Exhibitions and events

Exhibitions and events are valuable because they allow face-to-face communication and offer opportunities for networking.
 
Exhibitions enable you to meet the people that matter to your business in one place, including existing customers, new prospects, suppliers, advisers, investors and key figures in your industry.
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Exhibitions come in all shapes and sizes, but the two main types are consumer shows and trade fairs. There are events for every sector and profession and for many small businesses these are a crucial part of their marketing strategy.

The benefits of exhibitingMany forms of marketing, including telemarketing, advertising and direct mail, involve intruding on customers which can cause resentment. Not so with exhibitions. Customers go to events prepared to give their time and attention and are often ready to buy.
 
Face-to-face meetings mean that you can have a conversation with customers. As well as presenting your products and services, you get the opportunity to find out more about your customers and their needs. You can use exhibitions to carry out valuable market research.
 
Trade shows attract qualified visitors and the majority often have buying responsibility. Indeed, trade fairs attract those people who can be difficult to get hold of at other times. Many arrive with credit card in hand and will have done their homework beforehand.
Consumer shows can be a great launch pad for a new business or product and also offer the chance to do live demonstrations in front of a large audience. Press attention and the power of word of mouth means that you can create a real buzz about your product or service.
 
As well as making sales, exhibitions can be used to forge new relationships, strengthen existing alliances, build databases, generate positive PR, recruit new staff and build your brand.
 
Exhibitions and events also offer you the chance to keep up with industry developments. They can give you a snapshot of what's new, and you may get access to the movers and shakers. What's more, they are a good opportunity to keep an eye on the competition.
 Exhibiting checklistExhibitions can be a great place to meet potential customers face to face. Here are the key steps to exhibition success.
 

• Clarify your objectives, for example, to collect leads, meet existing customers, make direct sales, or network with other businesses.
• Choose an exhibition that will attract your target audience and take into account the exhibition’s reputation, location, size and publicity plans.
• Consider whether the timing suits your plans and existing workload.
• Assess how cost-effective it will be: compare expected benefits with the costs of exhibiting, including staffing your stand.
• Book early to ensure that you are included in the organisers’ publicity material.
• Book a space which will suit your proposed display; consider which locations in the venue offer the most cost-effective exposure.
• Decide whether to use the organisers’ shell scheme or design and use your own stand.
• Start planning well in advance: organise marketing materials and samples, plan the layout of your stand and find out what facilities are available (eg storage and security, power points, broadband access and refreshments).
• Before the exhibition, promote your presence to your target audience (for example, with free tickets).
• Decide in advance how you will respond to different visitors, for example, students, potential customers, VIPs and competitors looking for information.
• Select personable, knowledgeable employees for the stand, and provide sales training if necessary; take enough people to allow for breaks.
• During the exhibition, let visitors browse briefly before approaching them to identify who they are and what their interest is.
• Arrange to follow up; as a minimum, record the name, job title, contact details and area of interest of each potential customer.
• Consider using the organisers’ list of attendees, as well as your own records, to contact them after the exhibition.

 
Creating your own networking opportunitiesYou don't necessarily have to be an exhibitor to get face-to-face contact with key prospects.

For instance, it's worth going to exhibitions as a visitor. You get to meet large numbers of useful people in one place. To choose the right event, contact your trade association or local Chamber of Commerce and talk to your customers about which events they attend and why. To make the most of the opportunities, it's worth planning ahead and fixing some appointments.
 
Another option is to create your own opportunity, such as a launch party or a product demonstration. Holding your own event is a good way to show your product or service in a tailor-made setting without the distraction of other exhibitors. You can create an event that exactly matches your needs and the needs of your target market.
 
Networking is an important part of the marketing mix for small businesses. You can use networking to forge productive relationships with key people. Over time, these contacts can become powerful advocates that support and promote your business.
There are many opportunities to meet the right people. Become an active participant in the local community and attend events aimed at your sector. Your local Chamber of Commerce will be able to point you in the right direction. There are also plenty of ways to network online that can help build valuable business relationships. In particular, there are sector-related groups on LinkedIn and Twitter that allow small business owners to link up with contacts, suppliers and customers.
 
Whether online or in person, the best way to approach networking is to be helpful, likeable and knowledgeable. That way you create goodwill, an essential basis for any business relationship.

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