In a constantly evolving and fragmented media market it’s ever-more challenging to gain the attention of a business audience. It’s just as challenging a prospect when it comes to deciding how and where to invest marketing spend for the greatest return. But tradeshows provide an easy answer by drawing quality, engaged industry-relevant audiences and an opportunity for brands to meet customers face-to-face.
“An investment in trade exhibitions is money well spent,” says XPO Exhibitions’ national sales and events director Tony Waite. “Done well, they can deliver immediate and measurable results any marketing manager would be delighted to report.
“Leading brands all over the world use trade shows as a platform to engage with key customers, showcase existing products and launch world-first innovations – and those brands are being rewarded with hundreds of millions of dollars in trade resulting every year from our portfolio of tradeshows.”
It’s little wonder then, that trade shows are enjoying an incredible resurgence in popularity, attracting growing marketing budgets. Businesses are again recognising value in selling their products face-to-face with targeted industry customers.
It’s a vibrant industry abuzz with innovation, new product launches and solid expansion. “People tend to have a preconceived idea that New Zealand is too small to host quality industry exhibitions, but that’s just not true,” says Waite. “The country may be small, but the quality of our trade shows is up there with the best.”
And XPO should know; its BuildNZ Designex trade show was recently recognised for excellence, garnering the Best Trade Show in Australasia and New Zealand awards from the Exhibitions and Events Association of Australiasia .
The power of trade shows is in helping brands create intimate conversations within the industry, and provide an incredibly powerful platform to meet customers face to face. For established brands and up-and-comers alike, trade shows are an effective channel where leads can be qualified and sales measured.
“You just can’t get that same level of measurement with some of the more familiar and traditional above the line mediums,” says Waite.