11th May 2010
Trade Fare Insurance Is A Fair Investment
Many businesses invest considerable sums in setting up exhibitions and trade fairs, and to not invest in a little fair insurance is the height of folly.
Many businesses invest considerable sums in setting up exhibitions
and trade fairs, and to not invest in a little fair insurance is the
height of folly. But why do businesses bother to invest such sums in a
simple trade fair? Is it not better to invest the same capital in more
important forms of advertising, such as television advertisements, for
And the answer is, yes, television advertisements do hit
the spot where brand awareness and sheer visibility are concerned, and
even if you invest in them, there are still excellent reasons to
support trade fairs. However, any trade fair represents a certain
deliberate investment of capital, and this investment is sure to bring
returns. However, you need to protect with fair insurance, just in case
of some disaster or lawsuit.
Before we discuss that point
further, lets talk about why a considerable investment is necessary in
the first place. Remember, the reason why companies pay so much
attention to trade shows is that customer density at a trade show or
fair is maximal. People at a trade show are people who are definitely
interested in your products, who have taken time off from a busy
schedule, just to be at that trade fair and look at your products. All
in all, I would say that a trade show is a marketing executives dream.
of course you must spend on a trade show, just remember to protect
yourself with fair insurance. Remember, there is just one fly in the
ointment, just one thing that spoils the near perfect scenario at a
trade fair to an extent, and that thing is that while all your
customers and potential customers will be at a trade show,
unfortunately, so will all your competitors. Which brings us to exactly
why a company these days spends so much money on these events – to not
do so is to invite failure and disaster.
Can you imagine the
effect of just putting up a simple stand with perhaps some elementary
banner when all your competitors have exquisite custom stands that
catch and hold the eye to an uncommon degree? And of course they
protect that costly equipment with fair insurance. Can you imagine how
your customers will flock to your competitors booth if you only have a
simple banner and he has an exquisite custom banner, lit by spotlights
– or perhaps even better, a blank banner with a movie projector focused
on it, so that the banner is actually 'alive'.
cannot leave your customers to capture the field, you have to take the
initiative as well. And of course this means an investment – matching
you competitors move for move means a considerable expenditure, and
that expenditure needs to be protected by insurance. There are a lot of
insurance companies around, and they will cover not only your
equipment, in case of disaster, damage or theft, but also any expensive
products you might have on display, and even the hand-out branded goods
you might have in your exhibition stand as promotional material.
besides this, and perhaps just as importantly, they will also cover any
possible lawsuit that might arise from an accident, say by the collapse
of a banner stand, that might occur at the fair. Then there are fair
insurance policies that will also cover damage done to your equipment
in transit – always a risk factor, as you know.