Is it worth participating in a trade fair?
Some companies will ask themselves whether participation in a trade fair is really worthwhile. The fact is that its importance remains unbroken even in the digital age. Nowhere else can you meet so many decision-makers in such a short period of time, nowhere else is the potential sales success closer.
This is obviously how most companies see it. According to the current AUMA trade fair trend, around 59,000 German exhibitors take part in several trade fairs in Germany every year. For years, trade fair expenditure has accounted for around 40 percent of the total communications budget. Nevertheless, each company has to decide for itself what a presence really brings. In this blog post we discuss some arguments that seem like prejudices, but can be heard again and again.
In that case, all we can do is congratulate you. Nevertheless, it is crucial for every company to continuously acquire new customers. There are always ups and downs, be it due to the general economic conditions, changes in the product life cycle or new competitors. In this respect, investments in marketing are a decisive basis for future success. Trade fairs offer a high potential to generate new contacts or leads. In addition, regular appearances ensure an increase in awareness and the desired positioning of your company.
Some suppliers may consider their reputation to be so good and their presence on the market so strong that participation in a trade fair seems superfluous. But as a rule, stagnation is also a step backwards. Markets and forms of distribution change rapidly and the absence of relevant trade fairs can be punished quickly. In addition, companies need an effective platform to present their new products and services.
In part, you can also hear the argument that taking part in a trade fair is useless because you already know what's going on in the market. But the question is justified as to whether this is really the case. Very few companies can follow all the changes in the industry in detail. And it is not always clear in time which innovations the competition will come up with. In this respect, trade fairs also always offer an important opportunity to find out about new trends and developments with a minimum of time. If you don't present yourself with a professional trade fair stand, leave the stage to your competitors.
Is that really the case? Have there been no new products or services since the last trade fair? Even if this is the case because your company is perhaps active in a market with long development and marketing cycles, continuous participation in trade fairs is almost always worthwhile. Not all potential customers have been reached so far. And even if your market share is above average, there are certainly still companies with which you are not yet working and would like to do business.
Please bear in mind that you do not necessarily have to have an elaborate exhibition stand built. Even offering a simple system stand at a trade fair company is usually unattractive because of the lack of design options and high costs. The trend today is towards modular exhibition stands that you can use again and again. They are easy to assemble and dismantle, easy to transport due to their low weight and at the same time offer all design possibilities. Modular and mobile systems are almost always worthwhile up to a size of around 100 square metres of stand space. According to calculations by the market leader Expo Display Service, the purchase costs - compared with a rental stand, for example - pay for themselves after the third or fourth trade fair appearance.
Surely every company has to consider in peace whether it is worth participating in a trade fair or not. But the arguments in this blog post often don't work. Even if there may be another objection, it is important to weigh it up carefully. Because measured by the assessment of the predominant enterprises and their commitment fairs are still the Nonplusultra in the marketing mix. Participation almost always pays off in cash.