Trade shows have long been a cornerstone for manufacturers and distributors to showcase products, network, and generate leads. However, with shifting industry dynamics, skyrocketing costs, and the rise of digital tools, more businesses are exploring alternatives to attending trade shows and other traditional in-person events. Here, we outline digital strategies that may be able to replace your team’s attendance at trade shows and conferences.
Alternatives to Attending Trade Shows for Manufacturers & Distributors
In-person trade shows and other B2B events are hotbeds for sales and strategic partnership activity, but can your business afford to absorb the expenses that come with travel, lodging, admission and sponsorship of these events? Many businesses are saying “no” in 2025.
“Today’s manufacturers and distributors need to become stewards of their own brand. Relying solely on trade shows to boost the sales pipeline is no longer sufficient. Savvy sales teams are reducing their attendance but supporting it with digital efforts before and after the show, and others are foregoing events altogether. Either way, it’s time to embrace digital strategies, which offer a scalable, dynamic way to engage clients year-round.”
– Jeff Soto, Dir. Strategy & Client Relations, KWSM
For manufacturers and distributors looking to show off their components and make industry connections on a leaner budget, there are several alternatives that can work effectively with digital channels:
1. Attend Virtual Trade Shows
Virtual trade shows have become more common post-2020, allowing businesses to replicate networking and showcase opportunities of physical events. Businesses can now leverage online platforms to create engaging virtual booths, facilitate attendee interaction, or even host a panel discussion or keynote session.
Just like a traditional trade show, you may have opportunities to buy into sponsorships for a virtual event. While these can provide extra exposure, be sure to carefully research each opportunity to determine if it will have any ROI for your business.
2. Host Webinars & Online Workshops
Webinars offer a focused way to educate your audience about what you supply and how you work with your partners. Topics could range from product demonstrations to industry trends. It’s easy to use tools like Zoom or Microsoft Teams to host live sessions and Q&As, ensuring a dynamic, interactive experience for your attendees.
Once you have a topic for your webinar or workshop, getting the word out is the next step. Businesses that have an established audience on social media or an email contact list will have the best chances of pulling off a successful virtual event.
Related Blog: How B2B Manufacturers Can Reach Buyers Online
3. Build Digital Resource Hubs
Transform your website into a 24/7 trade show by creating a resource hub, including collateral like downloadable catalogs, video tutorials, and case studies. Offering interactive features like product configurators, calculators, or virtual tours can help keep visitors even more engaged.
Downloadable Digital Resources: A Case Study
One of our clients, NOVA Medical Products, created a Home Safety Toolbox e-book with 5 separate guides meant to inform and educate their community of family caregivers, professional care providers, pharmacies and medical supply retailers. These branded guides were downloaded more than 250 times in less than a year, yielding new email contacts and B2B leads for NOVA just by providing valuable information for free.
Related Blog: Digital Marketing Tactics for Manufacturers & Distributors
By embracing digital tactics, manufacturers and distributors can maintain industry presence, foster connections, and drive growth—all without relying solely on physical trade shows.
Are you a manufacturer or distributor looking for alternatives to attending trade shows? An agency can help you formulate new ideas to engage your audience and generate qualified leads digitally. Contact KWSM to discuss the next steps toward a Digital Marketing Strategy.
