Trade Shows 101: Why Trade Shows Work
By Barb Lindstrom, Skyline Exhibits—
In today’s economy, many people are debating the value of their marketing efforts. So how do you make informed decisions on investing in trade shows and events?
Trade shows work because they are face-to-face. They provide us an opportunity to accelerate the selling cycle by matching needs with a company’s ability to fill those needs. They work because adults are visual learners and exhibiting is a visual medium that engages the buyer in the experience.
Exhibitions can be compared to a unique type of shopping mall that attracts an exclusive set of shoppers. It brings sincere buyers and sellers together under one roof. Trade shows provide a unique opportunity that cannot be replicated in any other type of venue. They are a face to face conversation with human interaction that gives us a feel for the other person.
Here are some of the top reasons to exhibit: lead generation, new customers, seeing your existing customers, showing off your new product or service, introducing your new business, or increase awareness of your existing business.
Deciding to exhibit at trade shows is a good idea. Here are some quick statistics to think about. 83% of attendees have some type of buying power. 86% of visitors have not had any contact over the past 12 months. Finally the average visitor spends 9.2 hours over a 2-3 day period at the trade show.
Picking the right shows is critical. A simple way to decide which shows are right for your business would be to ask your top 10 clients which shows they go to, or where is your competition exhibiting?
Once the show(s) are selected, you’ll need to choose your backdrop or display.
This is critical. Your exhibit makes a strong statement on who you are. Remember first impression works here too. Looking bad at a trade show may do more damage than you realize.
First, you must concentrate on making your space an effective communication tool. Think of it as a billboard. Typically you have 3 to 5 seconds to let the attendee know who you are and what you do. Messages communicated well have memorability of 77% for up to 10 weeks after the show.
Secondly, keep your space open, welcoming and friendly. Keep in mind that the backdrop is there to stop traffic. Your job is to engage them.
Don’t penny pinch on your looks. A simple way to keep costs low for first time exhibitors is rental. There are creative ways to take rentals and make them look as though they are your own. Retractable Banner Stands are also an affordable option. If many shows are on your agenda, a purchase of a display that fits your needs would be the most economical choice.
Remember that trade shows are very effective tools to create qualified leads. They could also be an effective media to create sales, but only if the leads are followed up in a timely manner. Trade Shows also give you a face to face contact with your buyer which makes it a more personable experience for everyone. After all, would you invest your money with just anyone?
