Trade shows have been in existence for longer than you may realize. Sure, today’s form of trade exhibition may have evolved slightly, but for all intents and purposes, today’s trade show is yesterday’s market stall.
“What do you mean exactly” you may be thinking. Let us explain it like this. In a bygone era, farmers, artisans and other specialized trades (such as blacksmiths) produced their goods on their properties. Whilst they may have had some passing trade from those who knew about them and who could get to them, most of their sales would have come from going to market where they plied their trade. At market, not only could they sell their goods, but they could collect orders from customers, pick up items they needed and make connections with others who were important to their business or lives in some way. To them, the market was an opportunity for them to sell goods, to get what they need and to be seen, so that into the future, when they next came to market, they would have new business. The better their stock, the more they would impress others who may make a purchase next time. Essentially it was a branding and sales exercise.
Fast forward to today. Today customers can come to you to make purchases from numerous different sources; social media, the internet, your bricks and mortar store or any other of a number of ways. Your brand exposure is larger than it ever was, but sadly for you, your competition is larger and fiercer than it ever was too.
This is where trade shows can be of assistance. Sure it has to be the right trade show – a mix of high relevancy to you and your industry and good customer exposure – but should you find an exhibition where you can show off your prowess, and educate the market about what you do, then the world is literally your oyster.
To our way of thinking, a trade show actually offers some branding potential above and beyond other marketing activities which you may be involved in currently. Here are 4 good reasons why a trade show offers you brilliant branding exposure:
- By attending the right trade show, you can create an association in the mind of your audience. They will then – on the proviso that you have attracted them to your stand and they like your goods – be more likely to remember your brand when it comes to purchase time.
- Attending the trade event is but one part of the puzzle. It is important that you create items for your audience to take away. Whilst they may make a purchase/sign up on your stand, chances are they will do this at a later date.
If you can provide them with marketing materials which they take away you will have higher chance of them making that purchase from you. Furthermore, these items are likely to stay on their desks where they may be seen by colleagues and others who may be interested in what you have to offer. Suddenly your branding reach extends well past the exhibition.
- Today, exhibition organizers will have websites and other marketing collateral which they use to bring in visitors and to sell the event. If you get your booth early enough, you may find that your logo and brand is promoted in their marketing materials, again increasing your exposure to a wide audience.
This is important too, because not everyone who wants to attend a show gets there. This is where branding before the show helps you make an impact.
- News outlets often cover trade events and report about them in industry press. If you are lucky enough, have an attractive booth or stand out for some other reason, you may just get a little extra press coverage.
Finding the right trade event is obviously very important, but we are confident, that should you find the right show and combine it with a brilliant exhibition stand and product, then you will stand to reap the benefits that come from a solid branding exercise. If you need any help with your next show, please get in touch. We would love to help you and your business reap the rewards.
