The main reason for a company to exhibit at a trade show is to have the opportunity to show its products or services to a captive audience. The opportunity to exhibit is available to a company at a very low cost. The “return on investment”, or R.O.I., of exhibiting at a trade show is very high. There is nothing like a face to face meeting with your most important clients and suppliers, again all in one place. A trade show offers the opportunity to reinforce and establish client relationships which would be nearly impossible to accomplish by email or phone. An exhibitor is offered an open forum to show their product or service to people that may not have heard of it, tout its benefits, and show the quality.
The exhibitor has a captive audience that is in some way, shape, or form involved in their industry gathered in one location. With a proper marketing plan leading up to the date of the show, the exhibitor can introduce their product or service in 1-3 days. This time and money saving opportunity is again immeasurable compared to the lengthy and expensive alternative of visiting each client at their place of business.
Another important reason to exhibit at a trade show is the ability to brand and market your company. This benefit can be inexpensively accomplished with a proper advertising plan that is put into place before, during, and after the show. As I mention above, the ability to show your products and services to a captive audience over a short period of time, in one location, is so valuable to a company, that it cannot be compared to any other type of marketing. A company is given the chance to answer questions, concerns, opinions all in one spot, face to face.
The drawbacks to exhibiting at a tradeshow may not be as numerous as the benefits, but are just as important to a prospective exhibitor and need to be reviewed. The main concerns include the overall cost of the exhibiting, of travel, the costs associated with entertaining existing and potential clients, and the cost of the loss of company income. Overall exhibit cost covers the rental of the booth space, the trade show display, shipping, any rentals, electricity, and I&D. The cost of travel includes air flight, hotel, and meals. The existing and potential clients attending the show are the reason a company is there. The costs associated with this group mainly involve travel and entertainment.
The cost associated with the loss of income to a company is more detailed and may not be as apparent as the other drawbacks. The staff that is chosen to represent a company at a trade show must be a complimentary representation of the company. The loss of these key employees for the duration of a trade show is very difficult for a small to midsize company to justify. This cost alone is more than likely the number one reason not to exhibit.
As you can see, there are many reasons to exhibit and many reasons not to exhibit at a trade show. This opportunity must be taken advantage of by every company, small or large. As long as the exhibiting company gives a 100% effort, the profit from exhibiting will far outweigh the cost of exhibiting.
Give Impact Displays a call at 877.217.2681 and discuss your trade show requirements with one of our display specialist. We can help you make the most out of your trade show.