An industrial trade show pays off when the company arrives with meetings already booked, records every contact at the booth and follows up in the days after. Most of the investment is lost after the event, with business cards forgotten in a drawer. For a foreign manufacturer, a Brazilian trade show is also one of the fastest ways to meet buyers in person. Below are the main shows of 2027 in Brazil and a simple plan to turn the booth into orders.
Quick summary
- Before: tell clients and prospects, book meetings and advertise to people who will visit the show.
- During: record every contact on a phone or form, with their interest and the next action.
- After: reply within 48 hours and track everything in a CRM until the order.
Main industrial trade shows in Brazil in 2027
| Show | Focus | Expected dates | Location |
|---|---|---|---|
| Expomafe | Machine tools and industrial automation | May 4 to 8, 2027 | São Paulo Expo, São Paulo (SP) |
| Intermach | Technology and automation for the metalworking industry | July 13 to 16, 2027 | Expoville, Joinville (SC) |
| Metalurgia | Foundry, steelmaking and forging | September 21 to 24, 2027 | Joinville (SC) |
| M&T Expo | Construction and mining equipment | November 16 to 19, 2027 | São Paulo Expo, São Paulo (SP) |
These are the dates announced up to October 2026 and they may change. Always confirm on each show's official website before booking a booth or travel.
Before the show: fill your calendar
- Set the goal: how many meetings, how many qualified contacts and how many proposals you expect to generate.
- Tell your base: email and WhatsApp to clients and prospects with your booth number and a meeting invitation. In Brazil, WhatsApp is a normal business channel.
- Advertise to attendees: LinkedIn Ads and Meta Ads targeted at the show's job titles and industries, and at the event's region in the weeks before.
- Prepare the material: data sheets in Portuguese, cases and an offer or special condition for those who close at the show.
During the show: record everything
- Use a form on your phone or a CRM app to record each visitor's name, company, job title, interest and next action.
- Classify on the spot: hot (wants a proposal), warm (wants material) and cold (just browsing).
- Post on social media during the event: booth, demonstrations and meetings.
After the show: follow-up decides
- Within 48 hours: a personalized message to hot contacts, with the proposal or the next meeting.
- In the first week: technical material for warm contacts and an invitation to talk.
- In the following months: email marketing and remarketing to keep the brand top of mind until the next quote.
In Brazilian manufacturing, WhatsApp has the highest success rate for the first contact with a lead (69%), according to the RD Station 2026 Marketing and Sales Panorama (in Portuguese).
How to measure trade show ROI
| Metric | How to calculate |
|---|---|
| Cost per qualified contact | Total investment in the show ÷ hot and warm contacts |
| Proposals generated | Proposals sent to show contacts within 90 days |
| Orders and value | Orders closed with show contacts within 12 months |
Exhibiting in Brazil in 2027? Agência Box plans the promotion before the show and the follow-up after it. Materials and show coverage are quoted separately. Talk to us or message us on WhatsApp +55 19 99340-6750. We reply in English.
Frequently asked questions
Is it worth exhibiting at an industrial trade show in Brazil?
Yes, when the show brings together your audience and you have a plan for before, during and after. Without follow-up, most of the investment is lost.
Trade show or digital marketing?
They complement each other. Digital marketing fills your calendar before the show and keeps the relationship going after it.
How far in advance should I start promoting my presence?
Start 6 to 8 weeks before, with invitations to clients and targeted ads in the last 3 weeks.
Cover image: Shixart1985, via Wikimedia Commons (CC BY 2.0) · original.
English adaptation of an article first published in Portuguese. Português
