In a world dominated by digital everything, trade shows might seem like a throwback—expensive booths, airline tickets, hotel bills, and a whirlwind of handshakes. So it’s no surprise that many executives still ask: “Are trade shows worth the money?”
The answer? Yes—but only if you treat them as more than a one-time event.
Why Trade Shows Still Matter
For mid-sized companies with complex products or long sales cycles—think aviation, manufacturing, energy—trade shows are still one of the most powerful ways to:
- Build brand credibility
- Get face time with key decision-makers
- Stay visible during long evaluation cycles
- Create content and conversations that carry well beyond the event
The Real Problem: Not the Trade Show—But What Happens After
Too often, companies walk away from a show without a plan to maximize their investment. Booths look great, conversations are promising… and then everything goes quiet.
That’s the real missed opportunity.
Trade shows are just the starting line
. The real ROI comes from what happens next:
- How you follow up
- What content you share afterward
- Whether your sales and marketing teams stay aligned and consistent
3 Smart Moves That Drive Real ROI
- Be Proactive with Personal Follow-Ups
Don’t let those business cards and scanned badges sit idle. Within a week or two, reach out with a thoughtful email or LinkedIn message referencing your conversation. Add value—share a resource, offer to set up a brief intro call, or recap what they showed interest in. Personal beats generic every time.
- Turn Trade Show Content into Campaigns
You likely invested in banners, brochures, or demos—don’t let that content go to waste.
Repurpose key messages into LinkedIn posts, email drips, or blog content. Better yet, recap your experience at the show and tag connections to reignite interest.
- Track, Prioritize, and Nurture with a CRM
Keeping warm leads warm takes organization. Tools like HubSpot help you track who you met, schedule future check-ins, and categorize by stage of interest. CRM reporting can also help you share meaningful updates with leadership—reminding them that trade shows are part of a longer game, not a one-and-done investment.
Need to frame your trade show ROI to leadership?
Check out my recent post on proving value in long sales cycles: ROI of Trade Shows
Want to Get More Out of Your Next Trade Show?
That’s where I come in. I help companies build strategic, content-rich, and follow-through-driven trade show programs that don’t just make a splash—they create momentum.
Let’s talk about how we can turn your next show into a measurable success.
