For decades, trade shows have been a cornerstone of many companies' marketing strategies. Business leaders invest significant resources to send their teams on the road, interact with industry professionals, and form connections that will strengthen their brand.

However, no company should commit to a trade show without clear evidence that the event will generate a return on investment (ROI).

Why Do Companies Attend Trade Shows?

While attending trade shows is an essential part of many companies' strategies, the question is often overlooked: why do they do it? Trade shows come with a hefty financial commitment — the costs of travel, lodging, meals, and the lost productivity from being away from the office all add up. Therefore, it is crucial to ensure that trade shows are an investment that will yield significant returns.

Three Common Trade Show Marketing Objectives

If your company has decided to participate in a trade show, you're committing substantial resources — time, money, and energy. So, why is it worth the effort? According to the Center for Exhibition Industry Research (CEIR), companies typically focus on three primary objectives for attending trade shows:

1. Brand Awareness
   83% of exhibitors cite building and expanding brand awareness as their top goal. The first step towards business success is simply making people aware of your brand. Trade shows are an excellent platform for getting your name out there and putting your company on the map.

2. New Product Launches
   63% of exhibitors focus on promoting new products at trade shows. If you have a new offering or innovation, trade shows provide an ideal venue to showcase it to a receptive audience and generate buzz.

3. Brand Reinforcement
   63% of exhibitors also aim to reinforce their existing brand awareness. It's one thing to introduce your brand to the market; it's another to remind your target audience consistently. Reinforcing your brand helps foster long-term recognition and loyalty.

How to Pursue Your Trade Show Goals

Once you understand that trade shows are a powerful tool for brand activation, the next step is to develop specific tactics for achieving your objectives.

Establishing Your Brand's Voice

According to HubSpot research, one of the key elements of trade show success is finding your brand's voice. Joe McEwan, Community Manager at Innocent, noted that companies with a "natural, honest, and engaging" tone tend to win favor with consumers. Your exhibit should reflect that voice, helping you connect with your audience in a genuine and memorable way.

Designing Your Exhibit to Stand Out

The best exhibits are not only engaging but also different from the crowd. If your message is the same as everyone else’s, it's likely to get overlooked. The best brands add a unique flair to their trade show presence. This is where your exhibit design plan comes in.

The Role of Exhibit Design

Your trade show exhibit design plays a pivotal role in helping you meet your goals. Well-designed graphics and a visually engaging display will strengthen your communications strategy and help convey your brand’s message effectively. The right design can attract visitors to your booth and drive conversions, making it one of the most important elements of your strategy.

Let Exposure Group Help You Achieve Your Goals

At Exposure Group, we understand the power of trade show marketing and the importance of effective booth design. Our team of world-class designers is here to help you with the entire process, from concept to final installation. Whether you’re aiming to raise brand awareness, launch a new product, or reinforce your brand, we’re ready to help you make the most of your next trade show.

Contact us today to learn how we can help you achieve your trade show marketing goals.