The Definitive Guide to Trade Fairs in 2021: Navigating the New Normal

Introduction

As the world emerges from the COVID-19 pandemic, trade fairs are poised to make a comeback in 2021. However, these events will look quite different than they did pre-pandemic. In this comprehensive guide, we will explore the latest trends and best practices for attending and exhibiting at trade fairs in the new normal.

The State of Trade Fairs in 2021

According to the International Congress and Convention Association (ICCA), the number of trade fairs held globally is expected to increase by 30% in 2021 compared to 2020. However, the format of these events is likely to change.

Virtual and Hybrid Events

Many trade fairs are now offering virtual or hybrid options, allowing attendees to participate from anywhere in the world. This can be a great way to reach a wider audience and reduce travel costs.

Smaller, More Focused Events

Trade fairs are also expected to become smaller and more focused in 2021. This will allow organizers to better cater to the specific needs of attendees and exhibitors.

Best Practices for Attending Trade Fairs

Plan Ahead

The key to attending a successful trade fair is to plan ahead. Research the event, identify the exhibitors you want to meet, and develop a strategy for networking.

Set Goals

Before you attend a trade fair, take some time to set goals for yourself. Determine what you want to achieve, whether it's generating leads, learning about new products, or expanding your network.

Connect with Exhibitors

Trade fairs are a great way to connect with potential suppliers, customers, and partners. Be sure to visit the booths of the exhibitors you're interested in and engage with their representatives.

Take Advantage of Educational Sessions

Many trade fairs offer educational sessions on a variety of topics. These sessions can be a great way to learn about new products, trends, and best practices in your industry.

Follow Up

After the trade fair, follow up with the exhibitors you met and the people you connected with. This is a great way to build relationships and continue the conversation.

Best Practices for Exhibiting at Trade Fairs

Create a Compelling Booth

Your booth is your opportunity to make a great impression on attendees. Make sure your booth is well-designed, has a clear message, and offers engaging activities.

Bring Qualified Staff

Staff your booth with knowledgeable and enthusiastic representatives who are able to answer questions and engage with attendees.

Offer Engaging Content

In addition to promoting your products or services, offer attendees valuable content such as whitepapers, brochures, or demonstrations.

Use Social Media

Use social media to promote your presence at the trade fair and engage with attendees. Live stream events, post photos, and share your insights.

Measure Your Results

After the trade fair, take some time to measure your results. Determine how many leads you generated, how many new customers you acquired, and what the return on your investment was.

Top Trade Fairs to Attend in 2021

CES (Consumer Electronics Show)

Dates: January 6-9, 2021
Location: Las Vegas, Nevada
Focus: Consumer electronics

Global Seafood Expo

Dates: March 14-16, 2021
Location: Barcelona, Spain
Focus: Seafood

MEDICA (Medical Technology)

Dates: November 15-18, 2021
Location: Düsseldorf, Germany
Focus: Medical technology

Success Stories

How a Small Business Landed a Major Contract at a Trade Fair

A small business owner named John was attending a trade fair when he met with a representative from a large corporation. John was able to impress the representative with his product knowledge and passion for his business. As a result, the corporation placed a large order with John's company.

How a Startup Found Funding at a Trade Fair

A startup company named XYZ was attending a trade fair when they met with an investor. The investor was impressed with the company's product and team, and agreed to provide funding to help XYZ grow their business.

How a Salesperson Closed a Big Deal at a Trade Fair

A salesperson named Mary was attending a trade fair when she met with a potential customer. Mary was able to build rapport with the customer and understand their needs. As a result, she was able to close a big deal with the customer.

Frequently Asked Questions

Q: How much does it cost to attend a trade fair?
A: The cost to attend a trade fair varies depending on the size and location of the event. However, you can expect to pay between $50 and $500 for a one-day pass.

Q: How do I choose the right trade fair to attend?
A: Consider your target audience, industry, and budget when choosing a trade fair. It's also a good idea to read reviews from previous attendees.

Q: What should I bring to a trade fair?
A: Be sure to bring business cards, brochures, and any other marketing materials you may need. You may also want to bring a portable charger for your phone and a comfortable pair of shoes.

Q: How do I make the most of my time at a trade fair?
A: Plan ahead, set goals, and connect with exhibitors. Also, be sure to take advantage of educational sessions and networking opportunities.

Q: What should I do after a trade fair?
A: Follow up with the exhibitors you met and the people you connected with. This is a great way to build relationships and continue the conversation.

Q: Can I attend a trade fair virtually?
A: Many trade fairs now offer virtual or hybrid options. This can be a great way to participate if you're unable to attend in person.

Call to Action

If you're looking to grow your business, trade fairs are a great way to connect with potential customers, partners, and investors. However, it's important to plan ahead and set goals for your attendance. By following the best practices outlined in this guide, you can make the most of your time at a trade fair.

Tables

Table 1: Top Trade Fairs in the United States

Table 2: Top Trade Fairs in Europe

Table 3: Top Trade Fairs in Asia