Exhibitions - A powerful platform of the B2B sector
A few years ago, every brand under the sun, was running in the rat-race of creating the most engaging and memorable advertising campaign. The mantra of the day was giving your brand as much publicity as possible and saturating the marketing mediums with your brand name, tagline or jingle.
Sure, this tactic worked well for business-to-consumer (B2C) companies. Mainstream advertising, or as professionals call it ‘Above-the-line marketing’ (ATL) did bring business to B2C companies but for business-to- business (B2B) companies ATL marketing mediums have never proven to be exceptionally profitable. Where ATL marketing failed, below-the-line marketing platform worked wonders.
Exhibitions emerged as one of the most popular and lucrative mediums for B2B companies. Exhibitions offered more than just blatant publicity. It provided a platform to truly engage the audience.
Here’s how exhibitions can be a tremendous opportunity for B2B brands and companies to expand their business exponentially.
A stage to showcase your brand – Exhibitions provide companies with a golden opportunity to showcase their brand and products. Many brands wait until the exhibition season to launch their latest product in the market so that the exhibition can be a medium to launch their product and their exhibition stands an ideal stage to do so. Start-ups often prefer to launch their brand, product, services at their exhibition stands. It is a relatively cheaper medium but twice as much effective and engaging.
A chance to engage relevant audience - As discussed in the previous point, exhibitions are a more effective medium when compared to mainstream advertising. This is because, a AV broadcast reaches out a million people, irrespective of their demograph, whereas at an exhibition you get a chance to engage audience that is actually interested in what you are selling. Every industry has at least one dedicated exhibition; the visitor’s demograph includes industry professionals, experts, buyers and investors of the dedicated industry. Hence commissioning an exhibition booth at an exhibition, gives you a platform to showcase to your relevant audience.
An opportunity to engage visitors live – Unlike in any other marketing platform, exhibitions offer an opportunity to engage with your visitors. At the convenience and comfort of your exhibition stands you can conduct one-on-one communication with your visitors. Direct communication with your target group will give you great insight on the psyche of your consumers. Be it feedback on your product, service or marketing strategy. Exhibiting once itself will give you valuable reviews and feedback which are organic and unadulterated.
A chance to build a relationship with your audience - Last but not the least, exhibition provides you ideal grounds to build a relationship with your target group at your exhibition stands By the means of one-on-one communication, seminars, live demonstrations and Q and As you can develop a solid relationship with your audience. This goes a long way in building a healthy brand image.
Exhibition provides a strong foundation on which you can build your business empire. From networking to cultivating inter-personal relationship with your clients, exhibitions are a valuable asset especially for B2B brands.
A platform to network – An exhibition brings retailers, suppliers, industry professionals, marketing executives and even investors under one roof! By conducting discussion panels, conferences and seminars at your exhibition booths you can attract the crème-de-la-crème and leverage this opportunity to network. You can interact and conduct private discussions as well in your exhibition stands with interested professionals. Networking at your exhibition booths can help you increase your client base and expand your business tremendously.