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According
to Wikipedia:
A trade fair (trade show, trade exhibition or expo) is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products, service, study activities of rivals and examine recent market trends and opportunities.
Let’s establish the difference between a conference and an exhibition. Most conferences have an exhibition element. If the one you have been invited to does not, don’t go. It will be a mutual admiration meeting for the speakers and of no commercial value to your business. (Broad generalisation but often the case!)
The important bit for you is the exhibition. This is where you have the chance to make some money. Fine if you are a speaker at the conference; this will raise your profile and send more people to your stand. The thing to beware of at conferences is the amount of time visitors will have to take in the exhibition element. Generally this will be during the breaks – coffee, lunch, tea – thus severely limiting your opportunities. For this reason, for most of us, an unashamed trade show is preferable.
So – why should you be there?
There are but three main reasons:
Make new sales
Make appointments
Make new contacts
What exactly makes exhibitions so worthwhile?
According to a trade survey, the vast majority of show visitors claim to have some purchasing authority or influence. And around a third only see sales representatives at exhibitions.
Other reasons visitors give for attending include making face-to-face contact with potential suppliers and viewing product demonstrations. And half report that they are glad they attended. The other 40-ish% presumably hated every minute and are never going to another exhibition for as long as they live. But three out of five ain’t bad.
What about the cost?
Surprisingly, though exhibitions are costly affairs, they are also cost-effective. It has been calculated that the average cost per exhibition lead is less than a quarter of that for all other forms of marketing. So what are you waiting for? But do remember, these figures are averages.
A trade fair (trade show, trade exhibition or expo) is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products, service, study activities of rivals and examine recent market trends and opportunities.
Let’s establish the difference between a conference and an exhibition. Most conferences have an exhibition element. If the one you have been invited to does not, don’t go. It will be a mutual admiration meeting for the speakers and of no commercial value to your business. (Broad generalisation but often the case!)
The important bit for you is the exhibition. This is where you have the chance to make some money. Fine if you are a speaker at the conference; this will raise your profile and send more people to your stand. The thing to beware of at conferences is the amount of time visitors will have to take in the exhibition element. Generally this will be during the breaks – coffee, lunch, tea – thus severely limiting your opportunities. For this reason, for most of us, an unashamed trade show is preferable.
So – why should you be there?
There are but three main reasons:
Make new sales
Make appointments
Make new contacts
What exactly makes exhibitions so worthwhile?
According to a trade survey, the vast majority of show visitors claim to have some purchasing authority or influence. And around a third only see sales representatives at exhibitions.
Other reasons visitors give for attending include making face-to-face contact with potential suppliers and viewing product demonstrations. And half report that they are glad they attended. The other 40-ish% presumably hated every minute and are never going to another exhibition for as long as they live. But three out of five ain’t bad.
What about the cost?
Surprisingly, though exhibitions are costly affairs, they are also cost-effective. It has been calculated that the average cost per exhibition lead is less than a quarter of that for all other forms of marketing. So what are you waiting for? But do remember, these figures are averages.
So, yes, you should almost certainly have a presence!
(To check whether you can cross out the 'almost', give us a call and let us know what you want to achieve. We'll give you an honest opinion without charge.)
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