With the rise in digital technology, many people wonder if it’s worth investing in a trade show – after all, it can be an expensive affair. But, you’ll be surprised to know that some of the biggest brands, like Amazon and Google, continue to participate in trade shows.
Why? Because it guarantees an increase in their popularity while also providing them with the opportunity to interact with as many potential customers as possible. These are just some of the reasons why roughly $24 billion is spent every year by American exhibitors on trade shows. Plus, it is a known fact that when companies invest smartly, the chances of getting good returns are greater.
Today, the trade show industry is bigger than it has ever been, with over 1.5 million companies exhibiting in the US every year. These events attract at least 60 million attendees from around the world. Additionally, with the help of the internet, millions of people have access to keynote speeches and exclusive content online, making trade shows even more popular.
If you still aren’t convinced that a trade show display in Orlando is the right choice for you and your company, here’s a look at some simple reasons that might change your mind:
Your company can make big money: Let’s be honest; every organization that participates in a trade show or invests in one, wants to receive the best ROI. A study conducted by Oxford Economics reports that exhibitors generate a minimum of $82 million through just B2B sales every year. Investing in a trade show will help you achieve a large portion of your overall B2B sales in a single place with minimal investment. Are you willing to miss out on making profits simply because of the minor risks involved in participating in a trade show? Think about it.
It facilitates lead generation: You have Facebook, Twitter and other social media channels to promote your brand and give your audience exactly what they want, but honestly, we all know that the results from such online campaigns may not always be great. Exhibiting in Orlando will give you the opportunity to present your offerings in person and interact with the consumers directly. You will be able to engage with potential customers and forge lucrative bonds.
Provides media access: Even the simplest of trade shows will attract media attention. So make the most of this opportunity and showcase your brand as well as you can. Besides, these broadcasts can give you a chance to use those clips on your own channel or social media platforms before and after the show.
Provides direct feedback: One thing that every brand can benefit from is direct feedback from their consumers. And trade shows are the best platform to receive the same. You can also let the attendees handle your products and solicit their opinions about your offerings on the spot.
Makes you stand out: Another great thing about trade shows is that they can prove to be a great platform to display your corporate personality. Take this opportunity to show your potential customers how different you are from the rest of your competitors. This is bound to give you an edge over other industries in the business.
Provides cost-effective networking and advertising: Investing in a trade show, designing a booth, renting space, traveling, lodging and meals can seem like a steep price to pay for a single event. But, the potential a trade show offers your business or brand can far exceed your investment. Though the initial cost to showcase your brand at a trade show may prove to be heavy, it is definitely far lower when compared to other alternatives. Besides, with proper planning and research, you can cut down costs while still creating a trade show display in Orlando that will steal the show.
Levels the marketing field: A trade show is probably the only platform that allows different brands to come together in one place and showcase their products or services. From local businesses to multinational brands, everyone has access to participate in a trade show. Even an unknown business can generate great sales and leads through such events. Now, this is possible through other marketing channels too, but none are as effective as trade shows.
Develops and strengthens your brand: Branding is everything. Even a mediocre product can generate huge sales and leads if it is branded well. And, trade shows offer the best platform to brand your products as well as prove that you are reliable, honest and large enough to participate in a leading marketing event. Some of the best ways to brand your business in a trade show are:
- Position your brand next to your industry’s well-known companies. This will enhance your presence.
- Make your displays do the hard work. Use bold lettering, eye-catching content, etc.
- Include your social media information wherever you can.
Allows you to close sales without causing resentment: Telesales, sponsored ads and even direct mails are often considered intrusive by customers. Most prospects don’t react to them positively. However, in a trade show, your entire sales’ team has access to important prospects and they can approach them without any apprehension. Here are a few things you can do to make the most of the opportunity:
- Try to close deals on the spot, whenever possible.
- If you can’t close the deal right then, try to set up appointments.
- Take a direct approach to sales as most attendees are already interested in your brand.
However, in order to close a large number of deals, you need to ensure that you have something to sell at the event. You can bring your latest products or have a wide variety of different items on display; the choice is yours. Just remember that the opportunity to generate sales should not be squandered.
Helps in creating a lasting impression: Last, but definitely not the least, trade shows give businesses a chance to leave a powerful impact not just on the attendees, but also on their competitors. A well-designed display supported with great graphics and adept staff will get people talking about your brand instantly. Don’t forget that the main purpose of trade shows is to give visitors a wide variety of options and let businesses interact with each other and form networks, so make sure you do it right.
Thinking about exhibiting? Choose the right show!
It is safe to conclude that trade shows offer the best platform to generate a buzz about new products and even expand your professional network. However, your level of success will depend on your ability to choose the right trade show.
Therefore, it is advisable to ask your competitors and peers about their opinions or recommendations. After all, putting up a display at the wrong trade show event can cost you a lot of money and time.
It is also important to learn about the visitors and make sure to get noticed by the right people. Remember, you can’t generate revenue by just participating in a show; you have to work hard to make sure you are not amongst the 1% of companies that get ignored.
Will a trade show open new doors?
Typically speaking, it’s not always possible to quantify the number of doors a trade show can open for a brand. This will depend on your event goals as well as how you have approached the entire event. Having said that, it’s likely that when you arrive at an event, competitors, business partners and customers alike are likely to be impressed by your trade show display in Orlando and engage with you. This means that trade shows will open new doors, but not necessarily the ones you’re hoping are open.
In the end, it all boils down to one question – Are you willing to take the risk?
If you are still questioning yourself and going back and forth, it’s absolutely fine. In fact, you should question everything. This will give you a clear picture of what lies ahead and what you need to do to create a successful trade show display in Orlando.
Trade shows are almost always worth the investment – but only if you’re willing to put in the work required.