Trade shows have been around for hundreds of years, and they have persisted because of the unique opportunities they provide. Remote culture has reduced in-person meets, and COVID shut down tradeshows and conferences for some time, but you can’t take away that innate desire we have as humans to connect.
That’s what these in-person collective events are when you really distill them down, opportunities to connect. But connections like that don’t come free. They require an investment. We believe it’s worth the investment, so let’s make the case for it.
WHY INVEST IN A TRADE SHOW?
So we’re going to answer the title question here. Are trade shows a good investment?
In our opinion, yes, they are good investments. We’re not saying that every trade show or conference is right for you. There are all kinds of considerations including a limited budget, one show may offer greater opportunity than another, and you may have had negative experiences with specific events. But if you want to grow your business, your brand, your knowledge, and your awareness of trends and technology, then you need to invest in attending. Let’s get into the benefits.
WHY PROVIDERS DO IT
At every event you will find vendors proudly displaying their products and services. Exhibiting comes with big expenses so why do they make the investment?
- To find true connections with dealers
- Launch new products
- Boost brand awareness
- Forge new relationships & find partners
- Educate their teams
- Scope their competition
Interestingly enough, these reasons have a lot in common with why dealers should attend.
WHY SHOULD DEALERS ATTEND?
Let’s start with cost. It’s not free, there are tickets, flights, rooms, and food & beverage expenses. Not to mention the time away from the dealership to make up for. But it’s worth it and here’s why.
- Connections:
Trade shows and conferences provide an incredible opportunity to meet your existing vendors, new potential vendors, OEM partners, thought leaders, and fellow dealers. Building a network outside your dealership or 20 group can help you validate ideas, tactics, and results. It can provide you with answers to questions you’ve been asking, and questions you never thought to ask. - Education
There is a tremendous opportunity to be in the room where the most current issues in the industry are being addressed, and asking questions to the thought leaders that are tackling them. There is no shortage of speakers and topics at these events, and every dealer will find content they will benefit from. - Staying Current
This industry moves fast, and you don’t want to be left behind. Trade shows and conferences can help you stay ahead of the curve. You might be happy with the status quo… that is until you see that new thing that opens incredible doors of possibility for your dealership! It’s often these events where companies launch their newest product, tool, or innovation, and you have a front-row seat. - New Partnerships
It can be hard to find partners that deliver results, have your trust, and with whom you feel validated in the value of your investment in them. It’s an opportunity to fit months of prospecting for quality vendor partnerships into just a few days. Often you can find company leaders physically in the room and forge lasting partnerships through unfiltered dialogue. Things move fast, and the need to keep your dealership high-performing never takes a day off. Even if you aren’t in the market now, you have an opportunity to vet potential future partners.
- Team building
There is nothing better to break the ice and forge a great team than taking your people somewhere new with a shared mission. That might also mean adding new relationships to your team. Bonus!
5 TIPS FOR PROSPECTIVE ATTENDEES
- Plan your team appropriately
If this is your first big event, keep to a small team to limit expenses. Bring the people who know the right questions to ask, your team should have a deep understanding of your dealership’s challenges. Plan ahead, by evaluating what you want to accomplish, and how many people you will need to do that. - Plan your break-out sessions
It’s good to leave some flexibility in your plan, but if you’ve identified specific education seminars and speakers that are musts, make sure your team plans out who will be where, and when, so you don’t miss anything. - Make time for browsing
One of the greatest aspects of a trade show is the ability to see so many vendor options. Don’t make the mistake of fully booking your days and miss out on the opportunity to be impressed by something new, or really vibe with a vendor’s approach to your business. Also, consider pre-booking meetings so you can get valuable one-on-one time with people you want to meet. - Pace yourself
Some of the big tradeshows like NADA are as much a marathon as they are a sprint. There are lots of events, sessions, & after parties. Drink lots of water, take breaks, and wash your hands often. There’s nothing worse than coming home wiped out. - Have fun
Yes, you are there to make the business better, but that doesn’t mean you can’t enjoy yourself. Grab all that sweet swag, take a walk and see some of the sights, and meet new people.
So the next time the topic of tradeshows and conferences comes up, consider how much potential there is for your investment to pay off. Consider some of the following events: NADA, Digital Dealer, Regional Auto Shows (Regional Dealer Associations have been putting on bigger and better events with each passing year), or industry events and shows like ASOTU CON where thought leaders in the industry connect.
sMedia will be at many of these events in the future, including NADA in New Orleans, and we hope to see you there. BOOK A MEETING WITH US AT NADA 2025
