Should Your Business Exhibit at the Trade Show? – Westwood, MA

- Thursday, November 14, 2013

Have you been trying to figure out if your business should exhibit at upcoming trade shows? There are several benefits and advantages to exhibit marketing. Trade shows are a valuable sales and marketing vehicle. They help generate business through qualified leads, build brand awareness and cultivate relationships. However, in order to maximize all the benefits and to help justify your continued investment in trade shows, it’s important to take the time to evaluate your marketing program in its entirety. By implementing a focused plan your company can achieve greater results and a better ROI.

While there are several business benefits to exhibiting at a trade show, here are 5 top reasons you need to exhibit now:

1. Efficient Use of Time

Trade shows are one of the most efficient methods of marketing. It is an opportunity to connect with a lot of customers and prospects in a short amount of time – in one location. And, with cost savings benefits. According to data from the Center for Exhibit Industry Research, it costs 62% less to close a lead generated from a trade show than one originated in the field.

Trade shows allow you to connecting with people, brands, information and business solutions—all in one place. This makes them efficient in time and effort, and money.

2. More Focused and Isolated Leads

With the ebb and flow of business, budgets may tighten, but the need for new products and services does not necessarily stop. People attending trade shows are serious about doing business. According to a recent study, 63% of show attendees assign high importance to face-to-face interactions at exhibits in helping with the ‘narrowing of choices’ in the buying process. By not being present at an industry trade show, a company risks missed business opportunities.

Keep in mind, that there are trade shows that are very targeted and specific so you know exactly who will be at the show and on the floor. Think in terms of the quality not quantity of the trade shows in your program.

3. Unique Advertising Channel with Minimal Risk

A different course to take is to exhibit at a vertical trade show, which allows your brand to connect with a specific audience with- out the distraction of your competitors. Qualify the investment by collecting with the number of leads collected at the show, this can be a good investment.

4. Greater Risk in Being Absent

Consider the long-term effect of not exhibiting at trade shows. Being absent from key shows instantly makes you a non-player in the field and puts your competitors top of mind with customers.

However, simply showing up is not enough. You have to plan how you will attract new leads at the show and how you will follow up with them for effective results.

Look at the whole picture: Make sure your advertising, online marketing, media relations, and public relations are aligned with your overall marketing strategy

Build quality traffic: Consider a variety of new and traditional communication channels such as social media, video, and email, direct mail or print.

Follow-up: Develop a system to organize leads at the show so your team can make immediate contact with your “hottest” leads.

5. Effective Use of Marketing Dollars

Few marketing activities show a clear ROI. Trade show impressions, contacts, leads and sales are measurable results that have an actual value. Overall costs are easily computed.

When reporting results, ROI is not a luxury—it is essential. Very few companies measure their trade show participation. With measurement motives in place you can fine tune your program for better return on your marketing spend.

Don’t Underestimate Your Trade Show Exhibit Design: Consider the architecture of your exhibit to enhance each visitors experience with your company and its brand. Are you using or incorporating rental property in your exhibit? Is your booth design consistent with your branding and messaging platforms?

Face-to-face marketing is a proven effective business strategy for building brand awareness, making business connections, and ultimately, driving sales. Simply put, participating in trade shows makes good business sense. Don’t just show up at your next show. Remember attendees are at trade shows for a reason. Help attendees, who are your potential customers, get the business solution that they came for, by taking the time upfront to plan your course of action.

For more information, contact the Exhibit Source.


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