When I first started my career, I attended a massive trade show in Anaheim, California, representing a small non-profit. Surrounded by flashy pharmaceutical booths, we struggled to stand out despite the huge crowd. Our ROI was minimal, and looking back, it was clear that such mega-events weren’t the right fit for us—or for many organizations.
This experience isn’t unique. Over time, many businesses have found high-profile trade shows don’t always deliver the expected value. It used to be a given that missing these events could make your company seem irrelevant, but today’s businesses, especially small and mid-sized companies, are becoming more strategic in their approach.
One solution? Regional B2B events. These smaller, more intimate settings allow companies to engage directly with their target audience, often with opportunities for sponsorships or speaking roles. This active involvement can create a lasting impression and offer a better ROI than attending a massive, expensive trade show.
For those looking to optimize trade show budgets, consider attending first without exhibiting. This “reconnaissance” approach helps you network, observe the crowd, and gain insights into industry trends and potential partnerships—all without the hefty costs.
The takeaway: Focusing on smaller, targeted events can offer greater impact and valuable connections than trying to be everywhere. Quality over quantity is key.
