Any water-cooler conversations that claim trade shows are a dying sector is really not factually supported. Before the COVID-19 pandemic, the Center for Exhibition Industry Research (CEIR) Index — a tool used to study the performance of the trade show industry — reported positive numbers across all of their metrics. In 2018, there was a 2.8% rise in show revenue and a 1.8% increase in the number of attendees.

Further CEIR data shows that 99% of marketing professionals claim trade shows offer a unique marketing value that can’t be matched by print or digital advertising, social media activity, or other publicity efforts.

Simply put, trade shows have incredible ROI. Wholesale growers, lawn and garden centers, landscape suppliers and others horticultural businesses have seen the quality of customers at trade show shoot through the roof since the lockdowns of 2020. For example, many exhibitors at the Farwest Show have said that the people walking up to their booths today are high-quality sales leads. Nobody’s browsing just to kill some time. They’re looking to buy.

It’s no wonder why: Trend reports from Garden Media Group show the green industry marketplace is hustling to meet consumer demands for backyard vegetable gardens, outdoor living spaces, and indoor houseplants. Big Box stores and independent retail garden center buyers have droves of new customers who are now interested in gardening and the shelves need to be full. Orders for macramé plant hangers are piling up. Overall, nursery and greenhouse growers in Oregon are shipping 80% of their plant material out of state.

Many businesses put a lot of effort into enhancing their online sales, email campaigns, Google Ads, direct mail, SMS messaging options recently. It’s important to realize that trade shows seamlessly fit into integrated marketing plans for ag businesses. Bridge the gap to customers and clients while boost sales performance by registering for one nearby today. The biggest green industry trade show in the West is the Farwest Show is a great choice for businesses between the Pacific Northwest and Rocky Mountains region. Registration is currently open.