Why European Tradeshows Are Important for Our Clients

During the past months, in-person tradeshows have not taken place due to Covid-19. Exhibitors, however, were able to participate and network via online portals and virtual meetings. In summer 2021, tradeshows will finally celebrate their comeback with in-person tradeshows. For that reason, it is now more important than ever to attend these tradeshows and start networking again.

Recent research on North American companies has shown that 75% of B2B companies find attending European trade shows crucial for their business. This article outlines the reasons and benefits why B2B companies should attend European tradeshows. 

Visiting European tradeshows is the first step to business expansion 

If your company is planning to take its step forward in the European market, it is of much help to build strong brand awareness on a global scale beforehand. Exhibiting in Europe provides you a great opportunity to broaden your customer base beyond your horizon. Brand awareness not only would help you expand your business on the continent but give you exposure to a new worldwide market.

The beauty of a trade show is that you can share your product or service with a pre-selected audience while learning about the competition and building relationships with new customers.

Research outcome

Research conducted among North American companies also shows that 40% of B2B companies used tradeshows as one of their marketing channels to promote their products before business expansion. Additionally, 20% of respondents said that tradeshows are one of their main lead sources.

Global stats

As per the statistics, over 90% of the world’s leading international exhibitions take place in Europe, which equals more than 11,000 shows per year. Germany is said to rank first followed by France, Spain, and the Netherlands to organize the shows annually.

Being a part of the European exhibition will not only help you connect with vendors in the same business but will also help you get in touch with your prospective customers and strengthen your customer base. European exhibitions attract exhibitors, dealers, and potential customers not just from Europe but from North America and Asia as well. This data certainly brace up your decision to explore the European marketplace.


" The beauty of a trade show is that you can share your product or service with a pre-selected audience while learning about the competition and building relationships with new customers" 


Here are the 6 benefits for small businesses that plan to take part in the tradeshows. 

  1. Networking
    Trade shows for small businesses as well as top-notch giants are a perfect networking opportunity to build contacts and develop connections within your niche market. Communicating with other business owners would help in broadening your business perspective and exchanging contact information, thus enabling growth in your brand message. 
  2. Face-to-face interactions
    Building strong relationships with customers is what the business world is all about and connecting with your customers face-to-face helps in building trust and increase the credibility of your business
  3. Greater media exposure
    Business trade shows are generally captured by news channels or media articles both at local and international levels. Moreover, well-designed trade show stands, fine products, and services, or clever trade show booth designs for interactions are a great way of making sure that the attendees spread the word about your brand on social media. Exhibiting with attention-grabbing trade show booths offers maximum brand exposure and ROI possibilities for your business.
  4. Brand building
    Brand image is everything, particularly for companies that hinge on trust and excellence. Exhibiting is a perfect way to tell your target audience that your company is thoughtful, reliable, and large enough to set up trade show stands at leading trade shows and events
  5. Analyze the competition
    Whether you are exhibiting as a small business trade show exhibitor or a Fortune 500 company, participating in exhibitions will provide you with the opportunity to analyze your competitors' strategies and products giving you the opportunity for a competitive edge. 
  6. Generate sales on site
    While the majority of exhibitors presume that trade shows are mainly for collecting leads for future marketing, you’ll be amazed to see more and more attendees buying products or services at trade show stands. So, apart from aiming for potential customers, you should also include tangible products or services in trade show booths that help you achieve direct sales!

EuroDev can not only support you at one of these events but also help you conduct business development activities. By clicking on the button Contact us, you can get in touch with us. 

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About EuroDev

EuroDev, established in 1996 with offices in The Netherlands and France, has a single, defined purpose to help mid-sized North American companies expand their business in Europe. We have created a proven, successful business development model and since our founding, have partnered with over 300 companies to help them define and meet their European business goals. Services provided include Sales Outsourcing, HR Outsourcing, and Digital Marketing.

Source: EuroDev persona research 2019; data based on a report by Global Trade Report

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