Why exhibit? How your business can benefit from exhibitions


By Sue Collins

Why Exhibit?

Exhibiting is one of the most effective methods of face-to-face marketing.

80 % of trade exhibition visitors are personally involved in buying the products or services on show. (Source: AEO Exhibition Effectiveness Research. Multi-Show Study 1999)

91 % of decision-makers find exhibitions an ‘extremely useful source of purchasing information’. (Source: Simmons Market Research, provided by CEIR)

87 % of marketers said ‘face-to-face marketing is important to their company’. (Source: Benchmark Research 1999)

Exhibiting can generate sales leads, achieve direct sales and build brand awareness, but exhibitions provide more than sales and marketing opportunities. They bring together hundreds of people who are involved in your business in some way, including suppliers, media, purchase influencers, and consultants.

Exhibitions provide your business with a wealth of opportunities:

Sales

·Generate fresh sales leads.

·Make direct sales.

·Build a contact database.

Customer Relationships

·Build relationships with current customers.

·Educate customers about your business.

·Re-sell lapsed customers.

Market Research

·Market test a new product.

·Research the effects of your own marketing on people.

·Test market awareness and perceptions.

Media Relations / PR

·Gain media coverage.

·Build relationships with editors and journalists.

Brand Building

·Create or boost market awareness.

·Position or re-position your brand or product.

·Demonstrate the benefits you offer.

·Improve financial analyst / investor perceptions.

·Develop new markets.

Channel Building & Support

·Find new distributors or partners.

·Support the sales channels you already have.

·Build your own reputation as a partner.

Exhibiting is an investment, not just in terms of how much money you spend on your exhibition stand but also in time, effort and resources. It’s hard work, but worth getting right. With the right approach, planning, stand staff training and follow up work – exhibiting can be very rewarding.

Before you decide whether to exhibit, especially before you pay the deposit for an exhibit space, you must set yourself specific objectives. Set guidelines, what do you want to achieve by exhibiting? Ask yourself the following questions before taking any action.

• Why am I exhibiting at this show?
• What products/services will I be showing?
• What do I want to accomplish here?
• What image do I want to project?
• How does this specific exhibition fit into my sales and marketing plans?


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