Friedman’s Appliances Exhibit at the HBA Homeshow
When you think about trade shows, often the first things that run through your mind are the commitment it takes to make one successful for your business and what it will cost to participate. While these are important factors to consider, you also must consider the benefits that can come from your time at a trade show.
Targeted Exposure
First of all, your company gets concentrated exposure in front of a targeted audience. According to the Center for Exhibition Industry:
- Exhibitions are the #1 source for attendees who make final purchasing decisions. This means that 37% of attendees have the “final say” about the product you are marketing.
- Trade shows attract people who are already interested in your product. Fifty-seven percent of attendees are planning a purchase within the next 12 months, and 83% have buying influence.
- Most people (81%) come to see new products or technology, and 76% come with a specific agenda or need in mind. They know which companies and/or products they want to see before they walk in the door.
Higher Conversion Rates
You also have the ability to show potential customers your passion and commitment to your business that comes across best in person. Exhibitions are used more in the selling process than any other marketing tool. Compared to direct sales, trade publications, public relations, internet and direct mail, it costs 56% less to close a sale at an exhibition than with field sales calls. Many of the exhibition leads (48%) do not require a sales call to close. This means you are showcasing products and actually selling them, making exhibitions a great use of your time and money.
Easier B2B Networking
Not only do you find new customers, but you can also create new collaborative partnerships by networking with other companies. Interestingly 17% of total business-to-business sales take place on the show floor.
Finally, if your competitors are there, you need to be there too. More than 350,000 U.S. companies exhibit an average of at least four times per year. If they continue to go year after year, they are probably seeing a profit from it. If your company makes the commitment to go and budgets properly, you can benefit from trade shows too.
The team at Riley & You has the experience needed to help your company make the most of your next trade show appearance.
