Are exhibitions still the best way to engage your audience and sell more products?
Are Exhibitions Still Relevant?
Exhibitions have long stood as a mainstay in any marketing departments’ strategy for both brand and product promotion. The opportunity to be face to face with both distributors and end consumers of your product is an opportunity that is too good to miss. However in recent times, questions of cost and whether you can accurately measure ROI have made marketers look at other strategies of brand promotion. We’ll explore whether exhibitions are still relevant and if they are an effective method of promotion for companies.
Exhibitions require significant investment of time, effort and money. Plans need to be made months in advance: catering for the stand, the staff, and the literature as a minimum. There will be a lot of staff time taken off regular duties to help with exhibition planning and there is a massive cost implication for the show’s components. These costs can all be taken into account, but there’s the issue of not being able to truly determine the return on investment. There’s no accurate way to measure whether every interaction at our show has led to a sale, and there’s no way to determine the cause of every sale made a number of days after a show.
On the flip side, there are several benefits to making an appearance at these shows, they allow you to increase your exposure in a saturated market. You can be in the same area as competitors who may be more prominent within the industry, offering a fair opportunity to engage with your existing and potential customers. You can announce new product releases, and if your company sells consumable items, you can give samples to visitors – enticing them to buy. The opportunity to build business relationships is also something you can capitalise on, being face to face with retailers and distributors; who regularly visiting these shows. These relationships can build and develop, eventually leading to high spending accounts.
Digital marketing has evolved to the point where you can measure every aspect of your advertising campaigns. This information allows you to measure the success of every campaign, in relation to cost allowing for you to measure return on investment – something you can’t do with exhibitions. This approach can be more cost effective, if you can ensure that every campaign is profitable. Advertising on the internet has become significantly easier, not only have the Google AdWords and Facebook ads interfaces become much more user friendly in recent years, accessible platforms such as AdWords Express allow those with little marketing experience to successfully launch measurable and trackable advertising campaigns.
The downside to this however is your inability to directly engage with your audience, trust can be built more easily when people are talking to other humans. Online advertising campaigns can’t quite offer you this experience, and for more traditional customers, they may need that level of interaction to buy. By this method, your customers will only recognise you as an organisation that sells products on the internet, and sometimes that human connection is needed to garner trust for large purchase volumes.
As you can see; exhibitions are still a great form of brand promotion, if you have the necessary funds to support a high quality vendor stay then you could increase brand trust and ultimately revenue. Here at Fabrisign UK, we provide a range of exhibition fabric display stands to suit your needs. Please check out our full catalogue here.