Trade shows remain one of the most popular and effective marketing tools available to B2B enterprises. In fact, research has shown that B2B exhibitions account for more than 40% of all B2B budgets.
According to a report by The Center for Exhibition Industry Research (CEIR) 'Changing Environment of Exhibitions', the exhibition channel continues to prove it is an important channel for driving business. It claims that a staggering 99% of marketers believe that trade shows offer unique value, which cannot be achieved through other mediums.
So what makes trade show marketing so valuable? Why do B2B industries favour exhibitions for marketing?
The major advantage is the opportunity to meet new prospects up-close-and-personal. Trade shows offer a unique platform for relevant lead generation by casting a wider net and delivering in-person contact. Businesses get to meet prospects face-to-face and to personally demonstrate and communicate the company’s offerings. Exhibitions allow companies to engage in meaningful two-way dialogue, where both the prospect and the company can exchange contact information, discuss requirements, and compare solutions – one-on-one. Businesses can also properly gauge the value of the leads, and by qualifying strong leads, shorten the sales cycle.
There is something intensely trust building in shaking someone’s hand and looking them in the eye. Knowing that there are actual humans behind all the technology & stats is innately reassuring. This type of connection cannot be recreated digitally, or with even the most compelling advertising. Because of the personal nature of face-to-face interaction at expo booths, connections established here often yield fruitful results.
There are some tips to enhance the ‘personal’ touch at your exhibition stall. While creating a bespoke exhibition stand design goes a long way, the ‘human interaction’ can be augmented by:
- Sending out personalized invites on social media or by email
- Appointing well-trained staff to interact with visitors – people who are pleasant mannered, cordial and informative, able to engage with prospects with sound knowledge of your products and brand
- SWAG or giveaways that are attractive and of value to visitors
- Informal lounge areas where prospects can sit and chat in comfort. A cup of coffee with the discussion would certainly help – considering how large most trade shows are; visitors are usually tired and thirsty!
- Posting a thank you note to visitors – telling them how much you enjoyed meeting them, and inviting them to your office or offering the next Call-To-Action for taking the lead forward.
SEED (Strategic Exhibition & Environment Display) is a leading exhibition design company that offers creative, timely and hassle-free Exhibition Design solutions - from concept to commissioning. SEED provides a complete exhibition design solution with bespoke display design to attract attention and enhance brand value. SEED can also suggest promotional items or eye-catching installations or interactive engagements which can get the message across better while adding value to the experience. SEED can also help with communication before and after the event.
As a proven pan-India and globally operating Exhibition Stand Design Company in India with over 25 years of real-world experience in creative exhibition stall design, you can trust SEED for all your expo booth design, environment design, brand activation and event design & planning needs.
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