Top Reasons Why Exhibitors Value Trade Shows
Exhibitors have plenty of
superb reasons for choosing to market at trade shows. And many of those reasons
are hard to duplicate elsewhere.
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The following are some of
the top reasons why exhibitors choose trade shows.
1. Creating
Awareness
Most exhibitors attend
trade shows to create more awareness about their products or services. They get
to improve the brand recognition of their business. Creating awareness is even
more essential for startups, new exhibitors, or firms entering new geographical
markets.
2. Lead
Generation
Exhibitors also exhibit to
gain leads from new prospects and clients. Trade events are a primary technique
for lead generation for B2B companies. Many exhibitors bring back tons of leads
to fill their sales force channel. Additionally, exhibitors can qualify the
leads straight at the event and move them further down the purchase cycle.
3. Build
Partnerships
Many exhibitors turn to
trade shows to create or strengthen their partnerships in the industry. Trade
shows bring significant value beyond reaching buyers and prospects. The shows
are where industries gather, and they're usually the best time to create and
renew alliances with partners, besides buyer interaction.
4. Interact
With Existing Customers
Of course, it is extremely
valuable to interact with buyers face-to-face. A large portion of exhibitors
participate in trade shows to see their current customers. In-person
communication with customers while they are at their workplaces is hard, hence
trade shows offer exhibitors that chance. In their trade show booths,
exhibitors can reveal new merchandise, and cross-sell and up-sell consumers on
other products. All in all, they can ensure everything is alright and their
relationship is strong.
5. Link with
Industry Colleagues and Vendors
Besides partners and
buyers, exhibitors also want to network with their industry colleagues and
vendors. Trade shows allow them to do just that. A trade event is an opportune
time to catch up and discover what is going on in the industry. E.g., what are
the major problems? Which products are trending? What companies have been
prospering or failing? Etc.
6. Keep Tabs on
The Competition
Many exhibitors also go to
trade shows because their competitors are there. They want to guard their
existing customer relationships, and be in the know when attendees are seeking
new solutions. The exhibitors figure that if their competitors are at the
event, then the customers must be there, as well.
7. Support the
Industry or an Association
Approximately half of all
trade shows are run by an association. And a trade show's revenue supplies most
of a particular association's budget. At trade shows exhibitors help their
industry association to expedite education and networking for members. The
support also enables the association to fund advocacy and lobbying strategies
on behalf of the exhibitors.
8. Communicate
with Many Buyers at One Go
Exhibiting at a trade show
also allows exhibitors to interact with many buyers at one time, Thousands of
attendees pay to visit a trade show and walk by different trade show booths. It
would take multiple months of direct sales to match the number of buyers
exhibitors can meet at trade shows.
From the reasons above, it's clear to see why trade shows are
very valuable for many exhibitors. The events provide numerous things that
marketers seek. The list above might also provide new exhibitors with ideas on
how to gain the most from trade shows.
