Exhibiting In 2017: Why? When? Where?

In a world where technology continues to dominate the way we conduct business, it can be easy to forget the power of face-to-face-communication in our sales processes. Many companies are currently looking at their marketing strategy for the coming year and wondering whether the outlay of exhibiting could bear fruit in the long haul.

Exhibiting can be a daunting drop into the unknown for those that are unfamiliar with its benefits, although many veterans of trade shows will tell you that they are unrivalled in the level of quality prospects that they yield. With a roster of upcoming events in the engineering and manufacturing industry’s 2017 calendar, more and more newcomers are taking a look at exhibiting as a potential method of winning new business over the next twelve months.

So, why exhibit? Three good reasons… 

• Having face-to-face contact with your prospects allows you to connect with them on a more personable level. Whilst lots of companies employ the mediums of telephone and email marketing, it doesn’t allow for the same level of rapport building that a physical introduction does. Until you have met your prospects face to face, you remain as a semi-anonymous voice or as a collection of words on a computer screen; these are far easier for your prospects to dismiss than somebody they have actually met.
• Scope out your competitors. It’s not often – if ever – that you have the chance to visit a competitor’s premises to see how you stack up. Fortunately, exhibitions provide us with the next best thing. Alongside showcasing our business, they offer us an invaluable opportunity to see how our rivals are showcasing theirs, allowing us to identify both our strengths and weaknesses and strategise accordingly.
• Give your brand awareness a boost. When you exhibit, you are pitching to hundreds – if not thousands – of prospective customers over the course of the event. Even if you are not actively engaging with everyone that visits your stand (although it’s highly recommended that you speak with as many as possible!), a leaflet picked up by a visitor in a hurry could lead to potential business weeks or months later. It is vital to business success that your company is well-known within applicable industries. Exhibiting gives you possibly the most effective platform to blast the proverbial loudspeaker.

But which show is right for me?  

Once you’ve decided to step inside the world of exhibiting, it is crucial to pick the right show. Why? Because the ultimate aim of any business investment is to receive a healthy return and if you select a show with the wrong target audience, then you will have set yourself up for a fall.

I personally have attended an exhibition on behalf of a company that I used to work for, only to endure three days of stand-dodging and polite-but-awkward smiles from passers-by. There was nothing wrong with the show – indeed, the neighbouring companies seemed to be doing very well – but there was one problem: there was little to no alignment between our business and the needs of those visiting. I exhibited with the same company at a different event later in the year and found myself overwhelmed at the amount of interest we generated. The only variable was the target audience of the show itself.

Luckily for us in the UK engineering and manufacturing industries, we are spoilt for choice when it comes to applicable shows and events. You only need to do a quick search online to uncover a multitude of different dates throughout the year, in every corner of the country. Some are targeted towards specific niches, whilst others are much more encompassing of the industry as a whole.

For those who are thinking of booking onto an exhibition, or simply looking to visit one, here are a few dates for your 2017 diary:

Southern Manufacturing – 21st-23rd March 2017  

• Based in Farnborough, Hampshire.
• Largest regional exhibition dedicated to engineering and manufacturing.
• Incorporates all aspects of subcontract engineering, manufacturing technology and electronics.
• Free industry-specific seminars.

For manufacturing purchasers and subcontract engineering companies alike, Southern Manufacturing will not disappoint. The show had a record attendance of 8625 at its 2016 event, making it the UK’s largest regional exhibition dedicated to the manufacturing and engineering sectors.

Amongst its exhibitors, it has high representation from precision machinists, fabrication companies and manufacturing technology outfits. It also boasts of a dedicated subcontract electronics section – Southern Electronics – for which it has been particularly famed in recent years.

Companies that are looking to break into the aerospace and automotive sectors should give extra consideration to Southern Manufacturing as part of their 2017 marketing strategy, as both of these industries were in heavy attendance at the 2016 show (33.6% and 29.3% of visitors respectively). With decision makers from prestigious names such as BAE Systems, McLaren Automotive and Babcock doing the rounds, Southern Manufacturing gives its exhibitors a key opportunity for sought-after introductions that would otherwise prove elusive.

In addition, there are a number of industry-specific seminars running over the course of the event. These are all free to attend and cover a range of topics, from CE marking and the changes affecting the manufacturing sector, to selling industrial products.

For more information, visit www.industrysouth.co.uk

Subcon – 6th-8th June 2017 

• Based at the NEC in Birmingham.
• In its 41st year, with an excellent reputation amongst the manufacturing industry.
• Specifically dedicated to the subcontract engineering sector.
• Advisory drop-in centre, as well as seminars and a drinks reception.
• Co-location with Advanced Manufacturing Show, as well as The Engineer Design & Innovation Show.

You’ve probably already heard of Subcon and this is what makes it such a great event. Now in its forty-first year of existence, it has a sterling reputation amongst both subcontract engineering companies and industry buyers as a show at which to see and be seen.

Based at the NEC in Birmingham, its centralised location makes it appealing to companies UK wide. Subcon 2017 is bound to attract an even higher footfall than its predecessors, as it is co-located with both the Advanced Manufacturing Show and The Engineer Design & Innovation Show. The combination of industry-specific events is almost guaranteed to attract a prestigious visitorship, making this the ideal year in which to maximise your company’s visibility as a subcontract engineering supplier.

Subcon also offers its visitors and exhibitors a number of unique benefits to ensure that they get the most out of their time at the show. With a focus on industry networking and sharing information, they host a drinks reception for purchasers and vendors to make new introductions (because who doesn’t like free bubbly?), as well as an advisory drop-in centre offering free advice from experts on all manner of topics, from finance to exporting.

For more information, visit www.subconshow.co.uk
 

Advanced Engineering – 1st-2nd November 2017

• Based at the NEC in Birmingham.
• Record breaking visitor numbers at 2016’s event.
• High attendance from the aerospace, automotive, defence, oil & gas and marine sectors.
• Incorporates all aspects of engineering, from materials, to logistics, to subcontract services.

Companies that are looking for an all-encompassing show need look no further than Advanced Engineering. Like Subcon, it is held at the NEC in Birmingham and enjoyed record-breaking attendance figures at its 2016 event, proving that a centralised location really does pay dividends when it comes to footfall.

Advanced Engineering is geared towards the industry as a whole and although subcontract engineering companies are well-represented, there is also a healthy blend of additional niches such as material supply, systems and software, logistics, and R&D. This makes it particularly accessible to both would-be exhibitors and visitors alike, leaving no secret as to why it’s such a well-regarded event.

Indeed, this is reflected in Advanced Engineering’s visitor sample that includes names such as Airbus, BMW, Bentley Motor Cars, Bombardier Aerospace, Network Rail and the RAF. In fact, a visitor representing the London Underground described Advanced Engineering as the ‘engineer’s equivalent of being a kid in a candy store’, speaking volumes about the consensus of those who attend.

For more information, visit www.easyfairs.com/advanced-engineering-2017