In our hyperconnected digital world, trade shows can be seen as a bit of a relic, an outmoded business building tool that entrepreneurs shouldn’t waste their time on. Nothing could be further from the truth. Today’s ultracompetitive business environment demands smart marketers, savvy entrepreneurs and serious small-business owners build relationships with their prospects. Mainly, You get better leads and more valuable connections, and you spend less money along the way
1. Authenticity
people are looking for an authentic experience, they want to do business with companies that have shared values, and are looking for more of a “human touch,” even if the overwhelming majority of their business interactions are handled online or through a mobile app. Trade shows put you and your team down on the ground, face to face with your market in a way that few other events or marketing channels can. There is real power and leverage here for small-business owners looking to capitalize on these opportunities.
2. Face to face with your market
Trade shows give you plenty of face time with both the movers and shakers of your industry and also with potential prospects and clients who are interested, motivated, and eager-to-purchase.
In addition to that, you aren’t going to have to worry about the waste and inefficiencies of “cold targeting” potential business partners and customers at trade shows the way you do with more traditional marketing.
People attending trade shows are at least interested in what you have to offer, and are more likely to listen to pitches, network with you and your team, or even purchase what you have right there on the spot if it meets their needs and their budget.
3. Center for Exhibition Industry Research
Trade shows remain one of the highest ROI marketing channels. According to the Center for Exhibition Industry Research, the cost for meeting a new prospect at a trade event is $130 per meeting, compared to over $220 to meet a prospect face to face at their office.
4. The Competition
Businesses should also take advantage of trade show to learn from the most successful companies in your industry to discover what they can work into their products, services and marketing channels.
Trade shows demand months of preparation. Booths are designed and built weeks in advance. Flights booked before the cost goes up. Hotel Rooms secured within the exhibitor block before the hotel sells out. Sales pitches and presentations are refined to the highest degree.
Nowhere else will you have this many opportunities to learn from the more established, most successful companies in a market or industry and nowhere else are you going to get this kind of inside information and insight from their sales and marketing teams and potentially even high level executives with as much freedom and as much transparency as you will at a trade show.
5. credibility & influence that businesses gain
The authority, credibility and influence that businesses gain especially small ones when they are sharing the same physical space as the dominant companies in any industry. When you’re able to set up your booth at a trade show that features industry titans, you are inherently seen as “on the same level” as those superstars.
Use these events to dramatically increase the authority and the credibility you have in a market. later you can use this shared platform as a major component of your marketing and your advertising. Being able to say that you were featured at the same events as your biggest competitors
It’s hard to imagine a better opportunity for businesses to expand their network, find new customers, learn more about their industry and their competition, and gain credibility and influence all at the same time
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