Although business to consumer (B2C) marketing might be more visible, the number of business to business (B2B) transactions is much larger. Yet finding guidance on B2B marketing can often be difficult, especially in reference to designing trade show displays for a B2B audience. This audience expects a lot more from trade show exhibits, and if their demands are not met, they fully understand that they can go elsewhere for their product. Maximizing the B2B potential of your booth requires careful planning, entailing detailed focus on everything right down to banner stands and flooring.
B2B Basics For Trade Show Displays
The main concern of a business buyer is keeping their costs to a minimum. More than a consumer, they're concerned with maintaining their profit margin, which means that they want to purchase whatever good they ultimately get at the lowest price possible. This desire for a low price is checked by their desire to have a quality component; they won't likely buy a poor quality product no matter how inexpensive it might be.
Understanding these needs, the goal of B2B trade show displays should be to: 1) show visitors why your product is a quality item; and 2) communicate that it's low cost. The second point can be a bit more difficult than the first, simply because a particularly high quality item might have a shockingly high cost. If so, your trade show exhibits need to shift the focus onto the quality of what you're offering. You'll need to demonstrate very clearly why your more expensive item will be more than worth the initial price.
Informative Trade Show Exhibits Are Key
In B2B, there is much less emphasis on sales language that can dominate in consumer relations. Business buyers are seldom able to make a decision on the convention floor about whether or not they want to buy your product, so calls to action and other less informative tactics tend to be less effective. To secure business clients, your banner stands need to communicate information that they can take back to their offices. You need to show clearly why your product is best for them, rather than relying on gut decisions like you often can when marketing to consumers. A businessperson will rarely if ever buy on instinct. Instead, they'll buy after laying out all their options and making the decision with the most financial sense.
Boosting The Information Quotient With Banner Stands And Flyers
Ideally, you would want to build all of your B2B trade show displays from the ground up to appeal to business clients rather than a general public audience. If you are just beginning to use a B2B selling model, that probably isn't realistic; instead, you'll likely be looking at adding banner stands and other supplementary materials to an existing unit, which was probably designed with consumer marketing in mind.
The first thing to do when retrofitting your trade show exhibits is to determine what key information is missing. Do you demonstrate that your product has a low price and high quality? In B2C marketing, all you need to do is claim that. In B2B, you have to show it, back it up with numbers, include statistics, and much more. In B2C, too much information can overwhelm visitors and slow their decision-making process. In B2B, every piece of information is just ammunition that the buyer can use to convince the board to buy your product.
Banner stands are a great way to add this information to a pre-produced booth. Simply design the banner stands with an eye for what's presently missing and place them prominently throughout your unit. When used wisely, they are functionally as impactful as having the same information on the actual unit, if not more so because they add visual interest. With the addition of inexpensive banner stands and careful design, virtually any company can craft a convention presence that will do well with a business audience.
B2B Basics For Trade Show Displays
The main concern of a business buyer is keeping their costs to a minimum. More than a consumer, they're concerned with maintaining their profit margin, which means that they want to purchase whatever good they ultimately get at the lowest price possible. This desire for a low price is checked by their desire to have a quality component; they won't likely buy a poor quality product no matter how inexpensive it might be.
Understanding these needs, the goal of B2B trade show displays should be to: 1) show visitors why your product is a quality item; and 2) communicate that it's low cost. The second point can be a bit more difficult than the first, simply because a particularly high quality item might have a shockingly high cost. If so, your trade show exhibits need to shift the focus onto the quality of what you're offering. You'll need to demonstrate very clearly why your more expensive item will be more than worth the initial price.
Informative Trade Show Exhibits Are Key
In B2B, there is much less emphasis on sales language that can dominate in consumer relations. Business buyers are seldom able to make a decision on the convention floor about whether or not they want to buy your product, so calls to action and other less informative tactics tend to be less effective. To secure business clients, your banner stands need to communicate information that they can take back to their offices. You need to show clearly why your product is best for them, rather than relying on gut decisions like you often can when marketing to consumers. A businessperson will rarely if ever buy on instinct. Instead, they'll buy after laying out all their options and making the decision with the most financial sense.
Boosting The Information Quotient With Banner Stands And Flyers
Ideally, you would want to build all of your B2B trade show displays from the ground up to appeal to business clients rather than a general public audience. If you are just beginning to use a B2B selling model, that probably isn't realistic; instead, you'll likely be looking at adding banner stands and other supplementary materials to an existing unit, which was probably designed with consumer marketing in mind.
The first thing to do when retrofitting your trade show exhibits is to determine what key information is missing. Do you demonstrate that your product has a low price and high quality? In B2C marketing, all you need to do is claim that. In B2B, you have to show it, back it up with numbers, include statistics, and much more. In B2C, too much information can overwhelm visitors and slow their decision-making process. In B2B, every piece of information is just ammunition that the buyer can use to convince the board to buy your product.
Banner stands are a great way to add this information to a pre-produced booth. Simply design the banner stands with an eye for what's presently missing and place them prominently throughout your unit. When used wisely, they are functionally as impactful as having the same information on the actual unit, if not more so because they add visual interest. With the addition of inexpensive banner stands and careful design, virtually any company can craft a convention presence that will do well with a business audience.
Article Source: http://EzineArticles.com/?expert=Chris_A._Harmen
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