It is a strong statement, but trade show marketing is still one of the most powerful and effective forms of marketing available to your business. To a lot of people, this may come as a shock. But, what about social media marketing and search engine optimization? Yes, both social media marketing and SEO are incredibly important tools too. However, you should never get sucked into the thinking that they are infallible or that there is only one method of marketing works. That train of thought can lead you to discard other techniques that are still effective to this day for a host of reasons.
Trade shows are just one of these techniques that you should explore as every marketing campaign needs to be flexible and eclectic.
Here are 8 reasons why trade show marketing can be an asset for your company and marketing strategy.
Face To Face
One problem with online marketing can be it’s the lack of personality if done incorrectly. Because it is all done over the internet, sometimes there is no apparent human factor. The result is that the audience cannot relate to you or your brand as well as they can face to face. Plus, when dealing with people face to face there is eye contact, body language and other factors involved that are hard to convey online. Trust and the impact that you have on others can resonate quicker in person. The same effect can take longer and require a lot more effort when posting on Twitter or Facebook.
Make A Lasting Impression
The indirect result of conversing face to face is the impression it leaves on others. Trade show attendees walk away from the function with your company firmly in the back of their mind. Obviously, you have to do a good job and market your business effectively. But, if you do, they will think of you the next time they need a product or service that you offer. Trade show marketing is that effective when done correctly.
Target A Specific Audience
Do you have problems targeting your customer base? Don’t worry if you do because a lot of companies make the same mistake. If you are targeting the wrong client base then you waste valuable resources trying to persuade someone to buy your product that has no interest. When you hit your target base, you are more likely to make sales and a profit. At a trade show event, you can tailor your marketing strategy to the people who will attend. You know that these people are there because they want to be there, so you can easily target the right people.
Effective Lead Generation
And, because the people attending trade shows are from industries you want to reach, you are bound to make more sales. Even if you don’t make sales, you will generate a lot of leads. Leads are just as important because you can turn potential clients into future clients. Everyone walking around a trade show is interested in what you have to say to one degree or another. So, they are more likely to take your card and exchange personal information to discuss future details.
Cost Effective
Trade shows can be incredibly effective, and they will help you successfully market your brand. The cost of hiring space at the event and creating your booth are very minimal to other forms of advertising that may not reach your intended audience. You also have to factor in is the cost of putting together your strategy. Even if you are putting on food and drink and giving away freebies, it won’t break the bank. If you are attending the right ones for your industry, product/service you should see a high ROI.
Levels The Playing Field
In the past, only the big boys were invited to play with regards to marketing. What does that mean? It means that only the richest and wealthiest companies would profit from marketing because they could afford the bill. Smaller business had to scrimp and save and come up with creative and innovative ways to force their way into the industry. Now, that is no longer the case. Most people think that social media changed the game, but in fact trade shows have been around for a lot longer. When you incorporate trade show marketing into your business, you can compete with much larger competitors. Effectively, your share of the market increases and awareness of your brand rises all because of a day out at a trade show.
Take Advantage Of Social Media
Talking of social media, trade shows and Twitter et al. are not incompatible. In fact, if you are taking trade show marketing seriously, you should be using social media to your advantage. With social media, you can reach out to the people at the event and ask them to come and take a look at your booth. The best thing is you don’t need to target them specifically. All you have to do is post a tweet and use the trade show hashtag. People at the event will see the hashtag on their feed, and they will be instantly aware of your company. And, because they are there for the sake of a particular industry, they will more than likely stop by. Plus you can use the event/trade show hashtag to attract people to your booth for timely giveaways or for special presentations that may occur at specific times during the day.
Check Out The Competition
There is a strong possibility that all of your competition will be the event/trade show too. Don’t worry because this is a good thing. They, just like you, will be showcasing their brand. And, you will be able to see what they have to offer and what they don’t have to offer. Trade shows are a great way for keeping up with the competition and seeing what is working and what isn’t. If this particular event doesn’t work, you can take notes to see where the industry is heading. Or, you can use your notes to make your brand even stronger. There is always a lot to take away from trade shows.
Hopefully, you can see just how beneficial trade shows can be for your company.
Photo Credit: Pixabay
