Why Exhibiting is Right for You and Your Business
According to nearly one-third of marketers (31 percent), event marketing — including trade shows — is the most effective marketing tool at their disposal.
Are you on the fence about trade show exhibiting? If so, consider the benefits outlined below.
Once you know everything that trade shows can do for you and your brand, you might be ready to pull the trigger.
Get to Know Your Competition
As a busy marketer, it’s easy to get so wrapped up in the day-to-day aspects of your job that you forget to monitor what other brands in your industry are doing.
If you don’t pay attention to your competitors, it’s hard to know where your business stands. Trade shows create the perfect environment for you to do the following:
- Learn about your competition
- Figure out what’s working for them (and what’s not working)
- Identify ways that you can adjust your marketing strategy to stay competitive
Trade shows allow a variety of brands — usually with the same or similar target audiences — to come together in one place. This makes it easier than ever for you to get to know competitors and make a plan to outperform them.
Connect with Potential Clients
Trade shows also give you and your team a chance to meet with potential customers or clients face to face.
When you connect with potential customers or clients directly, it’s easier to explain the products or services you offer. You can highlight the benefits, break down how the product or service works, and get people interested in buying what you’re selling.
The fact that they got to talk to you face to face increases the likelihood that attendees will remember you in the future. This also increases the likelihood that they’ll want to invest in your products or services.
Connect with Potential Business Partners
In addition to getting to know potential customers, trade shows create an opportunity for you to connect with potential business partners.
When you walk through the trade show floor and check out other exhibits, there’s a good chance you’ll come across a brand with products or services that perfectly complement yours.
Trade shows are perfect places for you to introduce yourself, shake hands, and talk about your products or services. This also gives you a chance to plant a seed and get other businesses thinking about how they can collaborate with you.
Build Brand Awareness
Sometimes, attending trade shows is less about selling or building partnerships and more about building brand awareness. Here are some specific ways that you can increase awareness by exhibiting at a trade show:
- Unveil a new logo or other branding materials
- Use color, lighting, and interactive displays to tell your brand’s story
- Offer games or activities to draw people in and introduce them to your brand
You can also give away branded merch (t-shirts, water bottles, pens, stress balls, etc.) that features your logo. This will help people remember your business long after the trade show ends.
Establish Authority and Credibility
In addition to introducing people to your business and increasing brand awareness, exhibiting at trade shows can also help you establish authority and build credibility.
Trade shows often present incredible teaching opportunities. They give you a chance to educate attendees on your products and services, as well as the problems they solve.
If you can engage, entertain, and educate those who stop by your booth, they’ll be more likely to remember your business after they leave the event. They’ll also be more likely to view you as a trustworthy source.
Generate More Leads
You might not make a ton of sales at a trade show. That doesn’t mean these events are useless, though.
When you go in with a plan, trade shows can be incredible lead generators.
Invite people to drop a business card into a box to enter into a drawing, for example, or ask them to leave an email address so you can send them more information about your products or services.
At the end of the event, you’ll likely have a long list of people with whom your sales team can connect. This can lead to more sales in the future.
Is Trade Show Exhibiting Right for You?
It doesn’t matter if you run a small business with a niche audience or are part of a global corporation. Your brand can gain from trade show exhibiting. From scoping out your competition to meeting potential clients, all kinds of great things can take place on the trade show floor.
Are you ready to take the plunge and attend your first trade show but don’t know where to begin? If so, Skyline can help!
We’ve seen it all, and we’re happy to work with you to determine what’s right for you and your business. Get in touch today to learn more about our services.