Why should you exhibit?

There are many companies both in Romania and abroad who choose participation in an exhibition, trade fair, conferences and symposia, for it is pleasant, because others do or because it is cute. Of course, making the decision to participate on such criteria is a solid foundation as like any other, but it is likely that evaluation and efficient participation remain so elusive.

Participation in such events should aim to achieve the greatest possible targets or benefits, pursued by the exhibitor / participant. General categories include visibility, credibility, potential new customers, strengthen relationships with existing customers, market research, prospecting competitors, brand image, contracting, networking, etc.

 

For efficiency, we grouped these benefits into four broad categories as follows:

 

1. Exhibitions / events generate important leads with real impact on business

 

By applying a correct strategy, any participation in a commercial event is an opportunity to broaden the customer base and partners, both actual and potential. Visitors are usually motivated specialists and are interested in the products, technologies, solutions and services offered by your company, and in some cases the possibility to contract on the sport.

 

By contrast to the research and compiling of a database from various sources, according to certain criteria interpreted differently by various sources of information, the specialist visitors to a trade event are actually interested in a deal, now or in the future.
Set clear and realistic targets for the sales team attending the event before participation. A successful participation can generate an activity of prospecting and tender a few months for the sales team.

 

Key elements:
 
2. Learn what works (and what does not work)

 

Fairs and exhibitions are good opportunities to find out in which direction the industry is developing. During a less intense period, pay a visit to your competitors, trying to find out what they do better, worse or different than you do.

 

Try to determine the type of promotional materials that people remember and those they forget. Approach your competitors from the client's posture to obtain price lists and information on the latest products. After several hours of research, you can identify the sales strategies and marketing tactics of your competitors.

 

Key elements:
 
3. Develop and strengthen your brand

 

Branding is a very important factor for success, especially in industries that depend on trust and reputation. Exposure to a fair or exhibition is a great way to tell the industry that your company is serious, reliable and strong enough to support an attendance at major events and conferences.

 

Exhibiting by leveraging strategic products and services, you can position the company as part of a niche market, differentiating yourself from the competition and thus their products. Positioning your stand near the "blue chip" of your industry creates a strong psychological link, which can create suggestive associations in the mind of your customers and potential competitors.

 

Key elements:
 
4. Contract without being annoying

 

Not all prospects respond positively to telesales or direct mailing. Some see direct marketing as an intrusion in their lives, while others are visibly bothered by sales calls, regardless of how much value they could provide.

 

Exhibitting at a fair or exhibition offers the sales team a high level of access to key prospects without the resentment or reserves that characterize the traditional direct sales approach. Typical objections disappear because customers are in a mindset focused on prospecting for acquisitions.

 

Key elements:

 

 

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