Trade shows are critical as it allows for direct B2B connection between manufacturers and retailers, providing a platform where industry players can display and demonstrate new offerings to not only retail organizations but media as well. Trade shows are common industry-specific allowing a manufacturer to evaluate competitor products and identify both their own positioning and reception of the product. Hypothetically, one was assigned a new product, a smartphone device with a flexible screen that could be folded without damage. One would focus on consumer electronics shows, those in particular that demonstrate new consumer technologies (CES tradeshow) or mobile electronic devices (Mobile World Congress). It is strongly advisable to seek out potential retailers that may want to sell a unique mobile device from a non-major mobile player (such as Apple or Samsung) or appeal to a distributor company (the same Samsung) that may want to purchase the technology or devices.
The key to revealing a new mobile hardware technology at a trade show in this scenario would be a demonstration. The selling point of the new product is its foldable screen with extreme flexibility which poses both the “wow factor” as well as presenting extreme technical capabilities. Demonstrations of various folding positions of the screen, videos highlighting the creation and durability of the technology, and potential live tests are some of the activities that would be conducted at a trade show. The key is to garner interest in the product by differentiating it from other mobile devices. Without visual presentation, it is difficult to relate the capabilities of the technology in full. A successful trade show can be measured in a variety of factors, including leads from retailers, potential follow-ups and invitations for further presentations from distributors, and even elements such as increased traffic to the company website or search engine queries for the product, highlighting generated interest that can potentially transfer into physical sales.