Having worked very closely with CEOs and business leaders, I know only too well of the criticism and bad rep events and exhibitions can be on the receiving end of. They can be perceived as having a costly initial outlay, there’s a host of paperwork and logistical arrangements to sort and the charge for an electrical socket alone can make your eyes water. But the benefits to your businesses bottom line can be like no other marketing activity. The amount of people you can put your company and your cause/solutions/products in front of can make a huge difference to your brand awareness, social and media coverage and ultimately sales.
Exhibitions are certainly not a thing of the past and could be a crucial part of your marketing tactics for several important reasons:
1. Networking and meeting existing customers: Exhibitions provide a captive audience of like-minded professionals, all eager to learn and develop their networks. Events are hubs for networking and collaboration. They provide opportunities to connect and have a coffee with like-minded individuals, establishing new or reigniting old partnerships, and fostering collaborations that can lead to new business ventures or collaborations.
2. Brand Exposure and Awareness: Participating in exhibitions helps in building brand exposure and increasing awareness among a targeted audience. It allows businesses to create a physical presence, showcase their brand identity, and engage with potential customers in a way that digital marketing along cannot achieve. Exhibitions offer the opportunity to leave a lasting impression, give a sense of who you are and what you stand for and generate brand recognition.
3. Gathering media interest and coverage: A lot of the large scale exhibitions tend to have media partnerships and followings as part of their event. Be sure to check with organisers and discuss opportunities to share a case study, talk about your offering and share your expertise. These are great opportunities to gain additional media publicity and exposure reach from the event.
4. Showcasing Innovation: Exhibitions provide a platform for businesses, industries, and individuals to showcase their latest innovations, products, and services. It allows them to demonstrate their advancements, attract attention, and generate interest from potential customers, partners, and investors.
5. Research and Education: Exhibitions offer valuable insights into market trends, market interests and insight into your competitors. There’s often helpful seminars, discussions and workshops that provide market insight and feedback. By interacting with delegates, exhibitors and speakers, you can gather market intel to help with your market position, future roadmap and sales strategies.
Over the last decade digital marketing has transformed the way we promote and reach our audiences but exhibitions offer unique benefits that cannot be fully replicated online. The importance of physical presence, immersive experiences and the opportunity to gain real connections that events and exhibitions continue to provide, make them an important part of business and industry interactions.
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