TRADE SHOWS – Why are they so important?

Published - 9th May, 2016

There are trade shows for everything!  from Nuts & Bolts through to Executive Yachts and everything in between. Some are B2B and others are End User shows,  but what are the benefits and risks?


Trade shows are generally targeted at an industry and the people involved or interested in that industry. Exhibiting at a trade show can be a great way to advertise to a target market and create brand awareness.

Exhibitions are open to a large and sometimes diverse range of audiences. This provides you with a platform to promote your products and services to a broader group that may have little or no knowledge of your products and services.

Depending on your type of business, product and market, testing can be carried out at trade shows and exhibitions to gain industry or general opinion about your offering.

Being involved in a trade show or exhibition can provide you with opportunities to branch out to business-to-business trading and create a customer database from the visitors to your display booth.


It is important to ensure that you have thoroughly researched attending a trade show or exhibition.  There are risks involved and you need to be aware of those risks in the planning stages:

  • Trade shows require time out of the office, and in most cases key members of staff will be on the stand for the course of the event.
  • Travelling to trade shows can be costly and not just the shipping of your display, but hotel costs and staff travel expenses.
  • Displaying at a trade show can also be costly.
  • Your competition will most likely also be exhibiting.

Choosing the wrong trade show to exhibit your business’s products or services can result in displaying to the wrong audience. Poor promotion can mean the costs of attending the trade show outweigh any revenue you gain.

What are our views?

Well from Sharon Lee’s perspective the likes of PPE, Printwear & Promotion Live and Sourcing City Marketplace (all of which are B2B Shows) are great opportunities to see a large number of existing and potential new customers as well as being able to showcase a wide range of products in one place – something that just couldn’t be achieved by travelling the country going from one meeting to another in order to get the brand seen.

It is also a great place to get feedback from the customer.  Over the years, through conversations and intelligence gained from these shows, Sharon Lee has been able to develop and grow with the aim of offering you, the customer, a much better experience from your initial enquiry to the final delivery of your order.

What Trade Show will work best for you?

Well, it depends on your goals.

If you’re looking for new suppliers or just to see what your current suppliers are up to, attending a B2B show should be at the top of your list.

Alternatively, if you’re looking for potential customers to sell to then you could look at one of the End User Shows, whether you attend as an exhibitor or just attend to gain an insight into the industry. The best part about this is the fact that you can really target a set industry, and when we say trade shows vary from the mundane to the extravagant you only need to take a look at a few of the following to realise how diverse the world of trade shows actually is, (yes they have or still do all exist).

The Concrete Show

The National Funeral Exhibition

PPC Live – Professional Pest Controller

For further information or to speak to one of the sales team please feel free to contact the sales team today 01376 552235 or