be printed with a number, symbol, or the like, of which two of every variation of stickers would match. So the contest would require attendees to find their match at the show and come back together to your exhibit to win a prize (say something nice like big screen TV).

Of course with the stickers also showcasing your logo, it’s huge brand visibility play. It’s an opportunity for attendees to ask, “Hey, what’s that sticker you have that everyone is wearing?”

Can people see others associating themselves with your product or service? If you get enough people to play the game, you extend the visibility of your brand to various parts of the show.

Social Media – Twitter Prize Draw

Best Trade Show Games - Metro Exhibits

Companies are taking a tactical look at using Social Media channels for trade shows. Some are considering Nitreo for Instagram to boost their numbers before a big show, but there are other ways you can bring it in. Why not mix it into your gaming strategy?

One customer of ours used a large flat screen to show all the latest Tweets with specific hashtags on Twitter. Next, they had attendees tweet at them using that hashtag (#companyxcontest), selecting 1 lucky user every hour the show floor was open to collect a prize.

The company would then tweet back notifying the attendee of the win. #Score.

As some know, all tweets that include your specified hashtag gets its own folder in Twitter, where all of those tweets can be viewed in one place. This way, you can measure you marketing efforts quantitatively.

Gaming Consoles

Best Trade Show Games - Metro Exhibits

There are a few people who may be at a conference because their boss told them to go and they are just looking for a fun time. They might not be the best people to do business with but they could help you attract people to your exhibit.

What better way to attract visitors than to have some attendees having fun at your booth? More social gaming consoles like Nintendo’s Wii can create a buzz for attendees walking the trade show floor. You could consider Gamecube Roms too, but keep in mind the atmosphere of the show you’ll be appearing at.

Choose a fun game that will be universally appreciated by both genders, and keep track of the high score of that game. If someone beats the high score offer a prize and update the score.

Again, the more social the game the better. The more people that can play at one time- the more buzz you will generate.

The Prize Wheel

Best Trade Show Games - Metro Exhibits

Some companies integrate a prize wheel into their display area. Does this work? Yes, a prize wheel works because it is eye-catching and well known. Another reason that a prize wheel works is people think, “Hey, free stuff.”

Free stuff is always a good reason to stop at a booth. The prize wheel could serve as the simplest and effective icebreakers all the event game ideas.

Making a game out of getting free stuff should incorporate some competition. If you give the opportunity to win small and big prizes, it turns into a competition. Not only are you getting something free, but you want to try and win big.

Prospects can spin the wheel if they give you a business card. You can then give them promotional giveaways or even coupons. If you use this trade show game idea, make sure it is accessible. A friendly staff member should stand in front of it and invite people to participate.

Far more people will participate if someone asks them to spin the wheel. It’s common nature to be on the edge of wanting to participate in a game, and sometimes you just need that extra push.

Browse Prize Wheels on Amazon

Role Doubles, Get a Prize

Trade Show Game - Dice

Prize games are the best, as long as it’s a great prize. Rolling doubles is an easy concept and quick. People would be interested in this because it won’t waste a lot of time, but it’s a great conversation starter and you can grab their contact info in the process. Make sure you offer a great prize, like an Echo Dot, a Fire Stick, or a Tile Key Finder.

Browse Large Dice on Amazon

Trivia Games

Best Trade Show Games - Metro Exhibits

This is one of the more common ideas used at trade shows, although it can be very effective. It gives people the opportunity to show off their knowledge in front of their colleagues.

If you first focus on giving that person a moment of glory, they usually then give you the courtesy of some attention to what you and your company provide.

Placing the convention attendees’ interests first can always open the conversation up in a way that’s less aggressive. If they answer a tough question correct, and then get rewarded with a prize… you may have just made their day. That is then associated with your brand.

Browse Trivia Games on Amazon

General Drawings

Best Trade Show Games - Metro Exhibits

Get give us your information, get a prize. We’ve all seen this before. Using idea is as simple as getting trade show attendees to drop their business cards into a fishbowl and then draw prizes. This approach may be simple but it can also be highly effective for getting attendee information!

If the event is filled to the brim with your target audience, your goal should be to get as many attendee information as possible. This trade show game strategy could be the one for you.

Browse Ticket Raffles on Amazon

Counting Games

Best Trade Show Games - Metro Exhibits

Another game idea is to have a container with a certain number of objects, like candy or marbles. The person who comes closest to guessing the amount gets a prize or a discount.

Like other games, it can serve as an ice-breaker that can foster communication between your representatives and trade show attendees. It’s a great way to get their information as well so that you can contact them if they won at the end of the show.

This is yet another example of a simple and effective way to get information from your target audience.


Best Trade Show Games - Metro Exhibits

Ah, yes of course! Plinko is a classic game that always brings a nostalgic fun to the trade show floor. Have someone fill out a contact form for a chance to win a prize. Make the prizes something fun- but useful.

Browse Plinko Games on Amazon

Bean Bag Toss Games

Best Trade Show Games - Metro Exhibits

This is something that people are familiar with and would have an easy time stepping up to give it a shot. The best games for any expo are ones that people actually play. Give it a whirl!

Browse Bean Bag Games on Amazon

Games Don’t Make or Break Success

Using one or a combination of these ideas will help you gather information in a way that’s fun for the visitor. However, the success of the game is not all up to the game itself.

Games attract people who walk right past your booth. You cannot do this without a good first impression.

As always, make sure your booth is naturally eye-catching and has a great design to get the attention of attendees that are far away from your booth. Your game is not the first impression someone has of your brand- your display and your brand imagery is what catches their eye and attracts them to your booth.

We see a lot of exhibitors believe their game choice was the problem when in reality their booth was not a good representation of their brand, which in turn affects their booth traffic.

Remember the most important thing you can do at a trade show is attract visitors, meet people, collect their information, and cultivate a positive relationship. Good luck with your game choice and always remember to cater your trade show booth’s marketing strategy to your audience. Create a goal that can be measured (ex: number of booth visitors to the number of visitors who’s information was gathered) to determine your game’s success.

Metro Exhibits: Your Complete Trade Show Resource

Whether this is your first rodeo or your hundredth, Metro Exhibits is your trade show partner, designing, fabricating and renting the industry’s premier trade show booths and providing a full array of wrap-around tradeshow services. Contact us for more information!

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interactive digital displays

Interactive Displays at Your Next Trade Show

You’ve got to learn how to stand out if you’re looking to not only garner attention at a trade show but also leave an impact on your attendees.

Investing in an interactive display in your booth or exhibit is one of the most unique ways to stand out in the trade show industry right now.

With the numerous opportunities they present for you in content, they’re transforming the way companies interact with trade show attendees.

Here’s how to make these creative displays work for you and ensure that you’re getting the most out of your next exhibition.

What Exactly is an Interactive Display?

All trade show booth displays should have some element of interactivity. They should tempt attendees to visit and interact with whatever the exhibitor is showing off.

However, an interactive display is a bit different. These are high-tech screens and kiosks that use displays in order to play interactive material or show off a company’s latest technology.

These displays should function almost as if you have an extra employee working for you in the booth.

They should invite and encourage attendees to interact with some sort of presentation, software, or content that you have on the screen.

Adding interactive displays to your booth or exhibit can help you:

  • Show real-time social media updates
  • Direct attendees towards your booth using signals and signs
  • Tell a story about your company
  • Uniquely show off how a new product works
  • Turn visitors into actual paying customers

This, of course, isn’t an exhaustive list of interactive booth ideas and how you can make these kinds of displays work for you.

Learning how to correctly incorporate the display into your booth design while keeping your company’s branding in mind is going to be crucial to your overall trade show success.

How to Intelligently Incorporate an Interactive Display

Sure, you could purchase an interactive display and set it up at your next exhibition.

But, you’ll find that you get more return on your investment if you learn how to intelligently incorporate it into your trade show booth design.

Depending on your company, its products or services, and the kind of trade show you’re at, you’ll want to ensure that you’re using an interactive display in a way that makes sense.

Get a feel for the vibes before the trade show and ensure that your exhibition is going to be the most attractive to the general demographic of people that attend it.

Here are a few trade show display ideas that will help get you started.

Gaming with Multi-Touch Capabilities

Few things are more attractive to guests at a trade show than the chance to destress with a video game.

You don’t always have to promote your brand to ensure that guests are going to remember you. Instead, focus on offering them something of value, like fun.

At your next trade show, you can use an interactive display as a gaming tool. The more high-tech you can get, the better.

This means using the multi-touch capabilities of today’s digital tools and letting attendees play against each other or against an employee of yours.

Offer prizes if they’re able to beat your employee or get to a certain level.

If it makes sense, you can incorporate your brand’s story or whatever you’re selling into the game.

This doesn’t have to be a hard push, however. If you’re a plumbing company, simply set the video game in a similar setting to where you’d normally attend to guests.

Likewise, if you’re a legal company, make the game about a legal case that they have to solve. The opportunities here are endless!

High-Tech and Unique Visitors Lounge

interactive touch screen display

Have you seen those digital menus at cafes and restaurants? Guests take their seats and a menu appears on the table with options for food and drinks.

They can swipe through the menu with the flick of a finger and view photos or videos of the daily special.

This kind of interactivity and use of digital media can really enhance your digital presence at your next trade show. Take the opportunity to use an interactive display like this as part of a visitors lounge.

You don’t even have to be directly selling anything to make this work. Find a unique way to work your brand or product into the menu.

Chances are, though, that if you sponsor a visitors lounge and feature interactive digital menu, guests are going to remember your brand without you having to promote anything extra.

Engaging and Magical Product Demo

If your product or service permits this without it seeming a little overdone, try to incorporate a little magic into the presentation.

One surefire way to increase booth interaction is to host demonstrations of your product throughout the day.

While you’re presenting the step-by-step process of how to use your product, you can have a visual representation and demonstration going on in the background.

Incorporate visuals, graphics, photos, music, and a little bit of magic. To do this, you can hire a professional trade show magician that can incorporate your product or company pitch into their act.

Make sure that they use the digital tools available to them in order to make things even more interactive and interesting.

Have an image appear and then disappear on the screen, or having something disappear into the screen only to appear physically in front of your guests.

Try to create a story around the presentation that weaves your product in and out of the adventure. Then, find creative ways to make use of a digital screen to really wow your guests.

Interactive Trivia to Increase Engagement

The great thing about interactive displays is that you can use them in so many ways. They make even normal trade show gimmicks or games seem new and updated.

Interactive trivia is a great way to increase engagement, and with modern technology at hand, you can use real-time data in order to have guests answer questions about what’s just happened at the event.

Or, you can use an interactive display to play “mind tricks” on your attendees and ask them to remember certain things on the screen.

These images or graphics should be related to your company, product, or service in some way as flashing them on the screen repeatedly is going to ensure that attendees remember your brand.

This kind of subliminal messaging will help foster connections between attendees and your brand while allowing them to enjoy the trivia they’re participating in.

If you’re going to go this route, it’s important to read up on current subliminal marketing trends and how they relate to virtual reality.

If you’re able to make the investment, it’s a wise choice to invest in virtual reality video creations and gear to enhance this effect.

However, incorporating virtual reality into your trade show booth design is a whole different subject matter.

Immerse Guests in a Visual Journey

interactive virtual reality

What’s more impactful than immersing someone into a completely new world where they can go on a visual and sensorial journey?

Whether you’re using virtual reality or augmented reality, if you use them right, you’re sure to command a digital presence at your next trade show.

Take guests on a visual journey through your office spaces to bring them closer to the inner workings of your daily operations. Or, allow them to use augmented reality to simply find their way to your booth in the first place.

Take a look at the unique ways in which Skullmapping, for example, is using this kind of technology in order to create immersive experiences out of ordinary displays and settings.

It’s important to note that this doesn’t always have to include virtual reality.

Innovative real estate companies are using project mapping to show off plans for new construction sites or properties.

Cutting-edge environmental companies are using interactive displays to create 3D reconstructions of geographical areas that are feeling the effects of global warming.

Making a Digital Impact at Your Next Trade Show Event

Commanding a digital presence is easy to do, but doing it in a way that successfully converts your trade show booth visitors into lifetime paying clients requires a bit of work.

Learning how to correctly incorporate an interactive display into your trade show booth design can make or break your next exhibition.

Interested in getting help before, during, or after your next trade show?

Here at Metro Exhibits, we specialize in helping companies make the most impact by offering a complete portfolio trade show services and fabrication.

If you’re going to enhance your digital presence at your next exhibition, then we can help you set up before the show with our audiovisual and electric services.

Interested in learning more? Head over to our trade show services page and then contact us for specific pricing and details.

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b2b trade show

5 Reasons to Exhibit at B2B Trade Shows

Attending industry-specific B2B trade shows or events is an essential step for business growth. In fact, it’s so important that an estimated $24 billion is spent by companies annually to exhibit and display what they have to offer at trade shows and conferences.

Why is it important for businesses to attend industry conferences? B2B events are an ideal place to generate sales leads, debut new products or services, boost brand awareness, discover the latest technology, and check out what competitors and industry leaders are doing. As long as you carefully plan and budget your trade show, B2B conferences are money well-spent.

What Is a Trade Show?

By definition, trade shows are designed to bring together industry experts and business owners. They are intended for participants to display, demonstrate, and discuss their products and services. Trade shows are where new technology is unveiled, and business connections are made.

At a trade show, you can expect to find:

  • Exhibitors with informative booths
  • Workshops and presentations
  • Media
  • Networking events
  • Awards presentations

The top three trade show event marketing goals and strategies are to increase sales (83%), boost brand awareness (73%), and enhance product knowledge (53%).

Why You Need to Be Exhibiting at B2B Events

When you and your team attend trade shows, you have the chance to build new connections and develop long-lasting business relationships. If executed properly, trade show exhibitors boost brand awareness, successfully unveil new products and services, and outshine their competitors.

1. Generate Lucrative Leads

If you’re participating in a trade show, plan out a thorough strategy. Every event you attend is a chance to grow your business and expand your company’s customer base.

People who attend trade shows are in the right state-of-mind to be sold to. You should think of the entire audience as prospective leads. Most of the time, trade show attendees are motivated, interested to learn about your products, and may commit to a deal on-the-spot.

Before you head out to your B2B event, you and your team should establish key sales goals prior to the show. This will give your sales team a firm objective.

To make the most out of your trade show experience, you should:

  • Have a captivating and engaging trade show booth
  • Perfect your 30-second pitch beforehand
  • Research who will be at the conference ahead of time
  • Incorporate a call-to-action (like trade show pricing) to generate as many leads as possible

As you interact and engage with trade show attendees, document everything. When you exchange business cards with a prospect, write notes on it so you can keep track of all of your new leads. Speaking of business cards, when you’re attending a trade show, make sure you come with plenty. You could even get some black metal cards from a website like if you want to make your business stand out. Business cards are a great thing to have and make sure you give plenty of them out whilst you’re at the show!

In the case that you don’t make any final sales during your trade show, your team will still be networking, which is always a plus. New connections build brand visibility and can lead to word-of-mouth recommendations.

2. Showcase New Products & Services

If your business is launching a new product or service, B2B events are the best places to show them off. A conference can be a highly effective place to launch your new product or service, but it takes a well-planned strategy in order to produce an impressive ROI.

Launching products at relevant trade shows maximizes exposure and directly connects the product or service with potential customers.

During your conference, incorporate a creative and interactive product display to drive consumer interest through the roof. The face-to-face interactions and hands-on experiences will linger in your customers’ minds, making them less likely to forget your new product or service anytime soon.

Weeks (maybe even months) before your B2B event, start generating interest around your new product or service. Use social media, email marketing, press releases, your business’s website, and other tactics to create anticipation. Event attendees will show up looking for the new product or service they’ve heard so much about.

Once you have the foot traffic at your trade show booth, make sure your sales team is delivering concise, yet informative, pitches to explain the product. Try to incorporate prizes or giveaways to keep the excitement level high. After building up so much anticipation for your new product release, you don’t want to let prospective consumers down.

After the event, make sure you’re following up with all of your leads to keep the ball rolling.

3. Build Brand Awareness

Attending B2B events is a great way to boost your brand’s overall visibility and increase your company’s awareness among consumers. This is but one aspect of strengthening your brand identity and there are plenty of other avenues to pursue in developing a strategic and creative direction to guide your brand towards continued success – this is something that a brand agency might be able to assist you with.

At a trade show, you and your team have the opportunity to connect with consumers on a personal level. You can chat and network with people who may be interested in your business. Building solid relationships is a major foundation for growth in any business.

Small businesses can use trade shows to spread interesting news and boast business achievements. You can use the event to answer frequently asked questions current customers have about your products and services, so your new customers already have the answers. Offer in-depth demonstrations to explain how your product or service is best used and the value it brings to businesses.

Above all, trade shows are a way for consumers to put a face behind your business. Once people meet you and your team, they’ll be more likely to remember your business later. Face-to-face marketing and customer interactions are more effective than other forms of advertising.

It’s not just about seeing your face though either, it’s making them see the business. This is what brand awareness is all about, it’s about making your brand visible and memorable. You can do this by having custom products ready to give out to potential customers, things like custom water bottles, like the ones found at can be hugely beneficial when done correctly.

Once your business brand starts to become memorable, customers will come to you. You can become a household name that everyone knows about, even if they haven’t shopped with you before. This is why building brand awareness is so important as it can really help your business when it comes to making sales.

Just how effective is in-person marketing? According to HubSpot Sales, nearly 100% of people claim face-to-face meetings are essential for long-term business relationships and the close rate for in-person meetings is 40%.

4. Check out Your Competition

Keep your friends close, but your enemies closer, right?

If you’re at a trade show, there’s a good chance your competition will be there, too. Instead of looking at this as a bad thing, use a B2B conference to learn more about your competition and discover what industry leaders are doing to boost their sales.

You’ll likely be standing shoulder-to-shoulder with big names in your industry. Take advantage of this opportunity by networking with these companies and learning more about their processes.

Check out their displays, listen to a sales pitch, and make notes of everything you learn. This way, you can make improvements for your next event and learn new tactics to boost your business’s growth.

Above all, at a B2B trade show, you’ll learn cutting-edge developments and industry news to help you stay ahead of your competitors.

Seminars and presentations will teach you about new processes and industry trends that have a significant impact on your business’s future growth. Therefore, attending conferences can help you keep tabs on your competition as well as discover new methods to stay ahead of them.

5. Discover New Technology

The world is always evolving, and your business industry is no exception. Attending trade shows gives you the opportunity not only to generate new sales leads but to also check out new technology that could drastically affect your company’s growth.

b2b trade show technology

Whether it be new software or technological equipment to make things run smoother at the office, you’re bound to discover something useful to your business at a B2B convention.

It can be overwhelming at first, but make it a point for each team member to learn about three new technologies or software programs that could increase business operations. If you can learn new technology before anyone else, it gives your business a strong competitive advantage.

Word to the Wise: Pick the Right Trade Show

Now that you know all of the advantages trade shows have to offer, it’s essential you pick the right ones to attend. Trade show exhibitions and tickets can become expensive, so be sure to only attend conventions that will provide a profitable ROI and a high chance of capturing clients and leads.

How can you decipher which trade shows are worthwhile to attend? By following these steps:

  • Establish a clear goal or objective to attain during your B2B event
  • Research your target demographic and only attend tradeshows catered to that group
  • Check out trade show calendars to get a glimpse of all of the different events offered throughout the year
  • Look into each trade show’s history (be wary of glamorous conferences that haven’t been around for too long)
  • Establish a budget and focus on events that fit it (keep in mind travel expenses)
  • Pick a trade show with a viable timeline you can work with and properly advertise for (you should schedule at least two months of prep time, if not more)

Once you’ve selected your trade show, conduct as much research as possible. The more you know about the audience who will be in attendance, the better you can design your presentation to create a lasting impression.

Prepare for Your Next Trade Show

B2B events are excellent experiences. They’re ideal places to meet prospective clients and network with potential business partners. At trade shows and conferences, you can expect to participate in informative workshops to advance your business and stay updated on the latest industry technology and trends.

If you’re considering attending a trade show, you’re going to need an exhibition that stands out against the crowd. Metro Exhibits provides first-rate exhibit services to help you crush the competition at your next B2B event. Contact us to learn more about what we can offer your team.

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international trade show

The Logistics of Preparing for International Trade Shows

According to the US Census Bureau, there are 27.9 million registered businesses in the country. That’s a whole lot of local competition if you think about it.

With such a competitive environment in the United States alone, it may be a good idea to consider new ventures.

Perhaps, it’s time you consider expanding your company’s global footprint and think about potentially setting up shop in foreign markets. International trade shows provide the perfect avenue to do that.

When exhibiting internationally, you get broad access to potential customers, partners, and global contacts. You also get the chance to objectively evaluate your product’s export viability based on the feedback (or lack thereof) you get from suppliers and distributors. Doing this is crucial before you make any huge financial commitment.

Taking part in an international trade show isn’t as daunting as you think. With the right amount of planning it’s actually a straightforward and simple process. Read on to learn how to prepare for an international trade show.

1. Research on Exhibiting Opportunities

The importance of this first step cannot be overstated. You need to research and find the right exhibiting opportunities that give your business the highest potential for growth possibilities.

Identifying where your target market is located may be a good place to start. You won’t want to exhibit in a country where there isn’t any opportunity for your business to grow.

Also, if this is your first time exhibiting internationally, and you have a tight budget, you are going to have to be a little picky when choosing which are the best opportunities for you.

Don’t put all of your eggs in one basket. Identify the international shows to start with that have the highest potential and go from there.

Great sources of information you can use include the Foreign Commercial Service, local and international banks, foreign embassies and consulates. You can also get in touch with trade associations, use the internet to check for upcoming events, or check out our handy trade show calendar.

2. International Trade Shows: Get the Timing Right

Just like any trade show, there is A LOT of planning involved and timing is everything. One of the most important aspects of trade show planning, both internationally and domestically, is locking down your exhibit space at the event. Most times, space allocation in trade shows is done on a first-come-first-served basis. Don’t leave it until the last minute to submit your applications to the show organizers.

Especially when it comes to an international show that you’ve never exhibited at before, the more time you allot to planning, the better. There may be a different process for exhibiting at a show internationally than you are used to, so it’s important that you are prepared for any delays in that crucial first step.

international trade show planning calendar

Ideally, the best time to book space and reserve your spot should be between 12 and 18 months before the scheduled day of the trade show. Use that time to come up with unique trade show booth ideas to make your business stand out from the pack. Our pre-show marketing tips are a good place to start. Having marketing materials on your booth to distribute to potential clients and customers could be a good way to drum up some attention for your business; perhaps custom lanyards could do this effectively.

Most international trade show management companies have global sales offices. Get in touch with the global representative closest to you to iron out some of the finer details you might be unsure about.

3. Shipping Arrangements

The next step, of course, involves getting your products and equipment to the international show venue. The organizers usually offer trade show services that include incorporating an official freight forwarder to deal with all the shipping nitty-gritty.

The last thing you want to deal with on an individual level is arranging for licenses and declarations, invoicing, insurance, bills, and sorting out all the other paperwork required. An international freight company takes this worry off your hands.

It deals with the movement of product samples and equipment between countries. If the equipment is destined to remain in the foreign country once the show ends, then there will be a duty charge assessed on the items in question.

4. Compliance with International Safety Codes

You need to be aware of the laws and safety standards of the country hosting the trade show. Some have very strict regulations regarding product testing and technical specifications that you have to comply with. It helps to engage a local consultant to guide you through the compliance process.

For example, there may be restrictions on what exactly you can bring into the country. Just like when anyone travels internationally, there are certain items that are prohibited to be brought with you.

Again, do your research. You may find that you might not even be able to promote your product in some countries, and that will be essential to know before you decide where you will be exhibiting.

5. Create Some Wiggle Room in Your Budget

If you’re not prepared, you might find that you’ve exhausted the funds you had budgeted to use for the duration of the trade show. Make sure your trade show budget has ample wiggle room to cater for unforeseen expenses.

international trade show budget

Some factors you need to consider include the costs of the venue location, shipping expenses, display banners and all the bells and whistles that bring your tradeshow idea to life. You also need to factor in the cost of graphics printing of promotional materials, prevailing exchange rates, staff costs, import duty… You get the idea. To be on the safe side, add an extra 30% to your budget as a contingency cover.

This is especially important if you are used to exhibiting at domestic trade shows. Prepare for the additional expenses that are sure to come with exhibiting internationally, and evaluate if the potential benefit is even worth those added costs.

6. Get to Know the Country’s Union Policies

Lots of countries have trade unions with policies and regulations that must be respected and adhered to. Make sure you look them up and familiarize yourself with them before you take on any local contractors to ensure that you aren’t in contravention of any of them.

It helps to have someone close at hand who speaks the local language to be able to give instructions. Arrive well before the trade show commences to ensure you have ample time to sort out any potential issues that may arise.

7. Get the Pricing Right

If this is your first shot at expanding your business internationally, it’s important to understand that you may need to adhere to a different price structure for international clients and customers.

While you’re at the trade show, most customers will want the prices quoted in CIF. This stands for Cost, Insurance, and Freight. It’s a subtle way of letting you know that the buyer expects that you (the seller) will cover all the costs related to the loss or damage of the goods while they’re in transit to the export port.

As soon as the goods are loaded, the responsibility shifts to the buyer. So if your negotiating skills are rusty, now’s a good time to dust them off and give them a spin. You also need to be aware of other price factors like tax, and tariffs when quoting your prices.

8. Pre-Arrange for Payment

The last thing you need while at the trade show is to strike a deal with a potential customer only for you to be unable to receive their down payment. So, before you set off on your journey to the great unknown make sure you have your payment affairs in order.

The starting point is to find a bank that has international affiliations and discuss your expectations with them as pertains to transfer of funds, bills of exchange or any letters of credit you might require. Most customers you’ll deal with at the trade shows will expect to see your credit report before they can proceed to do business with you. So, ensure you have it handy with you.

9. Get Local Currency

At the risk of stating the obvious, when in Rome… get local currency! On a serious note though, it’s a rookie mistake to transact in dollar currency in a foreign land. That’s the number one way to get ripped off.

local currency for international trade shows

Use Automated Teller Machines (ATMs) to get local currency. You may not be aware of this little tidbit, but using an ATM to withdraw currency gives you a much better rate that if you were to use hotels, or, foreign currency exchange bureaus.

Before you leave home, ensure you get enough local currency. You’ll need it to pay for your transportation from the airport to your hotel and a little extra to tip the driver along the way.

10. Use a Native Born Translator

Always insist on using a native-born translator to translate all your business communications and copy for international trade shows. It helps to have someone with some technical background of your industry to accurately convey the message.

Relying on someone who isn’t a native speaker of a language, to translate might result in them using slang, double-entendres and other colloquialisms that could leave you red in the face. Prepare translated catalogs, data sheets with metric measurements and product literature in the languages of most of the countries that will be represented at the show.

11. Don’t Compromise on Quality

Attending an international trade show is an opportunity to put your best foot forward. This isn’t the time to skimp on quality.

Customers expect high-quality products and exhibits that stand out in style, design, and innovation. Remember, there’s nothing new under the sun.

So if you want your products to compete with the locally produced merchandise, you need to be able to prove why your product is unique. It’s the only way you’ll gain acceptance.

12. Train Your Staff

This step of the preparation process is often overlooked. Your products could be amazing, and you could have ironed out every kink in the logistics of preparing for the trade show. But, if the individuals you’ve entrusted to represent your company at these events aren’t competent then it all amounts to a zero-sum game.

Train them on the different negotiating styles. They should exhibit cultural and conversation sensitivities. They need to know how to properly address visitors, maintain eye contact and give firm handshakes.

They should be aware of their body language. The whole point is for them to exude trust and sincerity.

After all, it is the key to creating and developing lasting business relationships. The success of your business hinges on the soft skills your business’ representatives possess.

The Final Word

Taking part in international trade shows is the first step to expanding your global presence. The opportunities available to you on the world stage are infinite. You only need to reach out and grab them.

Use the tips you’ve learned in this article to make that first step. Remember, a journey of a thousand miles begins with the first step. What are you waiting for?

When you’re ready to take that first step and leap into international exhibiting, our team at Metro Exhibits has the capabilities and expertise to help you each step of the way.

Let us know how we can help you today!

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