Why Marketers Love Exhibitions And Trade Shows?

By Author: deepa lohiya
Total Articles: 8
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Did you know that when marketers are asked for their most favored lead generation activity, they rank exhibitions as their unanimous choice? According to them, in a face-to-face scenario like an exhibition, the conversion rates are much higher. So the cycle of converting a captive audience into prospects and then into customers is much shorter. What makes exhibitions such a strong contender for lead generation activities?
The most important reason is that the setting of an exhibition or trade show booth designer allows customers the unique opportunity to interact with company representatives and in many cases senior management. It becomes a melting pot for networking, exchanging ideas and getting a more candid understanding of the company, its brands, its philosophy, its vision. In no other format is the customer face to face with the promoters and stakeholders of the company. It is an experience for the customer and leaves an indelible impression on them. Hence it is natural that companies look at exhibitions as the best opportunity to tap into the market and promote their products and brand.

Secondly, because ...
... companies invest in floor space, Custom build exhibition booth design and these are all created with the motive of generating leads and captivating audiences, it becomes a magnet for attracting prospects and establishing professional relationships. Exhibition stands are designed keeping in mind the target audience, the brand identity, the business and strategic goals of the company. Exhibitors plan how to attract audiences, how to engage with them and how to gain a greater mind share. Exhibitions and trade shows therefore offer the right ingredients and the ideal platform to generate business. Every activity is focused and aligned towards the singular objective of yielding business.

Like every marketing activity exhibitions if properly planned and budgeted will yield great returns. They are a great marketing tool and when aligned with PR and social media will create the right marketing instrument to amplify your marketing message and help you achieve your lead generation goals.

The former is easier to track and understand, the latter becomes a more drawn out process, one that keeps constantly evolving. Separating the two is difficult, because without the tangible, the intangible is not comprehensible, and without the intangible, the tangible simply becomes uni-dimensional. Most organizations face an up-hill task when deciding how their exhibition stand or stall should be designed. Like all organized arts, exhibition design is also very process oriented and requires investment of time and thought. So getting a stall designed is much easier, when your thoughts are organized and you can list down your objectives.