This is the best marketing opportunity that you’ll have this year. Consider some of the tenets of customer service and marketing, those that form the foundation of any successful business. If you have a working list of just a few crucial elements, you’ll have more than enough reasons why you must exhibit. The key is to compress your best service and marketing efforts into the exhibition time period with the display as your primary communication vehicle.
#1: Interaction
There is one ultimate reason for exhibiting at such business events and making that exhibit the best you can afford. That reason can be stated in one word: “interaction.” Having attendees see, touch, and hear is much more effective than classic advertising will ever be. Human beings are visual and emotional creatures so giving them the proper clues can be extremely effective in setting your message firmly in their minds.
#2: Make it Memorable
It’s essential for the visitor at your booth or display to take something away from the exhibition floor, something that will make the connection back to your company. This is why promotional items can be effective. But you must be creative and make sure that these items fit with the interests of your target audience. Exhibitions are a perfect time and having exhibition stands are a perfect method for this.
#3: Return on Investment
If you’re seriously considering an exhibit or display at an exhibition, your ultimate goal must be getting a good return on your investment. That’s why each decision you make about your exhibit, from the very beginning, must be about ROI.
#4: The Right People
It’s essential for you to think about the people who are at the exhibition in the first place. Almost every one of them is active in your specific industry. But even more important than this is that the majority of those in attendance have authority to buy or can influence purchasing decisions.
#5: Part of the Action
If you use exhibition stands at business events, chances are very good that you’re in a competitive field. This means that the event can be an outstanding opportunity to learn about your competitors and really be part of the action. You’ll learn a lot about the developments in your industry and create some opportunities with what you’ve learned.
#6: Brand Building
If you’re not Apple or Coca Cola, you probably shouldn’t be too concerned about brand building as a primary activity. In fact, you should focus on direct marketing, which in this case means being face to face with your potential customers at exhibition stands.
#7: It’s All Marketing
Some of the most successful marketers, entrepreneurs, and sellers in the world insist that everything you do is marketing. It just depends on how you view it. For example, you should always make an offer when you contact a customer in any way. What better way to make an offer than to give it to the visitor when he or she is standing at your display? Exhibits are not separate from everything else you do. They are physical evidence of everything you do!
Take note of the points we’ve discussed as this will help you with exhibiting and in your marketing efforts.
