All businesses should consider exhibiting at industry events and trade shows.
Here, we discuss why and how doing so can unlock a whole new world of opportunities, plus how to get your event stage setup or exhibit stands right the first time.
Why Exhibit at In-Person Events?
In today’s digital and web-dominated age, you’ll be forgiven for thinking that in-person trade and industry events might be a thing of the past.
With so many resources and contacts available at the touch of your keypad, is the travel and expense worthwhile? You’ll soon see, however, that trade shows and industry showcase still present a wealth of opportunities for you and your business.
Here’s why you should consider participating in live, in-person events.
1. Build brand awareness.
Industry events are your chance to put your business out there and establish yourself as a key player. Your business can stand shoulder to shoulder with competitors and increase both its visibility and its credibility.
For those launching a startup, trade shows are a shortcut to getting your name known. For those who are more well-established, this is your chance to outshine your competitors.
These events are a level playing field, with all exhibitors having access to the same interested and receptive crowds. This is your opportunity to differentiate yourself from the competition.
2. Forge new connections and strengthen existing ones.
While online networking may be convenient, it cannot compete with the value of meeting people face-to-face. Research from the Event Marketing Institute shows that 95% of marketers believe that in-person interactions are essential to building positive relationships with new and existing customers. Why? Because face-to-face encounters are more personal and help create rapport.
At trade shows, you can interact with your target market. These interactions present opportunities to gain trust, demonstrate expertise, and make connections. The attendees at industry events are likely to be receptive and open to learning about your business, and you can present yourself in the right place, at the right time and to the right people.
It is not just about growing your customer base at trade events. Forging connections within the industry can open new opportunities, such as business collaborations and partnerships.
3. Generate leads.
Showcasing your product or service in person is likely to lead to improved sales. Exhibition industry stats demonstrate that two-thirds of businesses consider trade and industry events to be a key element of their wider marketing strategy. The majority of consumers consider purchasing after seeing a product or service demonstration. These events can be the fastest way to reach new and interested clientele compared to email and social media marketing.
4. Learn from competitors and stay ahead of the competition.
Attending industry events also allows you to see firsthand what your competitors are up to. Seeing how their products or services are received by attendees can inspire and help you shape your own priorities for growth and development.
Talking to other exhibitors in the industry can also be a valuable learning experience. Many of the attendees will be key decision-makers and influencers within your industry, meaning that there is a vast knowledge base present at every industry event. Seminars and lectures may also be held, so that you can tap into some expert insights in your field.
Practical Tips for Maximizing Your Exhibition Experience
Here’s how to reap the benefits of exhibiting.
1. Build a clear strategy.
Plan ahead for the event by setting clear objectives. Establish a budget, too. This will help you set design briefs for providers of custom exhibition stands and make sure the event runs smoothly when the time comes.
2. Ensure you have an eye-catching stand.
When it comes to your exhibition stand, you need to invest in high-quality materials and excellent craftsmanship to stand out. Work with experienced designers who listen to your brief and create innovative and attractive but functional and practical exhibition spaces.
Brief the staff you are working with at the exhibition with your full strategy. How do you expect them to represent the brand and interact with attendees?
3. Offer engaging activities.
Consider the kinds of interactive experiences that will appeal to your target audience. Prepare activities and demonstrations that capture attention and keep people at your stand. You might consider live product demos, giveaways, competitions or hands-on experiences. Whatever you choose, it needs to resonate with your audience and be memorable.
4. Leverage email and social media marketing.
Don’t forget to promote your attendance through social media and email marketing channels. Try to create a buzz by engaging with attendees online before the event. Join in with online conversations and help promote the event and your own stand by using relevant hashtags.
5. Implement a lead capture strategy.
It’s important to record leads and capture information from interested parties. Ensure you have a system in place to do so. Follow up on these leads as soon as possible.
Unlocking the Potential of Trade Shows and Industry Events
From building brand awareness and forging connections to generating leads and staying ahead of the competition, in-person shows offer a unique platform to elevate your business.
Follow these practical tips to maximize your exhibition experience and unlock new opportunities for growth.
Also Read: Elevating Your Space: Advantages Of Using Raised Access Floor Kits In Commercial Environments
