Exhibitions remain an important part of the marketing mix for many organizations. They allow you to meet potential customers, existing clients, partners and industry peers in one place. Still, an exhibition is not automatically the best solution for every marketing or sales goal.
More and more marketing and event professionals are taking a critical look at their budgets. Understandably so, because time, capacity and resources are not unlimited. The question is not whether you should invest in live communication, but how to do so as effectively as possible.
The format you choose plays an important role in this.
Don’t start with the format, start with the goal.
In practice, the idea often quickly starts with the medium:
- “We need to attend that exhibition again.”
- “Can we organize an event?”
- “Could a showroom or roadshow be right for us?”
Behind all these ideas lies the same question: what do you want to achieve?
Do you want to generate new contacts? Strengthen existing relationships? Introduce an innovation? Or explain a complex product more clearly? The answers to these questions often already point you towards the format that fits best.
First ask yourself these questions
Before choosing an exhibition, event, experience center or roadshow, it helps to first clarify exactly what you want to achieve.
- Which target audience do we want to reach?
- What should this audience know, feel or do afterwards?
- Is reach or depth more important?
- Is this about a one-off moment or a longer-term strategy?
- Which elements can we reuse or develop further?
The outcome of these questions brings focus and helps determine which form of live communication fits best. So let’s look at the most common options.
Four commonly used forms of live communication
The answers to these questions often provide direction. The next step is to determine which form of live communication aligns best.
In practice, organizations often choose one or a combination of these four formats:
- Exhibitions
- Events
- Experience centers
- Roadshows
Each format has its own function, benefits and points of attention. The best choice depends on your target audience, message and objectives.
When should you choose an exhibition?
An exhibition is a good fit when you want to…
- increase visibility within an industry;
- generate new leads;
- meet international prospects;
- keep track of market developments;
- maintain existing relationships.
An exhibition brings a large part of the market together in one place. That is exactly why it is a strong choice when reach and visibility are key.
When should you choose your own event?
Choose your own event when you want to…
- inspire existing customers;
- een productlancering meer aandacht wilt geven;
- strengthen thought leadership;
- involve partners or dealers;
- personally approach a select group of prospects.
Where an exhibition is often about reach, an event is mainly about depth. Visitors consciously make time for your organization, creating more room for meaningful conversations.
