the benefit of trade shows in a digital era
With the advent of digital marketing, some believe that trade shows are no longer relevant or necessary. However, this could not be further from the truth! Trade shows offer businesses a unique opportunity to connect with potential customers and clients in a face-to-face setting. At the AHR trade show in 2023, there was in increase of attendance by 42,000, proving the trade show business has exponentially flourished since COVID and digital advancements.
The Center for Exhibition Industry Research reports that the cost for meeting a new prospect at a trade event is $142 per meeting, compared to over $250 to meet a prospect face to face at their office.
If you are on the fence about whether or not to exhibit at a trade show, here are three reasons why trade shows are essential for your business:
1) Instant Feedback
Trade shows offer the opportunity to meet hundreds of potential clientele at once. Face to face interaction is invaluable in comparison to digital marketing. Trade shows allow you to display your products and services and get feedback from customers in real-time. A five minute conversation and visual demonstration can be more influential to a purchase than an hour on your website.
If you’re selling a product, tradeshow attendees can tell you what they like and don’t like about the design, function, packaging, etc. If you’re offering a service, they can give you feedback on your pricing, process, etc. This feedback is essential for making your business better and more successful.
2) Analyze Competition
You can quickly get a feel for your competition by visiting their trade show booths. What products are they showcasing? Are they giving away any promotional items? How are they engaging with potential customers? It’s essential to stay up-to-date on what your competition is doing, and there’s no better way to do that than by meeting them face-to-face at a trade show.
You can improvise on sale pitches, study their marketing strategy, and get a first-hand experience of their customer service. It will allow you to improve your business’s weak points and make the necessary changes to stay ahead of the competition.
3) Build Brand Awareness and Recognition
An organization’s name and logo are two of its most important marketing tools. At a trade show, you have the opportunity to showcase your brand to thousands of potential customers. You can build name recognition and establish your brand identity through consistent exposure. You want people to see your company as a leader in your industry, and exhibiting at trade shows is an excellent way to achieve this.
Make sure your booth is professionally designed and that it reflects your brand identity. Use high-quality displays and signage, and make sure your staff is well-trained in representing your company. You want everyone who visits your booth to come away with a positive impression of your business.