The Value of Exhibitions in the Advent of the Digital Revolution
With the power of Social Media beginning to be understood, organisations are clamouring to devise ways of using it to its full potential. If experts are correct, there are a wealth of uses available beyond simply being able to interact with your audience. The trouble with resources being piled into social media is the potential for the exhibition industry to fall into decline. However, rather than competing with each other, there is a vast amount of potential for organisation’s to combine the two and create a symbiotic relationship where both can be used to enhance each other.
Chances are you already have a presence on social media whether that is on Twitter, Facebook, Google+, Pinterest or any of the other wealth of sites out there. If this is the case, you will also know the potential they have to engage with your customers and build a relationship without the need for persistent meetings. In theory, this does sound like it has the potential to replace the exhibition whose main purpose is to establish and develop relationships with the audience. However, the impact of face-to-face marketing cannot be overstated and it is crucial for Younger Generations to understand the potential it still has especially if you combine the two devices.
A major concern within the industry is that with younger generations gradually replacing the older generation, this will see the replacement of traditional marketing methods with an increasing number of digital techniques. Instead, by integrating the two you can get more out of your exhibition experience as well as add to your presence online. The most effective way of doing this currently is to create a brand presence on social media in order to develop ‘year round’ communities and in essence build interest in Exhibitions you will be attending.
By reaching out to customers early you can begin to build relationships beforehand and there is the added chance that a customer may attend in order to find out more about your organisation. Using social media channels can also be an ideal way to communicate with non-attendees who have an interest in what you have to offer. Simple techniques such as live tweeting from an event is an easy way to provide content but also to communicate your brand message with potential customers who were unable to attend.
On the other hand, there are benefits to attending exhibitions in order to engage in face-to-face meetings with customers and develop your relationship with them. While conversations over social media can be fruitful if frustratingly short, the opportunity to speak in person is far more valuable and gives you the opportunity to truly engage with your audience; after all, they chose to come and visit you. Recently, there has been a rise in private meetings held during event days, allowing exhibitors to hold more formal meetings with customers attending.
With younger generations joining the industry with specialisms in digital technology it is crucial that older generations pass down the methods for successful marketing from the past. As digital technology continues to develop and change, so must exhibitions and events in order to get the most out of face-to-face interactions with clients where real relationships and partnerships can be formed.
#Events #Exhibitions #Marketing
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