Trade Shows: The Modern Businessperson’s Treasure Trove

Originally published August 21, 2015 , updated on February 16, 2026

Published Date: The date when the blog went live on GL website.Updated Date: The latest date when the GL Content team updated this blog.

The ever-changing modern business environment presents many challenges. As the owner of a budding business, or an entrepreneur focused on researching new business potential, you are undoubtedly aware of them. The stark reality is that this rapidly changing business world requires professionals to take action accordingly. They should become more creative in finding ways to connect with their target market. In addition, trade shows, believe it or not, are the equivalent of having your target market served up on a platter. Skyline also mentions that roughly 99% of marketers say that they find unique information at trade shows. And they are entirely lacking on most other marketing platforms.

In an environment where digital interactions are becoming more and more prevalent, it may seem surprising that attending trade shows is an effective past-time. The fact of the matter is that this type of event guarantees access to an audience of interested, like-minded potential customers. They are probably itching to make connections. According to the Center for Exhibition Industry Research around 81% of trade show, visitors have some form of buying power. In other words, that is 4 out of 5 attendees!

Add to this the fact that trade shows offer the valuable benefits below:

• free media exposure
• educational opportunities
• hype generation on social media
• product demonstration platforms
• face-to-face contact with many valuable connections

Therefore, it becomes clear that these events are a remarkably valuable tool.