Exhibiting Is Not Confined to Major Trade Shows
When we talk about trade shows, the obvious image which pops to mind are the corporate trade shows hosted in sprawling halls and crammed with companies both big and small. These types of events have generated a bit of a bad reputation in recent years for being a waste of money. Admittedly, this is the case for some. However, exhibiting is not just about throwing your budget at a stylish exhibition stand just to feel good and pat yourself on the back for a day. Exhibitions come in all shapes and sizes and some of the most valuable do not require an ego-boosting and overly expensive display stand.
Think Small:
For smaller businesses in particular, with stricter budgets and more tangible goals in sight, it is important to note that there are such things as exhibitions which are not your stereotypical trade show. Look locally for craft fayres, gatherings of local businesses and networking opportunities. While trade shows are prone to becoming a ‘who has got the biggest and best stand competition’, smaller events are geared towards making sales and creating partnerships which will last beyond the evening meal. In a smaller setting, you have more time to interact and ultimately, everyone has the same goal; they want their business to grow.
Larger events can become a bit of a frenzy without careful planning, which is another area where businesses are prone to leaking potential revenue. If you are just starting out with this whole networking and building relationships business, then starting small is always the way to go if you want to learn and actually make it a success. Plenty of new exhibitors make the mistake of reading a few guides, looking at a few photos and then deciding they’re ready to throw themselves in at the deep end. Is it any wonder then that some exhibitors walk away from these events disgruntled and complaining that they wasted their time?
Build on Success:
If trade shows and exhibitions are your ideal location, then you need to learn how to find value in the little things first. Fayres and conferences might not bring in that multi-million-pound deal, but they provide the opportunity to hone your sales patter and get genuine feedback from people who are not just going to palm you away. Perhaps the biggest benefit is that you do not need to invest thousands for a high-spec exhibition stand which you end up using once or twice a year. Display boards and banner stands are just as effective in smaller situations and at a fraction of the cost.
Often with large exhibitions, while they may be relevant to your industry, that does not guarantee that everyone will hold something in common. It is true that thousands of people may be in attendance, but if only a small percentage (and there is no way to get an exact number) who attend are interested in your products and services, then the opportunity to see a return on your investment is severely diminished. Smaller events are often much more focused and assuming you pick out the right one, that percentage of interest parties is likely to be significantly higher. While you may not find that big fish you were hoping for, there is far more potential to make smaller and more frequent gains. Combine this with a cheaper investment and this kind of exhibition experience is more likely to be worth your time and money.
Time is Equally as Valuable as your Budget:
As any small business owner can appreciate, while the budget is always a factor in decisions such as these, time is often more valuable. Large exhibition stands can take weeks or even months of preparation and that can consume valuable hours, days and weeks of your time preparing for an event which you may not even see a return on. As much as fayres and local events still require preparation, they allow you to maximise your efforts in other areas while still committing enough time and effort towards the event.
Afterwards, if your approach has been a success, then it can be picked up and implemented with a new event in the upcoming months. A few adaptations with what you have learned here and there and before you know it, exhibitions are not quite as time consuming as you had originally thought. As an added benefit, you will not even need a new display. Banner stands and display boards are designed to last and their compact design means they can be neatly tucked away in a storage cupboard until they are needed again.
Be Smart and Exhibitions Can Be an Extremely Worthwhile Venture
If you were to attend a large exhibition and ask what their key to success would be, chances are their response would be something along the lines of ‘try and try again’. Much of the disillusionment associated with exhibitions stems from new attendees with only a hint of what they are supposed to be doing seeing all their effort return very little in the ways of results. Top exhibitors have been doing this for years and will continue to do so for many more to come as they have been able to understand what is required to make the experience a success. Rather than throwing all of your eggs into one basket; start out small and learn how to schedule events such as these. The returns may not provide a huge boost for your income, but they can open up new opportunities and avenues for your business to grow.
At Rap Industries, we have been working with clients both big and small for over 40 years, so we have gathered invaluable experience in how clients make their exhibition a success. If you are looking at a more cost-effective display stand for your exhibit, then have a look at the Large Display Boards or visit our site for a wider collection. Alternatively, you can get in touch by calling 01733 394941 or send an e-mail to sales@rapind.com.
