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5 Reasons Why Your Business Needs a Trade Show Exhibit


Are you looking for a way to bring your brand directly to the forefront of your niche market? Incorporate a trade show exhibit into your current marketing mix. Modern live exhibiting allows businesses in every industry to seamlessly blend traditional components, like banner stands, giveaways and brochures, with cutting-edge innovations, like social media, video conferencing and Internet resources. Together they deliver a perfectly balanced promotional approach. Participating in even a few trade shows per year can help your company establish relevance and industry expertise. It also keeps your brand in front of a live consumer audience, which is a win-win-win situation for any organization.

Despite the many benefits offered by live encounter events, some business owners still feel reluctant to move forward with implementing this type of marketing approach. If you are still contemplating whether this type of promotional plan makes sense for your business, you should know about some distinctive advantages that this tactic offers.

Having a Trade Show Exhibit Offers:

Sustainable Impact
Every marketer knows it’s not about the quick spikes in attention from a targeted demographic; it’s about building sustainable marketing momentum. An event display helps you engage and connect with your audience in a memorable way, effectively building long-term brand exposure.

Beyond Conventional Face-To-Face Opportunities
Beyond the obvious face-to-face product pitch opportunities within the booth itself, a live event also offers other crucial ways for your business to connect with consumers. Hosting webinars during the function, offering live product demos, and even offering to be a keynote speaker can help propel your brand in a meaningful way.

Unparalleled Lead Generation
Building your consumer base means consistently generating leads for prospective new business. Scraping up new names and leads can be a challenge you’re when sitting at the office. However, setting up a trade show exhibit allows your leads to come to you. You can set up contests where participants have to enter their contact information to participate, create QR codes that link to your social media pages to encourage attendees to follow your business, and encourage booth visitors to leave their business cards to ensure you maximize and leverage every lead opportunity available.

Level Playing Field
If you’re running a small to mid-sized business, you already know firsthand that going head to head with your biggest competitors isn’t an easy process. For many entrepreneurs, it’s hard for them to find enough of a foothold in their industry to compete with larger, more established businesses. A trade show exhibit changes all of this. Simply showing up to the function demonstrates to your prospective clientele that you have what it takes to run in the same circles as your competitors. No matter what the size of your company, you can instantly level the playing field to command attention from any other players in your industry.

Here is the biggest reason why your company needs a trade show exhibit. Not only will you enjoy extensive networking opportunities throughout any event, you will also have the chance to actually close deals during the function. Every transaction handled means you’ve generated revenue; this is the ultimate achievement at any live marketing forum.


About the Author

Larry Zollo is a recognized leader in the Trade Show Marketing industry. As the President at Skyline Exhibits & Graphics, he has over 30 years of expertise with trade show displays, exhibits, and booths in Connecticut. Larry has been the presenter or guest speaker at over 50 industry events. He believes that to make any marketing program successful, it is all about clear communication coupled with excitement and engagement. Sounds simple, right? “Gaining qualified leads and more sales at-bats for your sales team is always the goal”.

3 responses to “5 Reasons Why Your Business Needs a Trade Show Exhibit

  1. Great post Larry! First of all, I love the new blog layout, looks great.
    Secondly, I completely agree with the Level Playing Field point. I feel that it’s something often overlooked. But if your customer is at a trade show and sees all of your competitors, but you aren’t there, it can quickly take you out of the running .

    1. Rick, You make a good point. While you have to be “in it to win it”, this should not be the sole reason for participation. Planing and preparation will yield results for a small or large firm.

  2. I have been to some trade shows, and I can tell you businesses with great exhibits get noticed. They don’t need to be the biggest, but they draws the eye to it and it helps sells the product too. So can be compact and easy to put up, and take down, and that has always interested me.

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