Make trade shows your New Year’s resolution

Make trade shows your New Year’s resolution

It’s that time of year again where you’ll be thinking about New Year’s resolutions for your business.

Whatever you might be considering, it’s essential that you change the way you work if you want to achieve the results and productivity you deserve. German mathematician and physicist Albert Einstein once famously said: “Insanity is doing the same thing over and over and expecting different results.”

As you think about what steps you can take to enhance your company’s productivity and efficiency in 2024 why not consider making trade shows a central part of your marketing strategy?

Jon Hopwood, Partnerships Manager at leading event management company Inspired Motive, comments: “In today’s modern business world, marketing is all about building relationships. Successful organisations have ditched pushy sales techniques and instead concentrate on forging tangible connections with customers.

“In this regard, trade shows offer unique opportunities as you can meet your target audience face-to-face, What better way could there be if building relationships with customers than meeting them in person.”

So, what are the key benefits of taking part in trade shows?

Lead Generation

Instead of faceless cold calls hoping the person you want to speak to will be available – or if they’re not, waiting for them to return your call – at trade shows everyone you speak to will be interested in, or use, what you sell. The events gather groups within a specific industry – giving you access to your target audience.


Advertisements are typically glanced at and then discarded.

On the other hand, when you talk to a prospect at a trade show, you have their undivided attention to educate them about the benefits of your products and services.

Building Rapport

At trade shows you can forge connections and leave prospects being able to put a face to your name rather than you just being another voice in a long string of cold calls that hinder them daily.

Return On Investment

Unlike many marketing activities, trade shows give you more reassurance when it comes to return on investment. You’ll reach your target audience based on the type of trade show you attend. Furthermore, research demonstrates up to 50% of delegates plan to buy what they see within 12 months after an event.


At trade shows you can market to prospects who could immediately turn into sales. Much of the sales process can be done on your stand – dramatically shortening the time from lead to purchase.

Inspired Motive was founded in August 2020 during the COVID-19 pandemic by Ryan Treloar and Matt Williams, both of whom have run some of the largest B2B Exhibitions in the UK for the past 8 years, from inception to delivery.

The Business Revival Series at London’s Excel Centre on March 13th and 14th is a unique live experience where you can come and network with 10,000 business owners and learn how to create culture within your workplace and how to genuinely look after employee wellbeing.

For further information please check out their website:

To sign for the event, up please click here.