Why Exhibitions Are The Most Cost Effective Medium

In the modern age of technology, marketers have been able to utilise completely new mediums of communications, but the value of face to face communication cannot be under estimated. Successful marketers need not only harness technology in order to effectively reach their markets, but also make use of exhibitions. Its a showcase in the hub of business areas, where like-minded people can meet with their peers to share knowledge, discuss new ideas and trends in person with other professionals, and create a forum where buyers can see and feel their products.

A rise in more impersonal forms of marketing, such as internet based approaches, exhibitions become more important than ever as human interaction is what exhibitions deliver more cost effectively than any other marketing medium.
Exhibitions are a powerful medium because it specifically targets an audience in one convenient place in which it will attract national and international buyers. It empowers the visitor with the current and future technology trends. Technological convergence and economical necessity, is one of the drivers that dictate time-deprived decision makers who want solutions immediately.

Tips for The Exhibitor
Two factors decisive for exhibition success, a coherent overall concept and the competent implementation of established objectives. The criteria for an effective exhibition stand are;
* to stand out from the crowd
* to make a statement
* to be remembered
* to maximise visibility through creative and imaginative exploitation can maximise exposure and awareness for optimal return on the investment.

Specific objectives could include;
* To forge new links with buyers and opinion leaders
* To create enquires
* To demonstrate
* To reinforce, enhance or alter brand image
* To strengthen image
* To create the opportunity for product sampling and trial
* To increase and maintain market share
* To open new channels of distribution
* To gain competitive advantage
* To launch new service or product

There are four main steps to create a successful exhibit. The four steps are interrelated with each other and they are;
Step 1 Consultation
Establish objectives for the exhibition and how to implement a strategic plan for the most relevant position and configuration. To propel your company forward through progressive and effective use of all the disciplines in the marketing mix. ( personal sales, sales promotion, advertising, public relations and direct marketing)

Step 2 Design
Design exploration should take into consideration whether your requirements would be best solved by portable, modular or structural approach. Construction materials could be wood, plastic alluminium or cardboard. The higher you can go to display your brand is an advantage for maximum exposure. If you have it flaunt it! To create a mood you could use lighting that is stationery or moving, plasma screens, smoke/fog, music, rotating turntables, wall murals, raised flooring, the design capabilities are endless - what you can imagine one can create and make it.
Conceptualize and designed to the exacting specifications is of paramount importance and site inspections should be undertaken to ensure the perfect fit from models or computer generated schematics to the completed stand.

Step 3 Co-ordination
Effective co-ordination is vital to the success of the exhibition stand. It should include constant attention to detail, from checking the artwork that should conform to the correct specifications, through to the manufacturing of the stand. Co-ordinating with the exhibition organisers, the transport to and from the exhibition, installation , outfitting/dressing the stand and dismantling once the exhibition has drawn to an end.

Step 4 Dressing the Stand
When dressing the stand you should create an invitational atmosphere. Spot lighted large items could be positioned at the back of the stand while smaller items strategically placed in the front, thus giving the stand depth.

A few things to consider:
Is the stand cluttered?
Is it displaying the right brand?
Can you see the brand from all angles?
Can the clients see the demo/products?
Does it have a good feel and image?
Can you meet and greet customers?
Does it need a hospitality area?

An exhibition gives you the capability to drive home your marketing message through a dynamic and clear display form of communication.

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