In the economic downturn, participation in foreign exhibitions becomes more important than ever

Why is recommended to be present on international trade fairs in the economic downturn?

In a difficult economy, exhibitors may scale-back the size and drama of their presentations, but they must continue participating in foreign exhibitions. And a troubled economy changes the definition of “successful exhibition”: if an exhibitor breaks even, making just enough to sales to cover his costs, he has enjoyed a good, productive trip.

Experts agree loyal customers and new contacts will return and drive profits as soon as the economy begins its inevitable turn-around. Participation in a foreign exhibition reassures customers the business remains healthy; and it makes them wonder why many of your competitors have failed to make an appearance. When the recovery begins in earnest, the exhibitor’s competitors will struggle against a major disadvantage: The exhibitor was there even during the slump, and they were not.

John Kannt, marketing advisor of EUTEA says: If the exhibitor participates in foreign exhibitions even during the downturn, making the point he is “present as usual” without reducing or changing his corporate image, he will see significant return on his investment when the economy begins growing again. In the down economy, the foreign exhibitor may cut costs by reducing space, but he should continue “branding” his logo, image, and identity, putting special emphasis on customer service.

Kannt and other industry leaders predict significant advantages from continuing to participate in foreign exhibitions as if were business-as-usual:

1. With proper follow-up contact, more contacts and more leads will become profitable clients.
2. The company’s presence sends a strong message to existing clients: We are here, we are healthy, and we remain a leader in the market.
3. The exhibitor gets a realistic estimate of customers’ loyalty and respect for his products and services.
4. Participation in international fairs boosts morale and motivation among the sales staff, inspiring them to drive sales in spite of the recession.

Further, John Kant, insisting smart business people cannot afford to miss international exhibitions, recommends staying faithful to the basic principles that have made past presentations successful:

Even if the company chooses to cut costs by reducing space and staffing, it must maintain customized exhibition design; customers must see the company’s brand and image as clearly and powerfully as ever.

Do not change the visual branding. Changes will disturb customers. In times of crisis, people naturally respond well to anything that remains “normal,” deriving comfort from the sameness. Reassuring customers, the company remains strong and vital as always, Kannt recommends constructing the same custom stand you always have used.

Clients naturally wonder how the crisis has affected the exhibitor’s business; the more it looks like “business as usual,” the more customers will feel confident the business will remain a reliable partner and supplier.

Tags: economic downturn, trade fair exhibitions marketing