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You’ve built a strong online presence, run smart campaigns, and attracted attention through your digital marketing.
But at the end, there’s a limit to what screens can do.
That’s where trade shows come in.
They let you bring your brand to life so people can see, touch, and experience what you offer in person.
When done right, exhibiting adds power to your marketing efforts. It boosts brand visibility, brings in quality leads, and helps your business stand out in a crowded market.
So if you’re wondering whether trade shows are still worth it, the answer is yes. They don’t replace your marketing strategy; they strengthen it.
Let’s find out how other enterprises are benefitting from trade shows.
Trade shows have become an excellent way for founders and sales professionals to connect with their targeted audience and make genuine relationships. From networking to product launches, from collecting feedback to conducting market research, there’s so much a trade show can do for you. Let’s explore them one by one.
People usually think of a trade show as a three-day splash. You meet people, you exhibit your products, and boom, it’s over.
However, that mindset is too narrow. Trade shows matter because they amplify your overall GTM strategy.
To put this in perspective, we had a conversation with Jenelle McGarth, Founder of Market Veep. She’s someone who’s spent 25+ years helping founders build businesses with killer GTM strategies. Here’s her take:
A few days at a trade show turbocharge your brand story and positioning in real life. People experience the message, not just read it. That energy carries into your ongoing campaigns, lifting recall, response rates, and word-of-mouth well past the show.
On the flip side, when you speak in person, you quickly learn what clicks and what doesn’t. That clarity helps your go-to-market focus on the messages and offers buyers truly care about.
Trade shows are especially powerful for long-term pipeline growth. They seed months of meaningful conversations, warmer follow-ups, and steady movement through your funnel.
To make this work, start by capturing key insights from your conversations at the show. Log details like use cases, buyer priorities, and the next steps into your CRM so your follow-ups feel personalized and timely. Then, take the best moments from the show and turn them into reusable assets, like short clips, a highlights reel, or a quick “how it works” post. Share these with your leads when you reconnect, offering value right away.
Keep the momentum going by scheduling a few strategic touchpoints over the next 30–90 days to stay on their radar. And don’t forget to activate the new partnerships you formed at the show. Co-marketing with fellow exhibitors or collaborators can help extend your reach and attract more attention to your brand. By doing this, you turn a single event into months of compounding pipeline growth.
Trade shows are a powerful way to boost your brand’s visibility. In fact, according to Trade Show Labs, 92% of attendees go to trade shows specifically to discover new and exciting products. That means you’re showing up in front of an audience that’s already eager to see what you have to offer.
A great example of this is Audi, which used Auto China 2024 as a global stage to amplify its brand presence and connect with a massive audience beyond traditional car buyers. Rather than relying solely on ads or digital campaigns, Audi tapped into the power of the trade show to tell its story of innovation and sustainability. Its striking booth design, interactive displays, and high-profile EV reveal turned the brand into one of the most visible and talked-about names at the event.
Expert Tip: Jenelle suggests that if you’re new to trade shows, team up with local exhibitors. It helps your brand gain credibility and makes people more likely to remember it. You’re not just getting noticed, you’re building trust.
Trade shows are like a magnet for high-quality leads.
Attendees aren’t just browsing, they’re on the lookout for solutions. They’ve come with a purpose, and that’s exactly what makes them such a goldmine for warm leads.
Research from Trade Show Labs shows that 67% of trade show attendees are new potential customers for exhibitors, so you’re not just talking to familiar faces. You’re tapping into a whole new crowd that might not have ever encountered your brand before.
And these aren’t just window shoppers either; the majority of them are ready to make purchasing decisions or dig deeper into the products. They’re actively engaged, which means your chances of turning them into customers are sky-high.
Trade shows are one of the best places to build strong business relationships. They’re packed with potential clients, suppliers, and industry partners, all looking to connect. They facilitate face-to-face conversations that often spark new partnerships or supplier agreements that would be unlikely via remote outreach.
Trade Show Labs found that 71% of small and mid-sized businesses win new business through in-person networking at trade shows, which says a lot about the power of showing up.
However, showing up at a trade show isn’t enough. You need to prepare. A bit of research and planning can make a big difference. We spoke with Jim Cermak, a trade show expert who’s helped many exhibitors succeed, and he shared some great advice on how to approach it the right way.
Jim’s advice highlights the importance of being intentional with your
. To put that into action:
At trade shows, you get a clear view of how competitors are positioning their products and what new trends are emerging. It’s an easy way to pick up on things you might have missed otherwise.
What’s even better is the real-time feedback you can get from attendees. Whether it’s reactions to a demo or just chatting with potential customers, you can gather information that helps you understand what people really think about your offerings. It’s this immediate feedback that helps you adjust and improve on the spot.
Trade shows are the perfect stage for introducing new products to the world. Why? Because you’re putting your innovation in front of a targeted audience that’s already interested in what you offer.
What makes trade shows even better is the live product demos. There’s nothing like seeing a product in action, especially when you can answer questions and engage with potential customers in real-time. These demos let you showcase the true value of your product and get immediate feedback, which is invaluable for refining your offering.
Take Samsung at CES as an example. The company has used CES time and again to launch its latest tech, from new smartphones to cutting-edge displays. The buzz at CES often leads to huge media coverage, drawing in both customers and business partners. By showcasing their products in an environment where innovation thrives, Samsung capitalizes on the event’s global reach and media attention.
In short, trade shows offer the perfect combination of targeted exposure and live engagement, making them an ideal place for product launches.
That said, pulling off a great launch takes more than just showing up with a flashy display. It’s the work you do before the event that often sets you apart.
This kind of focused preparation helps turn your booth into a destination rather than just another stop in the crowd.
Trade shows are PR goldmines, attracting media outlets looking for the latest innovations to cover. These events give you a chance to not only showcase your products but also to grab the media’s attention and secure valuable press coverage that boosts your brand’s visibility.
But if you want to attract attention to your booth, you need to craft a story that resonates with journalists and influencers. The media is constantly seeking fresh, exciting stories, and trade shows provide a platform for getting those stories in front of the right people.
A great example of this is Nike, which used ComplexCon as a media-and-PR moment. The brand owned the event with a striking presence and storytelling-centric programming. The booth and activations were designed for high-impact visuals and social shareability, collaborations with key creatives (e.g., Lil Yachty) framed the brand as culturally relevant, and the media attending the show found plenty of content to write and talk about.
In short, trade shows are key to attracting press, driving media coverage, and getting your brand noticed on a larger scale.
Trade shows are one of the best places to fast-track sales. Meeting potential customers face-to-face helps build trust, spark real conversations, and answer questions right on the spot, making it that much easier to close the deal. Many exhibitors even take orders or make sales directly at the event.
Ryan, an expert exhibit consultant at Nimlok Chicago, points out just how important these interactions can be:
His advice is a great reminder that a well-thought-out booth setup can make all the difference in how smoothly and successfully those sales conversations go.
And if you’re planning to take orders on-site, check with the organizer about any tech tools they offer to make the process even easier, whether the event is in-person or virtual.
For example, vFairs has an order-taking app. If organizers add this to their event tech stack, exhibitors can showcase and sell products directly at their booths.
Trade shows are great to attract top talent, too. By exhibiting, you give potential employees a glimpse into your company culture. It’s a chance to show what it’s like to work with your team and how you innovate.
Exhibiting at a trade show helps build your employer brand. Prospective employees are often at trade shows looking for exciting opportunities. When they see your company in action, it can make them want to join your team.
For example, many tech companies use trade shows to highlight their innovative work environments, which helps them stand out to professionals looking for the next big opportunity. It’s a smart way to attract customers and top talent all in one go.
Another reason why trade shows are important is the fact that they are a great way for businesses to expand beyond borders. They provide direct access to global markets, helping companies reach new customers, partners, and suppliers from all over the world.
By participating in these events, businesses can showcase their products and network with global clients. It’s an opportunity to connect with international buyers and suppliers who may otherwise be hard to reach.
Take Alibaba, for example. They’ve used commercial exhibitions like CeBIT to expand their reach globally, connecting with new suppliers and clients. This helped them grow their presence in markets across Europe and beyond.
Trade shows also give you the chance to meet potential international partners. The face-to-face interactions at these events make it easier to build trust and relationships that can lead to long-term business growth across borders. It’s a powerful tool for any company looking to expand globally.
One of the most underrated advantages of trade shows is how they bring your entire organization together. Unlike day-to-day operations where sales, marketing, and leadership often work in parallel, trade shows unite everyone around one shared goal, that is growth.
When your teams are in the same space, talking to real prospects, and seeing your brand in action, something powerful happens. Communication improves, insights flow faster, and strategies become more aligned. Suddenly, everyone understands what messaging resonates, what objections come up most often, and what buyers truly care about.
This alignment doesn’t end when the show does. The shared experience of being on the floor, handling live feedback, brainstorming in real time, and celebrating wins together often sparks better collaboration long after the event. It’s what transforms a few busy days into months of stronger teamwork, sharper messaging, and a more energized pipeline.
Exhibiting at trade shows offers a range of benefits, from generating leads and gaining media coverage to expanding into new markets and attracting top talent. It’s a powerful way to build brand visibility, connect with potential customers, and even strengthen your position in the global market.
No matter the industry, trade shows provide a unique platform for accelerating growth and building lasting relationships. If you’re looking to grow your business, trade shows should be part of your strategy.
So, take the leap, plan your next trade show, and see how it can help take your business to the next level!
Trade shows bring businesses and potential customers together in one place, providing an opportunity to showcase products, network, and build relationships. They help companies increase brand visibility, generate leads, and gain industry insights.
Trade shows offer numerous benefits, including increased brand awareness, direct access to high-quality leads, networking opportunities, real-time customer feedback, and the chance to stay ahead of industry trends. They’re also great for launching new products and gaining media exposure.
To exhibit at a trade show, first, register as an exhibitor with the event organizer. Prepare your booth with engaging visuals and product demos, train your team to engage with attendees, and plan your pre-show marketing. During the event, actively network, collect leads, and make meaningful connections.
Trade shows are important for driving sales and accelerating growth by providing direct access to a targeted audience. They allow businesses to showcase products, build trust, and generate quality leads, all while creating opportunities for networking and partnerships that fuel growth.
Fiza Fatima
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