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Trade Show Tips and Tricks from IGE Group —

Why Trade Shows are an Important Part of Your Marketing Mix

busy trade show booth

Trade shows are an incredibly important part of your marketing strategy. They bring back good old fashioned face-to-face interaction to build real connections with real people. After all, one of the best ways to develop meaningful relationships is by meeting people in person. Don’t doubt the investment in a robust trade show marketing strategy. Here are the main reasons why trade shows are an important part of your marketing mix.

Increase Leads

A main motivation for attending a trade show is to increase leads. Even with all of the online opportunities to connect with leads, it can be difficult to find an engaged audience. Many companies find themselves sending emails and placing phone calls but getting ignored or denied. Appearing at a trade show is a fresh opportunity that puts interested people in front of your brand. You are guaranteed to access your target audience (as long as you attend right trade show!).

Provide Education

When prospective customers approach your trade show exhibit, you have the opportunity to control your message and the information you share. Online, paid ads are typically glanced over, giving you mere milliseconds to share your message. At a trade show, you have an engaged audience to work with. You can introduce potential customers to your product or service and explain what makes you different from your competitors.

Improve Sales

Trade shows allow you to market and sell your products in the same place. When selling online, there is a funnel that customers must travel through. Unfortunately, there are many places for them to drop off. At a trade show, most stages of the funnel can be completed in the same spot. For example, you can interest a lead in your product, get them to convert and turn them into a customer. 

Develop Relationships

With so much competition on the internet, it can be hard to have the chance to build relationships with potential customers. Trade shows cut through the noise and help you network with influential people. It’s also easier to build rapports because attendees can put a name with a face. This is far more powerful than seeing a name on an email or hearing a voice at the other end of the phone.

Increase ROI

Choosing which marketing channels to pursue is always a big decision because everything costs money. Trade shows offer a huge return on investment because you are guaranteed to reach your target audience and have control over your messaging. Even after you leave the event, you can continue seeing positive ROI, as you’ll have a list of interested leads to follow up with.

Trade shows should be included in your marketing mix. Even with all that online advertising has to offer, there is no substitute for meeting people in person. To rent or build a custom exhibit for your next trade show event, contact IGE at 800-557-1227.