Securing a speaking slot at a trade show or exhibition can reap multiple rewards for your business and for your own professional profile, too. It’s a powerful way to build credibility, showcase your expertise, and connect directly and immediately with key buyers to drive new business opportunities and position your company as leaders in your field.
In this blog, we’ll show you why actively seeking out speaker slots can boost your company’s visibility and success.
In the advanced engineering sector, effective use of speaker opportunities allows you to contribute meaningfully to industry conversations – and to drive these discussions. Talking about technical challenges, research developments, presenting practical case studies – these are all ways to demonstrate your expertise without overt self-promotion, helping to position you at the cutting-edge of your industry.
Over time, consistent participation in these discussions can strengthen professional standing, build brand awareness, and increase trust among your peers, clients, and potential collaborators.
As well as enhancing professional credibility, speaking at trade shows creates valuable opportunities for networking and lead generation – building rapport and fostering authentic dialogue.
Some research indicates that as high as four fifths of trade show attendees hold buying authority. Direct and immediate communication with a captive, engaged audience is invaluable, giving you access to decision-makers and technical specialists who are actively seeking new solutions and new technologies.
For SMEs, these interactions are far more targeted and more meaningful than general exhibition networking, helping to develop relationships that may lead to future collaborations, projects, or business opportunities. For example, after your presentation or speaking slot, you’ll already know that the conversations you have are almost akin to pre-qualified leads.
Furthermore, two thirds of attendees represent new prospects, making speaking engagements an effective way to reach audiences beyond your existing client networks.
As well as networking and lead generation, becoming a speaker can provide valuable marketing and media exposure. By sharing your knowledge and insights, you can attract the attention of industry journalists, technical publications, and trade media, leading to media coverage that extends your reach beyond the event.
This type of exposure helps reinforce your company’s authority in the field and strengthens its professional reputation. Additionally, sharing key takeaways from your presentation through company channels or industry forums maintains momentum, keeping your company visible, and continuing to foster meaningful conversations long after the event has concluded. And this can lead to more opportunities for speaking at other events and conferences.
Speaking at trade shows offers unique advantages for companies in the engineering sector. These events provide an opportunity to present complex, technical innovations – in the way that you want and with your messaging – to a highly engaged audience of industry professionals.
Engineering-focused trade shows attract decision-makers who are often looking for cutting-edge solutions to specific challenges, providing you with a valuable platform to showcase your products or services in a context that resonates with their needs. These are often time-poor, so capturing their attention in a speaking slot can be the most immediate way to get your ideas across. And this targeted exposure provides an opportunity to connect with potential clients and collaborators in an immediate and effective manner.
But a speaking slot is more than a presentation – it should be a dialogue. To really get the most from the opportunity, it’s good to think of it as an extension of your company’s R&D, and not just a sales pitch. If you have the chance for a Q&A, for example, you can gain valuable, first hand input from potential customers about their most pressing issues and into what they really want. This is, basically, targeted market research.
Ultimately, presenting or speaking at a trade show can get you in front of new audiences, new customers, and it allows you to showcase your technical expertise and problem-solving capabilities. It demonstrates that you are engaged and active in your industry, positioning you as a business whose opinion counts, building trust in a sector where credibility and knowledge are paramount.
Bruno our Chief Barketing Officer says- “While I’m more into fetching than public speaking, even I know that securing a barking slot isn’t just about being heard, it’s about making connections. So, if you’re ready to get your voice out there and mark your territory in the industry, the team at Aro is here to help you do just that!”
If you’d like to explore how Aro could help you to secure exposure or help develop your communications and messaging, or just to have an informal chat around generating opportunities to grow your business, drop us an email info@aroprandmarketing.co.uk or phone 0117 379 0008.
