Understanding Trade Show Marketing and Why You Care?

As part of a company integrated selling and marketing programs, trade show has been an increasing important tool in today world. It is a great way for firms to position themselves and establish their share of the market. E-Commerce might have swept the world by storm in the recent years, but nothing beat having a real-life visual of the actual products and speaking to the sales person face to face before committing your hard earned money on the product.  The customers’ need for immediate and detailed information and a physical try out of the products have set an phenomenal growth in the number of trade shows.

Trade show doing more

Picture from https://www.gorilla76.com/wp-content/uploads/2012/09/trade-shows-and-web-marketing.jpg

But not all trade shows run the same. There are plenty of different trade shows dealing with the same products type. If you are unfamiliar with a particular show, you might want to consider checking with the organising party, their trade show website and the participating companies and itineraries. Remember that, they make money only if you attend their trade shows.

So why are trade shows the preferred strategy for companies? Cost-effectiveness is the answer. If your products are high in costs (expensive) and not established in the market yet. Trade shows are shown to be 2 times more effective than email and sales call marketing. In today world, a high percentage of trade shows visitors have large buying influence for their firms they represent.

Why should you care so much? In a very brief manner – because you can plan. Since you already know that the trade shows visitors have got large buying power and people don’t visit trade show to waste time. Plan on inviting the correct visitors, plan on bringing in the correct exhibits for them, plan on sending your top sales person to talk to them. Even plan for the details of the travel and accommodation of important clients. Prospective clients are willing to come down to visit your trade show to learn, evaluate about your company exhibits and even perhaps to meet up with their industry counter parts.

At the same time, the set up of your trade show booth is extremely important because it represents your company image. Your type of display, the graphic design, your brochures and catalogues distribution manner all contribute to your company image. That what Pop Up Display is here to help you not only in Singapore but also internationally.

What is the difference between Trade Show, Conferences and Consumer Shows?

Singapore is a highly sought after place for businesses. She is one of the easiest place to run a business as the island city state offers state-of-the-art facilities and world class infrastructure. Foreign investors and businesses are comfortably well supported in all major aspects. She is also one of the fastest way to launch a business from here to other South East Asian (SEA) countries’ market, as Singapore is just at the doorstep of other SEA countries.

If you are new to doing businesses in Singapore especially marketing through trade shows, my current post and the following few more might be useful for you.

Trade shows are statistically proven by the US Media Press to be a No. 2 in ranking for marketing strategies. The top 6 leaders are ranked in order as such:

  1. Targetted Business Publication
  2. Tradeshow
  3. Sales personnel
  4. Convention
  5. Email marketing
  6. Business directory and pay-to-use-database

Now, the terms tradeshows, convention and consumer fairs have been interchangeably used very liberally by the laymen but what exactly are the differences between them? I will explained them in this post.

  • Trade Show
Singapore Trade show

(Picture from http://scandasia.com/wp-content/uploads/2017/03/Inter-Airports-Axa.jpg)

Trade shows are organised mainly for Business-to-Business (B2B) engagement. The targetted audience can be a mix of walk-in parties and pre-invited ones. The primary focus are on the exhibits while a portion of trade shows may include conventions. Participants are mainly big players from electronics, mechanical and OEM firms with developed manufacturing capabilities on their own. However, don’t be surprised when you come across trade shows which deal with animals such as special-breed cats and dogs.

  • Conferences
Singapore Conference

(Picture from http://ipx1.com/singaporeairshow2014/data/images/conferences-saals-banner.jpg)

Conferences are organised with the purpose for delivering a message, promote a cause or discussion on new technology, sometimes all 3 at one go. They can be highly informative and enriching as there will be transfer of knowledge. Government agencies, medical associations and technology companies are common participants of conferences.

  • Consumer shows
Singapore PC Show

(Picture from https://www.superadrianme.com/wp-content/uploads/2013/05/PC-Show-2012-4.jpg)

The main visitors for consumer shows or fair can be businesses or the general public. It is open for all to visit, and some organisers charged an admission fee to filter out potential buyers. It can be electronic goods, home items and many other more. One such popular consumer fair is the Canton Fair in Guang Zhou. We have plenty of gadget fairs in Singapore such as the IT Show, PC Show and Comex for instances.

More information about Singapore’s Trade shows can be found at this webpage : http://www.visitsingapore.com/mice/en/events-calendar.html