Advantages and Disadvantages of a Trade Show

Trade shows are a major portion of the marketing mix in the industrial marketplace.
Trade shows, trade fairs, trade events, expositions, business exhibitions, conferences, conventions. The name may vary but the basic function of the activity represents a major industry marketing event.

They are “events that bring together, under a single roof, a group of people who set up physical exhibits of their products and services from a given industry ”.

There are some advantages and disadvantages of trade show usage.

The advantages of trade show include:

- a message delivered to a large number of qualified interested people who get influenced and generate interest in a specific exhibited product or service

- introduction of new products to a large number of people

- Exposing promising customer

- enhancing goodwill

- gaining company publicity

- improving corporate image

- gathering competitor information


The disadvantages of trade show include:

- confusing environment found in large shows

- excessive frequency of trade shows

- high and rising costs of participation

In a nutshell Trade shows have both pros and cons but I personally look into it's advantages as it offers an opportunity to showcase its products in one location, and also it can create awareness in new prospects, reinforce existing customer relationships, provide product demonstrations for evaluation, and allow sales of products on the spot.

Why Trade Shows ?

Trade shows are exhibits or conventions organized by companies to promote their products and services, to expand their business. It is the best platform to exhibit your product or service to the people and convert them to potential customers. It is therefore important to have a custom trade show booth to attract people to your brand by highlighting your unique brand image and message.

Trade shows gives opportunities to compare their services and products with their competitors, which can lead to new and improved ideas for the business. Since there are a lot of companies and clients who take part in exhibits, the venue should really be wide.
Trade show booths should allow to gain new customers and make individuals aware of company's products and services. I personally believe that creative ideas sometimes consist of spending money, hence the saying, "it costs money to make money."

Effective brand marketing can only be done if trade show booth is very impressive. It should highlight company name, product images, brand message, logo, etc in such a way that people visit our booth.

Producing promotional materials like brochures, flyer's, posters, leaflets, banners or wall graphics can help in attracting customers. Staff representatives in different locations of the venue gives out brochures and flyer's to the trade show attendees. Just choose the banner stand that best presents your booth and  deliver your message and target potential customers in an easy manner.

Scratch cards can also be used as its something people really enjoy. Scratch cards reveals that they have won something free or they get a special deal from your booth or your store. People love mystery, so you can use the scratch card for this very reason.