Significant investments, great potential: How companies can get more out of their trade show presence

For many industrial companies, trade shows are among the most important tools in sales and marketing. At the same time, demands on budgets, efficiency and measurable results are increasing. This raises a crucial question: How can you get the most out of a trade show appearance?

Because for us at formdrei, one thing is clear: A successful trade show appearance doesn’t end when the booth is taken down.

Companies invest a great deal of time and money in booth space, design, setup, exhibits, staff and accompanying marketing activities. It’s not uncommon for trade show budgets to reach six figures. Behind this are clear goals: to acquire new contacts, strengthen existing customer relationships and develop concrete business opportunities.

Yet this is precisely where potential is often squandered.

“Having a lead gap like that is a real ROI killer.”

Fabian Räker, CEO of formdrei Messe und Event GmbH

After all, what good is a successful trade show booth if valuable contacts aren’t consistently followed up on afterward? Conversations are forgotten, contact information ends up in the CRM without being processed and promising leads don’t lead to further conversations and ultimately, no orders.

A conference table at formdrei Messe und Event GmbH, where employees are planning a trade show booth.

A trade show is not a single event, but a process

We know from experience that the success of a trade show cannot be reduced to just the days spent on-site. Rather, a successful trade show appearance results from the interplay of preparation, the trade show experience and follow-up.

  1. Before the trade show: Laying the foundation for success

    Success at a trade show begins long before the first visitor arrives at the booth.

    Working together with sales and marketing, companies should define early on what goals they aim to achieve at the trade show. Which target audiences are particularly relevant? Which products or topics will be the focus? What kinds of conversations should take place at the trade show?

    Reaching out directly to potential visitors can also make a decisive difference. Personal invitations and pre-scheduled meetings help ensure that the time available at the trade show is used effectively.

  2. During the trade show: Attract attention and spark conversations

    A trade show booth should be more than just a space where products are displayed.

    Visitors must be able to recognize at a glance what a company stands for and what value it offers. A well-thought-out design, appropriate exhibits, interactive elements and clear communication can help attract attention and spark conversations with visitors.

    The goal isn’t to cram as much as possible into as little space as possible. Rather, it’s crucial to highlight the right topics and create space for meaningful conversations.

    Digital tools can also play a supportive role—for example, to engage visitors, provide information or establish connections during the trade show that can lead to future communication.

  3. After the Trade Show: This is when the ROI is determined

    Perhaps the most important step comes after the trade show is over. After all, a good conversation alone doesn’t turn into a customer. Only through structured and timely follow-up can trade show contacts turn into concrete business opportunities.

    Those who quickly and personally follow up on the conversation, provide relevant information and suggest the next step will remain top of mind with potential customers.

    In our view, this is precisely where one of the greatest levers for a successful trade show appearance lies: The trade show must not be considered over as soon as the booth is taken down.

The trade show booth is one component—not the entire key to success at the trade show

Especially as costs rise, it’s becoming increasingly important for companies to take a holistic view of their trade show activities. A professionally designed and executed trade show booth lays the foundation for a successful appearance. However, true success comes from the synergy between sales, marketing and consistent follow-up.

From the initial invitation through the conversation at the booth to the follow-up after the show, the entire customer journey should be carefully planned.

Fabian Räker, CEO of formdrei Messe und Event GmbH, discussed this topic with Calvin Klusmeier, CEO of INDUMERA, on the Industrie-Impulse podcast. The conversation focuses on how companies can plan their trade show appearances more strategically, make better use of trade show contacts and thereby get more out of their investment.