Why Exhibitions

Why exhibitions

In today's world, when there are a million marketing activities to choose from, the question often arises: Why exhibitions?

The answers can be in so many words, but the core idea is simple: All other marketing activities remain 'intrusive marketing', i.e. marketing communication forced on the audience, through television or newspapers, whereas exhibitions remain the only 'permission marketing' i.e. those who visit come on their own, they choose to receive your communication about why he or she should buy your product.

Though they may seem like a huge investment, exhibitions remain the most cost effective way to reach the prospective consumer. In the times of escalating media cost and yet unproven effectiveness of digital media, exhibitions provide the rare and most significant opportunity: Face to face interaction with the target audience.

And because of the face to face interaction, leads generated at exhibitions take half as much efforts as leads generated by other conventional or even digital media. Most prominent exhibition boast of as much as 30% conversion ration on the leads generated at the event, which itself is significant. To top that, since the starting point of the transaction with consumer has been a face to face interaction, it takes much less effort to retain the consumer over longer period.

In high value products categories such as industrial products, jewellery or real estate, exhibitions create high quality leads that is often out of reach by conventional media. Exhibitions are also the best platforms to launch new products and catalogues at much lesser cost and provide much better awareness at much lesser cost. Also, there is extensive media converage of famous exhibitions which can become vehicle for much wider awareness and reach for the new product or catalogue launch.