Capitalising on Trade Shows

Trade Shows Are a Big Marketing Opportunity – How Will You Capitalise?

Exposure Group, Benjamin Feltham

Marketing is an essential component of running a successful business. You might have the best product in the world, but if you don't make an effort to spread the word, it won't matter. All your efforts are for naught unless you can effectively publicise your product and your brand.

How best to market your business has been a source of endless debate. Some have recommended emphasising online strategies, like writing and promoting content. Others favour traditional methods such as advertising through print and broadcast media. The landscape has changed a lot over the years.

However, one strategy has stood the test of time, staying successful despite the many ongoing changes happening in the marketing world—the trade show. The trade show is still a staple in the marketing budget of many a thriving organisation.

Divvying Up Your Marketing Budget

One of the toughest parts of marketing any business is deciding how to allocate your budget. You have a finite amount of funds to work with, of course, and there are many areas where you could potentially increase your spending. You may want to hire more writing and graphics talent for producing content or spend more on advertising or social media promotion.

Over the years, the markets for these various forms of advertising spending tend to ebb and flow. There's one that's held fairly steady over time, though, and that's trade show participation. According to industry data from Research and Markets, attending B2B exhibitions accounts for approximately 31% of companies' marketing budgets.

There's a reason for this. Attending shows is not cheap, but there's reason to believe it's worth it. It's hard to beat the return that trade shows can offer you in terms of marketing activation potential.

Stand Design, Content, and Product Mix Deserve Your Focus

When you decide to make attending events a key part of your marketing strategy, it's essential to start with the basics: developing the right booth. This means thinking about stand design, content, and the mix of products you’ll display.

Your booth should be visually attractive and authentically representative of your brand. The right stand design should draw people in, engage them, and encourage them to spend time at your booth. But it's not just about the look; it's also about creating an experience. Your content needs to speak directly to your target audience, addressing their needs and interests in a way that resonates with them.

Similarly, consider the mix of products you choose to display. It's important to showcase products that not only highlight your best offerings but also tell the story of your brand. Displaying the right selection will create a cohesive narrative and help visitors easily understand what your brand is all about.

Turn to the Design Professionals

Designing the right trade show displays to market your business effectively can be challenging. But don’t worry—you don’t have to do it alone. At Exposure Group, we offer a full-circle production house that encompasses every aspect of your exhibition needs. From concept design to installation and post-event support, we manage all the elements required to make your trade show experience seamless and impactful.

With over 20+ years of experience in the industry, we know exactly what it takes to help you capitalise on the marketing opportunities in front of you and create a booth that truly shines.