Trade shows, also known as trade fairs or exhibitions, are a cornerstone of the business events industry.
These large-scale events bring together a range of businesses from a given industry to showcase their products, services and innovations to potential and existing clients. However, they can be more than just product showcases. Trade shows like IMEX bring the industry together under one roof to not only do business but to drive positive change, create meaningful and lasting industry connections; spark inspiration and further the industry.
1. What exactly is a trade show?
2. The benefits of attending trade shows for attendees and exhibitors
3. What to think about when planning a trade show
4. Associations for trade show planners/exhibition organizers
What is a trade show? The essence of an exhibition
A trade show, or exhibition, is usually held in expansive convention centers such as Messe Frankfurt and Olympia in London. Their primary aim is to facilitate business-to-business (B2B) connections. Although some trade shows also welcome the public.
Four large trade shows you may have heard of are:
- The Business Show, held in London, is the UK’s biggest business event for entrepreneurs, small businesses and emerging markets
- Viva Technology, held in Paris, hosts over 15,000 attendees with a global audience of tech innovators, investors and entrepreneurs
- Consumer Electronics Show, held in Las Vegas, is a large tech event with over 45,000 exhibiting companies
- IMEX Frankfurt and IMEX America. Held in Frankfurt and Las Vegas every year, IMEX shows are where the global meetings and events industry gathers to do business, learn and drive positive change
What are the benefits of attending trade shows for attendees?
Industry professionals attend trade shows for numerous reasons. Here’s just three reasons why they might attend:
Discover new products and trends
Exhibitions are a hub for innovation. They offer the chance to discover the latest industry trends and innovations—helping attendees find suppliers and build new relationships with exhibiting companies.
Learn from experts
Trade shows can also be an opportunity to level up industry expertise.
Exhibitions can also include education such as:
- Conferences
- Seminars
- Workshops
- On-booth education from exhibitors
- Keynote speeches from industry leaders
These sessions can provide valuable insights and education from industry experts and leaders.
Business networking
Trade shows are an opportunity for an industry to meet face to face. Through structured networking sessions or by talking to industry peers on the show floor, attendees can build relationships. Networking fosters collaboration and connection as well as business opportunities.
Saving time
Trade shows are time savers. Trade shows offer the opportunity to get months’ worth of meetings, education and networking done in a few days. Attendees can level up their industry knowledge and learn from experts while meeting new suppliers on the show floor.
Why trade shows matter for exhibitors
For exhibitors, trade shows can offer a unique platform and exposure to new clients to:
- Showcase products and services
Attendees can experience products firsthand and talk to potential suppliers in person. Presenting their business in person helps exhibitors show their value and explain their unique selling points to potential clients. Trade shows are a great opportunity to put a brand in front of the right audience.
- Generate leads for new business opportunities and relationships
Engaging with potential clients at a trade show allows exhibitors to collect valuable contact information, such as email addresses. And kick start potential business relationships. This might be through badge scanning or organizing future meetings with attendees.
Hosted buyer programs at trade shows are designed to facilitate connections between pre-qualified buyers with exhibitors. They ensure that exhibitors meet with the right people who are looking for their products. At IMEX, we host buyers, reimbursing their travel costs and organizing free accommodations, who regularly plan and organize international business events. In exchange for being hosted, buyers at IMEX are required to have six-eight meetings for each day that they’re at the show. The outcome of this? Exhibitors get qualified leads and productive meetings with buyers who are there to do business.
Planning for a successful trade show
Starting to plan for an exhibition as an event planner/exhibition organizer is a large undertaking. Organizing a successful trade show involves meticulous planning. Here are a few things to consider when planning a trade show or exhibition:
Venue selection
Choosing a suitable venue that meets the needs of your attendees can be influenced by so many different factors. Such as how many attendees and exhibitors you’re expecting. How sustainable the venue is. And how accessible the venue is. As well as where you want to host the event. This can be based on:
- Where your target audience is
- Where the exhibiting companies are from
- Where or what the industry is
The logistics of a trade show
Managing the logistics of your event is key for successful exhibitions. The logistics of a trade show include managing the exhibition space and any educational spaces. Where will each exhibitor be on the show floor? How much space do they want? Logistics also includes time management for each day of the exhibition. What time do the exhibitors need to be there? What time does the show open? The timings of the event need to work for everyone—your exhibitors and speakers as well as your attendees.
Marketing your trade show
Make sure you create a marketing plan that targets where your attendees exist. For example, are there communities of your attendees on LinkedIn? Or do they respond better to email marketing? By creating a marketing strategy that aligns with how your attendees like to interact online, over email or through industry publications, you can attract the right exhibitors and attendees.
Industry bodies and associations for trade show event planners
Associations can be a great way to connect with your industry peers as well as gaining access to education and training. From incentive travel to conferences and association event planners to corporate event planners. There are numerous associations for different types of events and event planners. If you plan trade shows you can join:
- International Association of Exhibitions and Events
The International Association of Exhibitions and Event (IAEE) members are event planners who have direct involvement in planning exhibitions and industry professionals who supply products and services for trade shows. An IAEE membership includes professional development opportunities, industry news, educational resources, discounts and much more.
- Association of Event Organisers
The Association of Event Organisers (AEO) is for companies and professionals who create and run business events. By joining AEO you can access their research and insights, resources in their membership zone and regular networking opportunities with other industry professionals and trade bodies.
- Ufi, the Global Association of the Exhibition Industry
A global association that welcomes trade show organizers as well as exhibition and convention center managers. Their main goal is to represent and support the interests of their members and the wider industry.
Why trade shows are so important
Trade shows play a pivotal role in the business events industry. They facilitate industry-wide connections, showcase new innovations, education and trends and offer networking opportunities. At IMEX, we know the true value of exhibitions is in the connections you make. Face-to-face business events can facilitate long lasting business relationships. And can create new and exciting collaborations as well as offering platforms for launching exiting new research, reports, trends and knowledge sharing amongst the best in our industry.
