The show must go on

Exhibitions. Dead or alive in B2B? Lets look at some pro and cons.

We think it’s true exhibitions hold a marked advantage over some forms of marketing. For starters they are a form of permission marketing - potential clients come to you. Secondly they are a sensory experience - something that DM, advertising and other forms of marketing cannot effectively provide. And probably most importantly it should be highlighted that exhibitions optimise face-to-face interaction.

However, on the flip side time pressures make getting potential clients to your booth a difficult task from the start. In addition, the growth of digital media has meant that people often use other means to research or select business partners. Finally, add to that the fact that exhibitions are fairly expensive and pretty time consuming, and you need to make sure you go into exhibitions with your eyes wide open and your planning and preparation are tip top.

Our advise? We think exhibitions are a relevent part of a marketing mix - budget permitting. The medium has moved on in the last 5 years, let alone since 1851 - the date of the first exhibition in England thanks to Prince Albert (the Great Exhibition) and therefore to benefit from exhibitions you need to;

• Research the show itself (meticulously)
• Set definite objectives
• Utilise pre show marketing (go online / use the shows PR and Marketing teams)
• Publicise your stand (everywhere)
• Brief and prepare show staff (get the MD and Directors on the booth too)
• Stand out from the crowd (lighting / visuals)
• Leverage word of mouth (freebies or free trials)
• Be experiential (offer demos / trials)
• Make the most of your time (press briefings / demos / speaking slots)
• Follow up everything

We have helped clients win new business on booths. There is no reason why you shouldn’t too.