Trade shows are one of the most powerful marketing mechanisms available to any company. Organized with a precise purpose and in the smallest details, they can bring benefits.
There are countless competing products and services in the market and, of course, at least in theory, a lot of potential customers. They are constantly bombarded by a multitude of sales messages, on various channels.
Within correctly organized trade shows, a relationship based on trust and credibility can be established, developed on the direct interaction between the seller and the potential customer. Customers have the opportunity to listen to you, to try your product or service and to ask questions; they will typically base their purchase decision on your answers. You will want to make sure your presence at a trade show reflects your professionalism and presents with skillfully branded promotional flags, banners, and event tents.
We can say that it is very similar to selling directly, but we must keep in mind that at such an event you can meet many more people interested in your offer – people who may actually need your products or services, but whom you fail to identify as potential customer.
Participating in a trade show must answer, depending on the profile of your business and objectives, to questions such as: what is your position in the market, what is the field in which you want to be perceived as an expert, what kind of promotion strategy have you adopted, does the level of the event correspond to your current positioning etc.