Market To Market: It's (Trade) Show Time!

Nizwa Design / Andrii Zastrozhnov / Macrovector / Shutterstock.com

After more than a year of freezes on many trade shows, exhibitors and attendees alike are fired up to mix and mingle in person again. While the year ahead may not look like the good ol’ days of 2019, trade shows are making a comeback. This year, the trade-show industry is projected to increase by more than 22%, according to market researcher IBISWorld. By 2023, Statista, a German research and data operation, projects the global B2B trade-show market will exceed $40 billion.

The trade-show business is big business in nearly every industry. An estimated 60 million people traverse trade-show floors every year, with about 13,000 trade shows taking place in the United States alone, according to a study from marketing group Nimlock. In 2021, marketers participated in an average of about 10 regional trade shows, six national trade shows and four international trade shows, per Statista.

So, what do all these trade shows look like? You can typically classify them into three main categories: industry-specific trade shows, consumer trade shows and trade shows that target both industries and end users. Exhibiting at these trade shows means brands can connect with prospective buyers, and often it’s quite cost-effective. Spingo research shows it costs $142 to meet a trade-show prospect at an event, while it costs $259 to meet prospects at their office.

If your clients are dipping their toes back into the trade-show pool, read on. In the next few pages, we’re sharing ideas on how to use promotional products to reconnect with and influence trade-show attendees.

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There’s no substitution for the face-to-face conversations, cocktails and connections at trade shows, but that doesn’t mean digital offerings are going away. About a third of marketers plan to take a hybrid approach with their trade shows this year, according to Statista, offering both in-person and virtual events. Thirty percent plan to hold their events exclusively in person while 40% project their events will be all virtual in 2022.

Whether attendees plan to explore a trade show in person or online, marketers can connect with them in personalized, tangible ways through logoed products. From branded lanyards upon arrival to customized gifts mailed to attendees, promotional products can welcome attendees, capture their attention and help brands stand out on the virtual or in-person trade-show floor.

Businesses are eager to host meetings at trade shows for good reason:

81% of trade-show attendees have purchasing authority.
67% of all attendees represent new prospects.
In the 12 months prior to the event, 90% of trade-show attendees have not met face-to-face with exhibiting companies.

Source: Trade Show Network Marketing Group

When did people start going to trade shows? Let’s look back on the history and evolution of major commercial events.

3000 B.C.: Vendors in the Middle East sold goods at bazaars. These early “trade shows” attracted locals and traveling merchants.

1851: The Great Exhibition was one of the biggest events bringing people together in the 19th century, attracting a third of Great Britain’s population to see various products from around the world.

1876: The first World’s Fair was held in Philadelphia, Pennsylvania, to commemorate the 100th anniversary of the signing of the Declaration of Independence. Here, Alexander Graham Bell introduced his brand-new invention, the telephone.

1904: The PPAI Expo opened for the first time with 32 exhibitors. In 2022, more than 700 companies exhibited, showing tens of thousands of promotional products in nearly a million square feet of space.

1967: The Consumer Electronics Show debuted in Las Vegas with 14 exhibitors. In 2022, CES featured more than 2,200 exhibitors.

2020: Virtual trade shows debuted in response to the COVID-19 pandemic.

Source: Trade Show News Network

The pandemic is still the top issue in the trade-show industry, with 29% of Statista survey respondents saying they’re most concerned about the pandemic’s impact on their business. Other concerns include:

Local economy: 19%
Global economic developments: 15%
Impact of digitization: 10%
Internal challenges: 9%
Competition with other media (such as virtual trade shows): 5%
Regulatory issues: 5%
Competition from within the industry: 5%

Whether or not trade-show organizers require proof of vaccination or masks, you can work with them to showcase precautions and help guests feel more comfortable about attending.

Promotional products such as antibacterial hand wipes, tissue packets and no-contact openers make welcome giveaways at trade shows. Branded signage can help point out socially distanced aisles or hand-sanitizing stations.

Here’s why exhibitors set up at expo halls all around the world:

88% want to raise brand awareness.
72% want to get new leads.
65% want to connect with current clients.

Source: Trade Show Network Marketing Group

The average trade-show attendee spends 8.3 hours strolling the show floor. Promotional products can help draw these attendees to booths and engage them once they arrive. For example, consider hosting mini education sessions and giving booth visitors logoed notepads and pens. Or, rejuvenate booth visitors by bringing in a masseuse and offering five-minute chair massages. Send these relaxed prospects off with a logoed massager and bottle of water.

Pre-pandemic, trade shows generated more than $1 trillion in direct spending. Two-thirds of companies that exhibit at trade shows say cancellations had a significant impact on their business. Half said missing out on trade shows negatively affected their ability to generate new business. If your clients are back on the trade-show trail this year, work with them on promotional campaigns to spark interest before the show, attract attendees during the show and follow up with leads after the event.

Sources: The Events Industry Council and the Society for Independent Show Organizers

Want to get your clients’ brands in front of new audiences? Search trade shows by industry and state at EventsInAmerica.com.

From booth giveaways to education sessions, the Opal Laminated Non-Woven Tote is a trade-show mainstay. Spacious enough to hold all kinds of items, this heat-sealed bag features a multi-color imprint with tight registration.

BAG MAKERS, Inc. / PPAI 111408, S10 / www.bagmakersinc.com

The ¾-inch Sublimated Antimicrobial Lanyard is made to order with a step-and-repeat four-color process on the front and back. Antimicrobial fibers make this lanyard especially helpful in the COVID era.

Fields Manufacturing / PPAI 111951, S8 / www.fieldsmfg.com

Give booth visitors an elevated experience with the Phoenix Softy Rose Gold Metallic Pen. Unlike typical trade-show pens, this luxurious instrument features a soft-touch finish and a diamond-textured grip. Add your clients’ logo with silver laser engraving.

Goldstar / PPAI 114031, S10 / www.goldstarpens.com

Keep your clients’ brand visible after the trade show with the Look At Me Laptop LED Light. This easily transportable light attaches to all standard cell phones and laptops and shines 40 to 80 minutes. It includes a USB charging cable.

PCNA / PPAI 112361, S15 / www.pcna.com

When trade-show attendees are back in the office, the Surface II Smart Pad keeps a message front and center in vibrant full color. This anti-slip mouse pad features a low-friction surface, making it ideal for professional use and game play.

Logomark / PPAI 110898, S12 / www.logomark.com

With the Healthy Hand Sanitizer, exhibitors and attendees can practice good hygiene after every handshake. A pump from this oval-shaped hand-sanitizer spray can help eliminate germs and bacteria without leaving hands sticky. Choose from black, blue and white.

IMAGEN Brands / PPAI 114197, S10 / www.imagenbrands.com

Make a sweet impression at trade-show breakout sessions or workshops with Chocolate Squares. Each square is individually wrapped and available in milk or dark chocolate.