There are plenty of excuses not to exhibit at a business show. However valid you may think these reasons are, the biggest one that people talk about is the cost. They don’t think that they’ll get enough worthwhile results from exhibiting to offset the cost. However, if you choose the right show and ensure that you’re making the most of the opportunity, this really doesn’t have to be the case. In this post, we’ll be talking about the reasons why exhibiting at a business show is an investment. While, of course, there are costs involved with exhibiting, these can be offset if you do things right! Want to know more? Keep on reading….

Meet valuable contacts at a business show

Many people think that the primary purpose of exhibiting is to meet new potential customers and make sales. While this is definitely one of the biggest aims of visiting and exhibiting, it’s not necessarily the only thing that you should be worried about. Business shows also offer a fantastic opportunity to meet others in the same sector as you. Knowing who’s out there in your field is really valuable. You never know what they might be able to offer you and your business! Perhaps they are looking for a new opportunity, and you are seeking investment? Maybe you’re new to the industry and are looking for mentorship, which they can offer? Or, perhaps you can just get to know who they are and save their details for the future, in case you need the services that they provide! Exhibiting at a business show is as much about networking and making new contacts as it is bringing in business. And, meeting others is a hugely worthwhile investment, as there are plenty of ways in which they might be able to help you along your business journey down the line.


Scout out the competition

Having said this, it’s not all about meeting friendly faces, either! If you’re exhibiting at a popular local business show, our direct competitors are likely to be there as well. This gives you an incredible opportunity to get to know them and their businesses! But why would you want to do this? Well, with this information you can see how your businesses compare. What are they doing that you could incorporate into your own strategy? Or, what do you think that you have the edge on? How are they marketing themselves to business show visitors? There is so much that you can discover about your competitors at a business show that you might not be able to find out any other way, so it really is a worthwhile thing to do.

Drum up business

This one may go without saying, but business shows are of course the perfect place to meet new potential customers! And, they give you an important edge. This is because you will be meeting these customers face to face. So, you’ll be able to build up a rapport with them quite quickly. You’re far more likely to remember each other if you meet face to face. And, being memorable in your customer’s minds is very important for making sales! Exhibiting at a business show gives you the perfect opportunity to show off who you really are, and stand out from the crowd. Whatever your business offers, there’s sure to be someone visiting the business show who is looking for someone like you. So, take the opportunity to reach out and build up lasting relationships with new customers that will help cement your exhibiting as an investment, not a cost.

The decisions makers will be attending


Most business shows have a big advantage in that they tend to attract the people in organisations who make the decisions. These people, such as CEOs, heads of departments, and business owners, want to meet the people they could be working with face to face. This is so they can get a better feel for their company and how they operate. This presents a unique opportunity for you as an exhibitor. You can meet the people who will be making the decisions on whether to work with you and win them round with your unique offering. There are not many other times that so many decisions makers will be in one place! So, with the right product, service, and exhibition, you have a great opportunity to make some sales directly.

Exhibiting at a business show can combine with your other marketing efforts

Every business should have a solid marketing strategy to follow. The aim of this strategy should be to help promote your business and win you new customers, therefore increasing your revenue. But where do business shows fit into this? Well, they can easily slot into your marketing activities in so many ways! For example, if you have promotional items, a business show is a great place to hand them out so potential customers can remember your business even after the show has ended. And, exhibiting offers you the opportunity to collect email addresses for your mailing list. So, you can utilise the contacts you make on the day for your future marketing efforts, too.

Think about the press

At most business shows, it is likely that the local, or even national, press will be in attendance. This gives you a good opportunity to get noticed by them and possibly feature in their publications. They’ll be looking for businesses that are doing something unique, working with their community, or bring something new to the table. If you’re exhibiting at a business show, it’s a good idea to prepare a press pack to give out to journalists. This can include general information about your business, photos, your latest news, some customer case studies, and how they can get in touch with you. Appearing in the press can bring in a surprising amount of business, so it’s just another way that exhibiting can turn from a cost into a worthwhile investment.

Choosing the right business show to exhibit at

Finally, it’s essential to make the right decision for you when it comes to choosing a business show to exhibit at. There are plenty available in the UK and even further afield throughout the year. Some will have a local focus, whereas others may be in bigger cities and attract a broader range of people. The right show for you will depend on who your target customer is as well as your location. So, it’s important to do plenty of research beforehand to get a feel for the different shows and the sort of people that attend. Taking all of the opportunities that exhibiting at a business show can bring will turn it into a worthwhile investment, However, it’s important to choose the right show so that all of your efforts aren’t wasted!

Surrey Business Expo is Surrey’s biggest business show, where plenty of businesses and customers from far and wide can come together for two full days! We have a range of seminars available on top of the exhibitors so it’s sure to be a worthwhile event. In 2021, the Expo will be held on the 28th and 29th of September. To find out more about the Expo, how you can exhibit, and how to attend, please visit our website here.