What are the advantages of participating in a trade show?

In this article, we will talk about the benefits of participating in these events and how to make them an asset to the company.

Participating to trade shows has many advantages, it is very important for companies operating in both business to customer and business to business. Indeed, trade shows are an essential tool to increase your exposure, find new customers, and observe competitors.
Being seen and standing out at a tradeshow: the brand image - PCG Barcelona
Gain visibility

Brand image is extremely important for a company. This is how the customer will perceive you, your products and your service. A poorly maintained brand image will generate a lack of trust on the part of the customer in your company. At a trade show, your booth becomes the mirror of your brand. Under no circumstances should you neglect this element that will make the audience want or not want to come to you.

Present your innovations in order to evaluate their potential success

Exhibitions allow you to meet your customers directly. You can then take a mock-up or prototype of one of your future products with you to get their feedback and evaluate the potential return on investment that it could generate, or the modifications that would have to be made to convince the audience.

Competitive monitoring

No, you won’t be the only ones to exhibit your new products! Your competitors will also be present at these shows, and you will be able to take the opportunity to conduct your small market study on site, discuss your advantages and difficulties etc. and discover all the latest innovations available on the market. This should help you find new ideas or readjust some of your services!

Allow customers to physically meet the company

Trade shows allow your customers to meet your team and discuss with you. It’s a great way to improve customer relationship and build customer loyalty. It gives customers the impression of getting to know the company better and with a more personal and warm dimension.


These shows often attract an international audience that you will not meet behind your desk or in your shop. It is an essential way to make a name for yourself outside your national borders.

Improve customer relations and build customer loyalty - PCG Barcelona

Distribute your goodies and other marketing products everywhere

Don’t hesitate to bring some goodies or other gifts with your logo or brand name to make sure visitors remember you. This will remind them of your brand after their visit, making it easier for them to contact you when they need your services.

Take advantage of the presence of the press

The press is often present in these events: a great way to make your company known even to the audience that has not come to the show!

Whether in a newspaper, on a website or on social networks, your name or a photo of your booth may reach a wider audience interested in the theme of the exhibition in which you have participated. Which means more potential customers!

How to get organized?


Although these shows have many advantages for your company, they are also a significant investment of time and money. It is therefore necessary to take into account the return on investment that they can represent. Which parameters should be taken into account?

First of all, the choice of the trade show

It must be in accordance with the product you are offering and thus attract an audience which is potentially interested in your services. We will also study who these potential customers are: does the show essentially target a national audience? Individuals or professionals? And how many visitors are expected?

It is also necessary to take into account the costs and the reputation of the show. If it offers tickets at a very high cost when you are targeting a low-budget audience, your customers will probably not be present, and the competition on site will certainly not be the one you really face on a daily basis.

Establish a provisional budget that includes all possible contingencies.

A trip to a trade fair includes many expenses. It will be necessary to take into account the costs of accommodation, food, transport, printing products, booth decoration etc. But there are often costs that are not considered, such as insurance or cleaning up after the event, that is sometimes not covered. This will allow you to be more realistic about what this show can bring you. It may not be advantageous for you to take part in a huge event with high participation costs.

Participate in a tradeshow: Establish a provisional budget - PCG Barcelona

Save money on a trade show.

However, it is possible to reduce the costs of attending a trade show. For example, you can set up your own stand instead of taking the option offered by the organizers, or find your own supplier of printing materials, which may be cheaper. It is also possible to find other companies that would like to share their stand with you and therefore halve the participation cost.

Prepare your communication

How will I attract the public to my booth? What am I going to tell them to convince them?
For your participation to be effective, your sales arguments must be well established. Prepare in advance to have the best arguments and not give visitors the impression that you don’t know what you’re doing there.

Participate in a tradeshow: Prepare your communication - PCG Barcelona

Contact with PCG

If you need a personalised quotation or would like our team to provide you with assessment for your projects, please feel free to contact us. We are a team of professionals from the sector that will look after your project from beginning to end.

11 + 3 =