It doesn’t matter what size company you are in, whether competing in a multinational hi-tech world or maybe a small on-line business or even a small part time hobby craft company, a trade show in your own particular field is a great marketing source.
Trade shows or exhibitions are organised generally by companies in your specific industry in order to showcase new products and, in turn boost that particular industry. The one thing which sets a trade show apart from other forms of marketing you may be considering is that the research and advertising is all done for you. You only have to turn up and show your wares. Your target audience will come to you without you having to do anything.
Most companies who organise trade shows (particularly the larger ones) can generally afford to promote their exhibitions or trade shows on a larger platform than your own company would be able. Think of the motor show, boat shows and home shows. These are all advertised on prime time TV and will often even appear on magazine style shows giving free promotion to the individual exhibitors. Although some smaller shows will not have the same coverage, they will still be advertised in specialised magazines, local papers, web sites, mail outs etc. – all of which is paid for by the organisers.
Occasionally, companies will organise industry specific or client specific trade shows or exhibitions by invitation only ensuring that only the most serious of buyers will attend. Depending on your business this can be an advantage so as not to waste any time with the general public who sometimes only come in ‘to look around’. On the other hand, if you are a smaller company specialising in say craft goods for instance, you may find the general public are your bread and butter and an exhibition could be the perfect opportunity to make new regular customers who may not have found you through other means.
As well as making sales, you will get your company name out there along side your competitors in the exhibition hall, and keep up with any trends being led from some of the larger companies. You may even find yourself exchanging ideas with some of your competitors. Not only is the exhibition hall a great place to create and make sales, it is also a hub for you to keep up with your own specific industry.
Most exhibition organisers will have their own web site where you can find out all the information you need about a specific exhibition or trade show. You will often find addresses and contact details on the actual venue’s web site too. You can find out all you need to know to help choose the right exhibition for you from how many exhibitors attend the show to how many people come through the doors. It is also a good idea to try and find out from some of your competitors of success they may have had at past exhibitions. After all – the exhibition experience is there to ultimately boost interest in your entire industry so a little liaison with your competitors can be a good thing for all parties.
Tags: event marketing
