This guest post is written by Drue Townsend.

Participating in a trade show is an investment of both time and money. However, it can be a very worthwhile investment. The Center for Exhibition Industry Research (CEIR) states that seven out of 10 trade show attendees plan to buy one or more products. CEIR also found that 72 percent of trade show visitors say the show influenced their buying decision.

Need more reasons to have a presence at trade shows? Here are 10:

10. Use your Booth Space to Demonstrate Products

Your sales people may expend a lot of time and energy trying to set up face-to-face meetings with prospects to demonstrate why your product is superior. At a trade show, the potential customers flow by all day. Attract their attention to your trade show booth with a demonstration and increase awareness of your product.

9. Distribute Samples from your Booth

Do you have the world’s best-tasting organic peanut butter? The most effective hand cream on the market? Let attendees and distributors know by passing out small samples from your trade show displays.

8. Showcase Technology with Interactive Displays

There’s no better way to position your high-tech organization as a thought leader than to demonstrate your technologies as an integrated part of a modern tradeshow display.

7. Attract New Talent

Show your authority in the industry with a sleek trade show display and the up-and-coming professionals of tomorrow may come to seek out employment.

6. Strengthen Your Distribution Chain

The other attendees won’t just be competitors. The trade show booth next door could be your new retailer or materials supplier.

5. Make Your Booth a Focus Group

Learn from your customers by using your trade show booth as an opportunity to hear customer complaints and compliments. Gain valuable feedback on your product from current and potential customers throughout the show.

4. Check out the Competitions’ Booths

Get a grasp of what your competitors are doing to promote their brand. Just taking a look at the competition’s trade show banners and displays may allow you to devise strategies to stand out from the crowd.

3. Make Connections

You might not need a marketing firm, lawyer or distributor who specializes in your industry today, but meeting these professionals and knowing what they can offer may come in handy down the road.

2. Raise Awareness of Your Organization

Whether it’s with customers, distributors, retailers or potential leads, raising awareness of your organization is a major reason to attend a trade show. Use a well-designed and professional trade show display to grab attention and increase recognition of your brand.

1. LEADS!

According to the CEIR, 40 percent of show attendees are there for the first time. Your sales force could spend huge amounts of time cold calling bad prospects, or attend an event where the leads are already there in person, with a self-identified need. There’s no two ways about it, trade shows bring fresh contacts to your company or organization.

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About the author

Drue Townsend is senior vice president of marketing at FASTSIGNS®, a visual communications services provider with more than 550 locations around the world.