Exhibitions are growing bigger year by year, I remember a few years ago some doomsday prophets of the exhibition industry predicting that the exhibition industry is dying a slow death, and it is just a matter of time before companies stop exhibiting. The doomsayers based their arguments on the basis that with the advent of new technologies and the growing trend of online trade, people would be reluctant to move out from the comforts of their offices and homes to go to an exhibition and spend hours walking and visiting exhibition stands to see products which anyway, they could find online.
But the damp squibs were wrong, in- fact, the numbers of new exhibitions being launched are growing and older more established exhibitions are seeing record numbers of exhibitors and visitors. Though we can’t discount the impact of online shops but nothing beats the feeling of seeing and touching a product before purchasing it. Who can resist the temptation of comparing products of different manufacturers before taking the decision to buy something? This is true not only for consumer products and white goods, even large companies like to compare and evaluate before they take a decision to go in for new equipment and machinery.
Person to person interactions
Exhibitions have been around for a long time, hundreds of years for sure, so exhibitors must be definitely doing something right. Very early on, companies realized that nothing beats face to face interactions with prospects, they found that it was cheaper to exhibit at a static location where many buyers gathered looking to buy products, and exhibitions are the perfect forums where they not only got to see many products, but they also experienced live demonstrations of products and actually saw how those products could be useful to them. Even now exhibitions provide an ideal platform for companies to launch new products and showcase improvements done on their older product lines. Visitors always like to experience and see innovations that were considered science fiction just a few years ago. No online site can ever give a person this experience of a live demonstration.
Real- time feedbacks
Exhibitions provide the ideal setting for manufacturers and their clients and prospects to meet face to face, here they not only buy and sell products but also this is the best place where companies can get to know their clients more intimately. Further, companies can get direct feedbacks from their clients and prospects on whether their products are fulfilling the needs of the market or if the products need to be improved or if required discarded for a completely new line of goods. Exhibitions play a very important part in the marketing and sales strategy of companies today due to the direct, in the face, nature of these events. Most of the largest companies in the world have elaborate plans and huge budgets for their below the line marketing activities and exhibitions play an important role in these plans.
Embracing new technologies
Exhibitors have adapted very well to the new technologies that are emerging every day. Not only do companies take advantage of online marketing and sales campaigns to sell their products, they also use these online tools to announce their participation in various exhibitions and trade shows. Such campaigns are cheaper to run and they make an impact on a new generation of buyers and decision makers who are very tech savvy. Exhibitors also use immersive technologies in their exhibition stands with interactive kiosks, 3D mapping, laser shows, virtual reality and much more to attract and hold their visitors at their exhibition stand. The impact exhibitions have on the market is still growing, to a large extent, this is due to the use of new technologies and the innovative use of new materials being used to make exhibition stands.
Using sustainable materials
Exhibition stand building methods and technology is also changing, keeping pace with new sensibilities and sustainability, exhibitors are increasingly going for reusable modular exhibition stands. These exhibition stands can be re-used over a long period of time and a company uses these exhibition stands over a course of many shows. These modular exhibition stands are ecologically sustainable and in line with the growing demands for green solutions in exhibitions. Companies using modular exhibition stands are considered more ecologically responsible and visitors view them and their products with trust. These kinds of direct contact and impact cannot be achieved in any other kind of sales or marketing campaigns. Companies participating in exhibitions can influence their customers more easily compared to other Medias. So, even though a whole generation has grown up surrounded by technology, exhibitions still holds its own as an important influencer in the sales cycle.