Reasons To Participate In Trade Shows And Exhibition

Posted by Sofia Thompson on November 13th, 2019

Brand promotion is an integral part of a business and trade shows, exhibitions, conferences etc.,are some of the best places wherein this can be successfully done. These live events offer ample opportunities to promote and exhibit products and services of a company through a process known as permission marketing. In fact these European trade shows, offer several options like partnership packages, show sponsorship, exhibition stand etc., which can be chosen as per the convenience of the exhibiting company.

Thus there are several reasons for participating in trade shows and exhibitions like:

• Exposure:  Participating in trade shows and exhibitions enable businesses to target qualified visitors in one place. This makes it one of the most cost-effective ways of establishing contact and enabling conversions. While it is true that participating in these shows require quite a bit of money but the ROI that it generates is relatively quite high and justifies its worth. Statistics collected from a recent survey show that while 195pounds are spent on an average to make a traditional sales call, the average cost incurred in an exhibition per visitor is only around 120pounds.
• Less effort better results: The audience that is targeted by participating in European exhibitions is absolutely appropriate to the service, product or brand being promoted. Thus sales leads that are generated are quantitatively higher in number and they can also be easily converted into sales. Again statistics prove this point as it has been seen that an average 0.8 calls are enough to close a sale for leads obtained at exhibitions and trade shows as against an average of 3.7calls required to close a business sale. In fact statistics throw up another interesting fact. It says that 54% of the sales leads generated by participating at exhibitions and trade shows do not need to be followed up personally; they come automatically.
• New prospects: The sales leads that get generated from participating the European trade shows are divided unevenly into two types of prospects:

o 12% of them are old and known sales leads while

o 88% are new prospects with better chances which need to be explored.

These B2B events also attract people who come with the intension of doing business and thus have the necessary buying influence for products and services promoted at these exhibitions and trade shows.

• Competitive advantage: Participants of trade shows are usually given exhibition booths which they can design based on the product and service that they have come to market. Thus it provides businesses the opportunity to ensure that their exhibition booth is able to gain:

o Prominence because of its displays,

o Competitive advantage by ensuring the presence of informed and well-trained people at the booths who are able to answer business queries intelligently.

These European exhibitions are also grounds for comparing prices, service or performance of products and services. Thus they can be used to demonstrate the superiority of a product and service thereby ensuring better sales leads with a higher chance of conversion.

All the above points mentioned, point to one thing only; the ability to target potential clients easily. This is a probably the biggest advantage that an exhibition or trade show provides for its participants. This is also the biggest reason why it is important for businesses to participate in trade shows and exhibitions.