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So, what’s going to happen to the exhibition and trade show industry after Covid-19?

So, what’s going to happen to the exhibition and trade show industry after Covid-19?

We believe that trade shows and exhibitions will help the world economy recover, by helping individual businesses recover.

As lockdown starts to ease, we are all starting to think about what the future holds. Although trade shows and exhibitions may still be a way off yet, once the government gives the go-ahead to open up the conference and exhibition centres again it will be the best and most effective way to give your brand or product the showcase it needs to get back in the spotlight.

Here we list our top ten reasons why exhibiting at a trade show will help businesses get back on their feet after Covid 19.

  1.  To Showcase your Services

Trade shows offer vendors a highly targeted audience within their respective industries. Professionals in those industries are motivated to attend trade shows knowing they will find the latest technology and concepts currently influencing their profession. Your particular services will be on show for decision makers in your industry who actually demand them.

2.  To Launch a New Product

If you are in the process of launching a new product or idea into the market, there really is no better platform than a trade show where you will get maximum exposure within a highly focussed group and the opportunity to connect directly with the people within your industry who matter.

3. To Boost Brand Visibility

It doesn’t matter if you’re one of the bigger players in your industry, a small start-up company or niche supplier, you can still establish a presence as a leader or influencer in your specific market by intelligent positioning of your brand. Play to your strengths and make your brand known to both your customers and peers. You want people to know who you are.

4.  To Meet your Target Audience Face to Face

Most marketing avenues channel towards the objective of singling out a potential customer for one-on-one contact; whether that be in the form of generating incoming calls to your business through advertising or encouraging on-line searchers via SEO to fill out forms leaving contact details which can be followed up by your sales team.

Trade shows offer up the absolutely ideal scenario of your potential customers actually coming to you! It is a unique opportunity to increase your brand exposure and connect to consumers on a personal level from the get-go. Nothing beats a hands-on demonstration and eye-to-eye contact when it comes to selling. Allowing your customers to experience your product or services first hand will increase interest in your brand and drive sales.

5.  To Expand your Customer Database

Not only do you reap the benefit of meeting your customers face to face, you could also potentially meet hundreds of them! The amount of highly targeted professionals in your industry under one roof for a limited amount of time is an unparalleled opportunity to increase your viable customer contact list. Make sure you have some form of data collection and processing in place so you don’t miss out on any of those hot leads.

6.  To Research Developments in your Industry

It is important that your brand stays relevant within your industry and the only way you can ensure that is for your business to stay informed of any new products or ideas which may be influencing the industry as a whole. Not only are trade shows the ideal platform from which to market your brand, they also offer up an opportunity to learn about your competitors, find out what’s working, network with your peers and potentially embark upon mutually beneficial relationships which could expand your supply chain.

7.  To Keep an Eye on the Competition

Bigger players in the industry are generally more likely to spend a bit more money at a trade show. They will have the big glossy stands in the centre of the hall. Often they will take a few more risks introducing new technology or ideas which will influence the market as a whole. For this reason it is the ideal opportunity to observe what your competitors are doing so you can gauge the direction your industry market is likely to follow. You can also apply any successful tactics you witness from other brands to your own business. Apart from anything else, being amongst your peers and a group of like-minded people can be highly motivating.

8.  To Expand your Distributor Network

Not all other exhibitors will be in direct competition to you, many will be from other parts of the industry food chain. You may discover new and upcoming businesses hitherto unknown, which could be highly compatible to your own business module. Trade shows are great networking opportunities within your specific industry.

9.  To Expand your Industry Contacts

Even your competitors at a trade show could end up as friends. You never know who you might meet, who might turn out to be mutually beneficial business wise. Maybe you sell the same product but in different parts of the country – you could come to an agreement to supply your own area and recommend each other to those outside your ‘home turf’. Maybe you can team up with another business selling parts which work in tandem with your product – you could sell as a package and both benefit from each other’s customer database.

 10.  To Obtain direct Feedback and Opinion

There are businesses out there whose sole function is to provide other businesses with feedback on their brand or product. Honest feedback from your customers as to what they need and how they see your brand is one of the most valuable resources you can get when it comes to marketing. It should influence your whole business structure moving forward. 

Trade shows present a unique opportunity to receive real-time feedback from a highly targeted group of people. Apart from face to face contact you could also conduct a short survey, involving some kind of interaction on your stand – maybe rewarding participants with some kind of incentive such as a competition or giveaways. The data you collect will be invaluable.

Open for Business – If you can use any of our services please call us on 02 9972 1900

Open for Business – If you can use any of our services please call us on 02 9972 1900

With all that is happening around us at the moment we just wanted to reassure you that ExhibitionCo is open for business.

It’s not exactly ‘business as usual’ as we are adapting each and every day to new developments and advice, with our main priority of keeping our team and customers safe and happy.

The event and exhibition industry has been hit hard with the limitations put on large gatherings of people but we are convinced it will bounce back stronger with businesses and brands needing to be on the front foot when it does.

So we, as a company, are looking to the future and ready to work together or discuss any of your ongoing or upcoming projects to keep your brand in the spotlight through these next few weeks and months.

You may not know this about us but we are
not just about exhibition stands!

Over our 30+ years of being in business we have worked on many diverse projects covering all manner of construction and manufacturing projects including brand activations, point of sale, retail, office fit-outs and project management.

Our huge in-house manufacturing facilities on Sydney’s Northern Beaches include: printing, signage, project management and labour teams.

If you could use any of our services at this time we are
‘Open for Business’ and we’re here to help.

Call us on 02 9972 1900 

Below are just some of the services we offer:
Office fit-outs or upgrades:

Point-of-sale and retail displays:

Signage – 3D Letters, Large Format Printing, Banners, Promotional:

Joinery and cabinet makers

You may not know this about us but we are
not just about exhibition stands!

Over our 30+ years of being in business we have worked on many diverse projects covering all manner of construction and manufacturing projects including brand activations, point of sale, retail, office fit-outs and project management.

We have huge in-house manufacturing facilities on Sydney’s Northern Beaches which include: a paint shop, large format printing and signage, plastics, metalworking and woodwork. We have a fully qualified and trained team consisting of carpenters, cabinet makers, painters, product and graphic designers as well as our project management, account management and labour teams.

If you could use any of our services at this time we are
‘Open for Business’ and we’re here to help.

Call us on 02 9972 1900 

See some of our more diverse projects we’ve been involved in below:

Office fitouts and upgrades…

Display cabinets and point of sale…

Large format printing and signage…

The importance of post trade show evaluation and how to calculate return on investment.

The importance of post trade show evaluation and how to calculate return on investment.

For many exhibitors, attending a trade show means a huge buzz of activity for a couple of weeks leading up to the event, followed by a crazy 2 or 3 days of intense networking, selling and brand pushing to as many people as possible in a very short space of time…. followed by a huge sigh of relief when it’s all over!

However for those exhibitors ( …and that really should be ALL exhibitors) with a ‘Grand Plan’ it’s really only the beginning of the process. Now is where the real work starts; in evaluating the event, tracking and nurturing leads and converting prospective buyers.

Methodologies for measuring the event’s success can go from evaluations such as simple observations, gathered and documented feedback (from both your own staff and your visitors) to calculated ROI and ROO. But one of the most important factors in being able to truly evaluate your trade show success is by having very defined goals and event objectives at the outset.

Depending on your brand or product, your trade show targets might be anything from generating new leads, launching a new product, testing a product’s feasibility in the market, making direct sales or just creating brand awareness and showing support for your industry.

Once you have determined your objectives, the next step is to set specific and quantifiable metrics by which to measure success. For example, it’s not enough to say you just want to generate new leads. You need to clearly define objectives; such as a set goal of; 100 new prospects to be followed up with a lead nurturing campaign where you aim to narrow down “hot” leads with an ultimate goal of a 5% final sales conversion rate.

Even before the event you should be focusing specifically on your goals and targets by sending invites stating your intentions such as; ‘We would like to introduce our new product’ or, if direct sales are your intention then offer a special price to buy on a specific day. If it’s just market visibility and brand awareness you want then offer incentives to stop by the stand.

As well as specific goals, you should set structured timelines. For example, plan to follow up initial leads within 1 week of the show, with a secondary follow up, whether by email or phone call within a month, with a target to finalise sales within 6 months. Make sure your staff track and record all responses both positive and negative and note any income eventuating from an initial show contact, even if several months after the event. This way you can define revenue against your costs and calculate your (ROI) return on investment.

Though not offering monetary incentives directly, your (ROO) return on objectives is just as important to evaluate. For instance if your main objective was to raise brand awareness in your industry or to gauge perception about your business from your industry peers then you can still set prescribed targets. This might involve asking potential customers to fill out surveys both at the show and after it. Then perhaps another 6 months on to see if perception has changed. Creating charts based on answers will help you track your results and create a quantifiable measurement.

Measuring and evaluating results against specific goals will enable you and your team to make key strategic and tactical decisions moving forward towards your next event. Your results should help decide which events are worth attending and many other considerations which all play a part in a successful exhibiting experience.

You should also aim to evaluate your exhibition stand itself. Find out if there are any improvements to be made. Ask your staff and visitors about their experience. Was the stand the right size? Was the location good?  Were you losing prospective visitors to another stand – if so, why? Was there a particular feature which was a talking point?  Seemingly minor things such as what time of day was the busiest and which way did foot traffic enter and leave the stand can all provide invaluable data when planning for your next event.

Laws of attraction. We show you 6 ways you can boost your visibility on the trade show floor.

  1. Think outside the ‘box’

Just because your floor plan is defined as a square or rectangle doesn’t mean your exhibition stand design needs to adhere to the usual square or box shape. If you want to stand out from the regular exhibition stands around you try using unusual angles or shapes. Anything which catches the eye and looks slightly incongruous will challenge the onlooker and become a point of interest. This will make your stand more noticeable and more memorable.

Try and look at things from a different angle!

  1. Create an optical illusion

Anything which creates a slight optical illusion or makes the onlooker do a double take will create impact. Holograms jumping out into the 3D space, structural design which plays with perspective, projection mapping or printed images continuing across different planes all spark curiosity which, in turn creates intrigue and inquisitiveness.

Sometimes making people work a little to get the message can be a very effective marketing ploy. A bit of a riddle, illusion or something which requires processing by the brain will immediately involve the onlooker as participant and instigate an instant engagement with your brand…and that in turn, will make you more memorable.

  1. Don’t waste floor space on boring old flooring

It’s an unfortunate truth these days that a lot of people walk around heads down, staring at screens as they move about the place. So, why not take advantage of our insular behaviour by using your floor space as a graphic canvas!  It also creates a great overall visual impact for your whole stand. Print your message or branding or just something eye-catching on your floor.

Graphic materials offer many options of non-slip, fully-removable self-adhesive print media for carpets, tiles or even concrete. A very effective use of graphics can employ the ‘optical illusion’ from our last point by continuing the same image across the different planes of wall and floor creating a fully immersive space.

  1. Make lighting a feature

Stand designers are well aware of the power of lighting. Using certain colours and intensity, lighting can evoke different moods, highlight a specific object or area, create focus or even just become a feature in itself. With the progress of AV technology, options are endless. Highly effective sound-responsive or interactive lighting features can be easily incorporated in your overall stand design to great effect.

  1. Get creative with materials and textures

Industrial and organic textures are very popular at the moment and particularly on trend is mixing seemingly incongruous textures together such as metals and live greenery, wood and concrete, reflective and high gloss surfaces with matte and brick finishes.

The use of cheaper materials such as cardboard, ply-wood and MDF are also very popular and even making the raw appearance and finish of such materials a feature of the overall showcase.

Not so long ago it was all about hiding all aspects of construction such as joins, hinges or handles and to make everything look as seamless as possible. Now it is all the rage to make any inconsistencies in the structure integral to the design itself. Even highlighting and exaggerating construction elements creating the overall visual impact of ‘Industrial Chic’ – is right on trend!

  1. Be theatrical! – Turn your stand into a set

Create a ‘set’ rather than just a stand. Combine the whole thing into an experience to fully immerse your visitors. If your product is generally used in a business environment, why not create an office space to showcase your brand in its natural environment!  Print the walls, print the floors, use all senses, put on demos – create an entire ‘scene’ not just an exhibit.




Why you’re going to see temporary Pop-ups popping up everywhere this summer

Why you’re going to see temporary Pop-ups popping up everywhere this summer

A ‘pop-up’, in this context, is a temporary retail space which offers companies a ‘here-today-gone-tomorrow’ sales or marketing environment to showcase a brand or product in a ‘trial size’ platform. Being such a short term venture, a pop-up offers up relatively low-cost opportunities for a company to take some creative risks, have a bit of fun, generate some buzz and introduce their brand to new audiences.

It’s a kind of low-commitment advertising platform which allows emerging brands to experiment a bit with their retail options and, at the same time, create an immersive experience for potential customers without signing up for a ton of overheads involved with a permanent retail location.

To take advantage of the ever evolving shift in shopping behaviours of the general public, brands are increasingly embracing the brave new world of high-tech, high-concept experiential pop-up shops. The retail transformation we’re seeing where consumers are moving from in-store to on-line and prefer experience and interaction with a brand is not just a passing fad, but a by-product of  brands evolving to meet market demands. Continue Reading