Why Exhibitions Are Important For Your Brand

by Priyanka Kain executive

Exhibitions and trade shows are the perfect opportunities to achieve multiple business brand objectives. They are highly cost effective options for creating brand visibility, lead generation, market research, and even sales.

But, exhibitions are not fail-safe and not all exhibitions are equal. Many businesses actually lose money at their exhibition stalls or end up not achieving their ROI targets because they fail to pick the right exhibition.

As India's leading online sponsorship platform at Zion Exhibition, every day we help

hundreds of companies, brands, and vendors to pick the right exhibitions and exhibition stalls in Delhi, Kolkata, Mumbai, Chennai, Bangalore and many more cities. These connections and our experience in corresponding the businesses with the right exhibitions have given us an insight into the major challenges and areas of concern when it comes to finding the right exhibitions. So, here are the four key areas that we consider to be crucial while booking an exhibition stall

1. Start with a clear-cut objective

Why do I want to exhibition is the one query that every business must have a clear answer to. Only when the business brand objective is clear, you will be able to thin down your options and pick the ones that are best suited to achieve the said objectives. Below are some examples of business objectives that an exhibition will help you to achieve -

 Product launch

 Market research

 Brand visibility and promotion

 Meeting a new market segment

 Meeting industry leaders and influencers

 Lead generation and sales

 Building personal relationships with customers.

2. Consider the budget

Your exhibition budget should issue in all costs and assess the possible ROI that you can gain. Ideally, your ROI should justify both the investment you are making and the opportunity cost you are incurring by choosing one exhibition over the other.

Below are a few important budget components that you must give due thought to -

 Exhibition fees and stall space charges

 Display, installing and dismantling costs

 Stall staffing and travel

 Giveaways, samples and discounts

 Warehousing and storage

 Expenses for additional amenities

 Pre-event marketing and promotion

3. Research the exhibition

Researching the exhibition thoroughly is vital in influential whether you can achieve your business brand objective. Exhibition research should look beyond mere footfalls and benchmark the exhibition alongside competitors. Below are the key factors that must look into before making your final decision -

 Event profile and reputation

 Target industry

 Audience profile

 Exhibition outreach - online, offline and PR

 Amenities provided by the organizer

 Past performance in terms of ROI

 Competitors and complementary products at the exhibition

4. Check out the stalls and display options

At the end of the day, the quality of your exhibition stall is a huge determinant of whether or not you succeed in achieving wanted business outcomes. Hence a thorough research and discussion with the organizer is a must before picking the exhibition. Below are the important factors -

 Location of the exhibition stall

 Size and layout

 Pricing in relation to your budget and ROI

 Access to electricity and Wi-Fi

 Furnishings, lighting, carpet and other décor support

 Set-up, dismantling and cleaning support

 Promotional opportunities onsite and online

Zion Exhibition the right exhibition stall is one of the best short-term benefits that lead to huge gains in terms of ROI, customer relationship, brand visibility/promotion, sales and market research. Ensure that you make the most of this opportunity by picking the right exhibition.