Unpacking the Value for Brands and Start-ups.
In today's age of digital marketing, where online platforms and virtual events have become the norm, the relevance and value of physical exhibitions may appear to be diminishing and questionable to some.
However, for brands and start-ups aiming to secure listings with retailers, distributors, and wholesalers, the question remains:
So is exhibiting at exhibitions worth it?
Let's delve deeper into the digital landscape to understand its ease, convenience, cost-effectiveness, and potential pitfalls, and how exhibitions compare.
Ease and Convenience:
Digital marketing offers unparalleled ease and convenience. With a few clicks, brands can reach a global audience, schedule campaigns, and track performance in real-time. Virtual events eliminate the need for physical setup, travel, and logistics, making it a convenient option for brands with limited resources or those operating remotely.
It's Cost-Effective:
Digital marketing often boasts a lower cost barrier compared to traditional exhibitions. With platforms offering pay-per-click, cost-per-impression, and budget-friendly advertising options, brands can achieve significant reach and engagement without breaking the bank. This cost-effectiveness can be particularly appealing for start-ups and small businesses looking to maximise their marketing budget.
So what are the Downsides of Digital Marketing:
Despite its advantages, digital marketing comes with its own set of challenges and pitfalls.
The digital landscape is saturated with content, making it increasingly difficult for brands to stand out and capture audience attention.
Algorithm changes, ad fatigue, and rising competition can impact campaign performance and ROI. Moreover, the lack of face-to-face interaction can limit relationship building and trust, crucial elements in B2B partnerships and negotiations.
So what's the point of doing exhibitions?
1. Direct Access to Decision-Makers:
One of the undeniable benefits of exhibitions is the opportunity for face-to-face interactions with key decision-makers in the retail and distribution sectors. This direct engagement can expedite the pitching process, potentially leading to faster partnerships and listings.
2. Showcasing Product in Real-Time:
Virtual presentations and digital catalogues have their merits, but nothing beats the impact of showcasing a product in real-time. Exhibitions provide a tactile experience for potential buyers, allowing them to see, touch, and even test the product first hand.
3. Building Brand Recognition:
Exhibitions offer a platform to introduce your brand to a wider audience, helping to build brand awareness and recognition. A well-designed booth with compelling branding can leave a lasting impression, setting your brand apart in a crowded marketplace.
4. Networking Opportunities:
Beyond securing listings, exhibitions are a hub for networking. Engaging with industry peers, experts, and potential collaborators can open doors to new opportunities, partnerships, and insights that can be invaluable for business growth.
5. Measurable ROI:
While the upfront costs of exhibiting can be significant, the return on investment (ROI) can be substantial if approached strategically. By setting clear objectives, targeting the right audience, and following up diligently post-event, brands can measure and optimise their ROI effectively.
Photo by Devin Chohan, Co-Founder and Sales Director of Thirst Quenchers UK, at the Food and Drink Expo 14, NEC Birmingham
So where are we left after all of this?
In conclusion, exhibiting at exhibitions can indeed be worth it for brands and start-ups looking to overcome the challenges of getting listed with retailers, distributors, and wholesalers.
It offers a unique blend of direct access to decision-makers, real-time product showcasing, brand building, networking opportunities, and measurable ROI that can significantly accelerate business growth.
However, success at exhibitions requires careful planning, execution, and follow-up. It's essential to approach each exhibition with clear objectives, a compelling presentation, and a strategic follow-up plan to maximise the value and opportunities they offer.
So, the next time you find yourself questioning the value of exhibiting, remember the unique benefits it offers and consider how it aligns with your business goals and growth strategy.
Devin Chohan
Brand to Buyer
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Thank you for reading this little piece that I've shared on here and I would love your thoughts on anything.
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