On social media sites, there’s a common practice of posting a blast from the past on “Throwback Thursdays.” So today, in honor of the 15th anniversary of the TradeShowTips Online ezine, I’m reprinting tips from Issue 1. It’s interesting that while many aspects of exhibiting have changed, the ultimate reasons for doing so have not.
Reasons to Exhibit at Trade Shows
- Introduce new products and/or services
- Make on-the-spot sales
- Meet potential customers & showcase to existing ones
- Conduct market research (product testing)
- Recruit new sales force
- Gain names for mailing list (qualified leads)
- Target a specific market segment
- Create or enhance company image
- Distribute product samples/special offers
- Low advertising cost per person reached
The more these reasons apply to you, the more you should be doing trade shows! You should also evaluate each show to see if it truly fits with your reasons before you sign up to exhibit.
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With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights
blog/podcast, and is the author of Build a Better Trade Show Image
, the Exhibitor Education Manifesto
, and the ExhibitorEd Success System
. Exhibit Design That Works
(the first book in the YES: Your Exhibit Success
series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café
, an online education community.