Do Expos and Trade Shows Still Work in Marketing?

With digitally minded strategies taking over the marketing world, you might wonder – are traditional expos still worth the effort? At Extramile Digital, we say absolutely! When they are done right, expos help you to bring a genuine human connection packed with creativity and conversion all in one place. Let’s discuss how shows and expos are a must-have in your marketing tool box and how to get the most out of them.

The Power of Face-to-Face Interaction in Generating Leads

Digital marketing is great, but it can’t always replace the power of a real handshake or a well-rehearsed elevator pitch. According to the Display Wizard Trade Show Exhibitor Report, 70% of Businesses Generated New Leads & Brand Awareness from Trade Shows. In fact, expos are particularly effective for B2B businesses, as face-to-face interactions help build trust and accelerate decision-making. This makes them a powerful tool in B2B business strategy, offering a rare chance to engage directly with potential clients, demonstrate your brand’s personality and cut through the overwhelming digital noise. Personal connections still matter, especially when it comes to winning high-value contracts.

The Full Brand Experience

When attending an expo, you can’t just set up a table and hope for the best. This is your opportunity to create an immersive experience of your brand. A well-executed stand with eye-catching displays and interactive elements demonstrated by knowledgeable and engaging staff, can leave a lasting impression. People may remember your flashy visuals, but it’s the meaningful interactions they had they will get them to convert.

At Extramile Digital, we source all of our exhibition hardware from Printdesigns, a leading independent exhibition stand provider, ensuring that every stand we design is both visually striking and functional. Our Sales Director, James Roberts, recently attended the Southern Manufacturing & Electronics Expo and saw first-hand how well-designed exhibitor stands transformed passive visitors into active leads.

The Perfect Pairing

Expos might seem old-school, but they’re still a vital piece of the bigger marketing puzzle. The best results come from blending them with your digital strategies to maximise impact:

Pre-event Marketing

Build anticipation and excitement before the event by crafting targeted email marketing campaigns that highlight your unique offerings, booth activities and any special promotions. Make use of social media teasers to create a buzz, like countdowns or behind the scenes sneak peaks and share blog posts announcing your presence.

Live Engagement

Maximise your impact during the event by actively engaging with your audience in real time. Post regular social media updates to show live highlights or key moments at your booth. Use video content, such as livestreams or short-form clips, to offer a more personal and engaging look at your team and the event. Make your stand even more engaging by offering interactive activities such as games, competitions or product demos that invite participation and keep visitors entertained. This enhances their experience, whilst encouraging them to spend more time at your stand and with your brand.

Post-event Follow-up

Don’t let valuable leads go cold! The journey doesn’t stop when the event wraps up. It’s about continuing the conversation and keeping your leads engaged. Follow up with personalised emails that have a reference to your conversation at the event with some added value, such as offers, resources or more information that builds on your initial discussion. Make them feel seen and understood with a tailored email that addresses their specific interests or pain points. Make phone calls to further nurture relationships, answer any questions and demonstrate your commitment to offering solutions. These direct touches create a sense of personal care, making the lead more likely to convert.

Keeping a lead warm by maintaining regular communication will stop them from losing interest and make them more likely to take the next steps when the time is right for them. By gradually building trust and providing relevant, value-driven content, you increase the likelihood of turning those initial interactions into long-term, loyal customers.

By integrating expos into your marketing strategy, you amplify their effectiveness and extend engagement beyond the event itself.

Making it Count

Success at an expo isn’t about collecting business cards—it’s about making meaningful connections and driving real business opportunities. To maximise your return on investment:

81% of trade show attendees have buying authority. This means that most of the people you will speak to have the power to make a purchasing decision. 

With the correct approach expos are the perfect place to obtain high-quality leads that convert.

The Verdict

Expos provide a unique blend of personal interaction, brand exposure and lead generation that can boost your digital marketing strategy. So, if you’re looking to make a lasting impact, it’s time to start planning your next big event. Have a chat with our team today to see how we can integrate expositions into your marketing strategy.