One of the challenging parts of running a creative business and building a brand is finding the right audience and customers. With the exposure opportunities that social media and wholesale marketplaces offer, you might think that trade shows are not worth the money and time.
But in a world that is becoming increasingly more and more impersonal (just think chatbots or how hard it is becoming to get someone to help you on a shop floor), having the opportunity to tell your brand story and talk passionately about your products to people who connect with you because something interesting caught their eye on your stand doesn’t sound like a bad idea.
In fact, this is one of reasons why trade shows are still relevant and should be part of your marketing mix, providing that they fit into your marketing strategy and business development plans.
So what other benefits your business gets out of trade shows aside from direct marketing opportunities:
Brand visibility
Closely linked to direct marketing, having a presence at a trade show can significantly increase your brand’s visibility and over time this, in turn, helps you establish your business’s reputation and credibility in the marketplace.
Networking and competitor analysis
Trade shows are a great place to meet new contacts, potential collaborators and find people who you can learn from. It is not uncommon that initially very generic conversations turn into passionate discussions which eventually lead to some form of a collaboration, a contact exchange or a sales lean generation.
Moreover, being in that kind of environment, being surrounded by other businesses in your market give you the rare opportunity to see what your competitors are doing. By having a quick look at their stand you can learn about their latest products and how they are marketing them to trade customers. This invaluable insight can inform ways to improve your own marketing, communication, strategy and business in general.
Trends and learning
Most trade shows offer a programme of seminars, discussions and talks on subjects, issues and topics that the industry faces or is impacted by. Even if you can’t make every session, looking that the programme’s topics can give clues and insights, giving you the direction which you can research later on after the show. Look out for new trends, technologies and business strategies which could help you in your business.
Media exposure
Media and trade shows go hand in hand. Media and press are always hungry for interesting stories, products and brands, and trade shows are the places with abundance of such content. If you are an exhibitor use the opportunity to get in front of journalists, editors and press by including your marketing materials in the press office. You never know, one of your leaflets can turn into a national press feature. Just like that.
What trade shows to exhibit at?
At STUDIO/ESTILA, we get asked this question a lot. We have clients who significantly benefit from trade shows each time they exhibit. Consistency is key. Buyers need to see you a few times (seasons, years) before they commit to placing orders from you.
The overriding question you should be asking is: who is the audience that walks through the door and how important is it for our business to be in front of them?
For example, independent jewellery brand Black & Sigi’s goal was to get stocked by larger stockists in London. After a few of years of doing the shows at Top Drawer, they have managed to achieve this goal. As the UK’s leading international design-led trade show, Top Drawer attracts buyers ranging from online and independent retail, department stores such as Selfridges, Fortnum & Mason, Fenwick, Liberty and Harrods to galleries and museums including V&A and National Trust.
So, if you are an independent brand or designer who wants to get in front of this type of audience, then Top Drawer should be on your list.
Remember, the business opportunities that trade shows offer can significantly add to your business growth. Research trade shows well before you commit yourself to exhibiting. Once you commit, carefully plan your participation to ensure that you get maximum return on your investment. This includes planning the stand design, the story you want to tell and the type of buyers you want to attract.
But that’s for another article which is to follow next week.
Written by Karolina Barnes, STUDIO/ESTILA
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