Trade Shows and events have a detailed history of uniting traders and customers – both business to business and business to consumer. Their development throughout the decades is clearly noticeable as there are vast increases in the number of businesses from a greater number of industries, ranging from agriculture to weddings get hold of popup gazebos or a temporary shelter to operate out of in order to use the exhibition as a profitable promotional tool and create sales for their business.
At the peak of the recession a number of businesses elected to pull out of from trading at exhibitions around the world. However with the vast majority markets get out of the consequences of the economic downturn the attractiveness of exhibitions is starting to increase again too.
The attractiveness of exhibitions is extensive.
It gives businesses the chance to generate brand recognition to customers that they may not reach using other above the line advertising methods.
Trade Shows by nature are specific to each market, for example Agritechnica and LAMMA are dedicated to agriculture The benefit of this is that the clientèle that are enticed to specific events will predominantly be the companies target audience and as a result it gives the exhibiting businesses the opportunity to be recognised by them and demonstrate their brand values. The other advantage is that, exhibitions are a way for companies can encourage and develop current customer relations. Trade Shows give the chance for consumers to provide their opinions, they also get the reassurance that the product that they have purchased are still promoting their commodities and looking to encourage further brand recognition.
With a number of business markets, expo’s can be on a regional, nationwide or international level which gives businesses the chance to specifically pinpoint niches established on location or the mass market. The benefit that this has to offer is that the communication expressed to its target market can be modified accordingly so that it generates maximum interest.
Trade Shows are just one of the very few promotional techniques that allow for two way interaction between previous or prospective buyers with the companies that they may consider buying from. The end result is that it becomes an exclusive and popular promotional tool as customer grievances or questions can be resolved face to face whilst presenting businesses the opportunity to receive beneficial feedback from previous and current customers. Also, are you able to think of any other promotional methods that has the ability to potentially cater to to all five senses? The benefit that this brings is that exhibitors can utilise pretty much any promotional method that they consider pertinent to gage exposure for their brand. Lastly Trade Shows are a fantastic method for companies to display their present, latest and forthcoming product lines. This works well because it can either recover a good which is in the maturity phase of the product life cycle or stimulate interest of those at the show, which will hopefully culminate in an influx of sales and a large amount of press coverage.
In relation to demonstrating the products and services, it presents business executives the opportunity to walk around the exhibition themselves and research what the competition is doing and offer ideas on how their business can expand what they’re offering.
However how do businesses differentiate themselves from the competition? There are a number of techniques that can be used in order to lure the masses, which is the first step to generate leads and eventually generate sales.
Visibility can be crucial in a packed arena or outdoor show. Having a display in close proximity to the way in, near the refreshments or toilets can all persuade more visitors to visit a company’s stand. However, these ideal locations are sold at a high price or are generally the first to be taken. If this happens, there is an abundance of pod / stands and commercial gazebos effortlessly available to purchase and the majority can be customised with a company name, logo or catchphrase which can be recognised immediately and get interest.
Free or heavily reduced promotional gifts are additional means to generate interest to a business’s display. Leaflets are common and some people will expect to be able to pick up information so they can to make an informed decision at afterwards. To cut through the clutter, alternative freebies such as pens can be bought at low cost and handed out. The benefit of this is that the person walks away with a branded promotional gift that is a reminder to them of a company’s existence. The majority of businesses look for imaginative ways to differentiate themselves with the gifts give out to people in order to grasp their loyalty.
Exhibitions can be a excellent means for businesses to drum up business and develop existing relationships with clients, and if there is an expo for your industry, then you should definitely weigh up the pros and cons incorporating the price and resources into your advertising budget.
