subject: Exhibiting - Why Trade Show Displays Are Valuable [print this page] Exhibiting - Why Trade Show Displays Are Valuable
With businesses still looking to recover from the economic downturn, some have chosen to cut their trade show displays' budgets. However, there are many benefits that a company can obtain through participating in trade show exhibits. When it comes to continued growth through this economic difficulty, cutting booths can cut the lifeline that has fed development for businesses in the past.
Connect With New Potential Clients
The most important aspect that trade show displays provide is the ability to connect with new potential clients at the event. According to the Center for Exhibition Industry Research, approximately 9 out of 10 of those that attend events have not connected with the majority of exhibitors in the past twelve months. Additionally, around 70% percent of them are looking to make a purchase at the event. With so many dollars waiting to be spent, a company simply cannot miss out on the opportunity. Often companies believe that it is just the same people every year at the event; however, the same study showed that 40% of attendees have never attended before. This means that each year provides opportunities for connecting with new clients.
Exhibiting Provides A Visual Experience
According to a study from S. Joseph Levine, Ph.D. from Michigan State University, providing demonstration can be one of the most effective ways for adults to learn. This is proven to be especially true when showing how a solution will address a problem. Trade show displays provide the perfect learning environment for adults. Giving them a demonstration of the products or services offered by the company increases the likelihood that they will purchase those products or services.
Giving Buyers Experience With Products And Services
The simple truth is that many businesses and individuals will stick with what is familiar, unless an experience shows them there is something easier or more valuable on the market. Their attitude is that if a product or service is working, it does not need to be changed. Trade show exhibits provide the chance for businesses to demonstrate how the product will be better than that which is currently in place. Allowing the attendee to use the product or service at the event, if possible, will drive the sale home. In the end, the attendees' positive experience at your booth will likely cause them to change their current products or services to utilize what your company offers.
Gain Competitive Intelligence
A final aspect that is a huge benefit at trade show displays is the ability to gain competitive intelligence. Successful exhibitors will go around to their competitor's booths to learn about new product or service offerings. This provides important intelligence that will assist businesses in keeping up with or staying ahead of the competition. This also gives the exhibitor the chance to directly address the concerns that may be brought up by attendees when trying to decide between the two companies.
Companies that have had difficulty with success at events or even those looking for fresh ideas may benefit from hiring an experienced professional to assist them with setting up the event. Ultimately, trade show displays provide an opportunity unlike any other for businesses and should be kept in the marketing budget.
