In a world where technology and data have made almost all business processes electronic, there is an undeniable distance created between manufacturers/ marketeers and their customers. Marketing teams often manage operations without leaving their desks. Exhibitions help to bridge this gap.
Trade shows and exhibitions serve as a platform for companies, consumers, professionals and industry experts to come together, share information, network and build business relationships. Across the world, exhibitions are an essential part of product marketing and brand building. In emerging markets like India, they serve as influential catalysts for industrial and commercial growth.
So how can exhibitions help your brand? Let’s discuss some of the ways exhibitions can benefit your brand.
1. Showcase your brand
Exhibitions offer businesses a platform to create a lasting impression and engage customers in a way that is more impactful and memorable than most other marketing media. Companies can showcase their brand, promote their brand values and strengths with creative exhibition booth design. With eye-catching product displays, immersive virtual reality experiences, unique giveaways and other promotional ideas, customers can better experience your brand.
2. Face-to-face interaction
Research, marketing, advertising, taking orders, deliveries, answering queries – almost everything today can be done digitally. However, customers still want ‘real’ interaction with the brands they are buying. They want to meet real people and build real relationships. Exhibitions offer this opportunity to introduce yourself and your company, personally present your product or service, listen to customer opinion and build ‘real’ customer relations.
Exhibitions offer a great learning experience. You can interact with customers and encourage feedback which will help you gain insights to improve your product or service. You also get a chance to study the competition, update knowledge, listen to industry experts at seminars that are organised at the trade show, and generally get the pulse of the market or industry.
4. Targeted marketing
Generally, exhibitions are organised for a specific industry, so exhibitors can participate in the ones most relevant to them and their offering. Here, brands can showcase their products and technologies to a niche audience. Unlike advertising, where money is spent on a more blurred and mass audience, trade shows are more specific and relevant. Visitors are people who are interested in your industry and specifically looking for the products on display.
5. Product launch
Exhibitions can be used as soft launch pads for new innovations and product upgrades. Feasibility can be put to the test. If the new product does not appeal to the niche audience at the trade show, it will most probably not work in the market. Also, such launches can help garner invaluable feedback so companies can modify and tailor their innovations before the hard launch.
No wonder that many companies now consider business exhibitions and trade fairs a vital element of their marketing strategy. Point to remember is that participation is not a guarantee for big sales, but it will definitely contribute to brand building. Overall, considering the many advantages and benefits to be gained, exhibitions deliver good return on investment.
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