SPRING 2022

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THE DISTRIBUTOR’S LINK
TEL 323-817-2226 EMAIL london.penland@fastenershows.com
WEB www.fastenershows.com
THE BENEFITS OF EVENTS: WHY TRADE SHOWS
ARE CRITICAL TO CONNECTION by London Penland
Even in today’s digital age, trade shows continue
to be an effective marketing strategy staple. They allow
businesses a personal touchpoint to connect with
potential buyers and existing customers that simply
cannot be replicated online. Rapid advancements in
connecting online audiences, such as social media,
webinars and video conferencing, may appear to make
the need for face-to-face events obsolete, however,
in-person events still offer benefits that other marketing
methods cannot. If anything, market research indicates
that such technology has enabled greater engagement
at such events. A trade show, especially a trade show
with the depth and breadth of the International Fastener
Expo, provides a personal and exciting experience (vital
components in making the critical connections that
define our presence within the industry). As you plan
for this year and the years ahead, especially within the
context of recently tumultuous market changing events,
consider how exhibiting at IFE, taking place October
17-19, 2022 at Mandalay Bay, may help you and your
business effectively adapt to current market conditions
to best meet the needs of your current customers and
establish relationships with potential new customers.
In-person interactions help build trust more
effectively, especially when compared to exchanging
emails or other digital methods. At a trade show, sales
leaders, owners, purchasing leaders, engineers and
other industry individuals can communicate face-to-face
with existing and potential customers. This increases the
odds of a positive customer for a variety of reasons and
supported by an overwhelming amount of psychological
SHOW EVENT ARTICLE
research, there are plenty of books on this topic for
business and sales leaders. A few big ones are the
fact that communication is not delayed. Customers are
also less likely to misinterpret information, allowing for
stronger rapport to be built and as we all know, especially
in the fastener industry, building and maintaining the
trust of your customers is crucial for success. Not
to mention, I find meeting with customers in-person
can help you build lasting relationships built on trust,
therefore when I conduct follow-ups and additional
conversations with customers they will be more efficient
since the customer has personally met me beforehand
and may have recently discussed their needs.
Just like with human relationships, our business
relationships require maintenance. For example, the
availability of rooms for rent for having more intimate
professional conversations with crucial individuals and
businesses, enables businesses to efficiently make use
of the industry’s presence.
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