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5 Ways Trade Shows Help Small Businesses Grow

Small businesses can now garner the same benefits as their larger competitors at industry events and trade shows. Once seen as a corporate Who’s Who of business leaders, industry events are now recognized as an excellent opportunity for smaller local businesses and cottage industries. Trade show booth rentals have become more affordable, making these lucrative events a solid investment in future profitability for even the smallest business. The ROI is undeniable and the up-front investment is surprisingly affordable. Here are just 5 reasons that trade shows can help small businesses grow:


1. Renting Trade Show Booths

If your small business may not be able to afford a staff of marketing specialists or the production of a trade show booth, renting a booth could be a viable option. By renting trade show booths, your small business gets all the advantages of working with a team of experts and housing a state-of-the-art manufacturing facility, without the expense. Trade show booths are designed by you, in conjunction with a team of advertising professionals, at a price you can afford. Your brand and your message will make a powerful statement with a rented display, while staying within your specified budget.

2. Local Attendees

As a small business, the more people you know, the more profitable your business is likely to be. Industry events provide businesses of all sizes with the opportunity to meet new clients, contacts, and suppliers, many of which live and work locally. This is a great opportunity to network. These localized contacts are more affordable to small businesses due to reduced shipping and travel expenses. Reduced expenses mean more profits for you!

3. Media Exposure

Industry events always attract media exposure. Local, regional, and national television and newspapers send journalists and cameramen to document the latest and greatest in your industry. A well-designed trade show booth and a polished pitch can put your small business in the limelight without costing you anything extra. Also, if your trade show booth features contests or other special interest attractions, event attendees may provide even more media exposure using their smart phones and social media. One viral video can transform your small business into a national contender.

4. Improved Industry Reputation

Small businesses often find themselves paying more for less. This is, in part, due to economies of scale, which you can’t do much about until your small business grows. At the same time, you can use these events to improve your reputation within your industry. A professionally-designed trade show booth rental, a well-trained booth staff, and a high-quality product or service can improve your standing within the industry, which can lead to lowered prices and increased profitability.

5. Onsite Sales

Onsite sales are one of the many aspects of industry events that many small business owners fail to take into account when weighing the pros and cons of exhibiting. Trade shows are not just for gathering leads or other objectives. In fact, they are a great opportunity to pitch and close sales! A surprising number of attendees go to these expos with the intention of buying a specific product or service. If you are exhibiting and you have what an attendee is looking for, why wait for the sale?

Trade shows are not disappearing anytime soon, and attendance continues to grow. If you’re a small business and considering whether or not you’d like to exhibit, talk with an exhibit company about your budget and options. Why not take advantage of all the exposure and profitable opportunities that exhibiting brings?


This is what you need to prove and justify the value of your trade show program. The Measurement Made Easy! CD is equipped with 21 calculators and planning templates to help you make sound exhibiting decisions and determine how trade shows are working for you. Click here for your free copy.

About the Author

Jill is the owner of Skyline - Xtreme Xhibits and is a strategic trade show marketing consultant, with over 22 years of experience in the trade show and events industry. Jill is driven by her passion for unique and memorable exhibit design, overall successful trade show marketing strategies, exceptional customer service and flawless program execution. For more information on exhibit design, trade show marketing, trade show displays, trade show booths, and trade show exhibits in Austin or San Antonio, TX, please visit Xtreme Xhibits

One response to “5 Ways Trade Shows Help Small Businesses Grow

  1. As a small business owner, ask yourself this question: “Will my business thrive, if it becomes completely connected and networked?” If the answer is yes, then attending trade shows is almost a no-brainer. The fastest way you can ramp up your worth is to be a part of a larger network. For example, if you are in the business of auto parts, can you align with the insurance adjuster’s network plus the garage repair network? As a small business owner, your focus should be attending the right kind of shows that will maximize the number of relations flowing to and from you, or your service or your product. Download the ebook that will help you identify the show that is right for you.

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