Are Trade Shows Worth It? Schneider Electric's Perspective

Pedro Alvarez

5 min read

Post on Apr 30, 2025

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Schneider Electric's Trade Show Strategy

Schneider Electric's history is interwoven with participation in major industry trade shows. Their strategy isn't about simply having a presence; it's about strategic engagement to maximize impact. They meticulously select events based on a rigorous evaluation process.

• Focus on Key Industry Events: Schneider Electric prioritizes participation in leading international events like Hannover Messe (industrial technology) and SPS IPC Drives (automation technology). These events attract their target audience of engineers, facility managers, and industry professionals.
• Measurable Successes: While specific financial figures aren't publicly released, Schneider Electric has reported significant lead generation and brand awareness increases following key trade show appearances. Case studies often highlight successful product launches and partnerships formed at these events.
• Selection Criteria: Their criteria for selecting trade shows include aligning with their target market, analyzing potential ROI based on past performance of similar events, and considering geographic reach and competitive landscape. The goal is always to ensure maximum return from their investment in exhibition marketing.

The Pros of Participating in Trade Shows (From Schneider Electric's Experience)

For Schneider Electric, the benefits of trade show participation extend beyond immediate sales. Their experience demonstrates the long-term value proposition of strategic event marketing.

Brand Building and Awareness

• Increased Visibility: Trade shows provide unparalleled brand visibility, allowing Schneider Electric to showcase their expertise and solutions to a large, targeted audience. Their booth designs often make a strong visual statement, reinforcing brand recognition.
• Direct Engagement: Face-to-face interaction with potential clients offers invaluable opportunities to build rapport, answer questions, and demonstrate the value proposition of their products and services.
• Thought Leadership: Schneider Electric uses trade shows as platforms to share their insights through presentations, workshops, and demonstrations, solidifying their position as industry leaders in energy management and automation.

Lead Generation and Sales

• Qualified Leads: Trade shows provide a direct channel for generating qualified leads. By engaging with potential clients directly, Schneider Electric can gather detailed information and assess their needs, leading to more effective sales follow-up.
• Contact Information: Gathering contact information from interested parties allows for targeted marketing campaigns and nurturing leads through email, phone calls, or other means, extending the impact beyond the event itself.
• Immediate Sales & Pipeline Building: Many sales are finalized directly at the show. For others, the initial contact at the trade show creates a pipeline for future sales conversations and opportunities.

Networking and Relationship Building

• Industry Connections: Trade shows offer invaluable networking opportunities with key players, including potential partners, investors, and industry influencers. These connections can lead to collaborations, strategic alliances, and new business ventures.
• Client Relationship Strengthening: Trade shows offer a chance to meet with existing clients, reinforce relationships, and gather feedback, leading to enhanced customer loyalty and increased satisfaction.
• Identifying Opportunities: Informal conversations at trade shows can spark new ideas, uncover unmet needs, and lead to unexpected business opportunities and innovative collaborations.

The Cons of Participating in Trade Shows (And How Schneider Electric Mitigates Them)

While the benefits are significant, trade shows also present considerable challenges, particularly concerning costs and ROI measurement.

High Costs and Investment

• Significant Expenses: Trade show participation involves substantial expenses, including booth rental, exhibit design and construction, transportation, marketing materials, staff travel and accommodation, and more. These costs can quickly add up.
• Cost Optimization Strategies: Schneider Electric mitigates these high costs by investing in reusable booth components, negotiating favorable rates with vendors, and carefully optimizing staff assignments. They leverage technology, such as virtual reality, to reduce the need for large physical displays in some cases.
• Budget Allocation: Careful budgeting and resource allocation are crucial for maximizing the ROI and minimizing unnecessary expenses.

Measuring ROI

• Attribution Challenges: Accurately tracking leads and sales directly attributable to trade show participation can be challenging. Many factors contribute to the overall success of a sales campaign.
• Schneider Electric's Approach: Schneider Electric uses lead scoring systems to qualify leads and track their progress through the sales funnel. They also implement detailed post-show follow-up procedures to monitor conversion rates and gauge the effectiveness of the trade show. This allows them to properly calculate their trade show ROI.
• Clear Goals & KPIs: Setting measurable goals and KPIs before the event is crucial for effective ROI measurement. This allows for a data-driven evaluation of the event's success.

Key Considerations for Determining if Trade Shows Are Right for Your Business

Before committing to trade show participation, businesses should carefully consider the following:

• Target Audience Alignment: Ensure the trade show aligns with your ideal customer profile. Attending an event that doesn't attract your target audience is a waste of resources.
• Clear Goals and KPIs: Define specific, measurable, achievable, relevant, and time-bound (SMART) goals. What do you want to achieve at the trade show? How will you measure success?
• Comprehensive Strategy: Develop a detailed pre-show, during-show, and post-show strategy. This includes lead capture, follow-up procedures, and a plan for analyzing the results.
• Sufficient Budget and Resources: Trade shows require a substantial financial investment. Ensure you have a sufficient budget and allocate the necessary resources to ensure your participation is successful.

Conclusion

For Schneider Electric, the decision of whether or not to participate in trade shows is a strategic one, carefully weighed against the potential ROI and alignment with overall business goals. While the costs associated with trade shows are substantial, the opportunities for brand building, lead generation, and networking are significant. By meticulously planning, setting clear objectives, and implementing effective pre- and post-show strategies, companies can maximize the return on their investment in trade shows. Ultimately, the question of "Are trade shows worth it?" depends on your specific business needs and strategic objectives. Conduct a thorough cost-benefit analysis and tailor your approach to achieve optimal results. Are you ready to assess if trade shows are the right fit for your business strategy?