Why are trade shows important for tradespeople?

Wondering why are trade shows important for your trade business? Whether you’re a plumber, electrician, cleaner, gas engineer, or anything in between, they could be what you need.

There’s nothing like a bustling trade show for feeling you’re at the centre of the action in your industry. But it can feel like a big step to go from simply attending to exhibiting.

Exhibiting at trade shows is a highly effective way to raise your business profile and win new customers. If you decide to do it, you want to get the most out of the experience.

Taking that step may feel daunting but we’ve plenty of ideas on how to prepare for a trade show. Read on for our tips for trade show exhibitors will help you get the most from these events.

Why are trade shows important?

Gather event leads

First and foremost, trade show leads are a key reason for exhibiting. You’re in business to be profitable and trade show leads come direct from potential customers.

They are also an opportunity to catch up with current customers who might be attending.

The brilliant thing about trade show leads is that they are pre-qualified sales leads. In other words, you are in face-to-face contact with potential customers. You have a very good idea of whether you’ll win their business.

Trade shows are important in your sales lead generation efforts.

Get your business noticed

Trade shows bring everything together in one place. There are manufacturers, leading industry experts, customers and suppliers.

And, of course, your rivals – so you can keep an eye on what they’re up to!

The humble business card comes into its own at trade shows. Every person you hand one to is a potential event lead.

Customers are always looking for tradespeople they can trust. By getting a chance to talk with them face to face, you can build up that customer trust.

It’s a way of growing profitable business through word-of-mouth marketing. Simply by being there and chatting with people.

Keep up with trade industry developments

To attract visitors trade shows aim to showcase all the latest developments and trends.

When you’re there, you can catch up on the latest news, ideas and breakthroughs.

It’s a great way to keep up to speed with your trade all in one go.

Meet manufacturers and wholesalers

As well as meeting customers, event leads include contacts with key manufacturers, suppliers and wholesalers. They attend trade shows to win new orders.

Often, manufacturers and wholesalers will be offering deals to tradespeople to sign them up.

You want commitments from potential customers; they want commitments from tradespeople like you. Doing business at a trade show can be a win:win situation for you and your suppliers.

You may also find that there are deals or discounts for store credit or trade accounts.

Bring along important customers

Another benefit of exhibiting at a trade show is that your entry cost might include free passes. You could give them to guests – such as your top customers.

Your best and most important customers might be planning to go anyway. They’d love it if you offered them free entry as your guest.

It’s a great way to boost your customer relationships. Also, it means your rivals can’t invite them so you stay one step ahead of your competition.

How to prepare for a trade show

Take these steps to prepare for a trade show to get the most from the experience.

Do your research

Start your preparation for exhibiting at a trade show with some research. Make sure you choose an event that hits all the right benefits for your business.

Find out:

• Who attends – are they potential customers
• Who else exhibits – are they key suppliers and other trade businesses
• What activities are taking place – will you be able to catch up on the latest developments in your trade

Decide what you want to get out of it

Ask yourself ‘Why do I need to exhibit’. That way, you can work out if it’s worth the cost of going. Two of the reasons why it’s worth exhibiting at a trade show are:

• To get your business noticed – it doesn’t matter if you win new customers
• To win business – you’ll have a target in mind for how many new customers you want from the event

You probably want to achieve both of these objectives.

Set your budget

Once you decide to exhibit you need to set a budget. This can be hard as it’s not always easy to calculate the ‘return’ on this investment.

It’s only afterwards, with new business wins that you can calculate if the expense was worth it.

Your budget needs to cover lots of potential costs. These include:

• Paying for the exhibition space
• Exhibition stand, displays, banners and other materials
• Marketing materials – brochures, extra business cards
• Branded merchandise and freebies to give to customers and event delegates
• Travel costs to get you and what you put on your stand to the venue – and back
• Expenses incurred while you are at the event – food and accommodation are the main ones
• Employee costs if you take colleagues

Start planning early

You can never start planning too early. Most trade shows are already preparing for the next year before this year’s event is over.

Check if the trade show offers discounts for booking early.

Save on costs by confirming as soon as you can. You might also get a better choice of location for your stand at the venue.

Choose your stand location

This comes down to various factors. Usually, you balance cost with the benefit of certain locations in the venue.

Stands where footfall is highest are likely to cost you more. The bigger the stand the higher the price.

Plan your event marketing activities

Put your marketing hat on and plan a campaign building up to the event.

Let people know you’ll be there and ready to welcome them on your stand. Social media is a quick and easy way to tell people.

Choose who to invite as your guests

If your trade show entry includes free passes then get your invites in early. Your rivals are likely to be doing the same thing.

Play host to your best customers and make them feel special with an early invitation to join you.

Order branded merchandise to hand out

Everyone loves a freebie and trade shows are a great place to pick them up. Branded merchandise, like pens, notepads and T-shirts, is a value-for-money way to get noticed.

• Look for discounts on bulk orders
• Think about cheaper delivery options for branded merchandise
• Remember allow plenty of time to receive them

Additionally, it is a good idea to order branded clothing for you and your team manning the stand.

Keep detailed records

Exhibiting at a trade show is a great learning experience for tradespeople.

Look at what went well and what didn’t. That way, you can do an even better job next time.

You’ll have details of every aspect of your trade show preparations by writing it down. It’ll make organising another one a whole lot easier in future.

Also, delegating the task of arranging your trade show exhibition to colleagues is more straightforward.

Tips for trade show exhibitors

Divide how you prepare for a trade show into three areas. These tips for trade show exhibitors cover what you need to do at each stage.

Before you go

• Tell people you’ll be there and where they can find you
• Invite guests if you have free passes available
• Use your social media to build up interest in the event
• Make sure any staff attending have been fully briefed and trained in what they need to do
• Check and recheck everything in advance right up to when you arrive at the venue
• If you’re putting up your own stand, make sure you take all the tools and equipment you need

When you’re there

• Look lively with demonstrations or by giving brief presentations about your work
• Hand out branded merchandise
• Run a competition so people return to find out if they have won
• Capture visitor details to your stand – use pen and paper, an Excel spreadsheet on a laptop or smart device
• Ask for email addresses and permission for you to contact them after the event
• Plan time to visit other stands to talk with manufacturers, wholesalers and other exhibitors
• Attend any demonstrations or presentations you think will be helpful for your business
• Remember to enjoy the whole experience

After you’ve been

Track every piece of new work that was the result of attending the trade show. That way, you can match income and profit against the cost of exhibiting at the trade show

Follow up on every lead

Thank everyone who gave you their details. Phone, text or email them. Ask your event leads if and how they’d like you to keep in touch.

Carry out a ‘post-match’ analysis

List what went well and what you could have done better. Summarise your highs and lows from the event.

Measure the benefit to your business of attending

You can do this by counting the number of business cards you handed out and received. Keep a record of all emails you sent out afterwards.

Key trade shows for your calendar

We’re firm believers in the benefits of trade shows. We attend many shows for tradespeople every year.

It’s a great way for us to meet up with tradespeople. We can hear your stories and talk about the benefits of becoming a Checkatrade member.

Here’s a handy rundown of some of the UK’s major trade shows:

Blinds and shutters

The British Blinds & Shutter (BBSA) Show is held every two or three years.

When: 17-19 October 2027

Where: Coventry Building Society Arena

Trade exhibitors: Blinds, shutters, awnings, motors, soft furnishings, fabrics, software, designs, machinery and components

Construction

UK Construction Week is one of the UK’s largest series of built environment events.

When and where: 7-9 May 2025 at ExCeL, London, and 30 September – 2 October 2025 at NEC, Birmingham

Trade exhibitors: Building contractors, house builders, developers, local authorities and construction sector trade business

Electrical

The Electricians’ Exhibition (ELEX) Show is a series of national events showcasing the latest tools and equipment in the sector.

When and where: Events in Bolton, Coventry, Exeter, Harrogate, London and Sandown Park, Surrey, throughout 2025

Trade exhibitors: Electrical professionals, manufacturers and suppliers to the trade

Glass and glazing

The FIT Show is dedicated to the window, door, flat glass, hardware and roofing industry, bringing together businesses and product innovations.

When: 29 April to 1 May 2025

Where: NEC, Birmingham

Trade exhibitors: Installers, suppliers of components, systems and services for the glass and glazing industry

Heating, water, air and energy installers

The InstallerSHOW covers product innovations and the latest industry developments.

When: 24-26 June 2025

Where: NEC, Birmingham

Trade exhibitors: installation professionals

Homebuilding and renovation

The Homebuilding and Renovating Show is a series of national events aimed at self-builders and renovators. It’s attended by leading manufacturers and building experts.

When and where: Events in Birmingham, Glasgow, Harrogate, London, Somerset and Surrey

Trade exhibitors: Businesses involved in all areas of construction, renovation, architecture, interior design and many more

Landscaping

The LANDSCAPE Show brings together products, services and innovations covering design, building and maintaining both interior and exterior landscapes.

When and where: Dates and venues to be announced

Trade exhibitors: Landscape designers, architects, contractors, interior designers and facilities managers

Plumbing and heating

The Plumbing & Heating Exhibition (PHEX) is for manufacturers, suppliers, installers and contractors.

When and where: Dates TBC for 2025

Trade exhibitors: Heating and plumbing engineers, contractors, installers and building developers

Roofing, cladding and insulation

The Roofing, Cladding and Insulation (RCI) Show is a key trade event for the sector’s trade business, manufacturers and specialists.

When: 30 September – 2 October 2025

Where: UK Construction Week, NEC Birmingham 2025

Trade exhibitors: Contractors, installers, surveyors and specifiers

Security

The Security Event presents the leading manufacturers and brands in the sector for products, technologies and solutions.

When: 8-10 April 2025

Where: NEC, Birmingham

Trade exhibitors: Installers, security integrators, distributors and consultants

Generating leads for your business

Exhibiting at a trade show is just one way to find new business leads. We can support you in other areas, too. Checkatrade members receive our help with new enquiries.

There are lots of other benefits of Checkatrade membership too. They include:

• Dedicated membership advice team
• Work guarantee up to £1,000
• Exclusive offers and discounts
• Up to 20% off Public Liability Insurance
• Reduced cost of workwear and branding
• Savings on other business essentials such as vans, fuel and materials

Key takeaways

• Obtaining event leads to win more business is a key reason for exhibiting
• How you prepare for a trade show should cover careful planning well in advance
• Plan for before you go, when you’re there and wrapping up afterwards
• Follow up your trade show leads as soon as you can after the event
• Keep track of business you win from event leads to see if profits earned from this work are more than the cost of exhibiting at a trade show