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Why Take Part In A Trade Show?
Whether you are a well-established player or a start-up company, there are many reasons to attend trade shows on a regular basis. These can be anything from local events to national, European or even multinational, depending on the scope of your business and the audience base you want to reach.
So why should you make the effort to get a booth or simply attend as a visitor? What’s in it for you? Here are just some of the reasons why every business should make trade shows a part of their yearly calendar:
Knowledge Building: It’s important to keep up with new trends in your sector or you risk being left behind. Attending a trade fair is one of the simplest ways to learn about the latest products, technologies, opportunities or resources available to you as a company. Most fairs will offer education seminars with expert guest speakers so you should take advantage of these.
Meeting Clients: In addition to keeping you on top of the latest trends, trade fairs are a great opportunity to talk with clients and find out what their priorities are. If you have important existing clients then meeting them face-to-face can help to cement relationships. If you are looking to expand your customer base then you can also do this. Remember to get a list of who is attending so you can maximise your chances.
Marketing Opportunities: If you have a new product of service to plug, then a high-profile launch at one of the bigger trade fairs can help you to create the impact you want. If you send out press releases before the event hinting at something new then you can build up a bit of a buzz before unveiling it at your booth. If you’re a small company it may be worth employing the services of a marketing expert to ensure you get the PR right.
Scoping The Competition: Do you know what your major competitors are up to? Have the identified any new niches in the market that you have not yet tapped into? A trade fair gives you the chance to indulge in a little harmless espionage. Make sure one of your team is free to visit other booths and have a look at what other companies in your sector are doing. This may help you develop new ideas or simply confirm you are on the right track if you are a very young company.
Cost and Time Savings: Whilst you generally have to pay for a booth at a trade fair, attending one can actually help you save time and money in the long-term. This is because it allows you to combine sales, marketing and relationship building activities in a single venue over a day or two. This means you will have to expend fewer resources on such things over the rest of the year. And of course, the money you spend will be more than offset if you plan your time strategically and make plenty of new sales leads.