Page 3 - EXHIBITION BOOK - BOOK 1 Before!_Neat

INTRODUCTION TO THE WORLD OF EXHIBITIONS

The whole world of Exhibitions is a place where the first things you hear are that Exhibitions are expensive,
don’t work, won’t last, are too much hassle and really are something to be avoided as they are a waste of
time. I understand why people feel that way and these things can be true if you just turn up at a show
expecting visitors to pour money onto your stand, not object to price, pay full rate for your products and
pay you within 30 days. If this is the kind of response you are looking for then you would be probably be
better off buying a lottery ticket and sit in the comfort of your armchair checking the results and dreaming
of retiring to the Bahamas.

▪ Exhibitions are expensive – Possibly, they are more expensive than an ad in the local magazine or
newspaper.

▪ They don’t work – Unfortunately there are just some Exhibitions that don’t work well

▪ They won’t last – Some shows have gone or gone under in the same way as lots of other industries
and products

▪ Exhibitions are too much hassle – considering the cost, time, stress & organization of stands yes,
they can be hassle

▪ Things to be avoided – If you truly believe all the above then maybe you should look to avoid them

So, we also need to look at the real facts and opportunities at Exhibitions that you simply don’t get from
other forms of marketing.

➢ Meeting your current clients face to face
➢ Meet new customers who are specifically interested in your industry sector
➢ Appoint distributors
➢ Get new staff for your company
➢ Conduct effective face to face market research
➢ Physically demonstrate your product
➢ Go head to head to with your competitors
➢ Promote your business
➢ Make appointments for after the show
➢ Make actual sales

...ALL IN ONE PLACE AT ONE TIME

You may have noticed I left the “make actual sales” until the end of the list and I did this on purpose
because that’s a given at Exhibitions, but you have a host of other things that an exhibition offers you that