The Sunday Mail
Cresencia Marjorie Chiremba
“The more advocates you have, the fewer ads you have to buy” – Dharmesh Shah
Last week, the capital was abuzz, with people from all walks of life attending the Zimbabwe Agricultural Show.
For exhibitors, trade shows such as this one provides them with an opportunity to showcase their products and services, and interact with potential customers.
It is very important for all of them to have excellent customer service, since it plays a crucial role in their success at trade shows.
When companies decide to take part in these shows, their main aim is to get a platform where they can raise awareness, build relationships, network, and launch new products.
They also get a chance to build their database.
However, there are also some downsides.
For instance, staff training may be required, competition can be fierce, there is potential for low turnouts, and results are not guaranteed.
To this extent, customer service can have both positive and negative impacts on companies that participate at trade shows.
Companies need to weigh the pros and cons before deciding to invest their time and money to exhibit at trade shows.
The Benefits:
- Raising Awareness
Exhibiting at industry events is a good way to raise your profile and generate brand awareness. There are several ways that companies can do that; for instance, a company can host a reception such as a happy hour or cocktail event, to attract potential customers and showcase their products and services. Some can partner with other companies that have complementary products or services, and demonstrate their products at the partner’s booth. In many larger trades shows they have comprehensive seminar programmes. Companies can participate in a panel or technical discussion to show off their brand and expertise. Organisations can also use geo-targeting in its digital marketing, to target potential customers that are attending the trade show.
- Personal Interaction
Meeting face-to-face with potential customers is a great way to start building relationships. At trade shows, companies get opportunities to personally meet with potential customers, partners, media, and investors. This allows companies to talk freely about their brand and answer questions on the spot. Meeting in person also means that companies can showcase their passion for their business, which can create amazing first impressions. Some customers may feel more comfortable doing business with someone whose hand they can actually shake, as it gives them a better idea of who they are dealing with and creates confidence in the company’s integrity. Additionally, these shows gather attendees and exhibitors from all over the world, and create serendipitous meetings and relationship-building opportunities that are most effective in person.
- Networking
Trade shows are a great way to meet potential and new customers, suppliers and to learn more about your competitors. It gives organisations a unique opportunity to network with industry members, explore partnership opportunities, see what competitors are offering, generate new business leads, and attract and convert customers. Businesses in the same fields from far and wide, are brought together in one location all at the same time, making trade shows a great platform to know the people in your industry. Many trade shows offer networking events, seminars, and workshops, where you can meet like-minded professionals, gain industry knowledge, and participate in discussions. These settings provide a more relaxed environment for networking and foster meaningful connections beyond the busy exhibition floor.
- New Product Launch
Trade shows are a good place to introduce a new product or service. Launching a new product at a trade show is the best way to maximise exposure and connect directly with customers. Companies can choose the right event to unveil their product to the world. Attending an event with the most potential buyers gives booth staff the opportunity to gather as many leads as possible. Also, companies can design an exhibit that highlights the features of their new product. Dynamic exhibits integrate products, giving attendees a first-hand experience that beats a brochure or video presentation. It is good to set aside space for product demonstrations, contests and other promotional events to take place inside the booths.
- Build your Database
Meeting with potential customers at an exhibition helps you to start building your marketing lists and generate qualified sales leads. The face-to-face space provided for at trade shows allows companies to talk freely about their brand and answer questions on the spot. This direct interaction can help companies collect information such as the needs, preferences and contact information of potential customers. Most people who attend trade shows do so because they are looking for something. This means that companies have a captive audience that is likely to be interested in what they have to offer. When companies attend trade shows in various regions of the country, they have the ability to expand their customer base. They will have access to clients who may otherwise have never known that they existed. This can help companies add new contacts to their database.
The Drawbacks:
- i) Costs
Costs tend to include: stand space, stand design and build, travel and accommodation for staff
- ii) Staff Training
You may need to invest in staff training about your products and services.
iii) Competition
It is likely your competitors will also be exhibiting at the event. You will need to stand out, to get the attention of potential customers.
- iv) Results not Guaranteed
Despite the investment in exhibiting, you are not guaranteed any sales leads
- v) Potential Low Turnouts
Without big name speakers or the right publicity, trade shows may not have enough delegates to make your presence worthwhile.
Ultimately, it is up to each company to decide whether the benefits of customer service at trade shows outweigh the negatives.
*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer experience. For comments, suggestions, and trainings, she can be reached at [email protected] or at +263 712 979 461, 0719 978 335
