Should you go to more trade shows per year?

In a business world that’s currently dominated by digital marketing, businesses should take every opportunity available to them to engage with potential partners and clients in person. Trade shows are a great opportunity to achieve this.

Attending trade show events can be a great way for businesses to showcase their products and services, network with potential clients and partners, and stay up-to-date on industry trends. However, with so many trade shows to choose from, it can be difficult to decide how many to attend and which ones are the most beneficial for your business.


One factor to consider is the cost. Trade show events can be expensive, with costs ranging from the price of a booth to travel and accommodations for your team. Attending multiple trade shows can quickly add up, so it’s important to carefully evaluate the potential return on investment before committing to multiple events.

If your predictions show that it’s profitable to attend multiple trade shows, go for it. However, if they show that your ROI will level off after just one or two events, then it might be best to take things slow.

Target audience

Another factor to consider is the target audience of the trade show. Different trade shows attract different types of attendees, so it’s important to choose events that will put your business in front of the right people. For example, if your target audience is primarily small business owners, attending a trade show geared towards large corporations may not be the best use of your time and resources.

If there are multiple trade shows that provide exposure to the same target audience, meaning the same individuals, throughout the year, it may only be beneficial to attend such events once or twice.


Additionally, it’s important to consider the timing of the trade show. Attending multiple trade shows in close proximity to each other can be overwhelming for both you and your team, and may result in burnout. In some industries this won’t be possible of course; seasonal industries such as fashion have busy periods, and then quieter periods in between.

However, if possible it’s generally better to spread out your trade show attendance throughout the year, so you have time to properly prepare and follow up with any leads or connections you make.

Whether or not you should attend more than one trade show event per year depends on a variety of factors, including cost, target audience, and timing.

Consider reaching out to an exhibition stand design specialist such as Focal Exhibitions, for a consultation on how you can maximise your presence at the trade shows that you do attend.

Careful evaluation and planning can help ensure that your trade show attendance is a worthwhile investment for your business, allowing you to get the best out of even just one event per year.