Trade exhibitions were once cornerstones of B2B marketing. They were where deals were made, networks expanded, and brands were built. But the post-COVID landscape has changed — and with rising costs, reduced footfall, and tighter marketing budgets, many businesses are asking: Are exhibitions still worth it?
The answer is: they can be. But only if approached smarter.
What Are Businesses Really Paying For?
Let’s strip it back. When you sign up for a trade show, your budget doesn’t just go into the stand space. You’re also paying for:
- Design and build (bespoke or shell scheme)
- Electrics, rigging, and AV
- Furniture and graphics
- Logistics, transport, and storage
- Staffing, accommodation, and travel
- Lead capture tools, collateral, and hospitality
- Time – from your internal teams and resources
That’s before you even calculate the opportunity cost of not seeing the return you expected. All this, and you’re often left asking: Is anyone actually walking by?
Trade Exhibition Attendance in 2024: The Real Picture
Recent figures show the market hasn’t fully bounced back yet.
- In the UK, 42% of exhibitions are trade-focused, with visitor numbers still sitting at around 85–90% of pre-pandemic levels.
- Globally, trade show revenues in 2023 hit 97% of 2019 levels, and 2024 was projected to be a year of stabilisation.
- However, exhibitor participation is still 5–10% down, with brands scaling back due to rising costs and evolving marketing priorities.
- Certain verticals (such as tech and manufacturing) have seen stronger comebacks than others, while healthcare and finance-related events still report softer attendance.
That means you could be spending more… for less.
So why do brands continue to invest in having a trade exhibition presence?
Because trade shows can still be powerful — when you stop relying on the format of the past and start engaging like it’s the present.
Why Shouldn’t Brands Settle for Shell Schemes?
Shell schemes might fit the budget — but do they fit the brand?
- They lack visual impact.
- They blend into the background.
- They limit storytelling, interaction, and experience.
When the competition is fierce and the buyers are selective, a basic stand just doesn’t cut it. Your space should work as hard as your team does. That’s where a strategic partner comes in.
Overcoming the Challenge with FMI: Brand Engagement That Works
At FMI, we don’t just build stands — we create engaging brand experiences that drive results. Here’s how we help brands overcome exhibition challenges:
- Smarter Stand Design
We create modular, reusable, and scalable stand concepts that align with your brand while maximising your budget. No more single-use booths. No more throwaway graphics.
- Integrated Digital Engagement
From interactive touchpoints to lead capture automation and on-stand content, we add digital depth that tracks engagement and enhances ROI. This cost-effective solution can be used at multiple tradeshows and be updated at minimal cost.
- Satellite Brand Experiences
We extend your brand reach with off-floor activations — think private dinners, product demos, and intimate partner events — creating deeper connections in focused settings. From London to Barcelona, we’ve helped many companies drive engagement both pre, during and post-show.
- In-House vs. Agency: Where’s the Real Cost?
Managing your exhibition stands in-house might seem cheaper upfront, but it often moves the cost elsewhere — draining internal resources, extending timelines, and reducing creative impact. With FMI, you get:
- Access to vetted suppliers and volume discounts
- Cross-industry experience to avoid costly missteps
- A dedicated team to keep everything on track — and on budget
- Onsite support – to ensure the perfect stand is signed off
Making Trade Exhibitions Work Harder
Brands shouldn’t have to shrink their presence to fit the budget. Nor should they feel forced to settle for a “safe” stand just to tick the box.
It’s time to change the equation: less spend per square metre, more value per interaction.
With a strategic brand engagement partner like FMI, you can focus on the outcome, not just the outlay. Together, we’ll make your next exhibition not just affordable — but unforgettable.
Want to talk about making your next trade show count?
Let’s build something smarter.
