Are Trade Shows Still Relevant? How to Strengthen Offline Relationships with Online Strategy

May 21, 2025

Are Trade Shows Still Relevant? How to Strengthen Offline Relationships with Online Strategy

In an age where everything seems to happen online, from lead generation to maintaining customer relationships, investing in a trade show may seem less obvious. Still, the trade show floor remains important territory for many B2B companies. But how relevant are trade shows still in a world of online marketing?

In this blog, we discuss why trade shows still work. Especially for companies in niche markets such as manufacturing, industry or wholesale. And more importantly, how to get the most out of your trade show participation by cleverly combining them with online marketing.

‍

As a B2B company, why do you still need to invest in trade shows?

Complex markets are all about trust, long-term relationships and in-depth advice. And that is precisely what trade shows are a powerful tool for. There are simply few times when a large part of the target group is present in one place. Trade shows are unique in this regard.

‍

What's changed: contact no longer begins and ends on the trade show floor

While personal contact remains powerful, things have fundamentally changed. Customers are increasingly orienting themselves online, including in B2B. A conversation at the trade show is often not the first point of contact. Your customer has then already looked you up on Google, seen a LinkedIn post or read a blog. And after the trade show? Then they google you again, or search for more information on your LinkedIn page. Trade show and online are no longer separate, they complement each other.

‍

Here's how to make your trade show an extension of your digital strategy

Here are several ways to properly combine the trade show and online marketing:

‍

1. Prepare your trade show online

Provide a separate landing page with information about the trade show on your website
Launch a simple Google Ads campaign using the name of the trade show as keywords. In this ad, mention your booth number, when the trade show will take place and an appropriate call to action.
Use LinkedIn to make your target audience aware of your presence at the trade show

‍

2. During the trade show

Leave your ads on during the fair, that way you won't miss out on valuable traffic.
If necessary, set up a Display campaign specifically aimed at the location of the exhibition. This way you push people who are not actively searching in the direction of your stand.

‍

3. After the trade show

Leave your Google Search campaign on. People are definitely going to Google again after the trade show. Even then it is important to remain visible.
Set up a Display campaign with retargeting. Target the group of people who visited your trade show landing page.

‍

Headcore helps you make your next trade show event a huge success.

In the world of B2B marketing, it is not an either-or but a both-and.By making smart use of online visibility and digital follow-up, you take your trade show participation to a higher level.

Curious? Contact Headcore for more information.

‍

Get in touch to discuss the opportunities.

After completing the form we’ll get in touch to schedule a call. During this discovery call, we determine if and how we can help you.

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form.

Are Trade Shows Still Relevant? How to Strengthen Offline Relationships with Online Strategy