Are you a part of a living, breathing and functioning business? Then you've probably heard the word "tradeshow. Are you looking to advance and promote that living, breathing and functioning business? Then you've probably also heard that tradeshows are one of the most effective marketing ploys you can take advantage of to further your company and garner leads. But other than perhaps the obvious "brand awareness they offer, are there any other advantages to tradeshows?

Being a big proponent of tradeshows ourselves, we'll be the first to say, "yes. Plenty of statistics out there will tell you the same. But why do tradeshows matter? We know you're probably thinking, "this is going to be a post all about the great wide world of networking, isn't it? We're here to tell you, you're half right. Actually, more like three quarters right. Nonetheless, regardless of whether you're walking a show floor or showcasing your business in a booth, you're not just furthering your own name and generating leads, you're also getting feedback. Sure, you get the opportunity to wave your hands so others pay attention to your company. That's obvious. But in addition to that, you've got a plethora of incoming info to apply to your business itself. What do we mean? Allow us to explain.

Tell me what you think:

As an exhibitor, your products show others not only what you can do, but also function as an investigative tool. Depending on customer reaction, you may decide to scrap a new product, modify it or advertise it to bits. Showcasing standard products you're known and remembered for begs the question, "are people still interested? The tradeshow arena can answer these questions unobtrusively from a rather large group of people, highlighting potential areas of improvement.

Even as an attendee, you're still gathering valuable information to boost your company's bankability. Tradeshows are a hub for knowledge – from them, you can evaluate your competition and see what they're up to while taking notes on all the shiny, new advancements around you.

Okay, now we're going to talk about networking:

Let's be clear. Networking is important. Networking will get your name out there. But how you network is what matters. We all know your basic objective at a tradeshow is to say, "here I am, this is what I do, let's work together. You may have business cards, an informational catalog and possibly even coupons as an extra incentive. But don't be fooled – these aren't necessarily the most important tools to utilize in order to garner leads. Albeit a bit cliché, the best tool is you. Yes, tradeshow attendance provides you a rather large pool of client potentiality, but more importantly, it also includes the wonderful advantage of face-to-face interaction.

Your mere presence at a tradeshow presents a benefit in and of itself. You've got the opportunity at a tradeshow to present not only your brand, but put a face to it. At tradeshows, you're not just an email or a voicemail. You're a face with a smile (at least, we hope you're smiling). Personal interaction builds a rapport with others and leaves more of a lasting impression on your potential leads. Introductions lead to familiarity and soon, after bumping into others at tradeshow after tradeshow (or other social events), you've got a dedicated audience acclimated with your company and your mission, directing fresh faces to you through word of mouth.

In addition, consider of the audience you've got to work with. The larger tradeshows often host clients from around the world, providing you with the possibility to build your business internationally. Let's think about cross-cultural interaction for a minute. Isn't it easier to communicate with others physically, whether they are from the same country as you or not? On your side, you've got non-verbal signals, visual aids and an engaging personal presence to get your message across. Much more beneficial in our opinion than a stale email.

Convinced? Good. Come see us.

Okay, so now that you're armed with a slew of reasons why tradeshows are in your company's best interest, we'd like to invite you to come visit us at the shows we'll be exhibiting at this year. We'll arm you with plenty of goodies and information about Marshall Furniture and will have plenty of knowledgeable salespeople on hand to answer any questions you may have. Our booth will also be filled with plenty of products to help you visualize your next project. So stop by and say hello!

2014 Marshall Furniture Tradeshow Schedule:

Whitlock Dallas Convergence
Dallas, Texas
May 20, 2014
Booth # TBD

NeoCon
Chicago, Illinois
June 9, 2014 – June 11, 2014
Booth #7-1118

UB Tech
Las Vegas, Nevada
June 16, 2014 – June 18, 2014
Booth #421

Infocomm
Las Vegas, Nevada
June 18, 2014 – June 20, 2014
Booth #C10136

Educause
Orlando, Florida
September 29, 2014 – October 4, 2014
Booth #1074

Infocomm Connections
Philadelphia, Pennsylvania
October 22, 2014 – October 23, 2014
Booth # TBD

Rocky Mountain Audio Video Expo
Denver, Colorado
October 29, 2014 – October 30, 2014
Booth #606