Exhibit or Explore? Making Smart Trade Show Decisions

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.

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.

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