Why Exhibit Now?
There is no doubt that the United States economy has slowed down. The Center for Exhibition Industry Research has analyzed data for the trade show industry regarding attendance levels in comparison with an economic slow-down and the findings may surprise you. In a broad examination, trade show attendance levels have actually increased in some industries.
When taking a deeper look at whether or not to do a certain trade show, you must first explore your reasons for wanting or needing to exhibit.
Are you trying to build a brand image? For new companies, this is at the top of the priority list, but established companies may also choose brand awareness through trade show exhibits to stay ahead of the competition.
Do you have a new product or service you want to promote? Trade show exhibits can be a great place to launch a new product or service. The personal interaction allows you to get your new product or service directly in the hands of a core group of your target audience, and begin generating buzz.
Are you trying to generate potential leads? Prospecting for new clients can be accomplished at any trade show whose audience is part of your target market.
Are you meeting with existing clients? Scheduling time to meet with existing clients at a trade show saves you time and money. If there is a particular show that many of your clients attend, having your sales team meet them there gives them face time and saves on travel expenses.
Are you selling or taking orders for a product? Often times, trade shows serve as one of the primary places where an exhibitor sells product or takes orders.
Are you evaluating your competition? One of the best places to see what your competitors will be doing in the coming months is at a trade show. Of course, don’t forget that they’re checking you out, too!
In the end, if you have solid reasons for
exhibiting, your next step will be to determine when and where.