HAVE YOU EVER WONDERED HOW AND WHY HAVING A PRESENCE AT A TRADE SHOW WARRANTS SO MUCH HYPE AND ATTENTION?

GL events is a forerunner in the Events and Hospitality Industry. Your brand is as important to us as it is to you and we will lead you all the way.

CAN A TRADE SHOW REALLY HELP GROW YOUR BRAND SO SIGNIFICANTLY?

Definitely. Regardless of the size of your business, the experience and benefits of showcasing your brand at an Expo are endless.

GL events continue to grow with each and every show or event, presenting new challenges and experiences. This is what puts us ahead of our competitors and ultimately assists our clients to stand out above the rest.

BEFORE YOU START

Budgets are important. It is essential to allocate sufficiently towards the costs of hosting a stall at appropriate Trade Shows which will best promote your brand. This is usually an annual cost which will vary from year to year, so it is necessary to keep a running tab of your expenditure, which will assist you in accurate planning for the next one.

Decide on which products you would like to showcase and how much you are able to allocate.

DO THOROUGH RESEARCH PRIOR TO FORMULATING YOUR BUDGET

Unfortunately, hidden costs are bound to arise. Always include a small but realistic reserve for contingencies to save you in case of under-budgeting.

It should help to separate your costs and try to cover all expenses pertaining thereto under each heading:

• Rental space for your stand
• Design of stand and branding
• Promotion (advertising, freebies etc.)
• Stand hosting and hospitality
• Travel costs for employees and exhibition transport costs

FIVE PERTINENT FACTS ABOUT TRADE SHOWS THAT GL events WOULD LIKE TO SHARE AND WHY YOUR ATTENDANCE IS SO IMPORTANT

• Reach out to existing and potential customers
  Use the correct strategy and service your existing customers whilst enticing new ones. A trade show facilitates these opportunities far easier than sitting behind a computer in an office.
• Do not let cost deter you
  See your participation as an investment in your brand. You need to speculate to accumulate! Your company and brand will reap the benefits.
• Visibility & Credibility
  It’s all in the eye of the beholder. Being visible by using bold branding and having the opportunity to interact one-on-one with prospective clients, is one of the main advantages of attending a Trade Show. A warm welcome with knowledgeable representatives manning your stall is key. Use the opportunity to communicate with visitors and enhance the credibility of your brand and company by engaging and demonstrating product features.
• Grow your customer base
  This is one of the main objectives of attending a Trade Show. Trade shows attract ‘already eager’ visitors many of whom, are ready to buy or be introduced to a product or brand in which they are interested. Many deals are signed, sealed and delivered at this point.
• Do not lose sight of what competitors are doing
  Trade Shows and Expos provide the ideal opportunity to take a walk around and observe competitors’ stalls and all other stalls for that matter, to see what works, what doesn’t and why? See which ones are popular, what’s working and what’s not and then establish the reasons. It could be the décor, lighting, design or even free giveaways. This observation will come in handy for future Expos.

These five pointers are only the tip of the iceberg. The benefits and opportunities of being present at a Trade Show or Expo are endless!

IN A NUTSHELL - TRADE SHOWS:

• Provide perfect one-on-one interaction with new and existing customers
• Effectively convey the nature of your brand or product
• Communicate a clear brand definition
• Get the message out to all who attend the show (other exhibitors included)
• Convey vital information on products and services
• Secure real leads. Always make sure to follow up post-event!
• Provide the opportunity of meeting the Press, Bloggers and Social Media Managers