Trade shows offer something of interest to almost every person with a management role in their company. While trade shows and conferences can be many things: expensive (including travel, hotels, and show costs), time-consuming, or a waste of time and resources (if the show is poorly managed), they also have the potential to become a valuable and indispensable part of growing a business.
Face-to-Face Networking
Trade shows are a significant investment for companies, and they can also offer substantial returns. Venues where industry peers and prospective and current clients gather provide excellent networking opportunities. When it comes to developing new business relationships, nothing beats the effectiveness and impression made by face-to-face conversations versus remote sales efforts.
Qualified Leads
Industry conferences and trade shows attract attendees who are actively looking for products or services related to their business. Exhibitors buy booth space to increase their brand visibility, and their booth provides an ideal platform to introduce and launch new offerings to a targeted audience. Many attendees are potential buyers of those products and services and are ready to conduct business deals during the show.
Market Research
Another benefit to attending a trade show is the opportunity to conduct market research on emerging trends and participate in educational sessions to stay informed about the latest developments in their field, including best practices, regulatory measures, and innovative solutions.
Delivery Industry Trade Shows and Conferences
Parcel Forum is a well-known and well attended supply chain industry show, educating professionals in the small package industry for both B2B and direct-to-consumer deliveries while providing peer-to-peer networking. Matt Lawrence, Pace CEO, and Beau Crook, Director of Sales for Pace, took time away from the office to attend this event last year in Nashville, TN. “We wanted to meet with shippers and explore other industry providers such as software solutions, specialized packaging, insurance providers, and warehouse specialists, to continue to grow our final mile delivery business,” said Beau.
Chief Marketing Officer of Pace USA, Larry Lawrence, is on point for Pace at several shows around the country. Larry is a member of the ECA Board of Directors (ECA, A Delivery Industry Alliance) that hosts the highly rated annual ECA MarketPlace conference, and he recently attended the AirCargo Conference in Louisville, KY. Later this year, the Pace team will also attend Home Delivery World in Philadelphia, PA.
“I first learned about the AirCargo Conference through the ECA Board, and my intention was to explore if there were opportunities for Pace to provide final mile deliveries for freight forwarding companies,” said Larry. Over 900 attendees and 60 speakers were there to exhibit and share information so even without a Pace booth on the floor, there were plenty of opportunities for him to network and interact with attendees.
Later this year, the Pace team will attend Home Delivery World in Philadelphia, PA. The annual trade show attracts over 5,000 industry leaders from across North America to engage in up-to-date and interesting topics including parcel, digital supply chain, heavy goods, grocery, real estate, urban logistics, and intralogistics among many others.
Thought Leadership and Panel Discussions
A good way for a company to distinguish itself from the rest of the field at these events is to participate in panel discussions providing educational value and timely insights. This helps elevate their company’s brand reputation, attract attention from prospects and peers in the audience, and position them as a trusted authority in their industry.
While it’s true that trade shows usually require 12-hour workdays, they also provide a stimulating environment and re-energize participants with fresh perspectives that often lead to innovation and positive change within their business. Of course, not all shows are created equal, and it’s important to carefully review and research the ones most likely to provide the best return on investment.
Summary of Trade Show Benefits
Overall, attending industry conferences offers numerous benefits for businesses:
- Networking opportunities
- Knowledge sharing
- Business development
- Brand exposure
- Marketing intelligence
- Professional development
- Talent acquisition
- Product promotion
- Thought leadership
- Inspiration
Given all of the potential upside, it’s no wonder companies consider it good business to invest time and resources in attending trade shows.
