Trade shows have since long played an imperative part in advancing many segments of the business world. By means of offering a platform to the providers of goods and services to exhibit their unique offerings to the world, while also witnessing what their counterparts have in store. Not only have these shows proven to be a successful medium testing the waters in different regions of the nation and even the world without setting up shop, it has also managed to capture the imagination of the visitors who get to explore the tens and hundreds of innovations and variations that are on offer.
That being said, over the years these very trade shows have proven to be far more imperative when it comes to exhibition of jewellery. While the low-scale jewellers are often content catering to a market confined to their region, the mid-level and large-scale jewellers find it rather compelling to register their presence through the wondrous medium of the exhibits. Apart from offering them the unparalleled opportunity of showcasing their creation to a complete new set of target audiences, the jewellers often benefit from getting a closer look at what their peers and competitors are offering, and whether in any way can they incorporate the same in their collections. As far as the consumers are concerned, whether they are small businesses or end-customers, the trade shows offer them with a great opportunity to look far and beyond from what their own region has to offer.
However, there is much more to the jewellery trade shows than what we have witnessed by far. With changing times, advancements in technology, and the inclination of the end-consumers towards investing more in lifestyle products than in jewellery, it is only obvious that the convention will experience a radical shift. So, let’s take a look at how, why and in what form will we be seeing these trends!
1. Domination of Technology
Technology is proving to be a turnaround means for attracting the attendees at some of the
major jewellery exhibitions. Right from offering some customised designs through some simple software for the consumers to see how their intended design would probably look like, to indulging them through some live activities and games by means of their own mobile phones, technology is seen to be one of the fastest growing trends in trade shows.
Again, collection of consumer data, and transferring the contact details of the exhibitor to the consumer will now be increasingly facilitated through
One of the most effective means of attracting attendees’ interest is by hosting interactive booth experiences. A growing number of exhibitors are allowing attendees to use tech gadgets at their booths. By incorporating technology into games and contests, exhibitors at the jewellery show give attendees a more exciting & memorable experience.
The digital badge scanner has enabled exhibitors to instantly collect contact information and store it on an electronic database. Exhibitors no longer have to sort through hundreds of business cards when organizing leads after the event.
2. Experiential Marketing
In today’s time, marketing is more inclined toward creating a pull rather than pushing the consumer to buy the product. In such a scenario, it is only obvious that by and large, brands will be required to give their audience a larger than life experience. Right from offering them with enticing beverages and gourmet snacks to plush seats for greater comfort, from assisting them try on their chosen jewellery to transferring the details of the same on their handheld devices for added convenience, and from delivering the ordered items to their doorstep to collecting the payment through options like credit cards and EMI, jewellers will have to go beyond the usual means to please the consumers. While this will help them build a greater rapport with the consumers, it will also ensure better recall value in the long run.
3. International Visitors
Thanks to the umpteen reasons, right from the weaker value of the rupee to cheaper skilled labour, India has proven to be a captivating marketing for international tourists and tradesmen alike. It is for this reason, that
extensively planned trade shows will have an exceedingly large number of visitors from the foreign lands. While it be rather beneficial for the exhibitors given the increased opportunity of making sales, this will also help them expand their horizons in terms of creating products aimed at this smaller yet high-potential segment of consumers.
4. Personalization
Personalisation is key when it comes to modern day marketing, and more so with respect to jewellery making and designing. The likings often vary on the basis of demographics of a region. For instance while people in Delhi seem more inclined toward diamonds, South Indians have always had a liking for all that’s gold. Hence, exhibitors need to accustom themselves to the fact that they will have to offer personalisation services.
Moreover, in cases where the clients are willing to expend larger sums of money, there can and will be a necessity to design individual boutique pieces for them. What this calls for is the inevitable need for the presence of the brands’ leading designers to be present at the shows in order to give the client a taste of the underlying possibilities.
5. Online Brands
Yet another trend that will rule the trade shows in future will be the presence of online brands. The day isn’t too far off, when there’ll be brands functioning solely online, and will come on ground only through such exhibitions. It is the trade shows which will act as their one and only touch-point with their existing as well as potential customers. This will, in a way, rescue the brands from any heavy investments on local stores.
6. Fashion Jewellery
With changing taste about everything in life, jewellery is also taking different turns and fashion jewellery is surely on the front seat. People are looking for statement pieces, like earring studs, watches, pendants, necklaces and sunglasses. These means that fashion jewellery is in very much demand and people are looking for exhibitors to offers them wider variety to choose. They look to find stylish options here that fit your budget and make you standout.