Slow economy? Let’s exhibit

Written by Susan Ratliff on June 14, 2011. Posted in Uncategorized

When capital is in short supply, the tendency for most small companies is to slash the marketing and advertising budgets.  It is with this knowledge that the shrewd business owner seizes the opportunity to increase market share and get an edge
on the competition.  While everyone else is waiting it out, the smart entrepreneur is finding new ways to reach their
customers.  One of the most effective ways to capitalize on a down market is by exhibiting in a tradeshow.

The Center for Exhibition Industry Research says you will reach 7 times as many prospects at an exhibition than you would through any
other type of marketing. In addition, the leads you collect will cost you 56% less to close.  The caliber of prospects
attending a tradeshow is excellent. Research shows that 49% of tradeshow attendees come to buy
something.  82% have buying influence, while 29% are the decision makers. 26% will sign a purchase order and 94% will
compare competing products.  It’s an audience ready to spend money with your company.

There are 11,000 tradeshows and 2,500 consumer shows a year attended by 120 million people who spend 100 billion dollars.  Nine out of ten companies ranked exhibitions as the #1 most useful source of purchasing information, because they could
examine and evaluate competing products in one location. Big business has been capitalizing on the benefits of exhibit marketing for years.  With a little knowledge and some careful planning, even the smallest business can tap into this lucrative marketplace.

The key is in the planning. To maximize your exhibit marketing budget consider working with experienced professionals that know how
to save you time and money on everything from labor and decorations to those last minute emergencies at your booth. When it comes to problem solving on the show floor, turn to your show decorator. Their knowledgeable staff is able to resource solutions in quick fashion to most any challenge and they will often partner with local entrepreneurs who can offer unique products and services that fulfill every show producers or meeting planner’s needs.

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