The season of trade exhibitions is upon us – Yippee!

Ah, September, that means there’s a familiar energy in the air, one that can only mean we have entered the season of trade exhibitions. Well, thank goodness for that!  

Why? Well, back in the darkness of 2020, I wrote a blog reflecting on the uncertainty surrounding trade exhibitions and their place in the marketing mix given the extraordinary circumstances driven by Covid. At the time, we were navigating a world of virtual events, remote launches and digital-only engagement. While these tools still have their place, it’s clear that nothing quite matches the power of being there in person, and my final wish from the blog, highlighted below, has come true but, thankfully, minus the hand sanitiser! 

“…I for one am very much looking forward to attending a show in person once again; and once the day is over, hopefully sharing a post-show beer with friends and colleagues – just this time with an added chaser of hand sanitiser!” 

UK & European trade exhibitions and shows  

At Nielsen McAllister, we’re proud to be supporting our clients across a busy schedule of trade exhibitions and shows this autumn, including PPMA, The Print Show, and London Packaging Week in the UK and the likes of CPHI in Germany. These events are more than just dates on the calendar, they’re the opportunities to connect, communicate and create the meaningful conversations that I missed.  

Indeed, today, trade exhibitions are not just back, they’re thriving. They remain a cornerstone of the PR and marketing mix, offering that chance to engage directly with customers, prospects, media, and industry peers. Trade exhibitions provide a moment of focus, one that can help PR and marketing make a greater impression, with people who are interested and there to listen. 

Face-to-face often means everything  

One of the most valuable aspects of trade exhibitions is the opportunity to make contact with journalists and trade publications. These face-to-face conversations lead to stronger media relationships, better coverage, and more opportunities to get your message out. Indeed, for businesses looking to raise their profile, there’s no substitute for a well-timed chat with the right editor or reporter, especially on a busy stand, where you can show your products and machines in their best light.  

Equally important is the networking. Trade exhibitions are where colleagues, and in my case, increasingly old friends reconnect. New partnerships are also formed and ideas exchanged. Whether it’s a chat over a coffee, a spontaneous meeting on the stand, or a shared beer in the evening, these moments build trust and open doors, and in ways that you simply can’t do on email or a Teams call. 

Social is in-person and online too  

And then there’s the increasing importance of social media as an integral part of the show. Today, trade exhibitions don’t just happen in the hall, they happen online. Pre-show PR teasers and live updates move to post-event highlights and all on social media. For the B2B world this is really focused on LinkedIn, which plays a vital role in amplifying communications presence and extending PR reach. It’s a chance to showcase your products, share your story, and engage with audiences around your trade exhibition stand. Done well, it turns a three-day trade exhibition into weeks of content, for far greater visibility and engagement. 

Feel the trade exhibition rhythm! 

For us, trade exhibitions are also a rich source of PR opportunity and client support. They provide a focus for our communications, be it the pre-show media outreach and product launches or the live event coverage and post-show celebrations. Businesses and brands can stay relevant, spark conversations, and build momentum that lasts well beyond the show itself. 

So, as we roll into another season of innovation, collaboration, and conversations, I’m delighted we’re once again part of it and the fears of 2020 seem a lifetime ago. Whether helping clients set up a stand, craft a message, connect with journalists, or maximise presence across media channels, it’s clear trade exhibitions are not just back, they’re an essential part of today’s integrated PR and marketing. To which I say, ‘Yippee and thank goodness for that!’.

If you would like to read more about how Nielsen McAllister can help at events take a look here or contact us and we’ll give you a call, meet in person or see you at that next exhibition!