expo candids

WHY EXHIBITIONS WORK – EVEN WHEN THERE’S A RECESSION

9th February, 2009

Wendy Griffiths, Executive Director of CEDIA, tells is why exhibiting during a recession is actually a good idea and gives us a few handy tips on how to get the most out of your presence at a trade show.

 
You can’t turn the TV on at the moment without hearing yet more doom and gloom stories about the UK economy plunging into a recession and the dire state of a wide range of industries. As the ‘credit crunch’ spirals downwards, budgets in all areas are being trimmed and often the marketing budget is the first to get cut, and with this goes exhibition budgets.

But should this really be the case? Yes it will give you more resources elsewhere in the business but it can be a good idea to invest more and ride out the economic downturn. To survive it’s vital to continue to promote your brand, even when times are tough.

A well thought out and well executed marketing campaign is essential for a successful business, whatever the economic climate. It can be all too easy to just send out mass emails and rarely talk to clients over the phone, let alone meet them face to face. While e-marketing certainly has its place there really is no substitute for physically getting in front of people.

Trade exhibitions are a valuable opportunity to get together as an industry and chat to both new and existing customers as well as each other. It’s your opportunity to put yourself across in the best possible light but in neutral territory. A well presented sales force surrounded by your products and services (the perfect sales aid!) will be successful in developing relationships and obtaining quality sales leads.

But just turning up at an exhibition is not enough. Careful planning is a must – your stand design and layout can make a huge difference. Your stand needs to be eye-catching and inviting, and being well positioned within the show is a huge advantage. Also make the most of any pre-show marketing and PR opportunities. Promote your presence at a show to all your contacts – of both existing customers and potential ones. Some people are cautious of inviting their customers to an event in case they should go off and talk to competitors but if it’s a well known show they’ll probably be there anyway so by inviting them to your stand you’ll ensure that it’s you they think of first.

Present yourself professionally and you’ll have nothing to worry about. Get in touch with the exhibition organiser and see what opportunities there are to get involved – show newsletters, e-shots, show guides, the event’s website and PR campaign. Get in touch with the PR manager and make sure you send them any press releases on what you’re doing at the show; a preview of what you’re doing at the show, new products and special offers are all newsworthy. And send your press releases out to all the industry press as well to maximize your chances of positive exposure in the run up to the event.

 

But don’t just stop there. Think about how to promote yourself at the show as well. Press events, demonstrations, seminars and incentives are all a good way to draw people onto your stand and create a buzz. And make sure you have a press pack in the press office for all visiting journalists to pick up a copy. Don’t just stuff a load of company literature into a folder as this is often of limited interest. Put together a selection of press releases telling the magazines about your company, your latest products and any plans for the future.

The saying goes ‘you’ve got to be in it to win it’ and this is never more so than now when it comes to exhibiting at the right show. A good PR campaign coupled with taking a stand at a quality event can make a real impact and could be the difference between staying afloat or going under. It’s never been more important to maintain good relationships and get in front of your audience.

CEDIA Expo 2009 will take place at ExCeL London from 22nd to 25th June 2009 (training: 22nd to 25th June; exhibition: 23rd to 25th June). It remains the only annual event in the UK for the trade dedicated to the design, installation and integration of home electronic systems. Any exhibitor enquiries for space should be sent to Mary Whitlock at mary@cedia.co.uk. For further information on the event, visit www.cedia-expo.com.

 

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