Recently, it has been suggested that some retailers have begun to drift away from trade shows as they instead look to invest more digital marketing efforts. In many ways, this reaffirms the move away from physical outlets and print media, with e-commerce stores and the social medium gradually taking their place.
While this may have greater relevance in some specific markets, however, there are a large number of firms that remain heavily invested in print media. There are a number of compelling reasons for this, and business-owners would do well to consider these when planning their marketing spend.
Why are Trade shows still relevant in the Digital Age?
So why exactly are trade shows and exhibitions still relevant in an increasingly digital age? Lets have a look at the most compelling factors: –
- Trade Shows (and exhibitions) remain the lifeblood of B2B Sales
Interestingly, the numbers suggest that firms in the B2B space are acutely aware of how trade shows and exhibitions drive their ventures. Moreover, they are considered to be an efficient driver of sales, creating higher conversions and more profitable marketing campaigns.
The Trade Show News Network reported that B2B exhibitions accounted for 39.2% of marketing budgets nationwide, while more than 80% of typical attendees are considered to have buying authority and the autonomy to make purchases on the spot.
This type of lead generation and conversion rate is the envy of most marketing channels, while there is no reason why such success cannot be translated in the business to consumer space.
- Exhibitions enable you to Reinforce your core message
It is also fair to say that print media remains a viable marketing vehicle in the modern age, despite reports to the contrary. This ties in well with trade shows, as you can use high quality print materials to communicate a visual and clearly-defined message.
Beyond this, however, trade shows also enable you to reinforce this message through direct interactions with consumers. The deployment of engaged and energetic staff members is central to this, while your trade show representatives must also boasts in-depth product knowledge and underlying sales skills.
These individuals can help to bring your messaging to life in real-time, while also providing answers to any queries that may be delaying your consumers’ purchasing decisions.
- Create a experiential Marketing Event for your customers
Exhibitions can also be beneficial for e-commerce brands, particularly those with interesting and engaging products. After all, online consumers cannot touch or interact with physical products through a website, but those attending an exhibition can do just that.
This offers numerous advantages to businesses, whether they wish to simply demonstrate their products or empower customers to see their practical benefits. You can even use your exhibition stand as a foundation from which to create an experiential marketing event for customers, enabling them to actively engage with products, messaging and your brands persona.
So there you have it, three compelling reasons why trade shows remain relevant in the digital age. If you regularly attend exhibitions with your business or would like to share your own thoughts, please feel free to leave your comments below.