Why Exhibitions Are A Powerful Ingredient In The Marketing Mix
Believe it or not, there is a tried and tested formula for engagement that works, one we are all familiar with in our day to day lives yet we may not even realise we’re using it, or not using it. In this opinion piece, Ali Thompson, sales manager for the Asia-Pacific Incentives & Meetings Expo (AIME) argues for tradeshow marketing.
Let me give you a scenario that I know many of you are familiar with and guilty of – sending an email to a colleague sitting a few feet away, rather than walking over and having a conversation. We understand that it’s silly, we know it’s bad form and we recognise how disengaging it truly is.
How To Embrace The Pace Of Change
Whilst we know that this innovative digital age has endless benefits, it has created a society where we rely on electronic gizmos to communicate. Remember how life was before mobile phones, the internet, Google – how did we ever survive?! We may have had internal battles with fax machines or alternatively, faced the inconceivable thought of physically walking to the post office, yet we were able to communicate, businesses managed to grow and life continued, people talked to one another.
There’s no in-depth hyper intellectual theory or uber tech savvy algorithm to stimulate marketing and build business relationships. The social brain is in its natural habitat when we’re talking with someone face to face, it’s the unrivalled act of human connection. Disengagement produces disengagement – engagement generates engagement, it’s that simple.
Statistics show tradeshows and events are the second most effective tactic in the marketing mix following websites, which simply confirms what we all know, that people to people connection is imperative in the omni-channel world of communications, and exhibitions give brands this opportunity.
People Buy From People They Like
It’s human nature to want to work with people you connect with on a personal or professional level, and even more so, people buy from people and brands they trust. Successful business is built on these relationships.
Understanding consumer behaviour, the way people seek, purchase, use and evaluate products and services, gives insight into the touchpoints where you can instill trust and nurture relationships with clients and prospects.
It’s a general rule that at most exhibitions, 86 per cent of the visitors have some form of “buying power” (i), meaning these people have the authority to purchase on their company’s behalf or they influence the purchasing decision.
The Value Of Human Engagement
Nearly half (43 per cent) of event attendees believe the value of face-to-face interactions will continue to increase over the next two years (ii) and obviously you can’t have a face-to-face relationship with a website or a sales brochure. This is why exhibitions are momentously powerful, no other form of marketing delivers current and prospective customers to your company and allows you direct, two way dialogue.
Whilst some buyers may choose suppliers simply on price or product features, the most successful business relationships I have witnessed take face-to-face communication to the next level through a solid working relationship built on trust. Exhibiting enables your company to transition from being an email in the client’s inbox to a real human, engaging them in conversation, explaining products and services in language they understand…and bam, trust is born!
So Let’s Get Down To Business
Whilst it’s great to have a chat with industry colleagues on the show floor, let’s get down to the point of exhibiting; doing business.
The investment in exhibiting has to have a return to make it a successful marketing activity. Generating brand awareness, customer engagement and lucrative, highly targeted business leads is the name of the game.
At the Asia-Pacific Incentives & Meetings Expo (AIME) 2016, domestic and international event suppliers’ objectives were to promote their brand/product/company and generate new sales leads. To support this core objective, AIME hosted buyers from 27 countries, with 66 per cent of the prequalified buyers having a budget of USD$500,000 or more. Introducing a quality array of suppliers and prequalified buyers with money to spend, 71 per cent of the scheduled appointments were a mutual match – meaning both the exhibitor and the buyer selected to meet with one another in a private appointment; setting the scene for a fruitful show.
In a recent study, 99 per cent of marketers said they found unique value from tradeshows they did not get from other marketing mediums (iii). The value is there but the ideal customer doesn’t just walk up and place their order, you have to get your tradeshow marketing plan right and most importantly, you have to work that stand!
How To Get It Right
Visitors want to see, feel, taste, hear and experience what you have on offer. Your challenge is to appeal to as many of the five senses as possible; to create an experience distinct from your competition that they will remember and more importantly, want to use.
It takes an investment both in the exhibition presence, but also in training the right staff to bring that stand to life. A strong marketing strategy should begin months out from the event, ensuring all consistent communication drives clients and prospects to your stand.
In summary, the supremacy of exhibitions is astronomical; I encourage you to embrace the most powerful ingredient in the marketing mix.
The exhibition is your stage; the attendees are your audience, now you’ve got to learn the dance.
i The Global Association of the Exhibition Industry: Successful Exhibit Marketing 2013
ii Center for Exhibition Industry Research: Change in Value Over Next Two Years and Effects of the Great Recession and Online Media 2012
iii Center for Exhibition Industry Research: How the Exhibit Dollar is Spent 2014
Latest News
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some va-va-voom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: PR Guns On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.