I love a good trade show. I even love the slow parts of a good trade show. Honestly, I love the bad trade shows, too.
I’ve asked myself often, why do I love trade shows even during the frantic organizing time, the hectic set-up time, the slow traffic time on the floor, the dirty tear-down time? Is something wrong with me?
No, nothing’s wrong. I’m just human-centered.
There are only a few times in the marketing cycle (separate from the sales cycle) that allow a marketer perfect, one-on-one interactions with the target audience they’ve identified and honed via data and analysis. Shows finally match humans and authentic conversations to the demographics, psychographics and industry scrutiny of the Ideal Customer Profile (ICP).
Trade shows let you deliver that first-impression-makes-a-difference experience for your buyers. They put your face with your brand name. They let you discover customer struggles you didn’t know about, that your product or service fixes.
During the slow times on the show floor, I still pursue the human interaction: I scope out and talk with the competition; get to know my co-workers better; ask other exhibitors how they produced that certain display element that really makes an impact; trade our swag for cool swag I haven’t seen before at another booth.
Even if you exhibit at only one trade show a year, it will help you build your brand recognition among potential buyers, fortify your lead-sales funnel in the following months, and capture new thoughts and ideas to pursue for your business.
Whether you’re an owner, marketer, salesperson or intern, it’s all about human-centered interaction, learning something new, and setting up your business for success.
Ready to get started? Here are our top 5 trade shows in the learning and training industry, where you’re most likely to reach your buyers.
SHRM Annual Conference & Expo, by the Society for Human Resources Management (SHRM)
Along with ATD, the Society for Human Resources Management is one of the largest HR organizations in the US, and its annual event – the SHRM Annual Conference & Expo – is arguably the largest in the industry. It focuses on all areas of HR, learning, development and training. With a whopping attendance of more than 20,000, and 650+ exhibitors, you’re very likely to reach your target audience at this trade show.
In such a large venue, it can be easy to get lost as an exhibitor, so book early and try to get a booth on a corner, near another large exhibitor (who will draw people in), by the food court, or at a doorway to another hall or the training sessions area.
ATD Annual Conference, by the Association for Talent Development (ATD)
Designed to “educate and inspire professionals in the talent development field,” the ATD Annual Conference has been running since 1945 and is renowned worldwide. The Association for Talent Development moves it around the country and it’s held in a different city each year, so you can reduce travel costs by waiting till it is closer to you.
With a full program of educational sessions, tracks and keynote speakers, the expo enjoys a lot of traffic. Aside from the COVID years, it averages 10,000 attendees from 80 countries and 300+ exhibitors, which means your target audience likely attends.
HR Technology Conference & Expo, by Human Resource Executive
The HR Technology Conference & Expo is one of the largest HR events in the world, with more than 7,200 attendees annually visiting the show. Produced by HR Executive, this event combines learning, technology, discovery and fun. It delivers the full gamut of learning sessions (200+), a robust trade show (400+ exhibitors), and fun activities.
Similar to DevLearn, it features the newest technology, apps and systems, making it a great show for companies selling software, training, and learning tech.
DevLearn Conference & Expo, by The Learning Guild
Designed for professionals to educate themselves about tools and technology specific to learning and training, the DevLearn Conference & Expo is produced by one of the top industry associations, The Learning Guild. Although the attendees are less likely to be management-level than at the other conferences on this list, it’s still quite large and well-attended.
Like the HR Technology Conference & Expo, DevLearn caters to software and training vendors, and is great for those types of companies to exhibit. It delivers about 200 sessions and draws a good-sized audience of 4,000 on average. DevLearn also offers the advantages of being a bit smaller so exhibitors stand out more, and it’s usually held in the Fall, outside of the typical conference busy season of Spring-Summer.
Learning Technologies, in London, by Learning Technologies Group
If you’re selling across the pond or want to – and we encourage you to do so (we can help with that!) – Learning Technologies is a great show to get started overseas. The producers, Learning Technologies Group, have built this into Europe’s largest learning and development event, drawing more than 15,000 attendees annually and providing space for 200+ exhibitors in two halls.
The show focuses on learning technologies and systems, learning designed to improve performance, content resources, and people development. You might even combine a mini-vacation with your business travel to get the most out of your trip.
Final Thoughts
These L&D conferences offer a multitude of opportunities to connect with your target audience and showcase your brand. Whether you choose to exhibit at one or more of these top trade shows, remember that thorough research and early planning are your allies on this journey.
If you’re unsure where to begin, check out the first steps to take before booking a trade show. And we’re here to help with guidance, strategy and details. Contact me personally for no-obligation help: barbara.sanner(at)completemktg.com.
Each of these events – from the massive SHRM Annual Conference & Expo to the specialized Learning Technologies in London – holds the promise of invaluable connections and leads that can drive your business forward. As you embark on your exhibiting adventure, seize the chance to stand out in the crowd, engage with industry leaders, and make a lasting impact.
Here’s to a successful year of exhibitions now and in the future!
About the Author
Barbara Sanner is the Founder and Marketing Strategist at Complete Marketing Solutions. Specializing in business-to-business marketing for organizations worldwide, she leads expansions into new geographic and customer markets through data-driven positioning and strategic campaign design.
Contact Barbara Sanner.