4 Reasons to Exhibit at a Trade Show

Here’s a brief look at some of the benefits of exhibiting!

From reach to brand awareness, exhibiting at a trade show has numerous benefits for your business. A presence at these events, whether large or small, gives your company a strong platform for engaging with potential new customers, catching up with your existing clients and building your brand, not to mention growing your database.

Lots of businesses are put off exhibiting because of the cost and yes, developing a great trade show presence and showstopping stand, sending staff members out for a few days, travel, accommodation, etc may not seem like an inexpensive activity, but, like most forms of marketing, with the right planning and team working around you, a trade show can be a very profitable choice.

Below, we have highlighted four core benefits of exhibiting.

1, Generate highly targeted prospects

With the right strategy, every trade show you exhibit at is an opportunity to grow your company’s customer base. Attendees at trade shows are interested in the products and services your company offers.

Basically, these people are much more targeted than names and numbers picked out of a business directory. A good show could keep your sales team busy for months connecting with prospects and closing deals.

  • Establish sales goals before the event
  • Interact with all visitors as they could turn into customers
  • Keep a diary of your interactions so that you can follow up after the event with common ground

2, Learn what works and what doesn’t

Exhibitions and Shows are a great way to learn what’s happening in your sector. If you get a little breathing space at the show, have a walk around the show yourself and see what your competitors are up to, what are they doing right and what are they doing wrong?

Have a browse at the things people are handing out, are they memorable? Maybe even pop for a chat (as a customer) and get a price list or brochure. Once you’ve gathered enough information you will be able to work out what caught your attention and what didn’t, making your next exhibition even better!

  • See which booths are attracting the most attendees, how did they do it?
  • What deals were offered by your competitors, were you competitive?

3, Grow your brand

Branding is probably the most important part of growing a business, as is reputation. Exhibiting at a trade show is a great way to show people in your sector you are a serious player large enough to afford its own presence at leading events in the industry.

By using exhibition marketing, you can even position your company as being unique within your market. Also having your stand next to your sectors ‘blue-chip’ companies creates a psychological image that can help your company move from small to established in seconds!

  • Position your exhibit close to your industry’s ‘blue-chip’ companies to enhance your brand
  • Use eye-catching, recognisable display banners, making you easy to be noticed
  • Include social media information so event attendees can connect with you online

4, Close sales (the right way)

Most people these days don’t like direct marketing like cold calls, regardless of what’s on offer.

Trade shows allow your company’s sales team to access targeted prospects that want to buy and with zero need for pushy direct sales tactics that don’t work!

Use this opportunity. People value their time; but if these people have taken the time to visit a show, they will give you their time enthusiastically. 

  • Whenever possible, try to leave a memorable impression to refer to on your follow-up
  • Take a direct approach to sales, as most attendees are already interested in your company’s products or services
  • If you can’t close deals during the event, try to set up appointments 

Thinking of exhibiting

Make sure you research trade shows to find the right one(s) for your business. Ensure you send an experienced business development team. From there you can grow your brand from a few people knowing about you to a talked-about, profitable and established name in your industry.

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