One first thought, a trade show might be considered a thing of the past. With the advent of the Internet and instantaneous communication, why even bother with a large, complex trade show? The truth is that trade shows have never been more important for your business then they are now. While technology may make communication easier, it doesn’t make business easier. With cold calls working even less then before and legislation stopping many e-mail and calling techniques, the trade show represents an amazing way to get your product, and your message out there. However, a trade show has to be done intelligently, or you may risk negative fallback from improper presentation. Lets take a moment to review the reasons why a trade show is important for your product, and your brand strategy.
1. Branding Your Trade Show
Even before a trade show begins, it provides an invaluable opportunity to work on your brand by getting the message out through social media. It provides an exciting topic from which you can constantly update as information comes in. Because of this, many companies use a trade show as a long term branding strategy designed to create hype and good PR regarding your company. During the event itself, you can even live Tweet and update via sites light Facebook. By tying in the trade show with a number of other promotional deals, like free giveaways through social media participation, you can create real buzz around your brand.
While many laud the improvements brought about by social media, it has removed one invaluable asset that every company needs, face-to-face human communication and contact. This contact creates the webs of relationships that have aided businesses throughout time. In addition, the trade show is becoming one of the last bastions for this to take place. By creating a well thought out display that provides the right level of excitement and intrigue, you can pull people in and make the connections you can make no other way.
3. Direct Benefits to Your Brand
Do you know that just above 80% of individuals attending a trade show have buying power? That means that the majority of people are capable of purchasing your products, meaning that a trade show can lead to direct sales. In addition, it represents an excellent way to get free media exposure, while also providing an opportunity for you to educate people regarding your brand. If nothing else, you will be able to share expertise and ideas with other people in your field, growing your brand through a network of good ideas and suggestions.