SURFACE WORLD 2023
10 great reasons to exhibit at Surface World 2023 If your business is attracting new customers from advertising and word of mouth, it can be very tempting to write trade shows off as something that you don’t need to do to attract new customers. But trade shows can be one of the most rewarding forms of marketing when approached with the right strategy. Trade show veterans will attest to the fact that the ROI (return on investment) achieved from a successful trade show is often impossible to match in comparison to other forms of marketing. So before you write off trade shows as secondary to your current marketing tactics, it pays to learn about their benefits. Here are ten reasons which explain why trade shows should be at the top of your list.
1. Meet and connect with prospective customers One of the greatest advantages of exhibiting at a trade show is that it allows you to meet and connect with prospective customers in person instead of communicating with them over the phone. Research has shown that in-person meetings are 34 times more successful than those made via email or by phone. When meeting in person, you become someone that they know, recognise, and want to connect with. Another advantage is the trade show host uses their database to invite prospective customers to the event, using various marketing tools on your behalf to get footfall through the door. Where else can you meet
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hundreds of prospective business opportunities all under one roof?
2. Strengthen your bond with existing customers Just like trade shows give you the opportunity to better connect with prospective customers, exhibiting at a trade show also allows you to meet your existing customers face-to-face. While most of today’s business is conducted over email or phone, face-to-face meetings are undeniably a fantastic way to do business. Trade shows are often a place for customers to approach you with their long term plans and big orders – orders that can be incredibly lucrative for you as an exhibitor. Utilising your attendance to plan meetings at the show will save you valuable time and money, rather than trying to see each in turn at their place of business.
3. Learn about new developments in your industry When your business attends an industry event, it puts you at the centre of the action. Trade shows are a place for businesses to announce and display their latest innovations and developments. In a competitive industry, would you rather be aware of your competitors or out of the loop? Exhibiting at a trade show doesn’t just give you the opportunity to make new sales and connect with existing customers, it gives you the chance to
look at cutting edge developments in your industry and the opportunities they also create for you. When you are at the show take a few hours out of your stand and see what other exhibitors are doing, this helps to keep you up to date with new technologies, techniques, products and industry trends.
4. Meet new companies that can help your business Your attendance gives you the chance to network with both prospective customers and prospective vendors. This makes a trade show more than just an opportunity to expand your distribution, but a chance to expand your supply chain. While your sales and marketing team focus on connecting with prospects to make new sales, your Purchasing Manager can connect with new vendors and contractors that can help your business grow. This makes a trade show a two-sided opportunity for your business – to expand sales, and to expand supply chains.
5. Close deals with new customers during the show There are few situations more tense than the average outbound sales call. From the
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