The Magic of Industry Events

Our flagship event, GlassBuild America, is around the corner, Oct. 31 – Nov. 2 in Atlanta, Georgia. Register here! Many are still wondering if it is worth exhibiting or attending. If you want to know why industry events are crucial in today’s world, you’re in the right place.

So, let’s dive into why these events matter, regardless of whether they’re large trade shows like GlassBuild, regional exhibitions, a forum, or simply an industry outing.

1. A short trip is worth weeks of meetings

One paramount reason people attend is unmatched networking. A short trip can accomplish what would be weeks’ worth of meetings.  It's a chance to meet industry leaders, potential clients, suppliers, and even competitors all in one place. For startups and new entrants, this is a golden opportunity to make their presence felt and start forming crucial relationships. 

These opportunities extend well beyond event hours too; if you find your way through the Red Phone Booth speakeasy in Atlanta, you’ll be met with industry vets having a craft cocktail and socializing to the early hours...you may even run into yours truly (only if you’re there early though).  

2. You can compete with larger companies

Relevance remains one of the most critical steps for success in today’s fast-paced world.  If you’re not where your prospects are looking and when they’re looking, you will assuredly not get the sale.  For smaller businesses or newcomers, an industry event can serve as a level playing field. It allows them near equal access to prospects as the larger, more established companies.

3. Get immediate feedback and discover product innovation

Exhibitions provide companies with a platform to display their latest products, technologies, and solutions. This allows for immediate feedback which can be instrumental in adapting a new product to market expectations.

Walking the aisles of an exhibition is often inspirational. Seeing solutions others bring to the table can spark new ideas and drive creativity for your own products. Again, instant feedback from prospects can do the same, inspire changes and add more value to your offering.   

4. Close deals

While not all events focus on sales, many exhibitions come with direct sales opportunities. Companies can close those deals on the spot. A direct ROI offsets or may fully justify expenses incurred for attending.

5. Smaller players can boost visibility

Having a presence at a major industry event can significantly boost brand awareness and visibility. This is especially true if a company manages to introduce a product or service that captures the attention of attendees and the media. With a well-designed booth and a compelling product, a “smaller” player can grab as much, if not more, attention as a big name. Consider international exhibitions like Vitrum and Glasstec bring together glass professionals from around the world and therefore, the global opportunity.

6. Strengthen existing relationships

Any existing customers attending, whether you knew they were going to be there or not, provides an opportunity to strengthen relationships.  Personal interactions, addressing concerns, or simply catching up often leads to increased loyalty and trust.  You have the chance to show your appreciation to that partner you might not have seen in a while by taking them out to dinner or for a night on the town. 

In an age of digital communication, one might think that face-to-face interactions have lost their luster. However, industry events like GlassBuild prove otherwise. They remain a potent tool for businesses to showcase their prowess, forge new relationships, learn from industry veterans, and stay ahead in a highly competitive market.

Whether you're a business owner, a professional, or just an enthusiast, the importance of industry events can't be emphasized enough. Don't miss out on our top event, GlassBuild America, Oct. 31 – Nov. 2. at the Georgia World Congress Center in Atlanta, Georgia.