Exhibition Marketing Strategies

Showing your products at an exhibition will give you more than just public exposure

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If you truly want to succeed in business you don’t just need a marketable product, you also need to be respected by your business peers so they recognize that you have not only a product that works but a product which is a market leader. And one of the best ways by which you can keep in touch with the current market trends, whilst at the same time showcasing the products you manufacture is at an exhibition or conference.

Taking your company products on tour to attend exhibition-style events can be extremely rewarding, not only for your business moving forward but also for your employees and tour products’ development. Current marketing strategies change from week to week and the only way to stay ahead of the game is to see what ‘the game’ is doing.

One of the most important aspects of exhibitions is the market research they allow you to gather. This is something which can’t be done if you are distanced from customers and competitors and can only be done from the ground up. If you are planning future marketing strategies you need the market research gathered at exhibitions so you can make provision for future changes or enhancements to your products.

By conducting market research at an exhibition you can assess the impression your products have on competitors and the general public and will then be able to analyse the figures to adopt the right future approach. There are many positive things to be taken from this type of market research and all can help your business succeed.

The market research you gather when exhibiting can be used as a platform to advance your company and brand, but there are also a few other benefits from exhibiting,

Another reason why exhibiting proves to be successful is that a human face can be put to the brand. This means your customers can connect to the people who make the brand they love. This personal approach works especially well when announcing a new product has hit the market or when delivering information about an enhancement which may affect how your new devices improve performance.

The other advantage to exhibiting is that your attention on the products will be focused into a concentrated form, so that you can really learn to love the products you sell without being pushed or pulled in lots of different directions, as you usually are during your day-to-day running of the company.


John Wainwright

John Wainwright wrote this article on exhibition marketing on behalf of Finesse Group.

Reader Interactions


  1. Ruth says

    Good post, highlighting that exhibition marketing is still a worthwhile marketing method. Despite the increase in online marketing techniques, nothing quite compares to the value of face-to-face marketing and catching people’s attention with a well design exhibition stand. Actually speaking to the people behind a brand and experiencing the product first hand should be a top priority on every company’s marketing strategy.
    Thanks again for the post.

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