How to justify the cost of attending trade shows

Stephanie Caldecott of First Event discusses the ROI of sending staff to trade shows such as the upcoming IBTM World 2017.

Why should businesses attend tradeshows such as IBTM?
Why should businesses attend tradeshows such as IBTM?

Stephanie Caldecott is a PR and communications executive at agency First Event.

-------------------------------------------

Tradeshows, conferences, and site visits are all a huge part of working in the events industry, and essential for staying up-to-date with what’s going on in the world of events.

However, the attendance of these events comes with a price, often meaning that one or more people take time away from the business, incurring additional travel and overnight expenses.

So, why should agencies attend tradeshows?

Attending a tradeshow has a wide range of benefits that can be used to positively change and improve your company’s presence in the industry. Increasing awareness of your brand and making industry peers aware of what you do is an essential factor of establishing yourself as a business.

While you’ll most likely be going to a tradeshow aiming to meet people you want to work with, getting to know industry peers is a great way to make contacts and make yourself known. The more people you know, the more chance there is for collaborations in the future.

Make the most of the agenda

Tradeshows and exhibitions are usually accompanied by seminar and conference sessions led by specially selected speakers sharing their own views on industry trends. The agenda or itinerary of an exhibition is usually made available to attendees before the event, meaning it’s easy to choose the sessions you’d like to attend depending on the content and its value to your business.

From a commercial point of view, it’s hard to measure how the investment of money and time into tradeshow attendance has contributed towards a business’ goals, unless it generates a lead. Making the most of tradeshow attendance can come from the knowledge gained being converted into something that can be positively utilised and is beneficial to your company.

For example, learning about upcoming destination trends may encourage research into these destinations for future events. Gaining insider knowledge on different aspects of the industry could influence a blog post or business leads may be followed up with calls, meetings and a potential client win.

Blow your own trumpet

What better way to brush up on your presentation skills than speaking about your business in a room full of industry professionals? Not only is displaying confidence, knowledge, and belief in the services you provide good practice for meetings and pitches, but it could also ignite the interest of potential clients attending the tradeshow. Generating leads and making sales in this way may lead to your company exhibiting at future tradeshows, becoming a sponsor, or even being part of a speaker line-up.

Build relationships that could be invaluable

While it’s undoubtedly difficult to logistically demonstrate the financial ROI of attending tradeshows and industry events, the potential to build valuable relationships with suppliers and gain industry knowledge is somewhat priceless – and can be used to develop and improve your company.

 

If you’re interested in registering for the 2018 C&IT Corporate Forum, find out more here. 

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
George P. Johnson announces two new senior hires

George P. Johnson announces two new senior hires

The agency continues to invest in leadership to support the development of its creative teams.

Brisbane lands Flight Centre's Global Gathering

Brisbane lands Flight Centre's Global Gathering

Brisbane has been selected to host one of the world's largest travel industry conferences, bringing a (AUD) $7 million economic boost.

Expert reveals UK's top 7 steam railway journeys

Expert reveals UK's top 7 steam railway journeys

Vintage trains in Scotland, England and Wales all make the list, offering groups a quirky and luxurious way to travel.

10 destinations to reach without flying

10 destinations to reach without flying

A list of places that can be reached using greener alternatives to air travel.

Business traveller habits revealed in new research

Business traveller habits revealed in new research

Smartphones are having a significant impact on business travel, according to a CWT poll.

How to tackle the rising issue of delegate stress

How to tackle the rising issue of delegate stress

There are lots of ways to remove the core stress triggers of certain delegates.

The rise of the 'super incentive'

The rise of the 'super incentive'

In a crowded market, a new level of incentive trip can make you stand out from the crowd, says TAG's Sam Robson.

Fresh Meet: 'Our aim is not global domination'

Fresh Meet: 'Our aim is not global domination'

Directors of brand new events agency, Meet, explain why they wanted to start a new venture and share their immediate plans.

'Stress and burnout' are challenges we need to tackle

'Stress and burnout' are challenges we need to tackle

Event Concept's Jo Higgs explains why looking after your people is so important and how training mental health first-aiders could help.

Case study: Leon Winter Award Celebration

Case study: Leon Winter Award Celebration

The event at Hawker House in London tied in perfectly with the fast-food chain's innovative approach.

LATEST JOBS