August/September 2025
housewareslive.net
COLUMN: CAPTIVATE BRANDS
Trade Shows: Are they becoming a thing of the past? By Kevin McKay, Managing Director at Captivate Brands.
are genuinely interested in your products can lead to long-term business relationships.
2. New Accounts Opened - Tracking the number of new accounts established during or after the show is a crucial metric. This can indicate growth potential and market expansion.
3. Feedback on Products - Gathering insights from attendees about new products can be invaluable. Understanding what resonates with them
4. Brand Exposure - Trade shows provide an opportunity for brand visibility. Measuring social media engagement, press coverage, or general buzz around your brand can help quantify this aspect.
5. Networking Opportunities - The connections made with industry peers, potential partners, and even competitors can lead to
6. Market Trends - Observing trends can inform strategic decisions. This knowledge can be as valuable as immediate sales.
N
o doubt economic pressures and budget constraints have led many businesses to reconsider the ROI of attending or exhibiting at trade shows and companies have shifted towards digital platforms for marketing and sales, reducing the need for physical trade shows. Virtual trade shows and online marketplaces allow for broader reach and lower costs. In the ever-changing world of housewares, where trends now
frequently shift and consumer preferences evolve, trade shows have long been a staple for brands aiming to showcase their products, network, and gain insights into the market. However, as the landscape of marketing and consumer engagement continues to change, the question arises: are trade shows still worth the investment for housewares brands? There is no doubt in my mind that trade shows have played an integral
evaluating the success of a trade show goes beyond just immediate sales.
Here are the key factors I consider when justifying costs and measuring success:
1. Quality of Leads - Assessing the quality of enquiries received can be more telling than the quantity. Engaging with potential customers who
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7. Follow-Up Success - Tracking how many leads convert to sales months after the show can provide a clearer picture of the event’s long- term impact.
By focusing on these broader metrics, suppliers and buyers alike can better justify the investment in trade shows and understand their value beyond immediate transactions.
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