Many brands rely on consistent online activity to shape their public reputation since this allows them to write and create their identity while connecting with buyers fast. But for market survival, participating in real life events, such as trade shows, is important for businesses since it builds vital brand credibility and trust. Although social media and digital platforms are widely available, there are crucial advantages of in-person exchanges that online interactions cannot replicate. Data from research papers also consistently show that buyers are more likely to trust people they meet in person compared to those that they interact with online. In fact, according to a recent study, about 77 percent of consumers reported an increase in trust after engaging with a brand at a live event.
Whether it’s a major international exhibition or a local trade fair, participating in in-person events can be beneficial for your business. Here’s how trade shows can shape your brand reputation, and why you should actively participate in these public exhibitions.
Builds Credibility
Many types of businesses, such as consumer and lifestyle brands, B2B manufacturers and suppliers, tech companies, and niche service providers should join trade shows to network, drive direct sales, or meet with distributors and partner retailers in person. If this is your first time joining an expo or trade fair, you may be overwhelmed by the number of fairs and exhibitions held every year, and deciding which ones to participate in can be a challenge.
Recent data indicates that there are about 13,000 trade shows happening in the US every year. To optimize your participation, be sure to choose large, high-visibility events, and look for shows with active press presence. Choosing established trade fairs is also recommended since they’re more organized, and they’re also more fun since they work with a live event production company that provides talent and entertainment specialists.
Many trade show participants found that joining these events help to build credibility, especially if they’ve just launched their product or business. Having a physical booth in the venue shows that your business is real, stable, and strong. This also helps to humanize your brand as customers can have face-to-face interactions with your representatives, enabling them to have an authentic experience. What’s more, sharing an expo floor with established brands and respected industry leaders can elevate even a new business’s status by association. Your brand can also get more exposure as major trade shows are always covered by the press and various media outlets, and earning mentions or interviews at these events can boost third-party credibility.
Provides Immersive Experiences
Displaying your company’s goods in your designated booth allows participants to touch, test, or sample them directly, and sensory engagement with products creates a better brand reputation. Being able to physically interact with your products helps customers to remember your brand, especially if they trigger more than one sense at a time. It can also build strong emotional bonds, and attendees who discover great products at exhibitions will actively look for and repurchase them again and again.
Sensory engagement can also increase the perceived value of your products, so make the most of it by creating attractive packaging for your items. You may also want to add touch screens or textured surfaces to invite people to interact with your display, and integrate scent diffusers to your booth to create a lasting memory long after the event ends. Consider offering themed sweets, coffee, or bottled beverages with your brand on them to encourage participants to stay and converse a little longer.
Expands Your Market Influence
Online interactions are not enough if you want to grow your business. By joining trade shows, you can network more effectively since these events allow you to connect face-to-face with decision-makers, potential business partners, influencers, and media outlets. Be prepared for these interactions by bringing more business cards than you think you need, one-page brochures or spec sheets, as well as useful giveaways. You may also want to use a tablet or a physical sign up sheet to collect visitor emails or other contact information.
Take this opportunity to do some research too since you’re already getting in-person access to your target market. You can walk around and get direct customer feedback, observe what rival companies do best, and get insights on emerging market trends. Understanding customer behavior, as well as the latest trends and technologies allows you to stay one step ahead of your competitors.
Having face-to-face interactions at live events allow companies to innovate and thrive. Participate in trade shows to build your brand reputation, create customer trust, and expand your business.
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