Have you ever exhibited or considered exhibiting at a trade show? If not, you should at least explore the possibility. Exhibiting at a trade show offers a lot more than just providing a platform to display your products.
Below I have listed a few reasons why attending trade shows is beneficial for any company looking for expanding their brand.
1. See the new developments, trends and potential opportunities.
Most manufacturers use trade shows to launch their new products so even if you’re not exhibiting it’s always good to see the emerging trends and have a sneak peek at what the industry leaders are doing.
2. Be seen as a part of the scene not just an onlooker.
By exhibiting alongside all the big players in your industry your brand will be seen as one of industry leaders, a perfect case of “fame by association”. Use the event’s name and publicity it generates to promote your brand.
3. Target the pre-qualified, captive audience.
Trade show organisers go to great lengths to pre-qualify the attendees. Through the many and various channels available to them they pitch the event to people whose profession, hobby or interests are aligned with the products and services on display at the show. This pre-qualified, focused and captive crowd is at your fingertips for the duration of the show.
4. Industry Press and Media.
All good trade shows get plenty of coverage in the industry media. It is not difficult to get your brand or your product featured.
5. Awards and Recognitions.
Every trade show has a multitude of awards or other forms of recognition on offer. Winning an award can give your product and in turn your brand a big boost and is a great promotional tool.
Once you have decided to attend a Trade Show, make sure that you get most out of it by utilising every opportunity available to you as an exhibitor.
6. Get plenty of pre-event publicity.
Announce that you are exhibiting through all your channels; your website, social media, newsletters, press ads. Make sure all your clients, suppliers, associates know that you will be exhibiting.
7. Get plenty of post-event exposure.
Invite media representatives to your stand and explain your product or service to them. Have your press kit ready. Well written press releases and good quality photograph go a long way towards getting some free ink.
8. Be smart with your display.
If your budget doesn’t stretch enough to have the biggest, boldest exhibit at the show, think smarter rather than bigger. Remember, you want to stand out from the crowd so think creatively – a clever, engaging display will get more publicity and interest than a big and boring, template-based exhibit. Plan ahead - one of the biggest mistakes you can make is the “last minute” display.
9. Get a real-life picture of what your brand perception is.
By talking directly to your target demographic you can quickly get a very accurate picture of how your brand is perceived within the industry. This is a very valuable piece of information that can be used for your future branding, advertising and marketing efforts.
So, are the trade shows really worth exhibiting at? In short, yes, but before you commit, do your research and ensure that you only attend the shows that are relevant to your product or service. Once you’ve identified the right trade show, ensure that you have sufficient budget and logistics to exhibit at a level that will do your brand justice. After all, promoting your brand is the main reason you are going there in the first place.