What Are the Main Benefits of Taking Part in an Exhibition or Trade Show
Some people who don’t believe in exhibitions call them “dinosaurs” because of the widespread use of internet marketing and remote networks. But for companies that want to enter the international market, especially in Europe, nothing can compare to personal communication with potential clients.
One of the best and most measurable ways to promote your business or new product is still to participate in major trade shows. Below, you will find the rationale behind this opinion, based on real facts.
Unsurpassed Lead Generation And Personal Communication
The best way to find new customers at minimal cost: according to exhibitors, meeting a potential customer at a trade show costs €130–140, while a meeting at the office costs more than €240–250.
When you exhibit, you meet your target audience face-to-face.
Leads generated at trade shows cost 38% less than leads generated through telephone sales.
High return on investment: According to Marketing Charts, 68% of B2B marketers believe that live events are the best source of potential customers.
Other studies show that the return on investment (ROI) ranges from 3:1 to 5:1, and 14% of Fortune 500 companies earn €5 for every euro spent.
These figures show that participating in an exhibition can bring you qualified leads in a cost-effective and efficient way.
Data was taken from analytical sources Statista, Marketing Charts, and CEIR.
Increase Brand Awareness and Strengthen Your Position
Europe is the world center for B2B exhibitions, hosting more than 11,000 international exhibitions every year.
For example, the Fira de Barcelona exhibition alone attracts 30,000 exhibitors and 2.5 million visitors from over 200 countries, making it an important event for the region’s economy.
First and foremost, attractive stands and product demonstrations often attract the attention of the press and influential figures, making them more visible to people who are not attending the event. Visibility in the media and among colleagues has a positive impact on your brand awareness.
In addition, your company demonstrates its reliability, innovation, and market leadership by attending the trade fair.
Important Business Connections at a Trade Show
Trade shows provide not only potential customers but also connections that are not available on digital platforms:
64% of marketers believe that trade shows are very important for finding new opportunities for their company.
Trade shows are a great place to partner up and find suppliers: you’ll meet potential suppliers, distributors, and partners from all over Europe and the world.
Three out of four North American B2B companies think European trade shows are vital for growing their business internationally and selling their products and services.
Trade shows give companies entering new markets, from Poland to Portugal, more opportunities for promotion than years of remote business promotion strategies.
Data taken from analytical sources Eurodev and CMO Council & E2MA.
Use of Real-Time Market Information And New Ideas At an Exhibition
Trade shows give you the opportunity to see the market live. At a trade show, you have access to competitive benchmarking. You can compare your new product or service directly with those of your competitors to understand where you stand and what you need to do to improve.
Being present at the exhibition allows you to stay up-to-date with new trends, such as artificial intelligence tools and eco-friendly stand design, as well as how your competitors position and promote their products.
You also have access to feedback and direct communication with participants in real time. This is an excellent way to improve your product and marketing plans afterwards.
Being in the midst of your potential customers, you can identify problems with your products or services early on and resolve them quickly.
Measurable ROI
The ROI of an exhibition is real and measurable. Most companies track the number of leads, conversions, and revenue (ROI), as well as brand impressions and sentiment (ROO).
The results are impressive: the average ROI for events is 30–34%, and 44% of marketers see a return of at least 3:1.
In addition, people who participate in events virtually bring benefits to the business. 74% of organizers and participants say they saw a positive return on investment within six months.
Data taken from Splash That analytics.
Use New Technologies And Environmental Standards to Your Advantage
Exhibitions are now more interesting than ever, as Europe is a pioneer in sustainable development and technology adoption.
Smart trade show booths and artificial intelligence increase visitor interest. Modern devices allow participants to be provided with real-time heat maps, automatic lead collection, and augmented reality demonstrations at the showcase. At the same time, digital tools are used to promote the brand both within the exhibition and in the immediate vicinity.
In this format, your reach extends beyond the event thanks to both offline and online promotion.
The use of carbon-neutral trade show stands, recyclable materials in their design, and the restriction of plastic use are in line with global environmental principles and encourage visitors to think about your social responsibility.
Demonstrating your concern for the environment helps build a good reputation and strengthen your business.
Smart Entry Into the International Market
Exhibitions allow your business to grow in a way that neither banner advertising nor webinars can.
There is no other place like Europe for exhibitions, which hosts 90% of the world’s largest exhibitions, especially in Germany, France, Spain, and the Netherlands.
Poland, Portugal, the Czech Republic, Hungary, and Romania are now becoming popular exhibition destinations, which is ideal for early market entry.
Helping the Local Economy and Influencing Policy
You may not have thought about it, but your participation in an exhibition brings added value.
Economic impact: people visiting exhibitions help hotels, transport companies, IT services, and restaurants, creating more than 330,000 jobs in Europe.
Influence on regulation: large trade shows bring together officials and trade groups where exhibitors can help set new standards.
Protecting industry interests: when the Trade Show Access Programme expired, British SMEs immediately lost their competitive advantage.
Your presence is important not only for your profits and losses, but also for the growth of the ecosystem and the coordination of strategies.
Data taken from analytical sources Emeca and The Times.
IDS Cologne: A Real-Life Example
The International Dental Show in Cologne is an excellent example. In 2019, it attracted more than 160,000 visitors and 2,327 exhibitors across 170,000 m² of exhibition space. It is thanks to this scale that hundreds of leaders in the dental industry plan their events there, sometimes even six months in advance. This is not just a trade show but a driving force for global business.
Data was taken from Wikipedia.
How to Demonstrate a Trade Show Exhibit Value With a Reliable ROI System
To move from intuition to real numbers:
- Set clear KPIs: choose ROI (sales) and ROO (brand awareness).
- Account for costs: include the cost of the stand, travel, staff time, incidental expenses, delivery, and technical support.
- Allocate revenue: count the number of orders received at the exhibition, then add the deals closed after the exhibition with forecasts of when potential customers will close.
- Evaluate potential customers: break them down into MQLs, SALs, and closed deals.
- After the exhibition, calculate (revenue – expenses) / expenses and provide quantitative and strategic indicators.
This method simplifies budget planning and channel comparison in the future.
In our opinion, banners and click rates are great, but they are no match for what can be achieved through trade shows. Exhibitions, especially international ones, increase your visibility, provide a measurable return on investment, and help your business grow over time.
European trade fairs are huge, popular, and full of opportunities. With new markets emerging, booth technology improving, and sustainability standards changing, it’s easier than ever to show ROI.
The question for managers and executives of foreign companies is not “why participate?” but “how quickly can we book the best spot at the exhibition?”
Already booked a spot? Then contact Euro Stand Builder to create a creative exhibition stand design and have it built at the exhibition!