Page 39 - HUB-4 Magazine Issue 90

Saward
Exhibit or Explore? Making
Smart Trade Show Decisions
In my experience, the answer is rarely straightforward.
International trade shows shouldn’t necessarily replace
domestic events but can complement them if approached
strategically. UK trade shows often provide excellent
networking opportunities and access to a highly concentrated
market. Exhibiting at home can also help businesses refine
their messaging and tactics before taking them to a broader,
more complex international stage. Conversely, global trade
shows can open doors to partnerships and business
opportunities that might not exist domestically, but only if
you’ve thoroughly researched their relevance to your
objectives.
With thousands of trade
shows happening
annually across the globe,
deciding where to exhibit
can be a daunting
challenge for any
business. As an event
management professional
with over 30 years of
experience working
globally across corporate
and trade events, I’ve seen
firsthand the complexities
companies face when
determining whether a
trade show will deliver a
return on investment or
simply add to their
marketing expenses.
One of the biggest hurdles is aligning a trade show’s audience
and objectives with your company’s goals. It’s not uncommon
for businesses to choose events based on their reputation, size,
or location without fully understanding whether the attendees
are their target audience. While some shows boast tens of
thousands of visitors, the question remains: are those visitors
decision-makers or influencers in your market? Exhibiting at a
trade show requires significant investment, not only in stand
space and design but also in travel, staffing, and pre- and
post-show marketing. Without the right audience, that
investment may not pay off.
The decision becomes even more complex when considering
international trade shows. The global stage offers enticing
opportunities to expand your brand presence and reach new
markets. Shows in Europe, the Americas, and Asia often attract
a diverse, multinational audience. However, they also come
with additional logistical challenges, cultural considerations,
and higher costs. Moreover, many companies grapple with the
question of whether these global events offer more value than
the trade shows available at home in the UK.
Walking a trade show instead of exhibiting can sometimes be
a smarter choice. Attending as a visitor allows you to assess
the event’s atmosphere, gauge competitor presence, and
understand attendee demographics. It’s a low-risk way to
determine whether the show is worth your investment in
future years. Walking the floor also provides invaluable insights
into the latest industry trends and innovations, which can
inform your marketing strategy and product development.
Final thoughts…
Whether at home or abroad, trade shows
remain a powerful tool for businesses, but
only when approached with a strategic
mindset. Make informed choices, and your efforts will
undoubtedly lead to stronger connections and greater
success in your market.
If you’re navigating this decision and need guidance, let’s
start a conversation. With decades of global event
management experience, we’d be happy to share insights
and help you make the most of your trade show strategy.
www.hub-4.com Jan/Feb - Issue 90
| p39 |