The power of industry exhibitions - a gateway to growth!

What are the benefits of participating in a trade event and how can you maximise your return on investment?

You’ve likely been to a trade exhibition, either as an exhibitor or visitor. They’re events on the calendar that provide an opportunity for businesses and professionals to demonstrate their skill and expertise, connect with the wider industry and build business relationships.

“Attending and exhibiting at expos provides a multitude of advantages on both professional and business fronts,” says XPO Group’s Lorraine Smith.

“Expos bring together industry leaders, innovators and experts under one roof. Attending workshops, seminars and demonstrations allows you to stay current on the latest trends, technologies and regulations in the HVAC&R field. Networking with peers fosters knowledge exchange and opens doors to potential collaborations.”

Expos also offer unparalleled access to a concentrated audience of decision-makers, potential clients and industry partners. By showcasing your company’s expertise at events such as the upcoming HVAC&R Hub as part of BuildNZ, you can establish brand recognition and generate valuable sales leads.

“HVAC&R Hub at BuildNZ caters to the entire building and construction ecosystem, providing an ideal platform to connect with architects, builders and facility managers who require top-notch HVAC&R solutions,” says Lorraine.

Expos vs. other industry events

Expos offer several distinct advantages compared to other marketing channels or events: comprehensiveness, targeted audience and interactive engagement.

They provide a one-stop shop for industry knowledge, networking and product demonstrations – a concentrated format that allows you to gather a wealth of information and establish valuable connections efficiently.

With a focus on a specific industry, they also attract a highly qualified audience specifically interested in the showcased products and services.

“This targeted approach allows for more focused interactions and lead generation,” says Lorraine.

“You can showcase your products live, answer questions directly, and gauge audience interest in real time. This interactive element fosters deeper relationships with potential clients.”

How to stand out and maximise your ROI industry exhibitions

When preparing to showcase your company and work at an exhibition, it’s important to be prepared.

“Establish clear goals for your participation,” says Lorraine. “Do you aim to generate leads, launch a new product, or network with specific industry players? Tailoring your approach to these goals will optimise your efforts.”

Your exhibition stand should also be carefully planned to capture attention and represent your brand. Can you provide product demonstrations? Is your staff knowledgeable and happy to chat with attendees and potential customers?

Before attending an exhibition, be sure to promote your participation through channels such as social media and email marketing.

After the event, it’s also a good idea to express your thanks to those who attended and follow up with any contacts made at the exhibition to ensure you build long-lasting business relationships.