For many small business owners, exhibitions can seem like a daunting affair. Not only is there the financial commitment (which, once you take into account stand hire, transport costs, staff training, stand design and the myriad other costs, can add up!), but also the fact that you have to devote a large amount of time and man-power to carrying out a successful event.
Negativity aside, though, they are also an ideal location to get your business out there and advertise your brand to a highly targeted audience. With so many factors to take into account to make the event run smoothly, it’s worth taking a look at the potential benefits of exhibiting at an event to help decide whether it’s worth your time and financial investment. This article briefly explores 3 of the benefits:
Relevant exposure:
After taking the time out of their schedules to attend the event, booking and taking the required transport, and, of course, paying a pretty penny for a ticket, it’s implied that people in attendance have a reason to be in attendance. Whether they’re looking to buy, network, or research the market, each person there is a potential lead.
This considered, it’s important to have all bases covered: have some products on show along with staff who know about the product and pricing to appeal to buyers; have approachable stand staff and a system for giving / receiving contact details of those who want to network; have literature available about your company and products / services for those doing research to take away. This will ensure that you optimise your exposure.
Brand building:
In an established marketplace, it can be hard to get a new brand noticed; exhibitions provide an ideal backdrop to make yourself seen and heard. A well designed stand consistent with the look and feel of your company’s image can work wonders at an exhibition, and companies such as Nimlok can help optimise the design of your exhibition stand.
Gauge responses:
Reviews of the show and feedback from people who attended can offer some idea of how your presence at the exhibition was perceived. This information can be useful in figuring out what to change (and what to keep the same!) in future exhibitions, and can offer some useful insights into how people think of your brand. Consider furthering the opportunity for feedback by handing out feedback forms to contacts after the event.