From visibility to product awareness, exhibition shows offer a variety of benefits for every business. Participating in trade exhibitions offers a convenient platform for a business to meet new customers and attract more customers to the business. Besides, you will be able to build a more reliable and established brand.
Many companies are reluctant to participate in business exhibition events due to the high costs involved, especially when it comes purchasing an exhibition booth in Paris, Berlin, London, Las Vegas or any of the other major cities that host big time exhibitions. This can be true considering that you also have to spend money on training the sales team, hiring the exhibition space and travel to the event. But with the right strategy, exhibition show expenses are an investment worth making. Here are some of the ways in which a business can benefit by participating in exhibition events
Generate more leads
With the right strategy, participating in trade events is among the best ways to expand your customer base. Trade show participants tend to be interested in the type of products and services offered by your company, and some of them can even purchase your products during the event. Before an exhibition, it is important that you share the exhibition goals with your sales team. You also need to train the team on how to:
- Present themselves during the event
- Invite customers and make more sales
- Interact with participants in a way that can transform them to loyal customers
Know the strategies that work, and those that don’t
Trade shows also offer a chance to know what is working for the company (and what isn’t). During slow periods, you can walk around the event to find out what your competitors are doing and implement some of the strategies in your marketing decisions.
- Look for the most attractive booths and learn from their tactics
- Take note of the special deals and prices offered by your competitors and compare with your rates
- Act as a customer to find out how competitors will interact with you.
Strengthen your brand
[Check out Designing Brand Identity: An Essential Guide for the Whole Branding Team]
Branding is a key consideration to achieve business success. Participating in a trade event is among the ways to show that your company is reliable and can afford all the finances to participate at an exhibition. Small companies can also promote their brand by participating in exhibitions.
- Ensure that your booth is visible enough to be seen
- Use eye catchy display banners for customers to easily notice your stand
- Do not forget to include your social media information for customers to connect with your business online
Choose the right exhibition
Trade shows are the best place for you to get more clients and increase your sales, but only when you participate in the right exhibition. Attending the wrong exhibition will not only cost the company’s money, but can also portray the company as unfocused. It is therefore important to research on trade shows within your vertical and participate in the one that suits your product/service line. Besides, you need to have a capable and experienced team to achieve success at the exhibition. With the right strategies, trade show exhibitions will help transform a small startup business to high-effective, profitable enterprise.
— Claudia Ortega Miró