INTERNATIONAL
DEBUNKING COMMON MYTHS ABOUT INTERNATIONAL EXHIBITIONS A BLOG POST BY MELISSA ERWIN , medilink uk ’ s international officer
After more than a year of travel and physical events being postponed or affected , people are longing to get back to the normality of faceto-face interactions and building connections in person – and exhibitions are a great way to do this . They underpin many annual marketing plans and budgets , however , there are some common myths about this form of promotion that need debunking .
1 .“ We can rely on other sources of promotion ” The best of type of marketing for you will be dependent on your business , but using multiple methods ( targeted to your audience and goals ) is beneficial . Exhibitions allow you to meet distributors , buyers , clinicians and government officials . They provide a great opportunity to tick off multiple goals in a short space of time such as raising your brand awareness , networking and launching your product .
2 .“ We have exhibited here before ” Once you choose an exhibition , you should consider participating regularly as it can help strengthen your brand recognition and relationships with other annual attendees . Many companies attend the same one annually .
3 .“ We don ’ t know how ( or don ’ t have the time ) to follow up effectively ”
Follow ups are an integral part of any event attendance and ensure a good return on your investment . It is common to gather a lot of business cards but some organisers now offer lead data capture devices to streamline the follow-up process . Apart from personalised emails , there are also digital lead management tools that can be effective .
4 .“ We don ’ t have anything new to offer ” You may already have customers , distributors , partners etc . for your current products but generating new leads and brand awareness is a constant and necessary part of any business . You could also use the exercise to gather market intelligence and promotion of future projects or products .
5 .“ It ’ s expensive ” Exhibitions vary hugely in price , depending on the reputation and the market in which they are held .
It is often better to book early so that you have a broader choice ( and thus competitive rates ) for travel , accommodation and freight .
This is a big benefit of joining a pavilion , as dedicated partners can offer a great service and more cost-effective rates . Government funding is sometimes available to support eligible companies too .
6 .“ It ’ s time-consuming and a hassle ”
A lot of tasks in your business will be time-consuming but ultimately worthwhile if you plan correctly and utilise your time and budget well . Medilink offer a range of services to help make your experience stressfree , such as coordinating stand designs and having a full spectrum of support and advice .
7 .“ We are too small to get noticed compared with the industry leaders ”
It is inevitable that the key industry players will attend with a huge presence , however visitors all have their own agenda and will attend for different reasons . To stand out from your competitors , do your research and ensure your USP is clearly communicated .
8 .“ Most attendees don ’ t buy at the event ”
This depends on the nature of the business , product or service , and also if the exhibition allows it . However , if you have the correct sales technique and engage with your target audience , it will move them a step further along in the sales cycle , helping you to generate potential leads .
The International Team at Medilink UK plan the British pavilion or act as the UK agent for a range of healthcare exhibitions , supporting a variety of companies at every stage of their exporting journey . if you would like further information , please contact : international @ medilink . co . uk / 0114 232 9272
BOOK YOUR PLACE FOR THE WORLD ’ S LARGEST HEALTHCARE EXHIBITION WITH MEDILINK UK
Medilink UK offers British companies a range of high quality , cost-effective and consolidated exhibition stand packages at the World ’ s largest trade show in the Healthcare and Life Sciences sector , which has been running for over 40 years
Why book ?
• Fully furnished exhibition stand • Excellent location • Support with travel and accomodation • Competitive freight rates • Full pre-show administrative and logistical support • Refreshments and light lunches • In market assistance throughout the exhibition
• PR assistance • Access to any available funding ( subject to eligibility )
Contact our International Team : International @ medilink . co . uk / 0114 232 9272
MEDICA 2021 , 15 - 18 NOVEMBER , DüSSELDORF , GERMANY MEDILINK BRITISH PAVILION
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