A good exhibition creates something akin to a retail environment, which for many companies working in the business-to-business arena, and especially for service sector firms, is unique. The beauty of an exhibition is that it is a neutral environment in which to do business. The visitor feels, and to some extent is, in control and therefore is more at ease and less pressured. Which is a good attitude for them to have when you open up a business dialogue with them.
Exhibitions give you a substantial opportunity to meet new prospects and sometimes even close a few sales. In most instances of course you will only be at stage one of the buying process – which is all about getting to know your prospect, and them getting to know you and your products, it’s about finding out what they need, what kind of problems they have and need to solve, getting an idea of whether they have money to spend and who else they are talking to – and not necessarily the time to go in for the kill.
Event based marketing gives you an opportunity to make a high impact impression on clients and prospects because you have the opportunity to attack all of their senses and they can engage interactively with you and potentially with your products, through demonstrations and trials.