What Is Trade Show Marketing?

Everything You Need to Know About Trade Show Marketing

Trade shows, also known as tradeshows, trade fairs, and expos, are a large gathering and exhibition of businesses and organizations within a similar industry or market. An ideal in-person affair, trade shows allow companies to showcase new products, deliver a one-to-one explanation of available services, and meet with industry partners or possible clients.

Allowing businesses of a similar market to display, demonstrate, and discuss their industry; trade shows are generally held in large metropolitan cities all over the world to promote globalization and connection within the trade.

Read below to find out where trade shows are held, what happens at trade shows, and how to determine what expos are right for your business! Once you're ready to start planning and getting your team ready for the big event, connect with us at Merchology to get top-of-the-line tradeshow giveaways that will make you the hit of the event!

Where Are Trade Shows Held?

Larger trade shows and fairs take place in larger, metropolitan cities and often last for a weekend or longer. These giant exhibitions generally take place within convention centers, off-season sports arenas, and large hotel business centers. Many city locations are chosen due to either cost-effective and easily available flights or due to the ability to blend business and recreational fun which leads to a higher attendance count.

Popular US cities for trade events include:

• Las Vegas, NV
• Chicago, IL
• San Diego, CA
• Orlando, FL
• Atlanta, GA
• Dallas, TX
• Indianapolis, IN

Popular international cities for trade shows and exhibitions include:

• London, UK
• Amsterdam, NE
• Seoul, SK
• Munich, DE

What Happens At Trade Shows?

Companies and businesses participate in trade fairs and expos to attract potential clients, connect with other organizations in the market, and network with media to showcase their products and services. Those in attendance at the trade fair are either others interested or working in the market, possible customers, or those wanting to get more information about specific services and pricing.

At Trade Shows You Can Expect:

Companies will often perform workshops or presentations, create exhibition spaces, have free promotional item giveaways, and offer specialty pricing events. Trade events themselves will frequently provide exhibition awards, networking hours at local bars and restaurants, and opportunities for discount pricing on next years events.

What Trade Shows Are Right for Your Company?

To determine what trade shows will provide the best return on your investment and connect with you with your best audience, a few simple steps should be taken to pinpoint your trade fair success!

Industry

Confirm that the events your team is considering truly fit your company's products, services, and brand. While it may possibly be successful to be a unique business at a trade show, it can also provide you with customers not aligning with your message at all. Selecting trade shows that feature your specific industry, however, ensure that audience members have some interest already in what you're providing for a more successful interaction.

Audience Size

It may be initially exciting to enter a smaller trade show due to lower entrance fees, a more specific audience, and the ability to stand out much easier. We recommend, however, only choosing minor trade show events if they directly align with your service or if this is your first expo ever. Once your team is more comfortable, larger trade shows will almost always provide a bigger net of return for leads, sales, and connections.

Location

Keep travel arrangements in mind when applying for and planning out a trade show event. Try to find a happy medium between the reach of the show and the overall costs of sending employees there to work the booth. On top of employee expenses, consider the cost of travelling with the booth display and promotional items as well.

Learn More to Get Ready for Your Trade Event!

• Check out our Top 10 Custom Trade Show Swag Items for 2021 an easy list of the most popular promotional items and company branded merch that customers have been loving this year.
• Read the Trade Show Giveaway Buyers Guides for inspiration and trending products available to make your next trade show event a blast!
• Check out the 2020 Style Trend Report here!

Merchology can take your trade show marketing from drab to dynamic with logo branded giveaway items like water bottles, notepads, lanyards, t-shirts, and more! Top brands such as Nike, Under Armour, S'well, and many more are ready to boost your booth's popularity. Contact us today to get started on planning the most popular trade show booth at the event to reach your audience!