The Sleeper's Blog

09.05.19

The £41bn industry that’s cutting cold calling

According to studies it was found that buyers who interact with a brand at exhibitions and events are more likely to go on to invest in the brand and become a loyal customer. In fact, exhibiting or any type of face-to-face interaction with a brand is still seen as one of the most powerful marketing tools you can use.

The UK events industry is worth £41 billion, with businesses spending a whopping £19 billion per annum on conferences, exhibitions and trade fairs that enable them to engage with buyers and key decision makers each year.

In the Forbes article ‘What Is The Experience Economy, And Should Your Business Care?’ Daniel Newman said: “We don’t just want the goods or services, but we want an experience to sweeten the deal”. Reaching out to your exact target market and fully immersing a potential client in your products and services through demonstration is the exact advantage of exhibiting and the experience that will ‘sweeten the deal’ and improve your chances of increasing market share.

A study conducted by M. Roghanized and Vanessa Bohns in the Journal of Experimental Social Psychology (2016) stated that people generally seem to underestimate the power of persuasiveness through face-to-face communication. It is easy to forget the power of face-to-face communication whilst living in a digital world, where communication with a brand can be through a simple like or retweet.

RTM’s networking events like TransCityRail offer a vast array of advantages that can only be delivered through face-to-face communication. Showcasing your products and services not only leverages a brand, but further goes on to build trust and loyalty between your brand and your clients.

Why TransCityRail? – (results taken from TransCityRail North 2018)

  • 86% of attendees made between 1-9 new contacts and some attendees made 9 or more
  •  Delegates and exhibitors said TransCityRail achieved its main objective of enabling the supply chain to engage with industry decision-makers to create new relationships and win business  
  • Industry leaders really appreciate the opportunity to engage with the supply chain

Click here to contact the TransCityRail team 

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