In a world of virtual communication, networking and online marketing, many businesses now view exhibitions and trade shows as inferior ways of boosting their company profile.
If you’re one of those people who doubt whether the cost and the time that exhibiting requires is entirely worth it when compared to the free appeal of the internet, continue reading to find out what trade shows can offer you that the virtual world cannot:
Increased Networking Opportunities
Networking online is easy and – for the most – free. Whilst having a strong presence on the internet and embracing technology is a good thing, nothing can ever replicate the success that comes with getting out there and engaging in face-to-face marketing.
It comes back to the age old saying that people buy people. Attending an event shows visitors that not only are you prepared to put in the work to gain new connections, but that there is a face behind the corporate brand too.
From a customer’s point of view, getting an understanding of who you are working with can largely influence whether you decide to invest money into a company or a service. This face-to-face interaction and the personal gain that comes from it simply cannot be duped online.
Enhanced Brand Exposure
It’s important to remember that just because you’re online, not everyone else is. This statement is especially true for some sectors more than it is for others, but you are always going to come across clients who prefer to do things the old-fashioned way.
The internet can give you a lot of things, but it cannot give you exposure to people who do not use it. Whilst having a strong presence online is important, covering all bases is the safest option.
Attending an event and promoting your brand through good advertising solutions and a strong, branded display stand is a fail-proof way of presenting your company to a high volume of people all at once.
Create a bold graphic design that showcases your brand to the highest standard, enlist the help of your most knowledgeable staff and prepare literature with a call to action on it that you can freely give to passers-by.
There are many occasions where people do not necessarily know that they need something until they see it. Not knowing that something exists means that people probably won’t search the internet for it. However, if they see an exhibition stand at an event, it may make something click in their brains and make them realise that they have a problem and your business is the solution.
Not only this, word-of-mouth marketing is a timeless and hugely successful way of enhancing your brand exposure – and there is no better way to garner this type of promotion than at a trade show.
Understanding Your Industry
We all like to think that we know everything there is to know about our chosen career fields, but the reality is that there is always something new to learn.
Attending events and exhibitions can often be the biggest learning curve you experience in a year. Talking to customers, conversing with other exhibitors and observing your competitors are essential methods of understanding your industry and the things your clientele wants to see.
Perhaps one of your competitors has launched a new product or they’ve taken an unconventional approach to marketing that is getting them a lot of attention. Whatever it is, you can replicate it and adapt it to your brand.
On the other hand, you can also identify what is not working – either from the reaction to your own brand or to one of your competitors. Perhaps your client base is technical and does not care for fancy displays or high-end technology; or maybe they’re the other way around.
Perhaps they are susceptible to certain types of advertising, or maybe they are experiencing a common problem that requires a new product to fix. The only way to really see if you are heading in the right direction is to ask for feedback and see what other people in your sector are doing.
Not only this, trade shows and business expo’s often host guest speakers and seminars on new industry trends. Attending talks can help you identify where your brand fits in to the landscape and promote a new way of thinking.
Generate New Business Leads
All the benefits mentioned above work towards a shared goal – obtaining new leads. Creating new connections, increasing your brand awareness and gaining a fresh perspective on your brand all contribute to the main reason people exhibit: closing sales and opening new leads.
When done correctly, exhibiting can translate to a boost in revenue you otherwise would never have had. The sales that come from events often mean that exhibiting ends up paying for itself and then some.
If the benefits listed in this article have swayed your mind about exhibiting, now is the best time to book yourself in to events for the 2019 exhibition season, so don’t hesitate any longer.
The team at XL Displays has nearly three decades of experience in the event and exhibition industry, and so we know exactly what it takes to see a return on your investment with regards to attending a show.
We can share with you our industry knowledge, our top tips and expert advice on everything, from choosing an exhibition stand to following up your event properly.
To find out more about how to make your exhibition experience a success, don’t hesitate to contact us or call us on 01733 511030.