As the calendar turns and we look toward the year ahead, now is the time to lay the groundwork for a successful 2026 sales strategy—and beyond. While many companies already have their trade show schedules locked in for the coming year, it’s important to consider how this year’s success translates to future opportunities.
In a recent article published by Exhibitor Online, Jay Menashe explores the critical role trade shows play in driving business success—and how you can effectively communicate that value within your organization. From lead generation to competitive analysis, here are four key points to consider.
1. Quality leads
Trade shows offer significant access to high-quality leads—often decision-makers actively seeking solutions tailored to their needs. Additionally, it acts as a powerful tool for deepening existing client relationships and accelerating deals already in motion. When executed well, they become a tangible revenue-driving engine. PACK EXPO trade shows in particular offer unmatched access to key decision-makers from the packaging and processing industry, providing a powerful platform to present innovative products and services. This accelerates sales and strengthens your sales pipeline.
2. Elevating thought leadership and brand visibility
Your presence on the trade show floor should go beyond the booth. Menashe suggests capitalizing on speaking opportunities and expert panels to position your team as thought leaders and innovators in your sector. When your executives are seen as industry movers, your brand earns a stronger position in the market. This not only boosts visibility but also opens the door to unexpected partnerships, collaborations, and sales opportunities. PACK EXPO offers several speaking opportunities on our Innovation Stages – consider how you might position your executive team as key industry leaders at your next show!
3. Real-Time Product Feedback and Awareness
Trade shows aren’t just about showcasing what you already offer—they’re an ideal setting for unveiling what’s next. Conducting a demo and highlighting a new product, service, or concept provides instant, face-to-face feedback from clients, prospects, and peers. This real-time insight helps fine-tune offerings before they hit the broader market and sparks interest that can be nurtured into future sales. It’s a unique testbed for innovation. PACK EXPO allows you to promote new products and product demonstrations in your booth through our comprehensive online directory
4. A Strategic Investment
Ultimately, the value of a trade show extends beyond the exhibit space. It’s a strategic platform for growth, exposure, and influence. When approached thoughtfully, trade shows become a high-impact investment that supports not just sales, but your company’s broader strategic goals.
As you plan for the future, consider how your trade show program fits into the bigger picture and how PACK EXPO can help you advance your strategic goals. With the right approach and internal alignment, it can be a cornerstone of your long-term business success.
