Member News: Business exhibitions: the Marmite of the business world?

The countdown is now on for the Royal Norfolk Show and we have a lot to do. Prepare the Effective exhibition space. Print our brochures. Do we have the roller banners ready? Which tote bags are we taking this time? Wait – how many pens should we take?! It is non-stop organising. On top of our own stand, we are also offering exhibition packages to other businesses who are in the same position of trying to get everything ready. Some might say chaos. We say, controlled organisational fun! Along with our fellow Strategic Partner Blackwell Print, we are joint Headline Sponsors of the Norfolk Chamber of Commerce’s Business Hub this year, which is contributing to a certain level of heightened stress in the run up. So why do we do it every year when we know how much organisation and time goes into participating in and sponsoring a huge event like this? This is why. Sponsoring any event comes with the commercial advantages you’d expect and marketing buzzwords are aplenty: brand visibility, showcase, customer awareness, promotion, ROI. Of course, these things are all true. But there’s so much more to be gained by sponsoring or exhibiting at an event like the Royal Norfolk Show, other than funnels and customer acquisition.

1. Networking with other professionals: meeting other like-minded businesses, even your competitors, can open up so many new opportunities for collaborations and partnerships that you may have never considered.
2. Community engagement. As businesses, we believe in our social responsibilities towards our local community. We try to give back where we can by sponsoring local sports clubs, for instance – things which often see very little return on investment. As a Norfolk-based business, we are big supporters of the Royal Norfolk Show for what it represents to Norfolk and the wider East Anglian business community and economy. Being able to sponsor this event is an honour.
3. It’s fun! Talking to other people about your business may not be the ideal topic for a Saturday night out, but it can still be fun. Really! Remember, your business is your passion, and sharing that enthusiasm with others can truly be inspiring. Take advantage of the time to spread the word about your business with an attentive audience ready to listen.

Exhibitions and trade shows: do you love them or hate them?