Three Reasons to Exhibit at a Trade Show
However, many companies don’t know how to measure trade show ROI. Or don’t bother. But that’s a much longer discussion. There is an easier way to decide whether to exhibit, attend, or ignore Show XYZ. Arguably, it’s qualitative rather than quantitative, but if you can answer these, then you’ll know whether you shouldn’t be participating in that trade show.
Do your customers attend this show? That’s the most important reason. If they do, then you should be there in some capacity — as an exhibitor, a hospitality suite, or a sponsored event. Your customers attend for any number of reasons, such as education, new products, visit colleagues, etc. When you are not there, it sends them a message. One you do not control.
Do your key suppliers participate in this show? They may be introducing new products or services which may be valuable to your company. Yes, you’ll hear about them eventually, but the delay may allow your competitors to get a jump on you. The truth is that supplier relationships, just like customer relationships, have a value that can’t be measured but always contributes to the bottom line. Like you, suppliers want their customers to visit them in their booth so they can talk about new products, opportunities, or any outstanding issues.
There are lots of reasons to participate in trade shows. But in the end, it all comes down to three things: your customers, your suppliers, and your competitors. If you can justify those, then go! But do it right with a comprehensive trade show marketing plan, including key performance metrics. Still uncertain? Tap into an exhibit industry professional in your community.
Classic Exhibits Inc.