Believe it or not, there is a tried-and-tested formula for engagement that works, one we are all familiar with in our day to day lives yet we may not even realise we’re using it, or not using it…
Let me give you a scenario that I know many of you are familiar with and guilty of - sending an email to a colleague sitting a few feet away, rather than walking over and having a conversation. We understand that it’s silly, we know it is bad form and we recognise how disengaging it truly is.
HOW TO EMBRACE THE PACE OF CHANGE
Whilst we know that this innovative digital age has endless benefits, it has created a society where we rely on electronic gizmos to communicate. Remember how life was before mobile phones, the internet, Google - how did we ever survive?! We may have had internal battles with fax machines or alternatively, faced the inconceivable thought of physically walking to the post office, yet we were able to communicate, businesses managed to grow and life continued, people talked to one another.
There’s no in-depth hyper intellectual theory or uber tech savvy algorithm to stimulate marketing and build business relationships. The social brain is in its natural habitat when we’re talking with someone face to face, it’s the unrivalled act of human connection. Disengagement produces disengagement, engagement generates engagement. It’s that simple.
Statistics show trade shows and events are the second most effective tactic in the marketing mix following websites, which simply confirms what we all know, that people to people connection is imperative in the omni-channel world of communications, and exhibitions give brands this opportunity.
PEOPLE BUY FROM PEOPLE THEY LIKE
It’s human nature to want to work with people you connect with on a personal or professional level, and even more so, people buy from people and brands they trust. Successful business is built on these relationships.
Understanding consumer behaviour, the way people seek, purchase, use and evaluate products and services, gives insight into the touchpoints where you can instill trust and nurture relationships with clients and prospects.
It's a general rule that at most exhibitions, 86 percent of the visitors have some form of "buying power", meaning these people have the authority to purchase on their company’s behalf or they influence the purchasing decision.
THE VALUE OF HUMAN ENGAGEMENT
43 percent of event attendees believe the value of face-to-face interactions will continue to increase over the next two years and obviously you can’t have a face-to-face relationship with a website or a sales brochure. This is why exhibitions are momentously powerful, no other form of marketing delivers current and prospective customers to your company and allows you direct, two way dialogue.
Whilst some buyers may choose suppliers simply on price or product features, the most successful business relationships I have witnessed take face-to-face communication to the next level through a solid working relationship built on trust. Exhibiting enables your company to transition from being an email in the client’s inbox to a real human, engaging them in conversation, explaining products and services in language they understand…and bam, trust is born!
SO LET’S GET DOWN TO BUSINESS
Whilst it’s great to have a chat with industry colleagues on the show floor, let’s get down to the point of exhibiting; doing business.
The investment in exhibiting has to have a return to make it a successful marketing activity. Generating brand awareness, customer engagement and lucrative, highly targeted business leads is the name of the game.
At the Asia-Pacific Incentives & Meetings Expo (AIME) 2016, domestic and international event suppliers’ objectives were to promote their brand/product/company and generate new sales leads. To support this core objective, AIME hosted buyers from 27 countries, with 66 percent of the prequalified buyers having a budget of USD500,000 or more. Introducing a quality array of suppliers and prequalified buyers with money to spend, 71 percent of the scheduled appointments were a mutual match – meaning both the exhibitor and the buyer selected to meet with one another in a private appointment; setting the scene for a fruitful show.
In a recent study, 99 percent of marketers said they found unique value from trade shows they did not get from other marketing mediums. The value is there but the ideal customer doesn’t just walk up and place their order, you have to get your tradeshow marketing plan right and most importantly, you have to work that stand!
HOW TO GET IT RIGHT
Visitors want to see, feel, taste, hear and experience what you have on offer. Your challenge is to appeal to as many of the five senses as possible; to create an experience distinct from your competition that they will remember and more importantly, want to use.
It takes an investment both in the exhibition presence, but also in training the right staff to bring that stand to life. A strong marketing strategy should begin months out from the event, ensuring all consistent communication drives clients and prospects to your stand.
In summary, the supremacy of exhibitions is astronomical; I encourage you to embrace the most powerful ingredient in the marketing mix.
The exhibition is your stage; the attendees are your audience, now you’ve got to learn the dance.
Ali Thompson is the Sales Manager for the Asia-Pacific Incentives & Meetings Expo (AIME), the largest gathering of business event professionals in the region. AIME 2017, February 21–22. AIME has maintained its position as industry leader for the past 25 years, consistently proving its value as a crucial marketing and sales platform for the sector. The 2016 edition welcomed 4,600 attendees and over 520 exhibitors who had over 9,000 appointments with buyers secured, 47 percent of whom were new to AIME.
ibtm china trade show opens tomorrow at the China National Convention Center (CNCC) in Beijing. Here’s what to expect from the keynote speakers of this year’s Knowledge Programme.(read more)
Over the course of one day, 1,320 connections were made at the inaugural Get Global trade show held at the ICC Sydney in Australia. Biz Events Asia finds out how it was conceived, why this format works and highlights key parts of the show.(read more)
Angela Sciacca has been promoted to project manager for the Asia-Pacific Incentives and Meeting Expo (AIME), and will be responsible for the overall delivery of the 2018 show.(read more)
Singapore – Nu Skin Japan brought 250 of its regional sales leaders for a well-deserved travel incentive to Singapore(read more)
Singapore – A new Helsinki-based “hotel without bedrooms” event venue concept has made its way into Singapore. Here’s a sneak peek inside Huone Events Hotel before its February 23 opening and why it is bound to disrupt the local meetings industry.(read more)
You might be doing it wrongly if you have been offering product details that fail to go beyond venue spaces and capabilities. (read more)
Direct from IMEX America 2016 in Las Vegas –Timo Kiuru, CEO of The Unthinkable, started the knowledge session with a statement, “Welcome to the death of event experiential marketing.” Kiuru, recognised by Connect Corporate Magazine as...(read more)
Singapore – Set to open in the second quarter of 2017, the 222-room Sofitel Singapore City Centre has announced the appointment of Freddy See as Director of Sales & Marketing. (read more)
Singapore – HotelAsia, one of Food&HotelAsia’s pioneer specialised trade shows will feature an impressive host of brands, showcase new equipment and technology and unveil a Singapore Pavilion for the first time. (read more)
Singapore – October is set to be the busiest business events month as Marina Bay Sands welcomes the highest number of major events in a single month since its opening in 2010.(read more)
Isn’t it time to realise that the world will end if this industry does not support the media that works for them!(read more)
Join our mailing list