Why Exhibitions Work.

Exhibitions are major marketing tools used by both small and large businesses.  They provide the opportunity to showcase, demonstrate and display a company’s product or service direct to the consumer.

According to the Exhibition and Event Association of Australasia, whether you sell building equipment, boats or fashion: the better you know your customer – and the better your customer knows you – the more likely you are to make that first sale and the increasingly profitable sales that follow.

If you had to design from the ground up a marketing medium that’s perfectly suited to this kind of relationship building and customer retention, it would probably look remarkably like exhibitions, the most direct form of direct marketing ever.

Top marketers in virtually every industry have known it for years. The right exhibition is the only marketing medium that:

• brings your most active prospects and customers to you.
• allows you to demonstrate products, answer questions, overcome objections and meet your market face-to-face.
• harnesses all five senses to drive home your messages.
• allows you to further virtually all of your marketing goals at the same time: from long-term brand building to immediate sales; from researching the market to generating media coverage; from launching new products to entertaining loyal customers; from educating prospects to collecting high-quality leads.

These are just a few of the things that exhibitions, and only exhibitions, bring to your marketing efforts in a measurably cost-effective way.

Of course, exhibitions are only part of the entire marketing mix. But, as more and more marketers are learning each year (and as an ever-increasing body of research supports), they’re the most effective part.

Is face-to-face marketing important?

In a comprehensive survey 87% of marketers said that face-to-face marketing is important to their company.^*