Date27th Oct 2014
CategoryMarketing Strategy/Marketing tips/News/
AuthorBoxed Red

Should your marketing strategy include exhibitions and trade fairs?

There are a huge number of trade fairs and exhibitions that could give your business a boost, but which one is right for you? And how can these events help you achieve your marketing goals?

As part of an integrated approach to marketing, a trade fair or event can be yet another way to get your marketing messages in front of the right people, at the right time.

But is the expense and time away from the office worth the investment? Ask yourself these questions before packing the pull up banners and stocking up on sweeties.

What do we want to achieve?

Attending or exhibiting at the right event can be a fantastic part of your integrated marketing strategy and can give your business a boost, depending on what you want to achieve.

Ask yourself whether you want to attract new customers, position yourself as an industry leader or simply generate income with sales of your product or service on the day.

Once you have set a goal, you can measure the success more easily and know whether the activity has been worthwhile.

Which event should we participate in?

There are exhibitions, trade fairs and corporate events held every week in cities all over the globe, and choosing the best one for your needs is vital.

Consider the audience who will attend the event and ensure it is aligned to your target market.

Are our marketing materials and stand collateral up to scratch?

At a busy exhibition, your business will be competing with hundreds of others for a slice of the captive audience. How will you communicate with your customers, and how can your marketing collateral help you stand out from the crowd?

For larger events, a complete exhibition solution with bespoke signage design can be the only way to attract attention, but a fantastic promotional item or eye-catching giveaway can be a great way to get your message across.

Why not consider a branded tote bag? Visitors to exhibitions and trade fairs receive armfuls of information and freebies, give them a bag to carry all the information and your brand will be forefront of their mind all day long.

How can we promote my attendance at this event?

There are many ways in which to promote your attendance at an event, why not consider an email campaign or innovative direct mail piece? Don’t forget that many of your competitors will be attending the same dates; so however you intend to communicate, make sure it’s in a way that’s unique.

How will we capture data at the event, and how will we use this information?

Events are extremely busy, and with hundreds of exhibitors clamouring for your potential customers’ attention, it’s a good idea to find a way to get in touch once the hubbub has died down.

You could hold a competition where people leave their business card to win an interesting prize, or offer a free gift for those who leave their email address with you.

How will we measure the success of this campaign?

Depending on what goals you set for yourself, it’s important to measure your success against what you wanted to achieve.

Did you want to sell, sell, sell? Then take an order book and count up the pages at the end of the event. Did you plan on engaging with customers with a view to selling your services in the future? Then take a look at your email marketing sign up list and start scheduling your next campaign.

Whatever your goals for your business, an exhibition or trade fair can be a fantastic platform to get you there. If you need support, guidance or a push in the right direction, give our team a call and we’ll help you make your next event a success.

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