Trade shows appeal to all the senses!
Trade shows are one of the most important instruments in the marketing mix. They serve – even in the digital age – as marketplaces for highly interested trade experts with decision-making authority. These are the best conditions for exhibitors to make new contacts and generate high-quality leads.10 Mar 2017
In its latest MesseTrend 2017, AUMA, the Association of the German Trade Fair Industry, has determined that for most of the exhibitors surveyed, exhibiting at trade shows is an integral part of their marketing mix. 28% described their trade fair appearance as the main instrument in their B2B communication. Furthermore, 46% stated that trade shows are just as important as other marketing tools.
There's a good reason for this. In comparison to other forms of communication, trade fairs provide excellent results. Whether your goal is to make contacts, communicate your message, make deals, improve your image, network, or motivate your employees, appearing at a trade show is an effective way of achieving a large number of marketing goals in a short amount of time. Appearing at a trade show can achieve many marketing objectives in a very short time. At trade shows, companies meet trade experts from around the world, professionals, and decision-makers with concrete investment plans.
This is confirmed by the responses to other survey questions in AUMA'’s MesseTrends 2017: 93% of exhibitors come with the clear intention of acquiring new customers. 96% would like to raise awareness for their company. Customer care and an excellent environment for presenting innovations were mentioned almost as frequently.
Added to this is the fact that through their diverse programs that include forums, congresses and special events, trade shows offer the perfect place to evaluate products and services, discuss strengths and weaknesses, and search for new trends. Valuable synergy effects and new partnerships frequently emerge out of this direct competitive environment.
The first step to exhibiting at a trade show is easier than many think. Just how easy this is explained in the AUMA practical report entitled "Successful trade show participation" where you can discover many more exciting insights and tips!
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