Top 15 Reasons to Exhibit at
Tradeshows
1. Sell what you offer to visitors.
Without a doubt, this is the best reason to go to a Tradeshow - not the only
reason - but by far the best. On average, only 9% of attendees who visit an
exhibit have been called on by a sales person within the 12 months prior to a
show. This means that more than 90% of the visitors will see you for the first
time this year.
2. Sell what you offer to other exhibitors.
A reverse show, or one where you're targeting the other exhibitors, instead of
the visitors, can work very well. Supply goods and services that the exhibitors
use in their daily business, or could sell to their customers. Just walk the
show floor and collect business cards. Sell after the show is over: "You gave
me your card at the show, could I have a few moments to speak with you?"
3. Get leads for your sales force to follow up.
Eighty-six percent of exhibitors go to shows to get leads and only leads. This
is a good secondary reason to be at the show, but it should never be your
number-one reason. When you gather leads, try to make sure that contests or
drawings attract only people who can do business with you.
4. Network and troubleshoot with other
professionals. You can share your war stories with others who
have faced the same challenges and learn from more experienced pros in the
business. Many companies walk away from the show with new insights on current
challenges.
5. Establish industry positioning. A show is
a great place to announce to the world that you're a player. The more floor
space you have, the bigger the player. You can fill space with plants, rented
furniture, and sales people to make a major statement without spending lots of
money on an exhibit.
6. Meet with existing customers. You
can make weeks' and months' worth of sales calls to your existing customers in a
short period of time. Invite them to see what's new and offer them a special VIP
gift.
7. Visit with people who are otherwise hard to meet.
At tradeshows you can get to key buyers who are otherwise unapproachable. Find
out which shows your hard-to - see prospects attend, and have all hands watching
for them.
8. Introduce new products to the market.
This works great if you can coordinate a product launch with a Tradeshow. Invite
customers and prospects to come see your new offering.
9. Do market research. In just a few
days, you can try new offers out on thousands of buyers and fine-tune your
pricing and product focus. Just change the signs on your exhibit to test
different headlines and offers.
10. Find new employees. It's
virtually inevitable that job seekers will be walking the show floor. Put up a
small sign: "Now Accepting Selected Applications". Be discreet; you'll probably
be contacted after the show, too.
11. Find new dealers, representatives, and
distributors. If you're looking for help distributing what you sell,
put a small sign in you exhibit stating "Dealers Wanted" or "Agents Wanted".
12. Conduct business meetings. You
can meet with business partners and prospective partners in just a few days. To
do the same thing without the show would cost you thousands of dollars and weeks
on the road. Many companies combine sales meetings with Tradeshow events.
13. Scope out the competition. You'll
get a clear picture of your competition's marketing strategy and a glimpse at
their directions at a tradeshow.
14. Get smart. The educational
sessions are good reason to go to an industry or association conference. If
possible, be part of a panel or, better yet, be a featured speaker at the
educational program. Invite customers and prospects to see the program.
15. Get media exposure. The trade
press are at industry and association shows. National media are at large
consumer shows.
Excerpts from: More Secrets of Successful Exhibiting By Mark S.A. Smith
Compelling Statistics
Exhibitions are the #1 source for attendees who make the final purchasing decisions! 37% of attendees have the "final say"
Exhibitions are used more in the
selling process than any other marketing
tool.
Compared to direct sales, trade
publications, public relations, internet and
direct mail, exhibitions cost 56% less to close than field sales calls
and 48% of exhibition leads do not require a sales call to close.
More than 350,000 U.S. Companies exhibit an average of at least 4 times per year.
57% of attendees at trade shows are planning a purchase within the next 12 months.
83% of trade show attendees have buying influence.
17% of total business-to-business sales take place on the show floor.
81% of attendees go to see new products or technology
76% of attendees arrive with a specific agenda or need in mind. They know some of the companies and/or products they want to see.
Exhibitions are most effective for reaching each of the following marketing objectives:
Promote brand image and visibility 22%
Take Orders for products and services 20%
Promote awareness of company and capabilities 19%
General sales leads 15%
Introduce new products and services 13%
Enter new markets and regions 11%
How
do attendees learn about exhibitions?
52% Direct mail
31% Attended previous exhibitions
28% Trade publication ad
24% Word of mouth
22% Invited by exhibitor
22% Member
18% Internet 12% Article or editorial
7% Newspaper
71% of the organizations studied intend to increase their exhibition participation over the next 3 years.
45% of organizations intend to increase their exhibition participation in the next 12 months. 31% remain the same.
The percentage of a company's marketing budget spent on exhibition participation has increased by 19% in the last four years.
The larger the exhibit, the greater the impression. The average "most remembered" exhibit has increased from 6,649 square feet to 9,336 square feet, or by 71%.
Top
reasons for remembering an exhibit (other than size)
62-67% Product interest
49-53% Well known company
37-49% Product demonstrations
26-27% Stage/theater presentation
18-19% Exhibit color design
14-21% Exhibit personnel
13-14% Literature
10-20% Giveaways
Excerpts From: Center For Exhibition Industry Research's (CEIR'S) Most
Current Reports