A strong brand image plays an important role in carving out a niche and keeping the brand relevant. Exhibition marketing is one of the best tools for achieving this through face-to-face interactions with potential customers, vendors, and market insiders. Even in an age where digital marketing is considered the most popular form of marketing, exhibitions remain an underrated way to build a strong brand identity.
In this blog, we will help you understand what exhibition marketing is supposed to be and seven ways it benefits your brand image.
A] What Is Exhibition Marketing?
Exhibition marketing, also known as event marketing, is where your brand creates a presence at a public business event. Your business will have its own booth which you can customise with your brand’s name, logo, and colours; creating a distinct presence in the event. It puts your brand in front of a wide audience, who are very likely to be your potential customers.
With a well-designed exhibition booth and the right strategy, exhibition marketing can vastly improve your visibility, credibility, and brand perception. Unlike digital marketing, you are face-to-face with your audience, giving you opportunities to create genuine connections. This is a very useful strategy for brands looking to improve their market presence.
B] 7 Ways Exhibition Marketing Can Help You Build Your Brand
1. Engagement With Target Audience
Exhibitions are one of the best mediums for engaging with your target audience. Most people who have taken their time to visit the event are interested in the market you are serving and are likely to be your potential customers. This gives you opportunities to introduce your brand to people who may have not heard about it yet.
Exhibitions give you the opportunity to speak to them face-to-face, have meaningful conversations and engage with them. Using immersive and engaging technologies like AI photo booths, virtual reality, and augmented reality, also help to create a positive first impression of your brand. An immersive exhibition booth will provide more leads and conversion than sending cold emails to people who do not know you or your company that well.
2. Showcase Your Products And Services
Exhibitions are a prime location for showcasing your products and services. You can use interactive displays and AR filters to showcase your products with an immersive element. With a broad crowd visiting your booths, putting your products and services at the forefront improves their visibility.
People interested in your products can experience them first-hand, taking note of all of its features and functions. In fact, exhibitions are the most preferred place to launch new products and services and promote them. With industry experts and the target audience present in the exhibition, you can also gain real-time feedback and make changes accordingly for a better user-experience.
3. Networking Opportunities
Networking and building strong business relationships are one of the biggest reasons for participating in an exhibition. According to a report by giiresearch.com, the Indian event and exhibition market size is estimated at USD 5.23 billion in 2024 and is expected to reach USD 7.80 billion by 2029. Even though most businesses are moving towards the Internet due to its convenience and reach, exhibitions are objectively better to create long-lasting business relationships. This is because most people would like to meet you in person before trusting your brand.
Creating business relations with potential vendors, investors, and clients as well as competitors can be crucial for the future. You can take your time discussing your brand and what you do. Giving you an unique opportunity to network with people you wouldn’t have met otherwise.
4. Market Analysis
Exhibitions give you an opportunity to know and learn about what others are doing in your industry. An exhibition that is related to your niche is very likely to attract industry leaders and competitors. You can take note of their products and services and what features they provide and implement them to your business to stay competitive.
You can also get to learn from industry leaders about their business model. You can find out what you are missing out in your brand’s marketing and product R&D and implement them according to your business needs.
5. Cost-Effective And Result-Orientated Marketing
Setting up an exhibition stall may not be free of cost, but it takes a lot less than spending on TV, radio, and OOH ads. Exhibitions can comparatively be an inexpensive method of promoting your products and services to your target audience.
Additionally, you have no control over who is seeing your brand when running public ads. On the other hand, exhibitions give you access to audiences who are receptive to your brand. This means, you can gain more leads and conversions at a lower expenditure.
6. Add Brand Credibility
Using the appropriate branding tools and a good strategy, you can significantly improve your brand image and credibility. Looking at product demos and customer testimonials, and speaking with the brand’s representatives, adds audiences’ confidence in your brand. This makes exhibitions the ideal location for sharing these information about your company. You can partner with an experienced exhibition marketing specialist to tailor your exhibition to maximise this.
You can also subtly showcase your achievements and accolades by placing them around your booth or products. This helps to enhance brand image, without coming off as too flashy. Remember it is important to bring out all the positive aspects of your brand and products, but avoid pushing them all at once. Consider what identity your brand is trying to craft and choose the theme accordingly.
7. Tell Your Brand’s Story
Every brand has a story behind it. Why did it start, what are its values, mission, and vision, and how does it provide value to the customers and clients? Sharing these stories and ideas with your target audience helps to create a clear brand image. You can contact a professional exhibition stall fabricator to add these elements to your stall.
Visitors can come up to your stall, interact with these elements, driving engagement. You or your brand’s representatives can strike up a conversation, acquiring valuable data like their name, email, and if they are interested in purchasing your products and services.
Conclusion
Exhibitions and trade shows are some of the best places for engaging with your target audience, potential business partners, and competitors. With the right strategy, you can develop meaningful relations with these people and improve your brand image and credibility. Using interactive elements and the latest event technology can help you build a memorable exhibition experience for your audience.
360 Bright Media is a leading name in events and exhibition stall design. If you are looking to build a memorable and engaging exhibition booth, contact us today! Our experts take care of everything from designing the booth to fabrication. We also provide event technologies for rent to make your events more special.