The main difference and advantage of an exhibition compared to other marketing and advertising tools is that it is the most personalized marketing tool based on personal communication.
This is probably the most important reason to participate in exhibitions. During a meeting with a client at an exhibition, the participant gets the opportunity to gain their trust and get instant feedback on their product, as well as information about the needs, problems and interests of that particular client. However, the exhibition also provides other unique advantages for promoting your goods and services, the main ones being:
1. Unlimited amount of information: you can demonstrate not one product (as in print advertising), but a whole range of your products exactly as you want.
2. The cost per contact (exhibition participation costs per visitor) is significantly lower than in any other types of advertising.
3. Ability to demonstrate the product in action. This is especially important for complex goods (cars, computers, machines, etc.) that cannot be represented by traditional types of advertising.
4. Attention concentration effect: your consumers and partners can see newspaper, billboard and TV advertising daily, while an exhibition (especially a large and recognized one) is an exceptional event that concentrates attention and promotes closer familiarity with the exposition.
5. Demand study: by demonstrating a sample and discussing its commercial potential with visitors to your stand, you get the opportunity to analyze the potential market for a new product. Among the stand visitors may be your competitors, but the risk is worth it.
6. Expanding the client base and establishing new contacts: not only your existing but also potential clients will come to your stand. In addition, large exhibition events, especially international ones, attract the attention of foreign gurus and experts. You have the opportunity to establish the necessary contacts.
7. Direct feedback: clarifying customer needs, instant feedback on your products and company image.
8. PR: interest in the exhibition from media representatives will give you the opportunity to establish the necessary contacts and see material about yourself on television, radio, in business and industry press.
9. Assessment and adjustment of your market position. At the exhibition, as a rule, almost all industry leaders are present, so you have the opportunity to compare your product with similar products of your competitors, assess the interest of visitors to you and competitors, evaluate your competitive advantages and, ultimately, your position in the market.
10. Readiness to make a purchase decision: most visitors will come to your stand not by chance, but because of interest in your products. This means that they are already ready to perceive information from your managers working at the stand and are ready to make a purchase decision.
11. Psychological effect of "neutral territory". Contacts with potential customers often become more effective because you receive them not in your office, but on "no man's land"; in addition, contacts with competitors are possible (and often fruitful) at the exhibition, which are unattainable in other situations.