The Evolution of Trade Shows and Events: A Guide for

A look back at the importance of trade fairs

Traditionally, annual trade shows were the heart of a company’s marketing strategy. They were essential for generating sales, meeting customers, and showcasing the vitality of the company. However, in the mid-2010s, the dynamics changed dramatically.

The digital revolution: a new marketing landscape

The rise of the internet brought with it a wealth of information. Platforms like LinkedIn emerged, databases expanded, social media evolved, and ad targeting became more sophisticated. These developments gave marketers powerful tools to identify potential customers and launch targeted ad campaigns. The internet also allowed sales teams to prospect more effectively, marking a significant shift in the way companies approach marketing.

The Cost of Marketing: A Shift in Priorities

During this time, marketing costs plummeted and customer acquisition cost (CAC) dropped significantly. Tracking attribution and return on investment (ROI) became much simpler, allowing for a clear view of spend versus returns. This data-driven approach appealed to CEOs, CFOs, and CMOs because it offered a cost-effective way to reach a broad audience.

Trade fairs and events: a changing landscape

Attributing and tracking ROI from trade shows and events is notoriously difficult. Before the digital revolution, this wasn’t such a big deal, as the annual trade show was a staple of marketing strategy. However, the digital age has led to a decline in trade show attendance and buzz, leading many businesses to question their value. Without clear ROI tracking, it can be difficult to justify the expense when there are other, more measurable marketing channels available.

The Current State of Trade Shows

Despite these challenges, many companies continue to participate in annual events. However, the purpose and benefits of these activities are often unclear. Trade shows have become a “cost of doing business” rather than a strategic investment. With the convenience of digital tools, simply showing up at a trade show is no longer enough to guarantee success.

The Future of Trade Shows: A Strategic Approach

Trade shows and events still hold value in terms of marketing, sales, relationship building and training. However, to fully exploit their potential, companies must adapt their strategies:

1. Select the right programs:Not all trade shows are created equal. Choose the ones that best fit your business and audience.
2. Set your goal:Understand why you are exhibiting, sponsoring or hosting an event.
3. Understanding your audience:Be aware of who your audience is and what they want.
4. Develop a strategy for your approach:Plan your trade show or event campaign carefully to maximize results.
5. Invest time and energy:Organizing a successful trade show or event takes effort. Make sure you are prepared to invest the necessary resources.
6. Track Results:It’s essential to show the impact of your efforts. Develop a system to track ROI and other metrics.
7. Engage leadership:Get buy-in from company leaders early on. Then, present the results to reinforce the value of the shows and events.

The landscape may have changed, but trade shows and events remain an important part of marketing strategy. By adapting to the digital age and implementing a strategic approach, businesses can continue to reap the benefits of these platforms.