Why are you exhibiting? The age-old question.

Posted 30/09/2022
Why are you exhibiting? The age-old question.

So, you’re ready to take your business back out into the world of exhibiting. But what exactly are your reasons? Do you want to generate more leads for your business? Are you looking to raise awareness of a new product or service? Or is your local exhibition centre offering half-price rates for businesses in your area?

In this blog, we want to make you aware of some of the areas you should be thinking about when exhibiting which will help you understand the reasons ‘why’ you want to exhibit.

Location and cost

With the current economic downturn, many businesses will be looking to save money wherever they can. However, time and time again, history has shown that companies who are willing to invest have seen accelerated growth. We aren’t saying you should keep on spending your current budget but stopping spending altogether can be dangerous even during challenging times.

When it comes to exhibiting, you need to decide whether sending your staff across the globe is cost-effective or whether it’d be more beneficial to invest in professional booth staff already based in the location you want to exhibit. When you invest in professional booth staff, you unlock a whole host of benefits including:

  • Seasoned professionals with vast experience in extensive communication skills.
  • A dedicated account management team is available throughout your event to ensure it runs without a hitch.
  • A team focused entirely on the success of your exhibition.

Learn more about professional booth staff and make sure you add it to your list when planning your next exhibition.

Understanding your target audience

The importance of who your target audience is should be high up on your priority list. If you go into an exhibition blind, how will you know who to approach and who to avoid? The answer is you wouldn’t. When we’re approached by businesses who have suffered a poor ROI, low leads, and a sense they never want to exhibit again, we ask three questions:

Did you choose the right exhibition?

Identifying your product or service, what it is and what exactly it offers your target audience will help define who your target audience is and where exactly you should be exhibiting. This puts you in a good position to factor in your budget, location, and ROI.

What attracts your audience to your stand?

Consider your target audiences; how do they differ from one another? You may have identified two audiences that require different approaches when attracting them to your stand. Let your audiences know you are exhibiting as soon as you decided to exhibit. If you wait for the day without building any sense of urgency, the likelihood of you not hitting your ROI becomes more probable.

What are your audience’s wants and needs?

It may seem simple but when it comes to your target audience, you must listen more than you speak. If all you do is bombard your prospects with questions, you won’t be able to hear what they are saying or identify their pain points. By listening to the wants and needs of your target audience, you’ll be able to gather the information you can use to make your exhibitions more successful.

Finding out more about your target audience should be one of the main reasons why you exhibit, and you should aim to elevate their exhibition experience by tailoring your approach.

Exhibiting shouldn’t be an afterthought

When you are exhibiting, you must cover all the bases such as your target audience, location, costs, and staff. This ensures you’re taking the risks in all the right places and not leaving crucial parts of your exhibition to chance.

At Expo Stars, we have managed over 3000 exhibition engagement projects in over 100 cities across 53 countries. If you need help to ensure your next exhibition is a successful one, get in touch with one of our expert team who will be happy to assist you.

Posted 30/09/2022