The key to business success is staying relevant and at the forefront of your target audience. While online tools such as social media have given business owners a huge helping hand, it’s still vital to utilise other forms of marketing to stay ahead of the curve and encourage sales.
Industry events like business fairs and exhibitions can have a really positive impact on your business and are worth taking advantage of whenever you get the chance. No matter whether you’re attending an existing trade show or starting your own, the benefits of showcasing your business can be surprisingly fruitful.
Read on to find out how an industry fair can positively impact your business.
Raise awareness Â
Presenting or exhibiting at an industry fair will increase awareness of your brand and help raise your profile. This is likely to attract new customers which could help drive additional sales and increase your business’ revenue.
You may want to consider taking advantage of sponsorship opportunities prior to the event. This could include your company logo or name being featured on the delegates’ materials or marketing banners, further raising awareness of your business.
NetworkingÂ
A business fair not only allows you to get your company in front of potential customers, but it also gives you a chance to meet new suppliers and get an insight into similar companies with which you’ll be competing for business.
Be sure to have plenty of business cards and marketing materials on hand when you attend an industry event such as a fair, so you can make it easy for potential suppliers and contacts to stay in touch.
Close new deals Â
The face-to-face interaction at an industry fair can feel much more personal than a cold call from a sales team, which is why it’s likely to encourage sales on the spot. Another contributing factor to the increased chance of making a sale at a business fair is the lack of distractions.
When a potential customer receives an unexpected sales call, they’re likely to be juggling multiple tasks and be disinterested in what you have to say. However, during a face-to-face interaction, you’ll have their undivided attention.
Launch new productsÂ
An industry fair is the ideal place to launch a new product and introduce it to a range of potential customers. You could provide samples of the product or offer it for sale at a discounted rate to build awareness of both the new product and your brand.
Launching a product at an event offers the opportunity to speak to your target audience and ask for feedback. This will make it easier to produce products your target audience want to buy in the future.  Booking a hotel or conference space can be surprisingly expensive. If you’re hosting a business fair that takes place over a long period of time, consider hiring a temporary building to avoid a huge hospitality bill.
David Prior
David Prior is the editor of Today News, responsible for the overall editorial strategy. He is an NCTJ-qualified journalist with over 20 years’ experience, and is also editor of the award-winning hyperlocal news title Altrincham Today. His LinkedIn profile is here.
