You start by thinking that when exhibiting at a show, to market direct to the public or to trade, you will more than likely be stood within metres of your competition. If you were not exhibiting though, then your competitors will be there anyway so this point should not in anyway affect your decision to exhibit.

- In terms of actual exhibiting, you know that you are dealing with a targeted market at exhibitions, with the people who do walk through the door; clearly people have chosen to attend such an event. This would suggest that they have some involvement or genuine interest with regards to your field.

- If you have a genuinely good product, exhibitions also give you a very good sales environment on which to push for new business. What can be very important is getting your sales area perfect. Choosing the right exhibition stand design and the right spot will all affect how well you do.

Exhibitions are also fantastic for doing live demonstrations and for companies who for example, sell portable pop-up display stands, using an exhibitor's exhibition, to demonstrate this pop-up banner is the perfect opportunity. The product being sold becomes more tangible for the potential customer and the sales job potentially becomes easier.

This type of direct marketing can also be considered by some people to be quite positive in that people who want to be sold to, are the ones being targeted this way. No junk email, no cold calling. This type of direct selling can be considered a positive way of connecting with future customers and the relationship from the beginning tends to be one which is built on more familiarity and understanding, with both parties having met face-to-face from the beginning.

In terms of sales leads and actual sales, percentages can be high, due to high number of quality visitors at these exhibitions. Someone attending the London Caravans Exhibition in Excel exhibition centre for example, are likely to have a serious interest in caravans and similar products. You can potentially make more leads in a 2 or 3 exhibition than you might in a few weeks worth of cold calling.
Having an exhibition stand at an event will cost a certain amount but the cost offset against the number of sales leads can mean that it is a worthwhile venture. Try it once!