Why Exhibit? - The Leicester Business Event
Exhibiting at the Leicester Business Event will provide you with a unique platform to communicate with motivated owners, directors and entrepreneurs who visit this event to find information, inspiration, advice and new ideas to help them grow or improve their businesses.
If you still can’t understand the benefits of this direct route to your market then below are some reasons why you should exhibit.
1. Meet potential customers: this is the most common reason for exhibiting, and we have it here in pole position. The organisers will be delivering thousands of potential customers of your products and services, who will be piling through the door. Make sure your organisation is totally geared to meeting them.
2. Demonstrate new products: brochures, videos and even CD-ROMs are all very well, but nothing beats being able to show your product in a working situation for your visitors to see how it can apply to their needs.
3. Meet buyers face to face: research shows that over 70% of the message picked up by one person from another is through face to face contact – yet so many of us rely on the telephone, where we have no ability to read the body language of our contact. An exhibition offers the opportunity for you to meet with prospective buyers and let them assess you in the flesh – and remember; people buy people first.
4. Sell yourself, as well as your company: remember the old adage “people buy people first”? Our American colleagues tell us our prospects will make up their minds about us within 7 seconds of our meeting them. First impressions are vital, and a host of pleasant, presentable hosts inviting visitors onto the stand can say more than the most expensive exhibition “gin palace”.
5. Meet a niche audience: your organiser will have devoted substantial effort to identifying and contacting those segments of the market interested in seeing you and companies like you. Their resources are likely to far more substantial than yours – and for a visitor, the other attractions of an exhibition mean they will make the effort to come to the event.
6. Appeal to customers’ special interests: whilst your advertising and direct marketing may be something of a “shotgun” approach, using exhibitions can be very much a “rifle” solution to targeting prospects; you can ‘phone or write to selected groups and encourage them to see something specific on your exhibition stand, and even have a separate area for “VIPs”.
7. See buyers not usually accessible to sales personnel: research shows that directors senior and managers attend trade shows, either as visitors, speakers or fellow exhibitors. This is an excellent opportunity to see people who often are shielded from telephone calls by their staff and who feel that less senior managers should be dealing with the more “traditional” sales calls.
8. Exploit the relaxed environment: many companies use the “trappings of power” – plush offices, giant pot plants, tyrannical secretaries, power desks and low visitor chairs – as a way of intimidating sales people. Yet exhibitions are great levelers; that person approaching your stand could be a Managing Director or Tea Boy – but can still be reached with a gentle word. And the “neutral” environment of an exhibition can translate to more relaxed – and productive – meetings.
9. Uncover and reach multiple buying influences: many major business decisions are rarely the sole decision of one person; usually they are the result of multiple influences within an organisation. Your presence at an exhibition can allow you to identify and then make a “pitch” to all the relevant parties; management, Purchasing, Finance, IT – and tailor the pitch to their specific needs.
10. Be compared with other suppliers: many visitors to the show will be using the show as a cost-effective and timesaving solution to the perennial issue of comparing potential suppliers. Judicious pre-, at- and post-show sales and marketing activities can ensure you remain high on their list of choices.
11. Bring technical support personnel to support your efforts: for many clients, the usual face-to-face contact between themselves and your organisation will only be with the sales team; an exhibition allows you to bring out other staff. These could deal with technical or customer-specific questions, so freeing up your sales team to meet new prospects.
12. Present corporate awards and prizes: are you committed to “IS 9000”, National Vocational Qualifications, “Investors in People”? Do you have awards for new products or services? Have you been selected as “Widget Manufacturer of the Year?”, or have the Press just tested your service favorably against your competition? Are you a holder of Royal Warrants, or a major supporter of the environment, or high profile charities? Whatever you have won, or whatever you feel you give back to the community, present it - with a flourish - on your stand.
13. Shorten the buying process: research has shown that leads secured from exhibitions normally convert into sales far faster than from other routes. Maybe it’s because of the more relaxed atmosphere, the removal of many of the “trappings” of power, the ability to assess a prospect’s level of commitment from face to face meetings, or the avoidance of all that unnecessary “small talk” which business meetings often require. Whatever the reason, be there to exploit it.
14. Have effective business meetings faster: imagine a supplier came to see you from the other side of the country. The “business” element of the meeting would probably only take a few minutes; however, buyers are – usually – polite, offer refreshments, and make “small talk”. Sellers, too, are often encouraged to build “rapport” with clients; as a result, a ten-minute meeting takes an hour – yet the same result can be achieved in a five-minute exhibition meeting.
15. Offer visitors an immediate response: a visit to a client’s premises can often – through no fault of anyone – result in a lot of sitting around in reception areas. However, exploit the “immediacy” of the exhibition environment, and make everyone feel like a VIP.
16. Make immediate sales: many Trade Show exhibitors argue that this doesn’t happen very often, that the exhibition is a tool only for generating prospects. That may be, however, many companies – especially those using Public/Consumer shows - confirm that exhibitions are the perfect environment to secure “impulse buys”, especially if the event is firmly placed in the calendar.
17. Project a corporate image: companies often spend considerable resources building up a “brand image” of their companies, and an exhibition can be an excellent idea to reinforce this. High profile sponsorship of features, mailshots, associated marketing activities and, of course, the exhibition stand itself can say volumes about your organisation, its style and its “culture”.
19. Create a corporate image: many companies don’t have a definable image, so choosing the trade event for their industry can provide just such a platform. Lights, AV, a high-tech or classical stand design, serious or “gimmicky” attractions, and even young or old, male or female staff have been shown to have an impact. And does it matter – the answer is very much “yes” – the latest thinking on “brand building” and “intangible assets suggest that developing powerful product/service and company “brands” has the potential to add millions to a company’s stock value.
20. Continuing customer contact: many companies have a large database of “customers”. But be honest – when did they last get a visit or call from your field force. Isn’t it tempting to concentrate on the major buyers, and ignore the smaller ones until they come to you? Well, the exhibition can be an excellent opportunity to reestablish contact with some of your more neglected customers – after all, in these fast-moving times, their buying patterns could have changed dramatically. “Knowing” your customers isn’t enough – you have to be talking to them.
21. Qualify potential buyers: dollar for dollar, pound for pound, other forms of marketing – such as direct marketing – could give your organisation contact with greater numbers. But those who you reach with this method may not be in the market – yet; or they may already be in the process of dealing with your company; or they may not have buying authority. Such forms of customer contact do not allow for the essential interactive process which lets you sort out the “hot to trot” from the “just mildly curious”. The exhibition is a perfect opportunity to qualify visitors in a number of ways – their level of commitment and authority, their existing suppliers, their contract terms, their specific needs and – most importantly – their timescales.
22. Introduce new products and services: research shows that some words have far greater impact on both the conscious and subconscious areas of the human brain, and “new” is near the top of this list. Exhibition visitors want to see new ideas, products, services, applications, and your future plans, and all exhibitors should be encouraged to show as much and as many of these as possible.
23. Demonstrate non-portable equipment: according to the well-known Pareto’s Law, most companies have 80 % of their business coming from just 20 % of their products. Maybe a rival is much better known in that area; maybe the items are too bulky to be easily demonstrated and transported by sales people in their company cars. Whatever the reason, you need to that the full product range is on offer, including those “hard to move items”
24. Promote the slower-selling items: it’s back to Pareto again; most companies have some products that the sales team sell less well. But wait – are they poor sellers because they are not popular – or are they not popular because they are poor sellers? Why not display your worst performing products and services with the same high profile on the exhibition stand as your best? You may be pleasantly surprised by what the “halo” effect can do!
25. Support each stage of the product life cycle: marketing textbooks explain that products (and sometimes services) go through four stages; “launch”, “growth”, “maturity” and “decline”. Depending on which stage of the lifecycle you are with your products, the exhibition can be used accordingly; new products can be launched; the growth of your sales can be clearly promoted; the “longevity” of your output can be highlighted; and the “”special offer” approach taken with items coming to the end of their lives.
27. “Fly the Flag”: this is the second most popular reason for exhibiting; however, we recommend that exhibitors spend time evaluating precisely what is meant by this (unless you really do make flags!). Make ever attempt to quantify what this term means, in terms of sales, advertising, key account development, image building, public relations, investor relations, or whatever else you might consider.
28. Identify new product applications: if you produce a product which is actually a vital component for another company, why not invite them along to the stand – many such organisations would be grateful for the publicity. And it may well be that you are not fully au fait with what some of your customers are doing with your output – finding out may present a whole new business opportunity, and an ideal feature for your exhibition stand.
29. Turn existing customers into referrals: ever been in a situation where a satisfied and long-term customer just wonders onto your stand full of praise for your organisation and its services? Ever wished you could bottle that enthusiasm? Well, one valuable – and very low-tech tool – is a “Visitors Book”. Invite your clients to sign it and comment within it and show it to other visitors. It costs nothing, and the “independence” of these visitors has a huge effect on wavering prospects. After all, this approach works incredibly well in hotels and restaurants – why should an exhibition stand be any different?
30. Build sales force morale: for many companies, the field sales force may have little contact with the Head Office – which in some cases could even be in a different country. Consequently, sales people may become disillusioned, especially as many only ever meet dissatisfied customers – after all, how often do happy customers write in! So, a well thought-out exhibition presence at a leading show – especially where your company is seen to be making an impact – can do great things for field sales morale. And this is increased when they then receive dozens of “hot leads” soon after the event.
31. Develop leads for field sales: it may not be necessary to take sales people out of the field to work an exhibition stand – and often they may not be the best people. Agency staff can be recruited to run the stand – or use an in-house resource – and these leads can be swiftly passed back to the team “on the road”.
32. Understand and deal with customer problems: it can be difficult, using the ‘phone or e-mail, to really convey your sympathy with a customer’s problems. Using the exhibition as a “customer service” platform can lead to huge dividends, especially if a complaining customer is treated with sympathy and efficiency, and maybe gets a reassuring word from a senior manager. Research shows that unhappy customers who receive good treatment on complaining are actually more likely to do business with you in the future!
33. Obtain product/service feedback: your new widget is just 6 months in the marketplace, and you want to know how it’s doing. You may also want some feedback on the rest of your range, and perhaps even on the image of your company. Telephone research and questionnaires are fine, but nothing will give you more information than a relaxed chat on an exhibition stand’s pressure-free environment.
34. Support other marketing activities: research from a number of major FMCG companies has shown that exhibitions and events are an excellent way of supporting large scale advertising campaigns, and can serve to increase sales – especially where product sampling is possible - compared to areas where advertising is used in isolation. The UK Field Marketing Association has a wealth of evidence showing how well event sampling can underpin and extend the results of TV campaigns – and at a fraction of the cost.
35. Create a dealer network: most companies go to exhibitions and think only in terms of direct sales to visitors. However, there are numerous ways of reaching the end consumer – through a dealer network, a franchise system, agents, wholesalers, “network marketing”, etc. Exhibitions can offer a great environment to meet potential distributors of your products. (Just remember to gear up the stand and brief all your staff accordingly!)
36. Educate and support dealers: using dealers and independent distributors can create unique problems for businesses; good agents will always be in demand. The exhibition can be used to support and promote your network, allowing them to bring along clients and prospects – and also for you to feed them names of new potential contacts.
37. Initiate new recruits to your company: now, we’re not suggesting that you take someone two days into the job and give them a front-line position on the stand! However, the environment of an exhibition can offer an excellent opportunity for your newer employees to catch up on many of the major issues within your sector, on both a formal and informal level. (and they have less of the cynicism, which comes with old age!)
38. Conduct market research on products and services: a well structured market research campaign for your product could cost thousands of dollars – yet here your target audience is already being delivered to your door – or stand. Liaise with your internal or external market research people in designing proper questionnaires that will give you the information you want. It could also save considerable time and money if the questions ask for feedback on ideas for new services, or comments on the new prototype on display.
39. Conduct market research on competitors: want to know what your clients really think about your competitors? Use the exhibition to gauge their opinions; it may well be your company asking the questions, but people are generally happy to give honest feedback – especially if it can be given anonymously.
40. Produce Press Surveys: take a look at any national newspaper, and see how many of the stories relate to surveys amongst the Public – it’s a popular PR tool. However, such surveys need to be done with a “statistically significant” number of “relevant” subjects – and an exhibition can deliver them to you. Or, do the research before the show, and release the results in the Press Office and through separate mailings – and be astounded by how much coverage you can get. Just remember to make it controversial and newsworthy.
41. Recruit personnel: the cost of an advert in the relevant trade or national Press can easily run into thousands – yet any trade exhibition is going to attract a host of potential prospects, even if they don’t realise they are looking. Promote any vacancies you may have - or could have - for the right candidates. Additionally, you can gain a far greater insight into potential candidates than anything an impersonal CV could reveal.
42. Highlight new products to the media: any major exhibition will attract journalists and editors in their droves. Be active in encouraging them to see you at the show – make sure your Press releases are interesting and powerful, and that your PR agency of staff are working to bring them to your stand, with plenty of coverage in the Press office.
43. A “three-dimensional” sales opportunity: what other form of marketing allows you to promote to all five senses of a visitor? Use the exhibition stand to bring alive the features that the glossiest of brochures can only hint at – and be as creative as possible to “sell to all five senses”.
44. Create and update customer lists: it is reckoned that direct mail lists deteriorate at the rate of 30 % per annum, as people retire, move, get promoted or simply lose interest in your areas of expertise. That means that one third of your postage could be wasted too – take a moment to see what that could be costing your organisation. So, use the opportunity to update databases of existing and potential customers, packed with as much detail as possible.
45. Monitor long term sales processes: many visitors may well become customers, but for some the buying process is long and slow; the final decision could take years, and be the responsibility for a number of individuals and groups. Use the exhibition – and its relaxed environment - to ensure your sales teams know exactly what is happening within the prospect organisation, and to check that the process is being handled as effectively as possible.
46. Show AV on products: why not demonstrate just what your product can do in a way which the constraints of the exhibition stand may not allow; use bright, powerful and exciting AV to show what you do in situ. However, do think in terms of quality and impact, high definition projection, large (or multi) video screens, and “snappy” editing; ditch the “talking heads” approach much loved by the Chairman, and go for “pizzazz”!
48. Develop leads for dealers: your organisation may not sell directly to customers, but that doesn’t mean you shouldn’t consider exhibitions. Apart from putting your products to the forefront of buyers’ minds, it may well allow you to generate hot leads for your dealers, as well as offering you some “feedback” opportunities as to how well your dealers are servicing clients and searching for prospects.
49. Distribute product information: some companies are reluctant to give out literature, believing it will swiftly end up in the bin; others will pass brochures out to everyone, regardless of the level of interest. So, use the exhibition stand as a way of passing out relevant information literature to qualified visitors – in exchange for a business card or completed enquiry form.
50. Sell benefits, not features: people will rarely buy your organisation for what it does, rather than for what it can do for them! Don’t just list all the features of your products, identify the benefits, and then go all out to bring those benefits to life on the exhibition stand
51. Create an event/impression: some exhibitors take the phrase “exhibition stand” too literally; their staff deliver a splendid impression of tailors’ dummies! Make the exhibition work by creating vivid displays, and maybe adding in some “live theatre”. If you don’t have the resources in-house, speak to the exhibition organiser who will direct you to a suitable supplier.
52. Deliver live product demonstrations: so many companies have fabulous products or services, which they just stick on their stand. This is a medium for demonstration, so demonstrate! Any type of movement will bring in the visitors, and they need to be entertained and educated.
53. Open doors for personal sales calls: those troublesome prospects who never return calls or allow you past the secretaries are now available and can be “softened up”. No Manager will refuse you after you tell them you “chatted with the MD at Widgetex and suggested you call.”
54. Reinforce other marketing campaigns: the famous quote that “50 % of my advertising is wasted but I don’t know which 50 %” still rings true. However, sensible companies know that, with the consumer being bombarded by thousands of sales messages, success often comes to those who find different channels though which to reach prospects, and that the exhibition environment should be just one of these.
55. Tie in with your corporate hospitality strategy: any major exhibition will become a focal point for your industry. So, even if you can’t guarantee that your “hottest prospects” will visit your stand, you could ensure you get the chance to speak to them by having an event (a meal, a party, a trip, a presentation or just an informal gathering) adjacent to the main exhibition.
56. Invite special customers: why not take a nearby meeting room, or hotel suite, to offer your VIPs an additional reason – and opportunity - to meet with you, away from the bustle of the show. You have to accept that they will make the effort to go to the show – so exploit that, by making sure you can spend the most time with them.
57. Create credibility in your marketplace: want to convince the major buyers in your market that you mean business? Are they concerned that you may be of the “here today, gone tomorrow” school? Many small companies have discovered that a stand (not necessarily the largest) at an event, and some presence elsewhere (sponsorship or speaking) can pay high dividends with the vital buyers. It’s about credibility – and being at the industry focal event gives you that.
58. Network and sell to other exhibitors: now, this isn’t the main reason for being at an exhibition, but it is worth talking to your fellow exhibitors in those quiet moments, and exploiting any potential links. For example, someone who is after the same type of visitor, but offering a completely different kind of service could be worth talking to about cross-promotion and the judicious swapping of lists
59. Exploit the presence of the “big boys”: if your organisation went into the compute software market tomorrow, trying to carve a position and make an impact could require the deepest pockets. However, locating your stand near some of these “big boys” at a major event could allow you to benefit from their strong brands – and achieve awareness in the market far faster (and that situation applies to most sectors of business).
60. Compete with the “big boys”: your organisation may not be able to field the number of sales people, the TV campaigns or the national newspaper coverage, but you can compete at an exhibition. Being smart and creative can allow you to take on the biggest names in your sector, and without the need for the bottomless marketing budgets. After all, at most trade shows there is a finite limit to how much space any one company can take.
61. High return-on-investment opportunities: the annals of exhibiting are full of great success stories of small companies who have made a single contact which has led to fame and fortune for all concerned. It’s about personal, face to face contact, in a relaxed environment which stimulates creativity – and nothing else can match it!
62. Distribute product samples: or “the proof of the pudding is in the eating”. Use the exhibition to qualify visitors, and then offer them the opportunity to try the sample – no strings attached – in their own environment. Use this opportunity to get your products in their hands.
63. Introduce new selling techniques: for example, there are a host of new financial products in the UK, all of which offer major savings to customers, but which have a disappointing sales record because of the complexity of the product (or, conversely, the stupidity of the customer!). Most people are visual, so telephone selling has obvious limitations; however, an exhibition offers an excellent interactive opportunity to try new ways of helping clients understand the benefits.
64. Achieve low-cost personal selling: the average length of time with a prospect at your stand is just a fleeting three to five minutes. However, it takes an average of just 1.4 personal calls to close a sale with an exhibition lead, compared to 3.6 personal sales calls without that lead. (Source: CEIR - the centre for Exhibition Industry Research)
65. Meet customers not normally called upon: be honest; does your product or service warrant a personal visit, or do you rely on a brochure to achieve many sales? Use an exhibition to meet the little client – after all, they could be a big client tomorrow!
66. Because 54 percent of exhibition sales leads sales are closed without a sales call: think about that staggering statistic; a well-designed and executed exhibition strategy will get across the services you can offer a visitor – and if the rest of your marketing strategy is in place, sales can then be achieved with effective direct mail and telemarketing, without the expense of further site visits.
67. Exploit organiser opportunities: switched on exhibitors will work with organisers to exploit every opportunity presented by events. For example, there are often a few little stands left unsold, and organisers would rather give these away than leave them clearly unsold. Think about what you can offer here – maybe run a separate display or feature that adds to the show’s ambience, without costing you anything!
59. Reach existing customers who need personal attention: so much has been written about clients moving away from suppliers simply because they felt under-appreciated; it’s nothing to do with unreliable products or arguments over payment. You will have a small cadre of people who need to be treated like royalty – and exhibition could provide that platform; you may even be able to turn them into unpaid ambassadors for your company
Enjoy yourself! Exhibition are fun, they’re buzzy. They work. Need we say more?