Traditional business marketing includes an array of tactics and channels aimed at winning new customers and communicating with existing clients. Despite the onset of the web and digital marketing, traditional business marketing has a huge and important role to play today. Without things like business cards, catalogues, print advertising or even the humble leaflet, many businesses would struggle to connect with potential and existing clients.

Every business needs to have a marketing plan that scopes out key messages and what kinds of channels, print or digital, it will use to communicate those messages. With potential customers, it’s essential to outline clearly the benefits of what is being sold. A business can ask “How will this product/service fulfil a need or want, or make someone’s life easier?” in order to create a successful marketing campaign. With existing customers, marketing will be varied and dependent upon need. Updates and product information are vital. An organisation must also ensure clients feel valued as it’s much harder to win new customers. So, a business need not underestimate the power of on-going contact with current clients to keep them happy and cultivate a sense of loyalty.

With traditional business marketing, there is an enormous amount of choice. A company must select wisely because although traditional business marketing is effective when done well, it can be expensive as well. Research is essential and the marketing professional must consider all the options and think about what kind of materials will have maximum impact. One of the most powerful forms of business marketing is the exhibition. Modular exhibition stands can be tremendously successful because it’s a very concentrated form of marketing; businesses don’t have to work so hard to access contacts. If the marketing is good and the exhibition stand design really shines, potential customers will be a willing audience, ready to explore new products and services.

The first step is to develop an exhibition marketing strategy.  This will likely be governed by budget but even a small outlay can yield fantastic results. Organisations must ensure that the stand design and collateral carry unified and clear messages. The number one concern at an exhibition is the competition. Other businesses will be in close proximity, selling similar products and services. Therefore, a business must do its utmost to rise above the competition and ensure that the modular exhibition stands design and the supporting materials are no less than superb. A competent exhibition stand designer is essential at this point. The designer will work within budget and understand the company’s overall marketing and branding. From there, the designer is able to apply creative ideas that will truly set the exhibition stand apart from the crowd.

Most exhibition stands are reusable and can be taken to events, meetings and exhibitions in coming years. A successful exhibition experience will yield contacts, data and potential sales leads that need organising and follow-up. Exhibition follow-up work must be carried out methodically. Many organisations find they can capitalise on face-to-face contact with customers and potential clients alike. They have learned they must take decisive action in a small window of time following an exhibition and act quickly. It is this swift action and on-going follow up that allows a business to grow; thanks to successful exhibition marketing.