With life slowly returning to normal, it’s time to start expanding your marketing plan. Digital efforts were a lifesaver during the COVID-19 pandemic (and will continue to be key moving forward), but trade shows still have a lot to offer. Namely, direct access to your target market. With live events making a comeback in 2021, it’s the perfect time to recap the many pros and relatively few cons of exhibiting at a trade show.
Perhaps the main reason that people attend trade shows is lead generation. Whatever you spend on participating, you can more than make up in new sales opportunities. Even if attendees don’t buy or commit to buy at the event, chances are they picked up some sort of information from your booth and may well think of your brand when the need arises.
Importantly, attendees are already interested in your product or service. Not only that, but they are looking to buy or research. This allows you to approach people and engage in direct marketing without fear of encroaching on someone’s time or privacy. There’s an unspoken code at trade shows that you’re there to do business. If executed with finesse, this could result in significant financial gains for your business.
Branding is another major benefit of exhibiting at trade shows. Your booth is the perfect opportunity to showcase both your product and your commitment to the business. The simple act of exhibiting can be enough to raise your standing within an industry — driving home that you are a serious player. Just make sure your booth looks professional and your displays are dynamic and engaging.
Trade shows are also a great opportunity to assess the competition. In real time, you will be able to see which booths generate the most interest. If your both is a hit, it’s important to determine why. If things are a little slow, you can look to competitors to see what you could be doing better. These learnings will be invaluable for your business.
As with any marketing exercise, there are some cons associated with trade shows. The most significant being expense. Exhibiting can be pricey, particularly when you factor in the cost of dressing your booth. This is where ZonePro® comes in. Our fully customizable banners allow you to delineate space, manage foot traffic and share your QR code — all while displaying your branding. This makes them an ideal replacement for advertising banners and stand banners.
More importantly, our banners can be reused for future events and the messaging can be swapped out when your marketing needs change. If you’re a regular trade show exhibitor, this can be one of the most cost-effective ways to decorate and distinguish your booth. To find out more about the dimensions and different levels of portability, check out our innovative range of products. See you at the trade show!