The B2B trade show market in the United States is estimated to reach $17.3 billion by 2028, well above where it stood prior to the COVID-19 pandemic. Trade shows continue to be a valuable resource for businesses to connect with potential customers and clients, form valuable industry connections, learn from other professionals, and build their brand image. This is especially true of the organization that is running the event and connecting with exhibitors and attendees alike.
Of course, successful trade show experiences don’t happen by accident. They require intensive planning and logistical expertise, which is often outside the scope of what the company hosting the event is used to.
As Lucy Chatterjee, founder and CEO of Imperial Exhibits explains, however, with the help of professional trade show management, organizations can maximize their outcomes from organizing and hosting these events.
What Is Trade Show Management?
“Trade show management is a lot of work,” Chatterjee says.
“It starts with the initial planning and organization of the trade show, such as selecting the venue or designing booths. And it continues all the way through the actual execution of the event, managing the logistics of setting up and taking down everything and ensuring a great on-site experience for attendees and exhibitors. A successful trade show brings together many moving parts.”
No two trade shows are exactly alike, with different objectives, budgets, venue preferences, and more. Trade show managers must interface with many different groups, including exhibitors, event attendees, vendors, and venue owners. Coordinating communications and contracts with these various groups, each of which has its own goals and needs for a trade show, requires a comprehensive and well-organized approach.
Depending on the scope of the trade show, management could be handled by a single event planner, though it is more common for larger events to be coordinated by trade show management companies. This allows for larger teams to divide and delegate different tasks, ensuring that each aspect of trade show planning and execution gets the appropriate level of attention and support.
Why Trade Show Management Matters
While some business organizations may be tempted to attempt trade show management on their own, Chatterjee strongly advises against this. “Managing an event on the scale of a trade show typically falls far outside the normal level of expertise of a business,” she explains.
“This isn’t something that you can assign a small team of employees to work on in addition to their existing responsibilities. With so many different aspects involved in planning the event, trade show management deserves full-time focus to ensure that everything runs smoothly in the lead up to the show, as well as during the show itself.”
While a business can certainly start the planning process by determining its objectives and target audience for the trade show, the diverse tasks required to turn those goals into reality require professional support.
“Trade show managers use your objectives and budget as a starting point to help you identify the right venue options, develop marketing strategies to attract sponsors, exhibitors and attendees, design both booths and the overall layout of the event, and coordinate all vendors and logistics,” Chatterjee says.
“The experience and know-how of a professional is critical in accounting for everything from the flow of foot traffic to staff training. All of these things will directly impact attendees’ experience and perception of your business. No detail is too small.”
This expertise even continues after the event, with trade show managers helping to prepare reports on the trade show’s attendance, revenue, and overall return on investment. Â
Getting the Right Level of Trade Show Support
With so many different aspects of the event to coordinate, Chatterjee also advises that organizations be mindful in their selection of a trade show management partner.
“At Imperial Exhibits, our goal is to work collaboratively to develop a vision for the trade show based on your company’s short-term and long-term goals. This allows us to bring that vision to life while still accounting for your budget, the technical needs, and the layout of the physical space and all production elements that will be needed. A flexible and personalized approach not only helps you maximize your return on investment; it also allows you to keep more of your focus on your business in the lead-up to the event.”
That level of flexibility is a key element that Chatterjee believes is critical for a successful trade show. Trade show needs and execution can vary drastically based on factors like the industry involved, the venue and even the organizer’s primary goal for hosting the event. The right team will tailor its services and support accordingly so that no matter the scope of the trade show, it will deliver the desired results.
Make the Most of Your Next Trade Show
A successful trade show event can dramatically boost the public awareness and brand image of the hosting company. It can introduce you to important new industry connections and learning opportunities, and even help you win new clients.
By leveraging the expertise of trade show management professionals, your team can focus on communicating about your brand and its products and services, while event professionals ensure they are presented in a high-quality, engaging manner.