Here’s an excerpt from our must have, one of a kind exhibiting handbook, which is available from us in either pdf or hardcopy format.

Today,  we ask…

Should You Exhibit at All?

I’ve been involved in exhibiting for much of the last 20 years and what often amazes me is the number of businesses at shows that just shouldn’t have been there at all.

Exhibiting (or any public/trade event), in my opinion is one of the best forms of marketing. It is the only kind of marketing that has a 3D ad (your stand) with you (and your colleagues) at the heart of it and making personal contact with qualified prospects (many of whom have paid to get in!); and research and statistics say that pound for pound there is no better way to win customers – but remember it isn’t for everyone!

So who shouldn’t be exhibiting? Well there could be all sorts of reasons why a show of any kind isn’t right for you and your business and the hard truth is that (with your objectives to hand), only you can decide.

Give yourself time, question your judgement and think again – are you one of the 10% or so of businesses that get it wrong and exhibit too early, or too late, or for no purpose at all, or on a whim?

If you’re not sure then test it…

Good marketers test every marketing channel they use; why should an exhibition or event be any different? Be sensible, if it’s your first show then keep your expenditure as low as possible to ensure that you don’t risk too much money.

Many savvy marketers even track the value of each event over three, six or twelve months – after all, a single new customer can represent a huge lifetime value to you and your business.

Next time we’ll be discussing location, location, location.

Until then.

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