Trade fairs have always been one of the most important formats when it comes to bringing people, companies and industries into contact with each other. As temporary meeting points, they bring together expertise, innovations and personal encounters in one place. Whether in industry, trade, services or the creative sector – trade fairs make it possible to present yourself, network and recognise trends at an early stage.
It is no longer just about exhibiting products. Rather, trade fairs have become multifunctional platforms that combine information, dialogue and experiences. Those who exhibit here are not just looking for visibility, but also specific discussions, feedback and new impetus. However, organisers, exhibitors and visitors are increasingly faced with the following questions: What are the actual benefits of a trade fair? How can effort and income be put in relation to each other? And how are trade fair formats evolving – especially in the professional environment?
Trade fairs as a platform for initiating business
For many companies, trade fairs are above all one thing: platforms where business relationships can be established and maintained. Nowhere else do so many decision-makers physically meet within a short period of time. Meeting in person on site creates trust, enables spontaneous enquiries and often lays the foundation for long-term cooperation.
Many exhibitors report that they have conversations at trade fairs that would never have happened digitally. The decisive advantage lies in the concentration of target groups in one place. Trade visitors come with a clear agenda, a high willingness to invest and an interest in solutions that they can use directly in their day-to-day work.
Assess costs and benefits realistically
Conversations at Prolight + Sound 2023
A trade fair presence is associated with costs. Stand hire, technology, staff, travel costs and accompanying communication can sometimes add up significantly. Smaller companies in particular hesitate in the face of these sums and ask themselves whether the return on investment (ROI) justifies the expenditure.
However, personal contact with potential customers continues to be a strong driver for closing orders. Those who make targeted preparations, plan a well thought-out stand presence and actively communicate in advance and afterwards can achieve measurable results from their trade fair presence. Typical indicators of success are
- the number of qualified contacts and leads
- concrete requests for quotations or contract conclusions
- agreed follow-up discussions or on-site visits
- positive feedback on products or services
- a measurable increase in brand awareness
Being perceived as an active industry player also contributes to the company’s success in the long term.
ROI is more than just turnover
The ROI of a trade fair presence cannot be determined solely by short-term sales figures. Qualitative factors also play a role. These include access to new target groups, building trust, positioning against competitors and obtaining feedback on products and services.
For many companies, the trade fair is also an internal source of inspiration. Employees from sales, marketing and development receive direct customer feedback, experience market trends at first hand and return with fresh ideas. This not only promotes innovation, but also internal motivation.
How trade fairs are changing in the B2B sector
As trade fair formats change, the trend towards eventification is becoming increasingly important – also in the B2B sector. Trade fairs today are increasingly focussing on staging, interaction and emotional experience spaces in order to communicate content in a more sustainable way. The traditional trade fair stand is becoming a brand space, product demos are turning into live experiences and presentations into stage formats with the character of a show. The background to this is the realisation that professionally motivated visitors also respond more strongly to emotional stimuli, visual stimuli and personal experiences. B2B organisers are therefore increasingly using dramaturgically thought-out formats that not only inform, but also actively involve – for example through walk-in experiences, live testing or immersive presentations. This development strengthens the relevance of the trade fair as a place where brands can be experienced and stand out from the competition.
Impressions of Prolight + Sound 2024
In addition, product presentations and large exhibition areas used to take centre stage. Today, the focus is more on exchange, efficiency and data orientation. Companies not only expect reach, but also concrete leads, measurable results and digital connection options.
This development is reflected in the following trends, among others:
- Integration of digital tools such as lead tracking, matchmaking or event apps
- Increased use of hybrid formats with additional digital content
- Targeted visitor guidance and clearly structured topic areas
- strategic preparation and follow-up for better measurement of results
- Higher relevance of content formats such as presentations, panels or live demos
Trade fairs are developing into flexible business platforms that intelligently combine networking, knowledge sharing and sales.
Investing in visibility and market presence
Trust and personal relationships are crucial for successful business deals, especially in the B2B sector. A regular presence at relevant trade fairs demonstrates market presence, shows innovative strength and signals customer proximity. This visibility is a decisive competitive advantage, especially in tight markets with lengthy decision-making processes.
In addition, trade fairs also have a media impact. New products, co-operations or developments can be staged in an eye-catching way at a trade fair. Trade media, industry portals and social networks pick up on these topics in a targeted manner and contribute to their reach beyond the days of the trade fair.
Trade fairs are worthwhile if they are used wisely
Trade fairs continue to offer great benefits if they are strategically planned and professionally implemented. They are not a sure-fire success, but require preparation, target definition and follow-up. Used correctly, however, they are far more than just sales events. They are marketplaces for ideas, spaces for encounters and catalysts for business success.
For exhibitors and trade visitors alike, the benefits of a trade fair depend on how clear your goals are and how consistently you pursue them. Those who see trade fairs as a strategic tool can achieve stable success even in times of growing digitalisation and economic uncertainty.
