Damaris Piraino is the director of Trade Show Marketing for the Plastics Industry Association (PLASTICS). Piraino is a seasoned marketing professional who worked on NPE2024: The Plastics Show, which took place in Orlando, FL last month. She has a BA in Marketing from The Catholic University of America. 

Trade shows have been an essential part of the business world for thousands of years, with companies and customers buying and selling products and trading ideas in exhibitions around the globe.

While the pandemic led to a short-term pivot toward virtual events, with many cancellations of in-person gatherings in 2020 and 2021, most shows have seen their attendee numbers bounce back strongly and even exceed pre-pandemic levels. This, of course, has encouraged organizers to reinvest in making their shows bigger and better than ever before. As such, it truly is more crucial to attend trade shows in person again. Here, we’ll explore some of the reasons why everyone should attend trade shows in person and why there are some that should not be missed.

1. Networking Opportunities

One of the most significant benefits of attending trade shows is networking opportunities with other professionals in various industries. In-person meetings scored higher marks from survey respondents in terms of attendee and exhibitor satisfaction.

A recent study revealed that in-person events remain essential for learning, networking, sourcing and sales even as new technology is adopted. The study shows that 78% of respondents stated that meeting face-to-face is a key priority, up from 68% in 2021. This highlights the fact that people see the importance of meeting in person now more than ever.

Exhibitors and attendees can expect to connect with new suppliers, customers, manufacturers and wholesalers, leading to further growth and business opportunities. These connections become even more important as they create a sense of community and belonging within the industry.

2. Witness New Innovations

Research shows that 92% of attendees visit conferences and exhibitions to explore new and exciting products and services. Trade shows showcase the latest innovations and technologies in a particular industry, making them an excellent tool for keeping up with the competition.

It is the one time when companies display the greatest and latest technologies all under one roof. There are companies that build technologies specifically for trade shows, for example, NPE2024: The Plastics Show. At NPE2024, attendees will see the most recent technological advancements in the plastics industry, making this event a must-attend for anyone in the field. They will see new products, machinery and demonstrations of how these products work. Witnessing such innovations firsthand is what makes attending in-person trade shows a priceless experience.

3. Market Trends and Insights

Aside from networking, trade shows also provide an excellent opportunity to gain insights into market trends and consumer behaviors. Attendees can join sessions where industry experts discuss the future of the industry, changes in consumer behavior and other relevant topics. This concentration of industry knowledge and expertise available to attendees at global trade shows is unparalleled. As such, it provides significant insights into how businesses can and should evolve to prepare for future changes.

4. Strengthen Business Relationships

At trade shows, businesses have the opportunity to strengthen existing relationships with suppliers, distributors and other key stakeholders, which is especially important because according to Trade Show Labs, the vast majority, 82% of trade show attendees have the authority to make purchasing decisions. It’s possible to arrange face-to-face meetings with partners that have only met via calls or emails. This strengthens relationships in the long run and can lead to new business opportunities.

Additionally, this is the one time when customers come to the sellers — saving everyone time and creating the conditions to accelerate business partnerships. Plus, smaller companies benefit from “drop-by attendance” in their booths from buyers who make their way through the exhibit halls on their way to meet with bigger exhibitors. Research shows that 74% of attendees will likely buy an exciting product after seeing it at a trade show.

5. An Unforgettable Experience

Lastly, trade shows provide a vehicle for unforgettable experiences that simply can’t be replicated in any other way. For example, NPE2024 provides attendees with a five-day celebration of the plastics industry. It is a unique opportunity to join thousands of people from around the world, more than 138 countries, to be exact.

It is also a chance to meet old contacts, make new friends and experience a sense of unity within the plastics industry. Plus, it is a chance to enjoy a new city that first-timers may have never visited before.

There are many reasons why everyone should attend a trade show in person. Trade shows provide a unique opportunity to widen business horizons and make an impact that transcends beyond the business itself. This is why, for those in the plastics industry, if there is only one event you should have attended in person this year, it should have been NPE2024. | AC&F |