Less net, more hook: manufacturing trade shows in a digital age

Welcome to the evolving world of trade shows — still essential in manufacturing marketing, now sporting some serious digital muscle. In this blog, we’ll dig into why trade shows still matter, how to turbocharge them with tech, and the smart moves manufacturers are using to make every handshake count.

Trade shows are an enduring, powerful force in manufacturing that are here to stay

Digital marketing might be on the rise for manufacturers, but trade shows aren’t going anywhere anytime soon. According to our latest Digital Trends Report, they’re still one of the biggest offline bets for manufacturers — and for good reason. Human interaction matters, and nothing builds trust faster than a proper face-to-face chat.

Mark Deadman, a veteran of manufacturing marketing with three decades of experience, says, “We’re past the days of ‘brochure and hope.’” Today, companies are leveraging digital tools like HubSpot, LinkedIn, and AI-powered automation to make their trade show efforts more strategic and targeted. This approach means moving away from fishing with a net, and more towards fishing with a hook and bait designed for a specific catch.

But: they are changing

So, what are the biggest changes in how manufacturers approach trade shows today? Well, there are two: the promotion tools available and the allocation of marketing budgets. More companies are realising that they shouldn't concentrate all their resources on one event but instead spread their investments across multiple shows to showcase their best technology.

And the smartest among them? They’re not waiting around for the event organisers’ marketing to do the heavy lifting. They’re building their own buzz before anyone even steps foot in the hall.

Here’s why they still matter

While tradeshows do provide a unique opportunity for manufacturers to flex their muscles and showcase new tech, there’s still some old-school thinking going on. Companies feel pressured to attend trade shows to maintain their industry presence. This is particularly true for global companies that mandate participation in certain events.

However, it’s not just about appearances. Trade shows are trust incubators. When your machines or solutions are offered at a career-altering price, customers want to shake your hand before they sign. That in-person connection still makes all the difference. Attendees want to know who they're buying from, and trade shows are an excellent venue for establishing that trust.

But don’t just be there: be unmissable

Success isn’t just about showing up. It’s about how you show up. We’ve seen everything — from all-singing, all-dancing stands with gimmicks to those classic “stuck behind the desk” disasters. Our advice? Don’t fade into the background. Own the aisle.

Organisers mat,ter too. Big names like IMTS and EMO bring the crowd. Smaller shows? They’ve got to work harder to stay relevant. If it’s buzzing, you’ll be back. If it’s a ghost town, you won’t.

Work the floor and the funnel: How get the best ROI

The trade show starts before the show. They require strategic thinking and innovation. At Finally, we like a hybrid approach: plan ahead, build your prospect list, and warm up your leads weeks in advance. Use digital channels to build anticipation- Email campaigns, paid LinkedIn ads, teaser content — whatever it takes to get key prospects to your booth.

And don’t just cross your fingers on the day. Set goals. Know what a win looks like. Is it 25 warm leads per day? Three booked demos? One game-changing deal? Define success so you can chase it down.

Make your stand, well, stand out!

Think of your stand like a stage — if you’re boring, no one sticks around.

Over the years, we’ve seen brands get playful: magicians, cocktail mixers, retro gaming machines. Gimmicky? Maybe. But they pull people in. And once they’re there, you’ve got your chance to shine. We’ve also seen the rise of more sensible trends like interactive displays and coffee machines. Whatever works for you.

But here’s an important lesson: keep your messaging tight. Two strong messages beat ten forgettable ones. No one wants to decode a novel when they’re scanning your stand in 5 seconds flat. Make a strong, memorable impression. Tell a visitor exactly what you do at a glance.

Seminars are a great alternative to stands

Another effective strategy is to host seminars or talks during the trade show. 

These not only engage attendees, they also position your brand as a thought leader in the industry. We’ve seen many exhibitors invest time in preparing valuable content that resonates with their audience, creating an opportunity to share insights while subtly promoting their offerings. We do this ourselves to great effect.

However, your talks need to be memorable and story-driven, not sales-led. 

The importance of post-show strategies

After the show, manufacturers should adopt a soft approach to follow up with new contacts. A friendly email or LinkedIn message thanking them for their time can go a long way. Mark advises against immediately pushing for sales; instead, nurture these relationships over time.

Using a CRM tool like HubSpot can help manage post-show campaigns effectively. By drip-feeding valuable content and insights over the following months, manufacturers can keep their brand top-of-mind for potential customers.

The follow-up that actually follows through

Here’s where many businesses lose opportunities: the follow-up. And it’s where the biggest results lie. 

Be human. Be helpful. Take a soft approach. A quick “great to meet you” message beats a cold pitch any day. Use LinkedIn. Send a relevant article. Then, rely on HubSpot to do the heavy lifting — track interest, segment leads, and follow up when the time’s right.

Using a CRM tool like HubSpot can help manage post-show campaigns effectively. By drip-feeding valuable content and insights over the following months, manufacturers can keep their brand top-of-mind for potential customers.

What’s next? QR codes, hybrids, and smarter choices

Looking ahead, we believe trade shows will continue to evolve, but their core value will remain. As costs rise, manufacturers will need to ensure their participation is justified by understanding their ROI. Using data to inform decisions will become increasingly important.

Hybrid events, where digital and in-person elements are blended, will likely become more common. This allows for wider participation and can help manufacturers get the best reach. As technology advances, digital strategies will play a crucial role in enhancing the trade show experience.

Final word: The show’s still on

Trade shows aren’t going extinct — they’re evolving. And if you evolve with them, you’ll get more from every moment.

So show up — but show up ready. Warm up leads, make noise, work the room, and follow through. It’s not rocket science. It’s just marketing done right.

Embrace them, because they are still relevant and impactful.