Many companies focus on a single flagship trade show each year. While this strategy offers some visibility, it can also limit growth opportunities. Expanding your trade show presence—whether internationally, locally, or into complementary industries—can increase brand exposure, generate new leads, and open fresh revenue streams.

Local Shows Deliver High-Value Conversations

Local and regional shows often have smaller attendance, but they can be powerful for relationship-building. With fewer competitors and a more focused audience, your team has more time for in-depth conversations with decision-makers. Local events also reduce costs, as booth fees are typically lower and travel and accommodation expenses may be eliminated. This allows you to maximize ROI and sometimes even upgrade to a larger booth footprint.

Complementary Industries Expand Reach

Sticking only to your core industry means competing for the same pool of buyers year after year. By targeting shows in adjacent sectors, you can introduce your products or services to audiences who may not know you exist. For example, a human resources technology provider might add appearances at software or IT events. This strategy builds brand awareness in new verticals and diversifies your pipeline.

Why Expansion Matters

Expanding your trade show program doesn’t mean abandoning your flagship event. Instead, it broadens your exposure and positions your brand in front of more potential customers. Many exhibitors rely on partners like Absolute Exhibits to identify the right opportunities and design booths that scale effectively across multiple shows.