More and more companies are seeing the value of exhibiting at industry conferences. A report by a2zz found that the net square footage of floor space rented during trade shows increased by 5.7 percent in the second quarter of 2013, compared to the same period in 2012.
The rise in activity is part of a general trend among businesses. Trade Show News Network stated that net square footage also increased during the first quarter of 2013, as companies looked to invest more in lead generation. With the economy slowly recovering, organizations are seeking opportunities to build brand recognition and industry connections. Trade shows are ideal settings to accomplish these goals.
Business media in high demand
The expansion of the business media industry helped the National Business Media (NBM) Show become one of the fastest growing events in the country. The conference was recognized by Trade Show Executive for its improvement in all three categories - square footage, number of exhibitors and total attendance. NBM holds several shows a year in major cities, the next of which is set to take place in Los Angeles from January 9 to 11. The events give business leaders and entrepreneurs a chance to learn from experts about growing their businesses, while also seeing the latest trends in promotional product customization, printing, sublimation and more.
The NBM Show has been able to capitalize on the rising popularity of trade shows by creating a unique product for attendees. It is the only event that combines exhibitors from the visual communications, promotional product customization and apparel decorating industries. This combination ensures that small business owners can find the partners, products and advice they need to expand their companies through effective and personalized marketing.
The level of personalization that marketers are able to achieve is helping organizations find success with trade shows. Businesses are able to target specific audiences by exhibiting at industry events, and can even use customized information to improve lead capture. Finding and nurturing high quality leads is one of the main appeals of trade shows. Up to 81 percent of trade show attendees have authorization to make purchases for their companies, according to Trade Show News Network, which means there is a lot of potential for exhibitors to find and attract new sales. Customizing information and targeted marketing efforts, even at trade shows, will help show the value in products and services, making it easier to capture high-quality leads.