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- Lifestyle Lift -

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Why Exhibit

Exhibitions attract targeted buyers
Consumer events attract a broad range of qualified visitors from a large area. The attraction of a specific and targeted event brings crowds that are interested in saving time and money by seeing everything in the one place, at the one time. Exhibitions are a powerful, face-to- face form of direct marketing, to people interested in your product, service or industry. Maximize the impact you have on them by involving as many senses as possible in your marketing approach for the event and generate leads for your business.

The Power of Exhibiting
Exhibitions offer the exhibitor a dynamic, cost effective, one-stop opportunity to maximize contact with their existing clients and potential customers. They provide targeted and qualified buyers and whatever your marketing objective, exhibitions are the perfect forum to test, demonstrate, research, reinforce, advertise, sample, monitor, measure and evaluate results and, of course, sell. It is the only medium able to involve the impact of all five senses - sight, sound, smell, taste and touch.

Delivering buyers
The buying power of a consumer show is high, with 59% of all visitors intending to make a purchase at the show.

On average, 38% of visitors claim to visit consumer shows in cities other than their own.

Tip:

• If your product/service is one the visitor can take with them there and then, look at ways you can encourage on the spot sales and orders with deposit/full payment at the show whilst they are hot.
• Have detailed information on how to obtain your product and service in another city.

76% of visitors spend half a day or more at the show.

More than 22% of visitors also use consumer shows as general outings or leisure time activity.

Tip

• Plan regular demonstrations and activities that will entertain and motivate visitors to return to your stand.

62% of visitors state that information is the major reason they attend exhibitions.

21% of visitors decided to attend the show because they had attended the same event before.

Tip

• Glossy 4 color brochures can be expensive to hand out to all visitors to the stand.
• Prepare 1 color or photocopied fact and information sheets.
• Train and rehearse qualifying lines for the staff to ensure the database you collect is strong and relevant.

34% of visitors attend specifically looking for new products/services.

19% of visitors are interested in new products/technology.

Tip

• Make sure your stand looks fresh and changed each year to meet the market needs.
• Display and highlight new releases and design the stand around the products/services rather than trying to fit product/services into a design.

53% of visitors plan to attend a show a week or more before it opens.

82% of the respondents who had traveled from out of town and state did so specifically to attend the show.

Tip

• Announce your involvement in the show by including a brief message and our stand number on your fax header sheet, invoices and statements and mailings.
• Also, tag your website and create links to the show site and other relevant promotional sites.
• Talk to the organizer about linking in with any promotional campaigns for the show.

 

Source: EEAA Research 1999.