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UNIQ Online Marketing Programme 2
Module 2, Lesson 1How to Get More from Attending Events and Exhibitions
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There are a wide variety of events, business shows and exhibitions you can both attend or organise yourself in order
to market your company.
Introduction
You must determine which events are the right ones for you, your business and your
customers.
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What you will cover in this lesson:
• Exhibition and business shows• Why they are an important form of marketing• Tips on events• How to choose between attending and exhibiting an event• How to choose the right event, exhibition or business show
for you and your business
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Business events require financial investment, but luckily
there are more options available than ever for small
businesses.
It is important to know how to spot opportunities that will make a quick return on your
investment.
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You get as much out of an exhibition show as you put in to it.
Imagine your stand as your shop window so create the best impression you can.
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This marketing activity is the ideal way to….
• Engage with customers, prospects and other exhibitors
• Gather valuable customer and market research
• Increase brand awareness
• Gain customer trust and loyalty
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What is an Exhibition or Business Show?
You probably picture a conference centre or large hall
with lots of stands featuring companies. These still exist, but
there are also other options.
The type of business and the market you are in will ultimately determine which type of event or business show is most suited to meet your needs.
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The aim and purpose of these shows is to…
• Increase brand awareness and sales
• Get feedback from customers
• Obtain information about the market from other exhibitors
• Increase the number of contacts on your database and social media platforms
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Why is This an Important Form of Marketing?
Whether this is an important form of marketing for small businesses depends on:
• Choosing the right event for your business
• Understanding your aims, goals and needs
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Business events and exhibitions promote your
company and personal brand.
Our natural perception and belief is that companies who exhibit are successful, established businesses that proactively market
themselves.
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B2C companies will find exhibitions are a great way to make direct sales.
B2B companies usually have to increase brand awareness first, establish a relationship with the
potential customer and then make the sale. A show would be the first part of the process.
B2B vs. B2C
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A Word on Events
Whichever event you choose to attend or invest in depends on your goals as a business and individual and whom you want to meet.
You must decide if putting on your own event is the right form of marketing or if featuring at someone else’s event would be more effective. There are pros and cons for both options.
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Attend or Exhibit? That is the Question.
Caution! Do not be tempted by offers to exhibit and immediately commit.
You need to be sure that you are in a position to market yourself effectively and that you have the right tools and materials in place.
Try going as a visitor first to see if it is a worthwhile event.
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How Do I Choose the Right Event, Exhibition or Business Show for Me?
Set out your aims, objectives and goals. For example:
OBJECTIVE: Increase number of contacts on
database
ACTIVITY: Hold a prize draw at an event
Have a defined set of measurements to help you determine if it was worth attending and worth the investment.
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Other Information You Need to Know Before Attending an Event
Who are the other exhibitors? Do they complement your business? Do they have the same target market? Will they enhance your brand and position?
How many of your direct competitors will be featured at the event?
Who is the target market for the event?
What additional marketing activities are available to you through the event?
Do you believe it offers value for money?
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Next Lesson
In the next lesson I will be revisiting how you choose
the right event for your business, additional
marketing opportunities, how to exhibit more effectively, as well as
UNIQ’s secret ingredient.
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Visit the Members Library to Access Additional Resources for This Module:
http://www.souniq.co.uk/uniq-members/library
For help with Module 2, contact Ruth or Ben
Email: [email protected]
Tweet: @UNIQ_Academy and @BCartwrightUNIQ
Visit our LinkedIn group: UNIQ - The Academy for Entrepreneurs
Write on our wall: https://www.facebook.com/UNIQ.Academy
