Tree Group Lead Generation Social Selling Business growth Modern Sales Process

Trade Shows: Are They Really Worth It?

As an SME you need to always ask these questions:

  • Why should we attend a trade show?
  • Is it worth is?
  • What is my ROI?

Should we go?

Do your research first. Ask these kind of questions and be brutally honest:

  • Will my ideal customers / buyers be there?
  • How much will the outlay be to get there / attend / buy a stand?
  • What am I hoping to get out of this activity?

Trade Shows cost money to attend. Let’s make that clear. But attendance can serve many purposes.


Risk vs Reward

Attending a trade show costs money. Yes, I have just said that again. Logistics, staff expenses, stand set up costs - the list goes on. 

I have been to trade shows where a company presence seemed to be half-hearted. They felt they needed to be there to show they were still 'in the game'. They put two people on a stand with free lollies and maybe a product sample, but with little thought to the potential.

It’s true - your prospects and customers need to know you are still out there. What projects you are working on, what you are looking to achieve and what successes you have had. Attendance at a trade show can communicate all this and more.

It will also remind them of your logo, brand and what you do. 

So as a business owner or marketing/sales professional you need to weigh everything up before you commit.



Why should someone buy or use your product? Why is your product or service better than everyone else's? What is your added value? Are you making this clear on your stand?

Think about:

  • What will distinguish you from the other stands?
  • What do you want to show off?
  • What do you want to talk about?
  • What is your USP?


Now the real value - networking

Our partners understand the real value of attending a Trade Show - Networking. We help our partners by setting up meetings for them during the period of the show with potential buyers and existing customers.

We also understand networking is not just limited to daytime activities. There are usually award dinners, knowledge sharing sessions and workshops that can boost your knowledge and contact list outside of normal hours.


What does a good stand do?

  • Attracts new potential partners and customers, shows them why they should work with you
  • Says hello to existing partners and customers, shows them why they should continue to work with you 
  • Provides face to face time with prospects and customers. In a world of remote messaging, people still sell to people

Knowledge is power

Here at the Tree Group, we know our automotive and motorsport customers inside out. We research on behalf of our clients their ideal buyers. We have a unique web of contacts based on years of working in these industries to connect and engage with those buyers. 

Need to grow your automotive and motorsport sales without employing an expensive salesperson with all the overheads that go with them?


Book an exploratory call with Steve who can discuss how we can help you to grow your business potential.

About the author

Picture of Laura Hayward

Laura handles our Inbound Leads and Inbound Companies. Monitoring when people download content from our website and our partners websites, we see this as a new lead. Monitoring what companies visit our website and our partners websites and, if they fit the Ideal Buyer profile, researching online to find the right people to contact.