Why exhibitions
In today's world, when there are a million marketing activities to choose
from, the question often arises: Why exhibitions?
The answers can be in so many words, but the core idea is simple: All other
marketing activities remain 'intrusive marketing', i.e. marketing communication
forced on the audience, through television or newspapers, whereas exhibitions
remain the only 'permission marketing' i.e. those who visit come on their own,
they choose to receive your communication about why he or she should buy your
product.
Though they may seem like a huge investment, exhibitions remain the most
cost effective way to reach the prospective consumer. In the times of
escalating media cost and yet unproven effectiveness of digital media,
exhibitions provide the rare and most significant opportunity: Face to face
interaction with the target audience.
And because of the face to face interaction, leads generated at exhibitions
take half as much efforts as leads generated by other conventional or even
digital media. Most prominent exhibition boast of as much as 30% conversion
ration on the leads generated at the event, which itself is significant. To top
that, since the starting point of the transaction with consumer has been a face
to face interaction, it takes much less effort to retain the consumer over
longer period.
In high value products categories such as industrial products, jewellery or
real estate, exhibitions create high quality leads that is often out of reach
by conventional media. Exhibitions are also the best platforms to launch new
products and catalogues at much lesser cost and provide much better awareness
at much lesser cost. Also, there is extensive media converage of famous
exhibitions which can become vehicle for much wider awareness and reach for the
new product or catalogue launch.
.jpg)
.jpg)