Exhibitions provide the most effective face-to-face communication tool of the marketing mix. They bring together suppliers, buyers, purchase influencers, consultants and the media and provide the platform to launch new products, generate media coverage, build brand awareness, generate leads and retain existing customers.And remember, visitors have taken the time and effort to attend the exhibition and therefore they are all serious prospects!
Before making that commitment to exhibit, you need to have set specific objectives to achieve by exhibiting. Consider the following:
Generate sales leads by meeting masses of people - the value of a personal greeting in an increasingly electronic age is immense.
Achieve direct sales
Build a contact database
Display your full product range in real life, rather than in a catalogue
Let buyers use all five senses to fully appreciate your product.
Sense immediate feedback on your product range.
Establish new agents and distributors for your products.
Market test a new product
Research your marketing campaign
Test market awareness and perceptions
Build relationships with current customers
Upsell and cross sell customers
Collect customer testimonials
Re-sell lapsed customers
Generate media coverage
Build relationships with key editors and journalists
Create or raise market awareness
Position or re-position your brand
Educate be demonstrating benefits
Boost financial analyst/investor perceptions
Develop new markets
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