Trade shows - worth it or money pit?

Kelly McMurray | Head of Talent Acquisition | September, 2023

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Having just returned from DSEI, the world’s largest defence and security trade show at London’s Excel Centre, we can't help but wonder "was it all worth it?".

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For those that haven't heard of it, DSEI is a global defence and security expo, extending over four days. The scale of the expo gave Whitetree ample opportunity to connect with both attendees and exhibitors.

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It was Whitetree’s first time exhibiting at the show and it was fantastic. Our diary for the week was bursting at the seams catching up with contacts, (coffee and cake chats as our Head of Training Solutions Jonathan Plant prefers!), having lunch with clients, discussions on the stand with new and old faces, making many new introductions and hosting what proved to be a popular drinks reception.

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Overall, an excellent experience. That said, the financially astute amongst us are left pondering, "What was our overall spend?" "Was it worth it?" "What is the ROI?".

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It’s an interesting point; worth careful thought, discussion and examination - "Are Trade shows really worth it?" There are shows we attend, those we discount and those we invest heavily in to be at. "Are we making the right choice with our investment?".

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Trade shows and exhibitions can seem like a significant spend when you factor in the costs for collateral, stand design, travel and everything else in-between.

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After much debate we collectively agree, audience targeted trade shows are worth it. Forget MS Teams, emails and phone calls, face to face remains an unbeatable way to build relationships with potential customers, suppliers and industry contacts.

 

We believe, even in this digital age, a carefully chosen show with the right audience offers considerable benefits to your business.

 

You can’t get a better opportunity to be in front of your target audience than at a show where attendees have time to learn more about your business and are open to conversations. Having the right person at arm’s length at the right time is invaluable.

There were additional advantages from our main objective of attending which was to meet with prospective and current clients and partners.  We were thrilled to be networking with future candidates and associates, sharing real insight into what joining the Whitetree team could look like. Having time to spend with our colleagues before and after the show to talk, collaborate and connect at a slower pace was certainly the cherry on the top of what was a great first show for us.

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We should take this opportunity to give a special mention to Whitetree CEO David Brown. David was there from set-up to break-down, great dedication and leading by example!

 

In summary, we will continue to exhibit and allocate time and budget for these invaluable shows. The sore feet and gizzits bill is a small price to pay for having the opportunity to connect with likeminded professionals in an exceptional setting.

 

See you at DSEI25.