Modern advertising leans heavily into video and digital channels. It makes sense: those mediums have the greatest potential to reach a wider audience. A 2024 survey by Nielson shows 63 percent of all media spending was allocated to the digital channels. Marketers take the same approach as investigators in political spy thrillers: they follow the money. The world is going digital, and so the advertising dollars follow. But perhaps, there are other places where there is value to be had…
Time to go old school.
Trade Show Booths
When you see numbers like the ones above, you might wonder, “Why would anyone invest in something as traditional as trade shows at all in 2024?” The answer is simple: they’re personal. Trade shows and in-person marketing allow for real-time interaction and engagement with real costumers in the real world—that one thing that can’t be replicated via an online store.
Often, trade shows and in-person events will be the only chance for you to come face-to-face with customers. These events offer the rare opportunity to answer questions, as well as gage audience enthusiasm for your product. You’ll learn that people tend to be a bit more nuanced when they aren’t behind a keyboard and mouse. Plus, a personal touch, not literally of course (don’t just touch customers—that’s weird), goes a long way in building a lasting relationship with customers.
Are Trade Shows Worth It?
Not a bad question given the time, money, and effort that naturally comes with putting together a setup for a trade show. Trade shows are like weddings in that no two are alike. They aren’t simple or cheap to pull off, and if something goes wrong, it’s all people are going to talk about. If executed correctly, however, a trade show has some unique opportunities…
Direct Audience Access
You’re getting face time with potential customers who, by the very nature of coming to your booth, are already interested in your business or your product. Simply put: you’re starting the game on third base, or the one-yard line, or a slam dunk—wait, no, that one doesn’t quite work. You get it.
Hands-on Product Demo
A digital ad is just a photo or video of your product, and try as they might, scientists haven’t quite figured out how to let you physically interact with pictures and videos. Trade shows afford customers the opportunity to see and interact with your product in person, giving you a leg up in the buying process that digital advertising could never achieve.
Instant Feedback
No need to spend months online collecting data and building out surveys. Customers on the ground are going to tell you on the spot what they like about your product, what they don’t, and what they’d change. No matter how great your surveys are or how often you send them out, you’re never going to get the response rate or honesty that you would in-person.
No one at a trade show is clicking five stars to make the pop-up survey leave their screen, and you can’t see someone cringe when you give them your sales if you’re sending it in an email. You should leave a trade show with no doubts about where you need to improve.
Networking Opportunities
One of the little hidden gems that comes alongside trade shows are the networking opportunities with other industry leaders, suppliers and, yes, even possible competitors. After all, when the public is watching, a friendly rivalry tends to be a bit cooler.
Benefits Beyond the Booth
Given all we’ve laid out, no one would blame you if you thought that the benefits of a trade show don’t go outside the physical booth. It’s about more than the flashy logos and the freebies. In fact, you’d be surprised at how much mileage you’ll get beyond the event space.
- Brand Awareness and Recognition: A well-designed booth, engaging activities, and the right team on-hand can make for a memorable experience.
- Market Intelligence: You’re going to leave with some prime market data after seeing what competitors are doing.
The Lasting Impact of Trade Shows
Trade shows and in-person marketing are very rarely about making immediate sales. Some look at their space as a mini brick-and-mortar location, but a more appropriate way to view your booth is as an interactive commercial. You’re creating a brand experience. Shake a few hands, demo your product and interact with your audience. These shows are far more likely to create a lasting impression of your product than the fourth banner ad they’ve glossed over during a morning doomscroll.
Mad Genius on the Road
And just for fun, here’s a look at a recent booth Mad Genius put together for a recent in-person event.
Are you looking to do a little more in-person marketing via trade shows? Fill out the form below and let a genius help you start planning your next big show.