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Five Benefits of Trade Show Participation for US Market Entry

Tailor3D supports clients in Europe when they enter the US Market utilizing trade shows.

Source: Tailor3D supporting ZELL System, Inc. during MODEX 2024 in Atlanta, GA.

Without question, trade shows can be pricey, but they often bring in big rewards. In actuality, 99% of exhibitors found that trade exhibitions were more effective marketing venues than others. Of them, 51% valued in-person interactions, which are hard to come by in a society where everything is digital.

US trade shows are often less formal than those in Germany and focus more on digital tools. Badge scanning technology is advanced, alcohol is typically not served at shows, and trade shows tend to be more expensive. It's essential to have a well-planned budget in place.

If you're unsure whether to attend a trade show next year, keep reading!

1. Generate Leads and Close Sales

One way to increase your consumer base is by participating in a trade show. Most visitors at the ideal event will be prospective customers curious about your business, goods, or services.

At trade shows, you connect with potential customers and see if they're interested in your product. This is especially true in a big country like the US, where visitors come from all over, including Europe, Asia, and South America. It may surprise you to learn that more than 82% of expo-goers are influential buyers. Thus, participating in exhibits offers you a priceless opportunity to seal deals with potential customers and generate leads that will revolutionize your company.

2. Face-to-Face Interactions

Establishing trusting connections with clients is the foundation of the business world, and having in-person interactions with them contributes to the legitimacy and trustworthiness of your company

For many businesses that primarily sell via emails or cold calls, setting up trade show displays is a welcome break.

3. Marketing Opportunity 

Introducing a new product to the market is a costly risk. Do you have a new product that you're dying to market? When determining whether your new product would persuade customers to sign purchase orders, it can be tempting to ignore the advice of your staff. 

When you pitch your target market, they are directly in front of you, so you can ask the proper questions and receive candid feedback that will help you avoid mistakes and create successful products.  

4. Targets The Right Audience

Trade shows focus on a specific type of goods. For example, if kitchenware is the product category, most exhibitors will be selling kitchen items such as microwaves, kitchen cabinets, and utensils. 

These product-focused trade shows attract the ideal demographic. Consequently, to increase booth attendance, you need to come up with inventive concepts for exhibition stands. Consequently, selecting the best exhibition firms is essential.

5. Find New Business Partners

Upscaling your business depends in large part on having a strong supply network. If your company is primarily focused on selling products, your suppliers will play an essential role in determining the availability, quality, and profit margin of the products you can offer.

Surprisingly, some of the best relationships you form during a trade show will be with other exhibitors rather than potential customers.

If you're at an industry event, not every person in the standing will be your direct competitor. You'll have a fantastic chance to network with other companies in your supply chain and forge meaningful relationships that will support the expansion of your company. 


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