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News: Industry News

Trade Shows: The Value of Trade Show Marketing

November 8, 2017   (0 Comments)
Posted by: Sarah Clarke
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It’s Showtime!


This is a common refrain in the industry as we all seem to mark the seasons not by the weather, or the calendar, but by major industry events – CMPX, CIPHEX West, MCEE, MEET, CIPHEX Roadshows and more. All offer unique opportunities to build and shape our industry with CMPX up next March 21-23 at the Metro Toronto Convention Centre.


At CIPH we know that preparing for industry events requires additional coordination but they also present amazing, cost effective opportunities to meet customers and engage with the industry. Our industry is very much one of personal and solution selling and trade events offer precious moments to enhance relationships and build new ones.


Trade events also are great opportunities to show how you are differentiating yourself from the competition. You may not have known but CIPH always polls trade show attendees and one of the most valuable things we learn is that when it comes to new innovative products trade show are invaluable.




  Take a look at these numbers from our most recent event and consider what they mean for your company as you plan for the next one. 


88% of Visitors expected to purchase new products they learned about for the first time at the show.  Obviously, there are a number of effective marketing channels but if you want a prospect to start specifying a product that has just been brought to market trade shows offer complete opportunities to learn and engage with the product and product experts – your team. 


75% of Visitors purchase from new or different suppliers as a result of meeting them at the show. Business growth is an objective for us all and this figure demonstrates that close contact with buyers can be a significant factor in new sales. Nothing replaces classic sales calls and visits but trade events help generate new leads and shorten the sales cycle.



At CIPH we are committed to helping our members thrive and grow and one of the most significant ways we do that is by producing trade events that complement your ongoing marketing. Listed above are just a couple of ways that trade events continue to provide value for the industry and we encourage members to maximize the opportunity by not just committing to exhibit but utilizing events as important sales and network building events. If this requires some additional support CIPH has years of trade show experience including helpful tips and “tricks” to maximize the experience for visitors and your team. 

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