The evolution of technology and digital communication has changed the nature of marketing significantly in recent years. Digital marketing has the potential to reach large audiences, and it’s a great way to get your business (and brand) out there on a global scale. However, there is still very much something to be said for in-person, face-to-face meetings; they are still the most valuable way to network and advertise for many businesses – even for the tech enthusiasts out there! Trade shows are still a great way to jumpstart a budding business or to expand an already successful one. Here are a few timeless benefits of trade shows, and how to make the most of them.
Face-to-face marketing
People enjoy communicating face to face, and this is actually becoming truer as more of us are discussing the disadvantages of technological isolation. In-person marketing offers a big advantage over emails or other methods of digital marketing because of this.
Whether the goal is to simply advertise or to actually sell, bringing your best communicators to the exhibit will show your products in the best possible light and give potential customers an experience that can’t be matched by any other method. Winning the moments of truth in the booth will differentiate you from the competition. Product demonstrations, after all, are one of the most powerful tools a business has at their disposal, and a trade show is the best place to let it show.
Building a real network
Trade shows provide an excellent opportunity to meet with your existing network, especially if you own an expansive business that otherwise makes a meeting difficult. This allows you to form a more meaningful relationship with existing customers, as well as meet new ones. There’s also a big advantage if you’ve done your research on which show to attend, in that your target audience is already present.
It’s estimated that roughly 70% of visitors plan their visit to a trade show, which makes advanced outreach important for any exhibit. This will ensure that visitors who are potentially interested in your products will see your booth, and the majority of them will be prepared to buy. An exhibit is also a great way to generate leads to expand your network. The show is an opportunity to address concerns from any potential buyers who may be on the fence about your products.
Return on investment
When it comes to spending money on marketing, or having to justify your marketing budget every year, learning how to increase your ROI is everything. Unfortunately, many digital marketing tactics these days are still a gamble, and no one wants to waste money on something that isn’t going to earn money!
In a sea of inconsistent platforms and cyclical campaigns, event marketing provides a little more reassurance to companies that they’ll get at least some of the return on investment that they so desperately need. There’s a lot less uncertainty when it comes to event marketing when compared to traditional marketing: when your company goes to a trade show that’s geared towards your specific industry, there is a real chance you’re going to reach a segment of your target audience. Trade shows are still essential because they have a huge influence on consumers’ intent to purchase goods; and those statistics aren’t going away anytime soon!
Establishing a rapport
When it comes to marketing, it’s no secret that you’re always fighting against the competition. However, business-to-business (B2B) marketing narrows the field even further: at that level, it can be hard to even be part of the competition. There are all kinds of barriers to get through – from email spam filters to ad restrictions, there is a priority placed on keeping the CEOs and decision makers from being bothered with advertisers.
That’s where trade shows come in: attending a trade show gives you an opportunity to get on a new customer’s radar as a product or company that they need to know about. Suddenly, you’re someone to interact with and watch – not just some other advertiser. Trade shows are great for networking, and it’s much easier to make a connection with someone at a trade show than it is anywhere else. Putting a face to a name and a product can go a long way in today’s world of robocallers and bots.