Posted by

Barry Siskind

Community Manager

The phrase Unique Selling Position (USP) has traditionally been used by companies who have taken the steps to clearly articulate how they differ from the competition.  But, the same principle should be applied to exhibitions.

Every industry sector has grown dramatically during the past decade. Exhibitors now have more choices than every before when it comes time to choose a fair to participate in. No longer is being the biggest exhibition or the fair with the longest track record justification enough for exhibitors to assume the expense.

In an article in Expo News, http://www.expoweb.com/article/find-your-usp-0, Associate Professor of Marketing at Wake University, Dr. Sheri Bridges said, “The USP for trade fairs is  what it is that you do or can do that isn’t being done by your competitors.”

In an age where traditional trade fairs are facing increased competition from smaller regional events, niche market events and even virtual events, it seems that the issue of differentiation has become a crucial consideration for all fair organizers. The USP will affect the number of visitors as well as the number and quality of exhibitors you attract..