The advent of digital media and the emergence and success of B2B marketplaces have raised some questions on the relevance of physical exhibitions in the digital age. Though the unprecedented growth of E-commerce has revolutionized the way business is done, it has been unsuccessful at abrading the importance of physical trade shows and exhibitions. Internet marketing can help businesses win clients. However, businesses cannot afford to neglect the importance of making personal relationships. Similarly, for clients, seeing a product online and in person are two entirely different experiences. Critics agree that exhibitions, these days, are becoming more inspired by the digital age. However, they have not in any way become irrelevant.
If you are a lighting buyer, we surely recommend attending lighting expo. However, be prepared. There are both good as well as bad sides of attending a lighting exhibition. In this article, we will attempt to prepare you for the reality of lighting trade shows.
Why Should You Attend Lighting Exhibitions? (Pros)
1. Get answers immediately
Amazon sells pretty much everything you will ever need, but Amazon will not have answers to all the questions that will boggle your mind while browsing a product. Exhibitions, on the other hand, thrive on immediate communication and personal relationships. The sales team of the company whose lights you are interested in will go out of their way to quell all your doubts.
2. Get on Board with the New Trends
Exhibitions are the perfect place to know about what’s here to stay and what is it that you won’t be seeing much of in future. At these expos, lighting companies not only showcase their best products, but also the projects they are working on. This way you will get an idea about what technologies are resonating with people and are here to stay. Believe it or not, I first came to know about LED lights when I attended a lighting exhibition co-hosted by the Illuminating Engineering Society (IES) and the International Association of Lighting Designers (IALD) a decade ago.
3. Get Rid of the Middleman Companies
The B2B marketplace is brimming with companies that take advantage of their trading and internet skills to make money off both companies and buyers. At a lighting trade show, you will easily be able to omit out these middlemen. Since companies want to attract more and more customers, you might even find a fabulous deal on that chandelier or the vanity lights you have been eyeing for months.
4. Educational Seminars Can Be Helpful
Are you looking to upgrade your sports, commercial or industrial lighting system? Or, are you investing in a property that you plan to move into soon? if yes, make sure to attend the myriad of educational seminars that are integral to all lighting trade shows. These seminars will not only update you about the latest technologies in the market, but you might also get an idea or two about how you can accentuate your lighting system or the mistakes you shouldn’t make while buying lights.
5. Meet New People
Are you a social person? Do you like to be around people? If yes, lighting shows are your thing. You will meet a lot of fun and like-minded people at these shows, mostly because all of you are there for the same single reason – you all are interested in lights. Similarly, these exhibitions are also the place where will you get a chance to meet and learn from bloggers and influencers.
Why Should You Stay Away from Lighting Trade Shows? (Cons)
1. Too Much Information in Too Little Time
Lighting exhibitions are fun and there are many things to be learned too. However, these exhibitions can also often turn out to be an infomercial hell. There are way too many products on display and every company will claim to have discovered the light that will cut down your electricity bill to half.
2. You Can Still Encounter Shoddy Lights
Let’s face it – lighting companies spend money and send their teams to these trade shows with one simple reason – they want customers. The high-pressure environment at lighting trade shows can be daunting. The sales teams are constantly working to accomplish their targets and won’t think twice before selling you a shoddy lights. They won’t resist winning you with lies and making you believe that the light you have bought is the best light in the world, even when it is not.
3. High Travelling and Accommodation Cost
If you know the ways of this world, you will know nothing comes for free. Lighting exhibitions and trade shows aren’t free either. In most cases, there is a registration fee. The bigger the show, the higher will be the fee. Similarly, if the show is another city, you will also have to pay accommodation and transportation costs. Frankly speaking, if you are planning on buying three lights, it makes no sense to waste so much money.
4. Disinterested Sales People Are Not Uncommon
Imagine getting up at 6 o’clock in the morning, setting up a pop-up counter in less than 2 hours and then spending the whole day reiterating the same thing every time a new person walks by. No wonder most salespeople lose interest before they hit lunch hours. Don’t be surprised if you request a sales person to explain the dimming feature of their latest LED and they give you a completely disinterested reply.
5. Lighting Exhibitions Can Leave You Exhausted
Before people actually reach the exhibition venue, they have huge plans for the day. They want to see and compare the offerings of all participating brands, there are educational seminars to be attended and of course, there is catching up to be done. More often than not, after having walked in uncomfortable shoes for three hours, people completely change their list. The new plan becomes going to back to the hotel and soaking those aching heels in warm water. Similarly, if you have social anxiety, these exhibitions can be nerve-wracking.
Conclusion
The decision to attend a lighting show should ultimately rest on your larger motive. As a lighting buyer, if you think you will be able to save big or learn a lot, the aforementioned cons can be easily ignored. However, if your plan is to kill time, think twice.