In the mind of every exhibitor is the thought: should we exhibit at a show? Typically, they go through the process of weighing the pros and cons of making that decision. Did they have a good show last year? Will their prospects be there this year? Are they ready to launch their product/service and so on.
New business development is always a priority for any company. Having a robust sales funnel that has qualified prospects is the goal for tall sales endeavors. Exhibiting at a show can aid this goal.
In the recently released research report on The Changing Environment of Exhibitions, one fact has emerged that demonstrated the unique value of exhibitions. The survey sample was asked about exhibitions compared to other marketing and sales channel activities. The chart below shows the results.
The ability to see a large number of prospects and customers in a short amount of time can compress the sales cycle for those exhibitors who come to the show prepared and execute the proper follow-up after the show. Trade shows can be the start of new business relationships as well as strengthening existing ones.
Exhibitions are one of the tried and true marketing tactics in the tool box. If applied correctly they can transform a company’s image, add new business and demonstrate they are a heads and shoulder above the competition.
This CEIR report can be found at here.
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