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EXHIBITIONS & CONFERENCES


Exposing your business


By Paul Runacres (pictured), head of marketing, at Clip Exhibitions


In today’s marketing world, there have never been more options as to how you communicate with potential clients and try to generate new business opportunities. But the world is now almost completely online – traditional marketing activities such as face-to-face exhibitions must surely be dying? A recent survey looked to find out whether UK business


owners felt exhibitions were still a relevant marketing activity. The survey questioned 16,000 marketing professionals and business directors and almost 85% of respondents stated they attend up to 10 shows per year, while 42% said that they spend most of their marketing budget on attending shows. So, why do these results seem to contradict so directly


the current trend for online interaction? It seems that despite all the advancements of technology,


there will simply never be any substitute for seeing a product in the flesh. You can raise awareness and create interest through emails, websites, video demos, conference calls and even 3D printing or augmented reality, but you can’t feel the quality of a product that way. If your product really is as good as you say it is, then the best thing you can possibly do is take it to an exhibition. Let the audience see with their own eyes and the product can sell itself. Exhibitions ensure that seeing really is believing.


Exhibitions aren’t just about showing off the product. A huge number of


service companies also get great return from attending exhibitions. Whatever a product may deliver and regardless of the promises that are made about it, the single biggest motivator for people looking to choose a new supplier remains the trust in that company and the people you’re working with to deliver for you. The most direct and easiest way to build trust with a potential client is by dealing with them in person. Exhibitions remain the only marketing solution where potential clients physically come to see your company, come onto your stand space and give you the opportunity to show them how your product or service and staff can add real value to their company.


32 insight MARCH/APRIL 2018 Some people who haven’t exhibited before are wary of the situation.


‘There is no substitute for


They feel nervous that all of their competitors will be standing right next to them. They’re absolutely right. The trouble is, if you’re not there then that doesn’t mean your competitors suddenly won’t be. Exhibitions are a time to stand toe-to-toe with your competitors and show the marketplace why you’re the ones they should choose. Others considering exhibiting are concerned about the


the face-to-face, touch it and feel it experiences’


cost. They feel their budget won’t be able to stretch to the size or impact of their competitors. However, at exhibitions, bigger is not always better. A small space, with a clearly thought out and a delivered message that will resonate with visitors is always better than a huge space with fancy logos and taglines that mean nothing to anyone. Regardless of the current online trends, exhibitions not only remain a highly effective and viable marketing activity, they are actually becoming more popular. The Center for


Exhibition Industry Research (CEIR) revealed the following numbers following an extensive survey of exhibition visitors: • 76% of exhibition visitors asked for quotes and 26% signed purchase orders at the exhibition


• 72% of exhibition visitors say the show directly influenced their buying decision


• 87% of exhibition visitors will share some of the information obtained at an exhibition


• 64% of exhibition visitors tell at least six other people about the event • 40% are first-time attendees • It costs 22% less to contact a potential buyer at a show than it does through traditional field sales calls


In a time when everyone is used to online banking, video calling, social media noise and virtual reality, the stats really do prove that there is no substitute for the face-to-face, touch it and feel it experiences that exhibitions continue to deliver.


For more information visit www.clipexhibitions.com


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