Exhibiting offers a personal approach to showcase products and services in a focused environment while engaging with prospects and other key stakeholders.
And if appropriate to your strategy, plans and budgets of course, should form part of your marketing toolkit.
However, whether to exhibit is not a decision to be taken lightly. Not only is there the investment to make in the hall space and stand itself, there are many other factors to be taken into consideration which are often overlooked, including the resources required and the time taken away from the office. Simply attending exhibitions 'to make sales' or 'because our competitors are there' should not be primary objectives and are unlikely to result in a positive experience for all concerned.
This White Paper looks at where exhibition activity fits into the marketing mix and the role it can play. It also identifies some common mistakes that even the most seasoned professionals make while making suggestions as to how they are best avoided altogether.
To obtain your copy please click here.