Successful Exhibit MarketingExhibitions and trade shows are generally targeted at an industry or particular audience. Exhibiting at a trade show can be a great way to advertise to a target market and create brand awareness. This provides you with a perfect platform to promote your product or service to visitors who may have little or no knowledge of your products and services.
Depending on your type of business, product and market testing can be carried out at trade shows and exhibitions to gain industry or general opinion about your offering.
Being involved in a trade show or exhibition can provide you with opportunities to branch out to business-to-business trading and create a customer database from the visitors to your stand.
Selecting the Right Exhibition for Your Company
Choosing the best exhibition that matches your company's sales, marketing, branding, or other objectives is your first step towards success. It is a challenge, however, since there are an estimated 30, 000 business-to-business exhibitions held each year all over the world. After a thorough study, contact those exhibitions that are appropriate for your company's marketing goals and needs. Remember that exhibitions are about making sales immediately, or significantly shortening the sales process of the future.
The second step toward exhibiting success is establishing objectives for your company's participation. The sad truth is that 71 percent of exhibiting companies do not set objectives or plan strategies for their participation. Even worse, only half of these companies with objectives ever follow through on their stand. However, those companies that establish and measure objectives consistently achieve great success. Objectives provide direction for every aspect of your company's exhibition participation: your marketing strategies, branding plans, budgets, exhibit architecture, graphics, products, literature, IT support, and the necessary staff.
Objectives and Sales
Objectives also stimulate sales performance in the stand, particularly if they are measured in terms of their quantity and quality of contacts by the staff. This means you should turn your company objectives into personal goals for each member of your staff to achieve at the exhibition. Research consistently proves that successful exhibiting companies make sales related objectives their priority.
To set objectives, you must define what your company wants to sell, promote, market, brand or communicate in an exhibition - and to whom.
'As proud owners of AUSPACK the APPMA is extremely pleased that the exhibition was an outstanding success. AUSPACK PLUS 2013 achieved not only a record number of exhibitors, but also the highest number of visits in Sydney
for over a decade. The most pleasing aspect of the show was the level of optimism by both exhibitors and visitors. In particular the positive feedback received from a majority of
our exhibitors on the high level of enquiries and quality that they received at the show.'
Mark Dingley, Chairman - Australian Packaging and Processing Machinery Association
I have been highly impressed with ETF’s professional approach and their willingness to go “the extra mile” to achieve a good result for all parties. They have taken the time to bring me up to speed with the process and guided our enthusiastic volunteer organising committee, and worked wonders in getting the industry to engage with the exhibition.
Duane Findley, Chief Executive Officer, - Irrigation Australia Limited
'LNG 17, the 17th International Conference and Exhibition on Liquefied Natural Gas, was the largest event the American Gas Association has conducted in our ninety-two year history and we chose ETF because of their proven dedication in delivering this global event. We have already appointed ETF for our next global event the 27th World Gas Conference, WGC Washington DC 2018'
Jay Copan, Executive Director - LNG 17, American Gas Association
‘It is important for Executive Air to be at The Travel Industry Exhibition as it provides us with the perfect opportunity to not only showcase our latest boutique air tours, but also to meet those key industry
people that are just as excited as we are about our products. Without those people, we have no business- it’s that simple.’
Nick Tratsellas, National Marketing Manager, Executive Air
Nick Tratsellas - Executive Air