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Why Exhibitions are Still Important for Businesses

These days, brands are fighting each other for scraps on social media and marketing relentlessly online. It makes you wonder whether there’s still a place for the humble business exhibition. Well, the answer is a resounding yes. So why are exhibitions important?

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Photo by ITU PICTURES

After being lost in an online wilderness full of fake news, sponsored ads and social media ‘influencers’, the consumers of today are desperate for something that’s real. Frankly, who can blame them?

Exhibitions aren’t the antiquated platform you might expect. They give brands the chance to create face-to-face, immersive and unforgettable experiences. These experiences, above all else, are what today’s consumers crave. In fact, 75 per cent of millennials (those aged 18 to 34) admit to valuing experiences over things.

So just what is the purpose of trade shows and exhibitions in the digital world? And how can you make the most of your business exhibition experience? Let’s take a look…

1. Create a lasting impression

What do you think will stick in the consumer’s mind more: a paid ad on social media, or an eye-catching booth at a business exhibition that allows the consumer to get up close and personal with your brand? With giveaways and promotional items and even opportunities to try out new products, exhibitions make it easy to engage consumers and create a lasting first impression.

2. Showcase your brand

They say a picture paints a thousand words. So, what value would you place on a virtual reality experience that lets consumers sample your products or services first-hand? Virtual reality is becoming a hugely popular way of marketing a business. Virtual tours, games and educational tools all deliver immersive experiences.

A recent survey found that virtual reality (VR) experiences can increase emotional attachment to a brand by as much as 27 per cent, while VR viewers were emotionally engaged for 34 per cent longer than when viewing the same content in 2D. And, if you don’t have the equipment in-house, you can simply hire the virtual reality equipment, video walls, giant iTabs and interactive touch screens you need to create a memorable and unique exhibition experience.

3. Meet the neighbours

In business, it’s not what you know but who you know. Every business needs to build contacts within its particular niche or market to be successful. One of the primary reasons why exhibitions are important is because they give you the rare opportunity to make new connections and meet prospective suppliers, clients and even partners face-to-face.

4. Encourage and listen to feedback

These days, opportunities to meet and talk to prospective customers are few and far between. Clever businesses will use an exhibition to encourage as much feedback and gain as many insights as possible. For example, asking people what their particular needs are, what they’re looking for, how much they’d be willing to spend and what they think about your products and services could be a rich source of information.

If you’re willing to talk openly with attendees, then you’ll be amazed how much you can learn from a couple of days’ face-to-face marketing.

5. Check out the competition

Many business owners make the mistake of remaining glued to their own stand and do not take the time to scope out the competition. You should make the most of every opportunity to see what your competitors are doing. Are they offering products or services you’re not? Perhaps they have an innovative strategy that is giving them the edge? Or does it provide reassurance that you’re the best at what you do?

Create an unforgettable exhibition display

At Hire Intelligence, we’re firm believers in the power of the business exhibition and can provide all the equipment you need to create an unforgettable experience for less. Hire the exhibition display essentials on short-term and long-term deals, or if you need some advice, just get in touch with our team.

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