Seeing as our last blog article focused on keeping your team motivated during times of economic downturn, I felt it would only be fitting to continue the theme and discuss the importance of exhibiting, especially now while our economic situation is getting back on track.
We have been fortunate to see a steady increase in both attendance and exhibiting since the start of 2011. Companies are becoming enthusiastic about increasing their participation in face-to-face marketing events. While many industries still have very tight trade show budgets, here are a few reasons why it’s important to be exhibiting now more than ever:
To Close Deals & Sell More Product
Why would you want to shut off a stream of revenue when every bit counts? Studies have shown that sustained marketing, even during times of economic upturn, yields higher sales in the short term. A comprehensive exhibiting strategy will continually expose your brand and help you bring in more prospects. Who wouldn’t want an increase in their ROI?
To Remain “Top of Mind” for Prospects and Existing Customers
Take advantage of the fact that many companies aren’t valuing the benefits of trade shows this season and stake your claim to the top player position in your niche. Exhibiting will not only give you a foot up against your absent competition, but it will also convey to prospects that your company is willing to go the extra mile for them.
To Take Advantage of Less a Crowded Space
Certain events may still be seeing less traffic than previous years, but that shouldn’t stop you from exhibiting at them. Perhaps your company can secure more prominent booth space that may have been vacated by the competition. Another plus to being present among fewer exhibitors is there will be less noise, allowing your message get through and resonate longer with attendees and the media.
To Make High Quality Connections
While attendance at trade shows is steadily returning to full strength, the QUALITY of the visitor now is much better. Companies may no longer be sending 25 reps to a conference or industry expo, now it’s maybe 10 or 12 – but those that are being sent are the key decision makers and top representatives of companies you are looking to connect with. While companies are watching travel and entertainment expenses, they still feel that it’s important for their staff to stay connected, stay current on emerging trends in their industry, and to participate in education opportunities typically offered in conjunction with trade shows and other events.
Face-to-Face marketing experiences are personal, sensorial, tactile, emotional, and tangible. No alternate or surrogate for that kind of direct contact exists.
SOURCE: Page Ballenger, ExhibitResources.com