Why Exhibitions Work

Exhibitions are one of the most effective mediums for establishing and maintaining customer relations - enabling them to touch, see, smell & feel products & then ask questions. In an increasingly digital age, they are the only media where buyer, seller and the product physically come together - a potent force for business.

Exhibitions allow you to demonstrate products, answer questions, overcome objections and meet your market face-to-face.

At an exhibition you can harness all five senses to drive home your messages.

Exhibitions bring your most active prospects and customers to you.


Facts

60% of visitors come specifically to see new products and services
45% come for information
35% to keep up to date with technology 20% to make business contacts
87% are aged over 25
The top three reasons for recommending exhibitions to their clients were (in order of importance)
To build brand awareness;
To attract new customers;
To have direct contact with a target market (EXSA Research)


Benefits of Exhibiting

Neutral sales environment - The buyer feels under no pressure to buy, while the seller is not apprehensive about visiting the buyer on his home territory.

A two-way communication process - Unlike magazines and direct mail, exhibition involve a two-way communication process. Visitor can question, challenge and debate. Exhibitors can give and seek information. Most importantly, business is conducted face- to- face, the most persuasive form of selling, and of building customer relationships.

The buyer come to you - Exhibition visitors are pro-active rather than passive recipients of your sales and marketing messages. They make a conscious decision to attend, and set aside valuable time to do so.

Launch Pad - Exhibitions are a recognized launch pad for new products, and an extremely time-efficient way to keep up to date with the latest innovations.

Consumer understanding - Exhibition visitors find the environment secure enough to divulge key demographic information to assist in developing a quality database to understand your consumer.

Real -time feedback - Companies are able to gauge real time reactions & feedback from potential consumers regarding any specific element off the brand.

Relationship building - Exhibitions are about relationships - creating, reinforcing, developing and even mending them. Exhibitions offer personal interaction, a chance to get face-to-face with your market and thus are a critical reason to place the right staff on your stand with the appropriate skills, knowledge and attitude.


Tips for Exhibitors

Make appointments in advance and plan activities such as lunch, etc. outside of show hours to maximize the benefits of consumers.

Plan regular demonstrative, competitions or activities that will entertain and motivate visitors.

Display and highlight new releases and design the stand around the product/service rather than trying to fit products into a design.

Take time to select the right exhibition team and train them on the goals you have for the show. It is critical that your staff create a welcome atmosphere - not clustering with friends and other staff - nobody will approach a group of strangers - it is too intimidating.

Don't ignore visitors - if staff are too busy when someone approaches, they should try to acknowledge them or try to include them in the conversation. If conversing with other staff they should break it off immediately.

Rehearse qualifying lines for the staff to ensure the database you collect is strong and relevant.