Trade shows are more popular than ever, for exhibitors and visitors alike, because they’re an efficient way to network for both parties. They are the best way for exhibitors to connect with potential clients, and a great way for attendees to find new vendors for existing needs, or to learn about possibilities in their industry that they didn’t know existed. Let’s go over four important benefits of exhibiting at a trade show, put together in conjunction with Zoom Display (who offer an extensive range of exhibition stands):
Developing Your Brand
Brands aren’t really born. They’re developed over time as the real world gives signals to the firm how to position themselves in the market. Potential clients watch brands grow, and sometimes it takes several interactions with you before they become comfortable enough to do business with you. A steady slate of trade show exhibitions reinforces your image with the public. Repetition helps give an impression of an established company with a definable mission. Eventually you’ll reap the benefit that familiarity brings to potential purchases, as customers skip preliminaries based on extreme caution.
Find Out What’s Working
Comedians schedule test runs on Monday nights in out-of-the-way clubs to try out their act before they go on a big stage. They’re looking for feedback, both positive and negative. In the Internet economy, useful feedback can be hard to come by. The only reaction you get to a website sales pitch might be a visitor clicking away anonymously. It’s impossible to adapt your message to the public without feedback. Trade shows present a golden opportunity to tailor your marketing pitch on immediate, face-to-face interaction with people in your industry. Observing the approaches used by your competitors can also give you important insights that you can’t find outside of trade shows.
Most interactions at trade shows are cursory, but they’re all extremely valuable. Visitors to a trade show booth are the most engaged, motivated audience you’ll ever have access to. They’re in the building strictly to find firms to do business with. A lead from a trade show is worth much more to a sales force than any other marketing lead, because the potential clients have already pre-qualified themselves by attending the show. Collect their names and contact information, and they’ll reward you with conversion rates far above any form of direct marketing you can name.
Close Deals Without Hounding Clients
It can be difficult to make a sales pitch to a client that isn’t in the mood for it. That’s usually because the sales pitch is presented at the wrong time and the wrong place. People attend trades shows with the intent of finding out more about products and services, and potentially making deals. Many would welcome making quick deals at the trade show because it saves them time and trouble. Even those who are not ready to make deals in the trade show hall will often be receptive to a sales call scheduled for the week after the trade show.