Why is it important to exhibit at trade shows?
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Does connecting with your customers feel like a shot in the dark? It may be time to consider meeting them face-to-face during a trade show. Trade shows allow businesses to go beyond the confines of traditional marketing and connect directly with customers and prospects. Discover the benefits of trade shows and how to convince your boss to give face-to-face events a shot! Top 7 Reasons to Exhibit at Trade ShowsTrade shows present the unique opportunity to build face-to-face connections, drawing from a targeted audience of decision makers and professionals within your industry. Stepping outside of the confines of digital marketing and remote sales efforts provides a valuable insight as to how customers interact with products and services, allowing you to meet their needs on an individual basis. We will explore a few reasons why trade shows are the best way to connect with your customers. 1. Sales and Lead OpportunitiesTrade show floors are buzzing with action as thousands of attendees search for solutions that meet their unique needs. With a careful marketing strategy, your brand can stand out from the rest and drive foot traffic into your exhibit. Be on the lookout for trade shows that are highly relevant to your industry to guarantee qualified leads and interested attendees. Oftentimes, industry professionals are motivated to attend trade shows because they enjoy being on the cutting-edge of latest technology, tools and advancements. Thanks to this, attendees generally have purchasing power and are willing to try something new. Ideas for Increasing Leads:
2. Take Advantage of Face-to-Face MarketingDespite recent technological advances, engaging with an actual person behind all of the numbers, proposals and contracts is reassuring. When you are able to shake hands with a potential client, look them in their eyes and speak to them face-to-face, your message will resonate. This experience cannot be recreated digitally, making trade shows the perfect venue to reach customers directly. Trade shows offer unique opportunities to:
3. Boost Brand VisibilityFrom small businesses to large corporations, trade shows provide unique opportunities to increase exposure and connect to consumers on a personal level. Larger companies can make an impact as an industry leader by creating a spacious exhibit that includes powerful design elements like hanging structures, bold graphics and interactive displays. Consult with a trade show expert to learn the best practices for create a huge impact on the show floor. On a similar note, dont forget to make sure your social networks are all up and running. Try to think of your social pages as an extension of your brand image. A lot of businesses use sites like Facebook as a sales tool so its important that your page is easy to find and looks professional. Furthermore, theres a high chance that after a trade show and perhaps even during potential clients and contacts will be browsing your social networks. Try to avoid mistakes like the wrong facebook cover photo size as these can reflect badly on your brand. 4. Research Your Industry & CompetitionAt trade shows, businesses stand shoulder-to-shoulder with other big names within the industry. Seize the opportunity to learn from your competition and network with professionals. Walk the floor to observe product displays, engagement tactics and sales pitches to take note of how you can improve at the next event. For example, if you observe that many companies are offering a new service, consider pitching the service during your next team meeting. Additionally, its the perfect chance to stay on the cutting edge of industry news, research and product development. Attending seminars or presentations is a simple way to stay up to date on the latest industry trends. 5. Build Lasting Relationships within Your IndustryEvery business relies on a community of other businesses to some capacity, and trade shows bring related companies under one roof. If you take the opportunity to meet other industry professionals, then you will likely discover ways that your companies can benefit each other. For example, manufacturing companies oftentimes need to enlist a logistics company to ensure that products will arrive on time and intact. Meeting other vendors provides the opportunity to build lasting business partnerships, long after the show is over. 6. Showcase New Products & ServicesLaunching a new product at a trade show is the best way to maximize exposure and connect directly with consumers. Exhibits that incorporate creative product display solutions help set the stage to build face-to-face connections throughout the trade show. Allowing customers to experience the new product firsthand will increase interest and drive sales, even after the show has ended. Related: Trade Show Marketing 101: Product Launch How to Design Stunning Product Displays 7. Listen to Customer FeedbackTrade shows present the unique opportunity to receive real-time feedback on your products and services. Understanding how customers interact with your brand provides valuable insight that will help your company improve and customized marketing efforts. Be sure to listen to current customers as well as prospects, to understand how customers needs can be met at every step of the buyers journey. Convincing Your Boss to Attend a Trade ShowOnce youve decided to give trade shows a shot, its time convince your boss that this is the right move for your companys marketing program. Follow this list to effectively communicate benefits of trade shows with your team. Plan Your Pitch Prior to the Meeting1. Do Your Research & Choose a ShowBefore diving into the details, its important to research trade shows within your industry. Exhibiting at the right show is crucial for connecting with your target audience. If your company has a wide range of products and services it is important to cater your strategy to suit the attendees specific needs and interests. Here are some qualifying question to consider while researching trade shows:
2. Estimate the Cost & ROIIts important to calculate cost versus benefits before presenting the facts. Check out these related posts to create an on-target report:
3. Define Trade Show GoalsSetting concrete goals prior to planning for a trade show ensures that the results will be easy to measure. Goals should be closely tied to larger business objectives, like increasing sales or creating buzz around a new product. Once there is a clear goal, set quantifiable benchmarks that will help you define success and improve your strategy during future shows. Related: How Trade Show Goals Help You Achieve Marketing Goals During the Meeting1. Share the BenefitsGo into the meeting prepared to give an overview of the benefits of trade shows, but keep the focus on ways that trade shows will help your company reach business goals. For example, if the business goal is to increase sales then focus on how face-to-face marketing allows sales staff to reach customers directly. Emphasize why face-to-face marketing matters and how you plan to utilize the opportunity to further those big picture goals, increase brand visibility and connect with your industry. 2. Frame the Show as an InvestmentPresent each trade show benefit as a direct investment into the health of your sales and marketing outreach. Be sure to set clear goals for the show that will help you and your boss measure the success of the show. Communicating the value alongside the cost will allow you to justify the investment, and quell any initial skepticism. 3. Show the StatsYour boss wants to see the numbers, so heres a quick list of trade show statistics to share about the power of having a presence at an industry trade show (SageWorld.com).
Your Next StepsStay on track as you begin to plan for your first trade show with Nimloks ultimate Trade Show Checklist. This free resource outlines common to-do items in the months leading up to and after an event. From reserving a booth space to promoting your presence at the show, this checklist will help you tackle the trade show planning process. Tweet
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