Trade shows are a way for companies to voice themselves and tell their customers why they are better than their competitors. Talking directly with prospects allows you to make a personalised advertisement to each individual, answer any queries and hopefully convert them into a paying customer. It lets you reach people who have an interest in your industry and build up your database of clientele. Not to mention the fact that if you don’t attend you lose your voice and your competitors are likely to gain the business you could have attained.
That is some of the reasons a company would want to exhibit at a trade show event but have you thought about why customers want to attend? It is important to understand why they have shown up and what they hope to get out of the event to maximise your return on investment. There are quite a few reasons that people attend, of which the most influential and impactful we are going to cover in this article. Once you have read through here you will understand the main reasons that clients visit these shows and be able to appeal to what they want.
Find the best provider of a product or service
Perhaps the main reason that everyone attends for, they want to find a business, product or service that will help them with something in their life. Whether for personal or professional reasons, they can view the range of products out there and the various providers, while able to talk with the ones that are of interest to truly understand what makes each one different and worth purchasing. Once they have a good understanding of each, the decision process should come fairly easily.
It is a convenient way of comparing what is out there as you can find all of the products and companies under one roof. Therefore you can take advantage of this by seeing which competitors are also present and talk about specific things that you provide that they don’t and really try to show how your brand is better than your opposition.
Putting a face to the business
Personality is a facet of business that can truly shine during these types of trade fairs. Customers like to see the people who run the business and removes the impression of the “faceless corporate machine” image that a lot of companies fall into. Prospects can talk with the representatives, about both work and other unrelated topics, allowing you to give personality to your brand and make an appealing, friendly image that people will want to work with.
All the free samples and gifts
Something that you are guaranteed to see at any trade fair are visitors walking around with bags full of freebies. People adore collecting as many free items as they can at events like this as getting something for free is always appreciated and they want to find things they can use later on. Whether that is a sample of one of your products or is a promotional item like some printed mugs , they will take as much as they can as it will feel like they have got more out of their visit than just information. It is in your interest to supply this demand as well because they will keep the products for a long time to come and will be reminded by your brand every time they use it, it creates a greater image of your brand and it draws people to your stand when they wouldn’t originally. Samples are especially important to companies in the food industry as customers won’t know if they want the product if they don’t know what it tastes like.
Helps with any doubt
Some people attend because they are unsure what they should go with. They may be stuck between a few different providers that supply slightly different things or don’t know what product will help them the most out of the wide selection available. They will go from booth to booth talking with everyone and trying out the products to try and determine what the best option is for them. That’s why getting representatives of your brand that are extremely knowledgeable about your brand and are very good at selling your brands products is key as you don’t want them to leave thinking that someone else is better. Inquiring into why the customer is there as well can help you achieve this goal as it means you can personalise your speech to them and fit it into their life so they can see the benefits clearly.
The fun side of it
An important thing to remember about trade shows is that it doesn’t all have to be about business. The goal is to eventually drive sales but you can do this in indirect ways. The visitors don’t want to be serious the whole time and would appreciate fun activity you provide. It works to your benefit to do so as creating a fun experience in your booth increases the memorability of your brand. Once the event is over and everyone has gone their own ways, they will be more inclined to think of you over your competition. Enjoyable activities like games that people can participate in, contests that can net them something special or have a show like a singer or some actors perform at your booth. All methods that can increase your memorability.
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