“Knowing
someone by reputation is not as good as meeting him face to
face.” Chinese Proverb
An exhibition
is the only marketing medium to facilitate face-to-face contact
with your prospects. It is also the only medium where prospects
can comprehensively experience your product through hands-on
demonstrations and customised in-person conversations, not
to mention the utilisation of the other senses.
Add to
this equation the neutrality of the exhibition environment
and the fact that prospects pay (in time and money) to visit
you and you have an enormously powerful promotional vehicle.
At a time
when an increasing volume of business is conducted anonymously
on the net, the desire for and impact of personal contact
is significant. People buy people and no amount of electronic
communication can tell you if the handshake is firm and the
welcome genuine. Exhibitions are potent if for this very reason
alone and form a critical component of any marketing strategy.
Given
that the exhibition is a unique form of marketing, literally
putting your company on show, its success is enhanced dramatically
when effort is applied to the planning process as it relates
to the choice of exhibition, the representation of the product/message
and the people involved.
Denise is a director and owner of Exhibitions Plus Pty Ltd,
organiser of niche exhibitions in the higher education and
finance markets Australia wide.
Previously
the General Manager of Australian Trade Exhibitions, Denise
has over 18 years of exhibition industry experience in sales,
marketing and management and a background in education (BA,
Dip Ed).
Denise provides
Exhibitor Coaching sessions to groups of exhibitors and individual
companies. Her clients include exhibition organisers, industry
associations, corporates and government (click HERE
to read client's comments).
Click HERE to order these free Exhibiting guides:
- 7
Strategies for Effective Lead Followup
- 24 Exhibiting Goals
- Daily Exhibition
Checklist
- Exhibition Packing
List
- Giveaway Guide
- Lead Collection
Templates
- Measurement a MUST
- Stand Design
- Exhibitor Coaching Brochure
Helpful
Links
Exhibition & Events Association
of Australasia
Exhibitor Magazine (USA)
+ resources
Centre for Exhibition Industry
Research
