Everyone knows about trade shows, those large, bustling conventions where scores of businesses, usually in the same industry, set up booths and market their latest products and services to the public and one another. Businesses attend these shows for the amazing marketing opportunities, the chance to make personal connections with potential customers, face to face. In an era of emails and social media, people will tend to remember one-on-one conversations if the information is relevant to them.

Given the widespread public exposure a business can obtain by attending a trade show, it stands to reason that entrepreneurs would jump at the chance to showcase their brand-new business at such an event. At the startup phase of an enterprise, every appearance and notable mention matters. Therefore, it behooves entrepreneurs to try to attend trade shows in their industry every so often.

Let’s now get into some details regarding exactly how trade shows can help entrepreneurs to grow their startups.

1. The Attention

This one should be common sense to an entrepreneur. By their sheer size and number of attendees, trade shows can be incredible boons to startup businesses. If entrepreneurs want to establish personal relationships and ultimately grow their customer base, they need attention, and trade shows are built for that exact purpose. Maybe a startup has seen only patchy results from performing outreach online. Setting up an eye-catching booth at a trade show can draw in investors, influencers, and other businesspeople, all of whom may take more of an interest in the startup in person. Provided with all the advertising and networking opportunities at trade shows, entrepreneurs should definitely invest in attending a few professional exhibitions.

2. Observing Competitors

While it is always important for startups to remain unique in their industries, it is also advisable for entrepreneurs to check out what competitors are doing. Perhaps the best way of doing this is to set up at a trade show. Businesses pay to have their booths included on the floor at a trade show. When they get there, they will not try to hide anything about what they do; they want to display everything they can about themselves. The job of an entrepreneur at a trade show, then, becomes to check out how everyone else is advertising themselves. Maybe one particular competitor is attracting all the major attendees at the show. An entrepreneur should look at that competitor to see what is working. Doing this could also help the entrepreneur identify market trends in the industry. What do customers want in a product? How do they prefer to be communicated with? An entrepreneur can answer some of these questions by observing other businesses at a trade show.

3. Access to an Interested Audience

The first point focused on the mass attention an entrepreneur can receive simply from attending a trade show. While that level of exposure is certainly vital to the success of a startup, there is another, perhaps even more important benefit of an entrepreneur attending a trade show: that is the direct access to an audience that is already interested in the startup’s industry. Companies that specialize in convention and show services research markets and industries when planning trade shows. As mentioned, shows are often geared toward certain industries, such as software or healthcare. For that reason, entrepreneurs who set up booths at trade shows already know that attendees are looking for businesses like theirs. They should take advantage of that fact and serve their potential audience with products, services, and marketing that grabs and holds them as forever customers.

Entrepreneurs know the importance of marketing. There is no other way to get a startup off the ground than to advertise oneself, and to encourage existing customers to spread the word through positive reviews. Trade shows offer boundless opportunities for doing all of this. The right kind of booth will attract show attendees to an entrepreneur. The right kind of business will turn those attendees into customers. This is the power of a trade show, and it’s something all entrepreneurs should use to their advantage.

Contact Alliance Exposition to learn about our trade show services for small and mid sized exhibitions.