Exhibiting... to show or not to show?

Aerial photo of busy exhibition

Over the years there have been many debates, points of views and opinions on whether exhibitions and trade shows are a viable option.

Often the main concerns are the costs involved in exhibiting, this must be weighed up against the benefits that a well-designed, and well run stand can achieve.

In a world where everyone hides behind emails, videos, and text messages, face-to-face meetings are becoming less and less frequent, and a big concern is that personal customer contact is diminishing.

Exhibitions are a unique environment where relevant products can be seen and compared, providing the customer with an insight into innovative new styles and trends.

Recent research studies have revealed some interesting facts...

  • 65% of exhibitors attend to see current Clients – it’s harder to get face-to-face time with customers.
  • 92% of tradeshow attendees come to see and learn about what’s new in products and services
  • 77% of executive decision makers found at least one new supplier at the last show they attended
  • 51% of trade show attendees requested that a sales representative visit their company after the show

Exhibitions are only as successful as their location, timing, and format. It’s a team effort, a joined-up thinking process between the exhibitor and the show organiser.

Get this right, and exhibitions remain an important marketing strategy.

Key to trade show success is achieving memorability through a great stand design, a stand-out product and a great visual presentation.

If a new customer is attracted to a stand it could be for a variety of reasons...

  • A known brand
  • A new product
  • Pre-show research
  • Impactful stand design
  • Interaction with personable, knowledgeable staff

Face to face, touch and feel, see and hear – only a show provides these interactions we sometimes take for granted.

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