We talk a lot about trade shows here at SmartLink, because our products are all designed to help you get great results from these events.


However, how do you know it’s even worth exhibiting at a trade show in the first place?


The simple answer is: maybe. (It’s never a definitive answer, is it?)

The Value of a Trade Show

Before you decide whether it’s worth attending, let’s take a step back and think about a trade show conceptually. In a nutshell, people in your industry are traveling from all over the country, the continent, or even the world to one place. That’s a great opportunity to do a lot of selling or connecting in a short time!


You have the potential to learn exclusive information about trends and changes in your industry. You also have the distinct advantage of talking to a lot of prospects in a short time, sort of like “speed dating” for businesses. Instead of paying to send your salespeople to them, you pay once to get to the trade show, and then the prospects come to you!


Some businesses can connect with qualified leads, make fantastic connections with vendors or suppliers, and more.

The Downsides to a Trade Show

It’s not always a great idea, of course. If you don’t go into it prepared, you can actually make your business seem unprofessional or incompetent. If you’re looking at the event strictly from a financial standpoint, exhibiting at a trade show doesn’t always pay for itself in terms of new clients or prospects, so that’s a consideration.


Then there’s all the time needed to prepare and actually exhibit. There’s an opportunity cost, where staff who are at the trade show can’t be back at the office doing something else that needs to get done. These are factors you’ll need to consider.


On the topic of money, it’s sometimes difficult to put a price value on trade shows. Even if you don’t make a single sale, though, you can get incalculable benefits from exhibiting at an event in terms of knowledge and connections.


In the end, you’ll have to decide for yourself, but there are definitely a number of compelling reasons to exhibit at a quality trade show. If you want to know more, simply contact us!


~Tony Johnson