THE BENEFITS OF EXHIBITIONS

Exhibitions Are Not About Sales

If you are planning to exhibit at a trade show or business event, you need to have a very clear idea of why you are doing it and what you hope to achieve. Only then can you define your marketing strategy and make a success of it.

So, what are the benefits to exhibiting?

The first and possibly most important thing to remember is that effective exhibiting is not all about selling. The focus should instead be on generating sales leads, collecting information and prospecting for new customers. You do all this by stirring up interest in your brand, product or service, raising the profile of your company and personally engaging with potential new clients.

Of course, in some situations and for certain products, your exhibition display stand may be the perfect place from which to make live sales.

Other reasons for exhibiting

Some of the most common businesses and organisations exhibit at trade shows and other events include:

• Enhancing the image of the brand or company and improving its visibility in the market
• Introducing and explaining a new product to customers, demonstrating how it works and encouraging people to interact with it
• Reaching a large audience for a fraction of the cost of other marketing approaches
• Taking advantage of trade shows and exhibitions as a great PR opportunity

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