Small Business Saturday Blog

Why you need to add exhibiting to your marketing mix

Tuesday, December 06 at 10:32Brand | Customer | Exhibiting | Marketing | Small Business Saturday

Exhibiting provides a perfect opportunity for you to showcase your business to the market. In a hall filled with customers and contacts, you have the chance to show people why investing in your company is essential. Customers will be attending with high expectations and with the hope to learn more about what businesses are out there, so it’s an incredible opportunity to become a part of.

If you haven’t yet decided to add exhibiting to your marketing mix then maybe it’s now time to reconsider. Here are 5 reasons why you need to be exhibiting right now.

1.    Increase your profit
Exhibiting has proven time and time again to have one of the highest return on investments as compared to many other marketing channels. Of course, there’s a lot of effort that has to go into exhibiting, such as an upfront investment to cover stall costs, but with that effort comes the benefit of a high potential reward.

With so many potential visitors under one roof who could be interested in your business, it’s a great opportunity to give out show only offers to increase the chance of a purchase on the day.

To increase your ROI further, make sure you choose displays that can be used again from reputable suppliers such as Marler Haley.

2.    Be seen in the right places
Being seen side-by-side to your competitors can do wonders for your business, particularly if you’re relatively new to market.

It’s one of the only places where visitors can physically see the differences between your businesses so it’s your opportunity to make sure your USPs are clear for visitors to see to make sure that they choose to buy from your stand and not your competitors.

3.    Your target audience under one roof
One of the main reasons to exhibit is to see people face-to-face. But not just any person, it has to be the right one. When choosing the right show for your business, it’s important to consider who will be attending and working out whether that fits your target audience. For online businesses this is particularly important as you won’t often get the opportunity!

4.    Increase brand awareness
Although you’ll want to gain as many leads and sales from the event as possible, exhibitions are also a great opportunity to raise brand awareness among your target audience.

Let’s be honest. Not everybody will want to purchase from you at the show even if they are in your target audience. But what you’ll want to do for these people is to make sure that they are aware of you when they decide that they need to purchase.

To do this, make sure that your displays have a clear logo in the upper third and that you add a simple strapline to tell people what you do and your USPs.

5.    Get feedback
Being face to face with your potential customers also has another perk – being able to get live feedback about your business. By asking about their needs, as related to your business, you can find out if you’re missing a trick by not fulfilling them. Positive feedback can also help you to identify your strong points to help guide marketing activity to push those elements that people have told you set you apart.


 Guest blog written by Mizzy Moore.









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