What does "lead generation" refer to in trade shows?

Lead generation in the context of trade shows is fundamentally about gathering contact information from potential customers who express interest in products or services being showcased. This process is crucial for exhibitors as it allows them to identify and connect with prospective clients who could convert into future sales opportunities. By collecting information such as names, email addresses, and phone numbers, businesses can follow up and nurture these leads, ultimately aiming to build relationships that lead to purchases.

While selling products directly at the show, scheduling follow-up meetings, and arranging product shipments are all important activities that can take place at a trade show, they are not the primary focus of lead generation. Lead generation is specifically about initiating engagement with likely buyers, making it a key strategy for maximizing the return on investment from attending trade shows.