PacPrint25 has released its Tips for Trade Show Success, exploring the modern role of trade shows for both visitors and exhibitors.
The organisers say that in a world increasingly dominated by online interactions, the tactile and personal experiences offered by trade shows “are more important than ever.”
As the countdown to PacPrint25 continues, the organisers say the significance of trade shows in building meaningful business relationships that drive sales remains the key, and says that while the digital age has introduced a range of online marketing options, the physical presence at trade shows remains a cornerstone for building trust, showcasing innovation, and securing deals.
PacPrint says that according to recent reports from marketing experts around the world, trade shows are invaluable for creating “concentrated opportunities” for interaction with high-quality leads.
It also says that exhibitors often find that attendees are pre-qualified prospects actively seeking solutions, making these events a high-return investment.
More than $50m in sales was transacted during PacPrint 2022, with exhibitors reporting many hundreds of leads generated. Almost without exception, exhibitors reported that they were satisfied or very satisfied that they had achieved the goals they set for their participation in the show.
“Trade shows remain unmatched in their ability to connect businesses with decisionmakers,” says Kirsten Taylor, Chair of PacPrint25. “The power of real-time demonstrations, hands-on testing, and face-to-face discussions simply cannot be replicated online. It’s about creating genuine connections and trust—key drivers for closing deals.”
PacPrint says that for exhibitors, success at a trade show hinges on planning and strategic engagement, and cites what it says are “proven strategies” to enhance participation and yield maximum results:
• Design a Stand That Stands Out: Your booth is the gateway to engagement. Employ bold visuals, clear branding, and interactive elements to draw visitors. An engaging booth attracts attention, and keeps potential clients interested longer.
• Live Demonstrations: Showcasing your product’s capabilities in real-time allows attendees to experience its value firsthand. Whether through equipment demonstrations or product showcases, these live experiences are pivotal in influencing buying decisions.
• Pre-Event Promotion: Build excitement around your presence at the trade show by using social media, email campaigns, and other marketing channels to highlight your offerings. Share sneak peeks or announce exclusive demonstrations to ensure strong booth traffic.
• Engage Visitors: Interactive content like quizzes, touchscreens, and samples can transform passive attendees into active participants, increasing brand recall.
• Prompt Follow-Ups: The connections made during the event are only the beginning. Timely follow-ups with personalised messaging can significantly boost conversion rates.
According to PacPrint the enduring popularity of trade shows lies in their ability to provide a “unique environment” for competitive intelligence and brand positioning. Attendees explore new technologies and solutions, and also develop a clearer understanding of market trends.
It says exhibitors, on the other hand, gain insights into customer needs and industry innovations on the spot which provides a leading edge.
PacPrint25 brings the industry together experts and leaders, cutting-edge technologies, and networking opportunities. Exhibitors will showcase the latest advancements across print and graphic communications, while attendees will benefit from expert-led sessions and realtime demonstrations.
“The Australian and New Zealand print sectors are known for their ingenuity and innovation,” Taylor adds. “PacPrint25 is more than a trade show—it’s a hub for collaboration, where ideas are exchanged, partnerships are forged, and deals are closed.”
It says the key takeaways for physical trade show success are:
• Human Interaction: Face-to-face engagement fosters trust and builds relationships in ways that digital communication cannot.
• High-Quality Leads: Trade show attendees are often decision-makers and buyers, providing a focused and qualified audience.
• Immediate Feedback: Real-time conversations and demonstrations allow exhibitors to address customer queries and tailor offerings.
• Enhanced Brand Presence: A strong physical presence at a trade show positions your business as an industry leader, driving awareness and credibility.
PacPrint25 will run from 20-23 May at the Sydney Showground, Sydney Olympic Park. The organisers say it will bring innovation, collaboration and transformation for the print, sign, and graphic communications industries under one roof.
