In the past, trade shows were loaded with deprived reputations. People perceived them as ceaseless booths occupied with foldable tables, substandard swag, desperate salespersons, and unpleasant promotions. While that might have once been true, today’s trade shows are showy events, where organizations spend substantial resources to impress attendees. Some of the trade shows conducted today feature exclusive private parties, impressive multimedia booths, and performances from famous musicians. As a leader in trade show displays and booth rentals, ExpoMarketing provides excellent exhibit rentals that look like custom-built booths without ownership costs.
Regardless of all this excitement, a trade show is all about doing business. Organizations organize tradeshows to close deals, generate new sales leads, and to connect directly with others in their niche. These industrial congregations provide a unique opportunity for companies to create a persuasive, in-person sales tone that remains in the minds of prospective customers for a couple of months.
What is trade show marketing?
Normally, a trade show takes place in a large theatre or a convention center and features participants from every sector of the industry concerned. For example, a trade show for the clothing industry will feature firms that sell fabric, others that deal with machinery, and also those who sell outfits directly to the consumers.
With large numbers of potential customers congregated in the same place, trade shows present amazing marketing opportunities. They provide companies with an opportunity to connect with clients who are most concerned about what the company has to offer. Most businesses set up booths that feature informed sales representatives, promotional materials, printed signs, and video displays to show up what is commendable and appealing about the company. The representatives will hold contests, give demonstrations, deliver speeches, and other promotions to try and attract the attention of the people who have attended the trade show.
Trade show marketing has one major drawback: the time and cost needed. Businesses need to plan for months and spend massive amounts of money to prepare for a trade show that will only last for three to four days. If a company makes a mistake, there is no way to correct it once the trade show begins. A trade show gives a company one shot to do things right.
Who can use trade show marketing?
Everyone from the foodservice industry to video game creators holds regular trade shows. Some of the shows are targeted to potential business customers, while others target individual consumers. The number of attendees depends mostly on the attractiveness of the products being presented.
Since the size of a trade show represents the size of the entire industry, it provides loads of opportunities for both small and large companies to promote themselves. For instance, a tradeshow for beverage producers might highlight a booth from a smaller beverage company next to a booth from a multinational company like Coca Cola. A trade show makes the playing ground even by offering every marketer who has the ability to attend a chance to participate. The small beverage company cannot compete with Coca Cola through TV marketing, but both companies have an equal opportunity to connect with potential customers on the trade show floor.
In conclusion, a company should consider its participation in a trade show successful if it returns from the show with a list of connections, media mentions, orders, or prospects.