Trade shows enable companies in a specific industry to showcase and demonstrate their latest products and services to the general public, private clients or a targeted audience, as well as examine recent market trends and opportunities.

Trade exhibitions offer several opportunities to participating companies to enhance their brand image, grow their customer base, build relationships with other companies through networking, and observe and learn from various businesses.

Branding will enhance a company’s public image and presence in the marketplace, while advertising their products through demonstrations will expand clientele. Their customer base can be expanded by distributing product samples and launching products, as well as by interacting with clients. Networking will build relationships with other companies and customers. 

Before participating in a trade show, it is important for the company to do some ground research including identifying suitable exhibitions related to their industry and attending them to get a feel of the environment before actually participating in one as an exhibitor.

Trade shows should be taken seriously; time and effort must be put into preparing for them in order to achieve the best results. To be successful, these steps will help when correctly put in place.


One should consult with the company’s senior management and seek their advice on how they would like the event to run and whether it will be beneficial to the company. Initial planning involves finding out complete details about the trade show including what time of the year it will be held, event location, start and end time, and any materials that will be needed. The staff should be advised on all details of the event and any work they need to complete before, during and after the event.


Preparing for a trade show requires the company to keep business cards and promotional materials ready including flyers, product specification sheets, posters/ banners with complete company branding and contact details, and feedback forms.

Product showcasing:

Product display is a very important element of a successful trade show; considerable thought needs to be invested in what products should be displayed and how best they should be displayed. 


Decide on who will represent the company at the stand and make presentations, how the presentation will run, and who will interact with visitors. 


Visitors can be drawn to the company’s stand at the trade show with gifts and door prizes.


Proactively send out emails to clients, prospective customers and anyone with a potential interest in the company’s products, inviting them to the trade show. Cold calling and flyers will also work.


Get as many RSVPs as possible to get a good idea of how many to cater for at the trade show.


Every trade show should be followed by an internal meeting with the appropriate people in the company to review the event, the company’s performance at the exhibition, what worked or didn’t, and how to improve for future shows. Also discuss the performance and activities of other companies at the show, and read through all customer feedback forms.

ANL Lighting attends trade shows throughout Australia, showcasing their large variety of lighting products to niche markets such as Hospitality, Farming and Residential.