We’re in the last leg of the year, and in manufacturing that means one thing: the big shows are coming. For us, IMTS is the Super Bowl. This September, roughly 90,000 people and more than 1,500 exhibitors will fill McCormick Place in Chicago, and our team will be right in the middle of it.
But IMTS didn’t earn that spot on our calendar by default. We attend plenty of trade shows every year, and behind every one of them is a real decision: which events earn a booth, which earn a visit, and which get skipped entirely. There’s a lot of thought and process behind that call, and we figured other manufacturers struggle with the same question. Booth space, travel, and a week of your team’s time add up fast, so every show has to earn its place.
A Trade Show Still Has to Make Business Sense
Ask anyone in manufacturing what they love about trade shows, and the answer is usually the same: the machines. It’s a chance to see new equipment, technology, and processes all in one place.
That excitement can also make it easy to get ahead of yourself. A machine is only a good investment if you have enough work to keep it running. It’s like buying a $4,000 bike: better equipment helps, but only when the training is there to support it.
Trade shows should be approached the same way. Every event you attend should have a clear reason for being on your calendar and a connection to potential revenue.
Here’s the exact framework we use at Factur to build our trade show calendar, and how you can apply it to yours.
The three questions that decide whether a show makes our calendar
1. Has this show produced closed deals?
For us, nothing outranks this. When we can trace revenue back to a specific event, that show gets priority on next year’s calendar. Tagging leads by source event is what makes that possible, so if you aren’t doing it yet, start before your next show.
2. Has it generated leads that are moving through the pipeline?
Manufacturing sales cycles run long. A show from eight months ago may not have closed anything yet and still be doing its job. So the next best signal is active pipeline. When conversations that started at an event are progressing toward quotes and decisions, that show stays high on the list for a return trip.
3. Is the audience actually your audience?
Shows evolve, attendee mixes shift, and your target market can change as you grow, so even an event with a strong track record deserves a fresh look each year. A clearly defined Ideal Customer Profile makes that decision easier. When you know exactly who you sell to: the industries, roles, and buying situations you’re targeting, you can quickly tell from an attendee breakdown whether a show is filled with your ideal buyers or simply filled with people.
If your ICP isn’t documented yet, that’s the best place to start. Every event decision gets easier once it exists.
What about new shows with no track record?
It’s important to keep testing new shows, but what do you do when there’s no data to go on? Our answer: walk it first.
Instead of committing to booth space, exhibit costs, and travel for a full team, we send a person or two to attend as visitors. Walk the floor. Talk to attendees. See who’s exhibiting, who’s buying, and whether the conversations sound like our market. You learn most of what you need to know about an event’s audience for a fraction of what exhibiting costs.
If the audience checks out, the show earns a shot at a booth the next time it runs, backed by firsthand knowledge rather than an organizer’s brochure. If it doesn’t, the budget stays intact for events that fit. This approach keeps us testing new shows while staying selective, and the downside risk is a couple of plane tickets.
Building your own trade show shortlist
Put it all together and the process looks like this:
- Start with your ICP. Define who you’re trying to reach before you evaluate a single event.
- Rank your history. Shows with closed deals go to the top. Shows with active pipeline come next.
- Screen new events for audience fit. Use attendee data and your own network to judge whether your buyers will actually be in the room.
- Walk before you exhibit. Attend unproven shows as a visitor first, then commit budget once the audience is confirmed.
- Track everything. Tag every lead by source event so next year’s decisions run on evidence instead of habit.
The show at the top of your list is where all of this converges: the right audience, real conversations year after year, and deals you can point to. That show is different for every manufacturer, and finding yours is the whole point of this process. It usually takes more than one visit to know for sure, so give an event a fair run before you crown it or cut it.
Curious which shows made our list? You can see Factur’s full trade show calendar here.
Frequently asked questions
How do manufacturers decide which trade shows to attend? The most reliable approach is to prioritize shows with a history of closed deals, strongly consider shows with leads currently in the pipeline, and screen everything else against your Ideal Customer Profile before committing budget.
Should we exhibit at a trade show we’ve never attended? Usually not right away. Attending as a visitor first lets you evaluate the audience at far lower cost, then exhibit the next time the show runs if the fit is real.
How do we know if a trade show was worth it? Track leads by source event and follow them through your pipeline. A show proves its value when you can connect it to progressing opportunities or closed revenue, which often takes more than one quarter in manufacturing.
Come see us at IMTS
If you’re headed to Chicago this September, stop by booth #432324 and say hello. Factur is a growth partner for manufacturers. We handle lead generation, sales development, and business development so your team can focus on running the shop while qualified opportunities keep coming in. If growing your book of business is on your mind for next year, we’d love to meet you at the show.
Can’t make it to IMTS, or want to connect before then? Reach out to us at https://facturmfg.com/
