Exhibiting Your Small Business – Why Exhibition Stands Make Sense

Why should a small business invest in an exhibition stand? The costs can seem prohibitive. However, those businesses that present themselves to the public not only earn back everything they put into the exhibition stand, but they generate tremendous amounts of potential revenue. In any business, retaining customers is essential, but creating new ones is equally vital.

In many ways, an exhibition stand functions as one of the most cost-effective methods of advertising and promotion. By securing a physical locale at a trade show or venue, a business can literally attract people who are interested in a particular product or service. By exchanging information with them at the stand, these businesses quickly build a base of people with which they can send product announcements or service launches. This highly targeted approach enables a company to create new customers at a much faster rate than with more blind avenues of advertising.

Meeting people in person is also highly underrated in an age where many transactions occur virtually. Small businesses may or may not have a large number of walk-in customers. In some cases, small businesses do not even have the facilities for a traditional reception area. An exhibition stand functions as a temporary reception area in a region swarming with likely customers. By being able to physically shake hands, hold a conversation, and generally communicate about interests, ideas, and requests, a small business can grow its sales. This is partially because people enjoy the human aspect of communication, and are more likely to buy a product from someone they feel they “know” than a company which has no human representation.

In this way, exhibition stands offer a competitive advantage against businesses that do not exhibit. This can be especially useful in “virtual” industries such as computer software or gaming. A product display, even if it is as simple as being able to view a function on a computer screen, is far more effective in person than in isolation. Generally speaking, exhibition stands should be staffed by highly genial, friendly members of the small business. If the small business owner does not choose to work the stand, he should send his most affable sales representative to do so.

By creating a positive impression in people’s minds, positive word of mouth invariably follows. Exhibition stands excel in this regard, especially if people feel welcome and informed. If a visitor to the stand meets a friendly representative of the company and is given a short but informative tour of the product or service, that visitor will ultimately describe her experience in positive terms to anyone else she meets. This kind of personal recommendation is invaluable, and will only aid in the acquisition of more new customers.

Small businesses should research local events, gatherings and other business oriented locales to determine the best time and place for their exhibition stand. The question is not whether or not to invest in a stand, but rather whether to do so now, or a few weeks from now.

Resource:

Find out more about exhibition stands at the the Nimlok website.

Edward Langley

Edward Langley is an experienced small business writer, specializing in topics such as accounting, project management, translation, and exhibitions, just to name a few.

Comments

  1. JamieGillingham says:

    I agree! Taking the opportunity to bring your product into the community is definitely something worthwhile for every company!

  2. onlinecollegeguy says:

    Great article, I have a small business and I think will really help. What is a good place to find trade shows? I have difficulty finding good ones and most of the ones I find and just too expensive.

  3. joepaul7823 says:

    i got an <a href=”http://www.repairmyhome.ie/our-latest-exhibition-stand/”>exhibition stand</a> built for my company and it was strong, not to expensive and brought in lots of business. I only have a small business but it helped a lot.

  4. joepaul7823 says:

    i got an <a href=”http://http://www.repairmyhome.ie/our-latest-exhibition-stand/”>exhibitiopn stand </a> built for my company and it was strong, not to expensive and brought in lots of business. I only have a small business but it helped a lot.

  5. MsDCriss says:

    i agree with onlinecollegeguy i also have a small business and find this artical about <a href=”http://www.repairmyhome.ie/our-latest-exhibition-stand/”>exhibition stands</a> very helpful.

  6. yanasuryana says:

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  7. ASmashHit says:

    One thing trade shows allow you to do that no other marketing tool does is meet your target audience face-to-face. The only problem is you only have 3-5 seconds to grab their attention as they are walking down the aisle before they move on to other trade show booths that appear more interesting. The right trade show display can make all the difference in how successful you were at the event! Thanks for sharing!