Exhibiting for success
With all of the talk about online advertising, social networking and email marketing it is all too easy to forget how effective face-to-face contact still is and how important events and exhibitions are in your overall marketing mix. Combined with the other traditional marketing communications such as press advertising and direct mail, they should still play an important role in your overall strategy.
For local businesses, networking events are a great way of meeting other business owners. Even if they don’t currently need your products or services, they often know a business contact that might. They are a good way to build up a network of local contacts. A small portable display stand at these events can be a really effective way to get your message across.
To reach a wider audience, exhibiting at one of your related industry events at a national exhibition centre will generate leads and build brand awareness.
If you decide to exhibit at these events there are many benefits that will help to justify the cost of the space and display material:
For local businesses, networking events are a great way of meeting other business owners. Even if they don’t currently need your products or services, they often know a business contact that might. They are a good way to build up a network of local contacts. A small portable display stand at these events can be a really effective way to get your message across.
To reach a wider audience, exhibiting at one of your related industry events at a national exhibition centre will generate leads and build brand awareness.
If you decide to exhibit at these events there are many benefits that will help to justify the cost of the space and display material:
- The buyer comes to you
- Captive audience
- Visitors are very targeted and interested in the products at the show
- Contact is face-to-face
- Decision makers attend
- Good environment to do business
- Easy to capture visitor’s contact details
- Objectives and message
- Pre-show communication – website, advert, email or letter
- Stand or portable display design
- Video production
- Equipment hire
- Printed publications
- Promotional gifts
- Lead recording and follow up
To promote your participation you will probably use a mix of communication methods which could include; online advertising, your own website, direct mail, press advertising and email to invite visitors to your stand.
Tell us what do you think
Are traditional methods of exhibiting, press advertising and direct mail still working effectively for your business?
Send us your comments by clicking on "comments" below.
Mark Langston
