Exhibitions and trade shows are opportunities for companies to market themselves effectively. Exhibition stands and promotional materials help companies display and demonstrate their products and services in ways that encourage sales.
These stands can be used at events or in business locations, and should be used strategically in order to achieve the best results.
Trade shows, conferences, local fairs and other events provide venues for companies to share information about their products and services.
At professional trade shows or conferences, company representatives can use an exhibition stand to attract and interact with other vendors in complimentary fields, creating opportunities to engage in business relationships that could lead to large volume sales.
Alternatively, at public trade shows and local events, company representatives can share information with individuals who may not be exposed to their products or services otherwise and encourage these individuals to become customers.
An exhibition stand can make a larger impact than simply having company representatives attend an event. This stand provides companies with a convenient place to show off merchandise and display or distribute promotional materials.
If the company representatives are busy speaking to other event attendees, demonstrating how merchandise works or attending presentations, the interested parties who come by their exhibition can still view a display and get information by taking the brochures and business cards made available through the exhibition stand.
Companies should consider their objectives for each event they attend and create their display accordingly. Carefully selecting what merchandise to bring or how to set up their demonstration can also help them meet with success at each event.
Trade shows attended by other companies could be most interested in the latest product being offered, while a local event with open attendance could bring in an audience that would benefit from a demonstration of how to use a popular product safely at home.
Regardless of the event, making contact information readily available should always be part of the exhibition strategy.
Clearly displaying the company name, logo and contact information helps audiences make clear connections between the company and the products or services being promoted.
When exhibition stands are not in use at events, they can still get used as displays in business locations, including in stores and offices and near high traffic areas. At events, exhibition stands often help introduce potential customers to companies they may not be familiar with.
But at business locations, it is safe to assume that the audiences for these exhibitions are already familiar with the company. This need not reduce the impact of the stand.
Placing and merchandising the stand so it can draw attention to high-end products, fresh merchandise or add-on items can help increase the amount of sales made to regular customers.
Companies can benefit from using exhibition stands as promotional tools. Creating opportunities for company representatives to engage companies and individual customers at events, showing off merchandise, displaying promotional materials and providing contact information can all lead to sales.
When used strategically, these stands appeal to their audiences and get desirable results for companies.