3 May 2022

Exhibitions and Marketing – the post-pandemic dream team

Our recent article about experiential marketing highlighted exactly why our post-pandemic freedom has awakened the beast – that fundamental yearning in most of us to interact. And after a whole lot of digital-only hook-ups, the exhibition industry has gone from nought to 60 in its efforts to give marketing its oomph back. It’s no secret at all that getting to know customers and clients online can’t hold a candle to an in-person interaction, but how else can exhibitions enhance a marketing strategy?

Why bother with an exhibition at all?

In three words – ready-made clientele.

One of the most, if not the most important benefit of an exhibition is that the organisers have done one of the hardest jobs for you. They’ve already advertised and attracted customers who’ll be interested in your brand. This is especially useful in niche marketing. We’re all aware of how many marketing emails and doorstops of snail mail get overlooked and recycled – that time and expense gets billed to the exhibition organisers, not you.

Concentrated potential customer base

An exhibition also brings potential customers from the most far-flung corners of planet Earth into one space, where you can wow them with your stand and products. The big take-home with this is that you’ll be reaching some people who’ve missed your other marketing strategies.

Face-off!

Another important facet of in-person marketing is taking advantage of our human nature – we love to meet other people, and this is especially true when we’re doing business. The face-to-face interaction on a personal level helps to build trust, which in turn builds more business opportunities. Video meetings are a brilliant tool which have been a boon to businesses, but they simply can’t match an in-person chat. It also allows you to develop client relationships that were initiated online.

Become one of the ‘It Crowd’

That’s right – you’re mixing with the big names, whether they like it or not. If you do your homework and see how the best in the business present themselves at other exhibitions and tradeshows, you can cherry pick their most innovative ideas and build on them. This gives you the opportunity to create a stand-out stand! You’ll be rubbing shoulders with the best, so be one of the best. You’ve got a captive audience, and you have the opportunity to make your name familiar to them just by putting your brand in lights for the constant flow of traffic.

Passive marketing

This is a big one and it’s easy to forget – passers-by are also spectators. They may not be interested in your product right now, at least not enough to go and interact with it – however, word of mouth is exceptionally powerful. Who knows when (and it may be that evening at the bar) they’ll be speaking to a colleague who then mentions that they need something like your product or services? If they’ve seen a brilliantly presented stand enhanced by your inventive and interactive team, this creates future invisible sales. This knowledge will travel back to the office with them, and that could be across the other side of the world.

Fish for feedback

Cold calling is, frankly, just that – cold. Customers and potential clients are often unenthusiastic about it, especially if they’ve nothing to complain about. So, exhibitions are perfect for getting positive feedback as well as helpful hints on products and services you’re launching. Savvy businesses listen to what does and doesn’t work where marketing is concerned. At the exhibition launch stage, this feedback will allow you to fix any boo-boos super-quick.


Recent blog posts

Architectural Façade Face-Off – Unusual Exteriors


Just like people, buildings have personality – and in the charisma stakes, bland gets booby prize. Blending-in is fine, elegant yet aloof gets attention, in-yer-face will get a marmite reaction, while charm and originality make the world a better place to live in. With this in mind,… Read More

View more

Motion graphics is not just for the movies. Graphic designers take note…


  Motion graphics is fast becoming a graphic designer’s most valuable tool, so ignore it at your peril.  A recent survey from Salesforce Research revealed that up to 80 percent of customers value  innovative and interesting brand marketing as much as its products… Read More

View more

Exhibitions and Marketing – the post-pandemic dream team


Our recent article about experiential marketing highlighted exactly why our post-pandemic freedom has awakened the beast – that fundamental yearning in most of us to interact. And after a whole lot of digital-only hook-ups, the exhibition industry has gone from nought to 60 in its efforts to give… Read More

View more

Unreal Engine 5 – more real than ever!


We hardly have to tell you what happened on the 5th April just gone, do we. Yep, it was the launch of Unreal Engine 5.   This beaut from Epic Games has capabilities that put it in a whole different ballpark to Unreal Engine… Read More

View more

Interior design and the new office reality


Gone are the days of drunkenly shaming your backside on the company’s photocopier – since the first lockdown hit, we’re hardly in the office long enough to qualify for a name on the door. Forbes recently investigated how hybrid working is the most likely outcome of the pandemic. Read More

View more

Marble Arch Mayhem – Challenging Sustainability


UPDATE: Since writing this blog, the replacement of the M&S store in Oxford Street can proceed after the mayor chose not to intervene. To read our thoughts at the time, continue below. The London Mayor Sadiq Khan has recently found himself in the middle of a right old architectural… Read More

View more

Q&A with mustard FX divisional leader James Newman


James Newman – Divisional Lead – mustardFX Motion Picture | Gaming | Animation | CGI | VFX    Why the refresh?  I made the decision to rename the division from VIZ –> FX to align with our journey and expansion.  … Read More

View more

Traditional marketing needs digital skills – and here’s why…


Traditional. Yes, that word. It doesn’t create a buzz of excitement, and it’s not new and shiny, but nonetheless in marketing, it works.   Just last week, Forbes reported that “direct mail campaigns still deliver the most bang for your buck”. Read More

View more

Contracting through a recruitment agency – what you’ll need to know


So you’re thinking about becoming an independent contractor? Well the good news is that this is a very lucrative market in all sectors of the Built Environment, and it’s tempting a lot of professionals to take the plunge. If that includes you, the first thing you need to decide… Read More

View more

Experiential marketing – success strategies, Netflix and ice cream


If anyone needs reminding why experiential marketing is so powerful, you need to get in your TARDIS, and punch July 2019 into the time-ometer, destination Burbank, California. With any luck, you should open the door to find a Scoops Ahoy ice cream shop, and one of the most… Read More

View more