OF COURSE THEY ARE! But, Only If You Approach Them with Strategy, Alignment, and Intention
For decades, trade shows have been one of the most trusted tools in a manufacturer’s sales playbook. And for good reason. They offer face-to-face access to decision-makers, concentrated exposure to niche markets, and a rare chance to build relationships in person.
Ask any seasoned salesperson, and they’ll tell you—trade shows work.
But here’s the catch: they don’t work on autopilot.
Too many manufacturers show up at events without a plan, without alignment between sales and marketing, and without a clear sense of what success looks like. The result? Booths that blend into the noise, missed opportunities, and marketing budgets stretched thin trying to justify the expense.
Trade shows still belong in the B2B marketing mix. But if you're going to invest the time, the money, and the people—you need to show up with intention.
Trade Shows Aren’t Dying—They’re Evolving
Despite rising costs, there’s been a post-pandemic resurgence in trade show activity. Emerging markets, new technologies, and tighter supply chains have fueled the growth of niche shows targeting industries like aerospace, defense, energy, and medical manufacturing.
Manufacturers are walking more shows. New ones are popping up all the time.
But while attendance is up, so is scrutiny. In an era of tighter budgets and stronger demand for ROI, you can’t afford to treat trade shows like a line item. They have to be part of a larger strategy.
And that starts by asking: why are we going to this show?
Go in With a Goal—Or Don’t Go at All
Every show should have a strategic objective behind it. Not just “we always go” or “our competitor will be there.” Your team needs to align around a clear purpose:
- Are you launching into a new market?
- Reconnecting with existing accounts?
- Supporting channel partners?
- Generating qualified leads in a specific vertical?
- Promoting a new capability or investment?
If the goal isn’t clear, the rest of your planning will fall short.
The trade show itself is just one part of a much bigger opportunity. And how you prepare—before, during, and after—makes all the difference.
Where Most Manufacturers Miss the Mark
Many companies treat shows like a sprint: book the booth, print the banner, pack the polos, and hope it works out.
But the shows that generate real ROI look more like a campaign.
They involve sales and marketing working together—early—to build a plan that includes:
- Outreach to target accounts weeks in advance: "Will you be at this show?"
- Pre-booked meetings with key customers and leads
- Social media posts announcing your presence and inviting engagement
- Email campaigns to prospects in that vertical with a reason to stop by
- Sales enablement materials aligned with the show’s theme or focus
And that’s before the doors even open.
A Trade Show Is a Content Opportunity (If You’re Ready for It)
Too many marketing teams show up at trade shows with nothing more than a few branded giveaways and a box of spec sheets.
But if you prepare with intention, shows become content goldmines.
- Interview your engineers or customers on the floor for short videos
- Film a booth walkthrough to reuse on your website or LinkedIn
- Take photos, collect stories, and gather FAQs you hear over and over
- Turn sales conversations into blog post ideas
Create it once. Repurpose it everywhere.
Trade shows give you a rare chance to capture voice-of-customer, application context, and industry insight—in real time. But only if you’re thinking about it ahead of time.
Don’t Skip the Follow-Up (That’s Where the ROI Hides)
After the booth gets packed and the team heads home, most companies breathe a sigh of relief—and move on. But your best opportunities are still sitting in that badge scanner or CRM export.
Your team needs a coordinated post-show plan:
- Who’s following up?
- What content will help continue the conversation?
- How will you qualify leads and measure ROI?
This is where the loop closes. If you skip it, you lose the very thing you showed up for.
Alternatives (and Additions) to Big Shows
Trade shows aren’t the only way to get face time with buyers. In many cases, they’re not even the best.
Here are a few lower-cost, higher-impact options:
🥪 Host Your Own Events
Lunch-and-learns, private demos, facility tours, and training sessions are intimate, targeted, and often far more engaging than a booth. You control the guest list, the messaging, and the outcome.
🎥 Run a Webinar
This isn’t just for software companies. A short, well-run webinar on finishing tolerances, spec missteps, or coating performance can position your team as technical leaders—and generate leads for weeks afterward.
🚗 Show Up On-Site
Ask your customers if they’re hosting any “vendor days” or supplier showcases. These informal events are often hosted by the buyer and attended by multiple stakeholders. It’s like a trade show—but with all the right people in the room.
All of these tactics are also powerful content engines—giving you reusable material to feed your website, email program, and social channels for months.
Make Every Show a Revenue Opportunity
Trade shows still matter. In-person contact is still powerful. Relationships still win deals.
But showing up isn’t enough anymore.
You need a plan. You need alignment.
And you need marketing and sales working as a team to make it happen.
If you’re going to spend the money, get the value. Set a goal. Create a campaign. Prep the team. Promote the plan. Capture the content. Follow up with purpose.
Done right, trade shows can still be one of the most effective tools in your sales and marketing toolbox.
Want help building a marketing strategy that makes trade shows—and every other tactic—more effective?
👉 View Packages & Pricing
The Right Horse helps manufacturers create modern, measurable marketing that supports sales and drives results—on the show floor and beyond.
