Understanding your Competition

They say keep your friends close & your enemies closer, and the same thing applies for a company’s competitor.  

Whilst no company should get too caught up on what their competitors are doing, it is important to be across a competitors placement within the exhibition industry as often it will speak volumes about where your own company should be sitting.  

The Importance of Determining and Understanding Your Competitors

Understanding your competitors is vital for shaping a strong business strategy and sustainable growth, especially in the context of tradeshows, exhibits, and expositions. Analysing competitors reveals market dynamics, strengths, weaknesses, pricing, tactics, and positioning. It identifies potential rivals, assesses trends, and recognizes new entrants. This knowledge aids in forming unique propositions, leveraging digital platforms, and refining products and services to meet market needs in the tradeshow and exposition industry. 

It guides improvements in strategies, pricing models, and innovation for your exhibits. This comprehensive analysis helps in staying updated on market trends, tech, and industry changes that are particularly relevant to tradeshows and expositions. Knowing competitors empowers businesses to capitalize on strengths, address weaknesses, and maintain an edge for growth in the competitive world of tradeshows, exhibits, and expositions. 

The risk of not knowing who they are  

In the context of tradeshows, exhibits, and expositions, understanding competitors is crucial for business growth. It provides insights into market dynamics, strategies, pricing, and positioning, helping to shape unique propositions and refine products. Conversely, not understanding competitors can lead to missed opportunities, loss of market share, and stagnation. It’s vital to recognize both direct and indirect competitors, as this knowledge can optimize market positioning and foster competitiveness.

Direct and Indirect Competitors 

Understanding direct competitors is essential as they operate within the same market, offering similar products or services that directly affect your market share and pricing strategies. By analysing their approaches, strengths, and unique value propositions in tradeshows, exhibits, and expositions, you gain valuable insights to shape your own business strategy for these events. 

On the other hand, indirect competitors, although within the same market, provide different products or services. Evaluating their methods, customer service standards, and pricing models in the context of tradeshows, exhibits, and expositions offers critical insights into alternative approaches and potential market shifts in these events. 

A comprehensive understanding of both direct and indirect competitors in tradeshows, exhibits, and expositions is pivotal. It not only refines your strategic planning for these events but also facilitates conducting thorough competitive analysis. This holistic insight is instrumental in optimizing your market positioning, fostering sustained competitiveness, and propelling growth within the tradeshow, exhibit, and exposition domain. 

Understanding Your Competitors’ Position 

In order to understand where their competitors are sitting, companies should run a competitive analysis. It’s essential to regularly research major competitors to gain insight into their products, sales, and marketing tactics for exhibiting. This will enable companies to implement stronger strategies, fend off competitors, and gain market share at their next exhibition. 

A good place to begin is to research which exhibitions the competitors participate in and what they are doing. From here an evaluation on image, branding, messaging, product/solution distinction, visibility, booth design, and marketing uniqueness can be rolled out. 

A competitive analysis can help businesses learn the ins and outs of how their competition operates, and identify any potential opportunities where they can exceed them. 

Every exhibition stand strategy benefits from a regular competitor analysis. By performing a competitor analysis, company’s be able to:  

  1. Identify gaps in the market  
  2. Develop new products, services or solutions 
  3. Uncover market trends  
  4. Market and sell more effectively 
  5. Understand there are any target markets they are missing. 

It’s beneficial to do a deep dive into where your competitors are exhibiting and how, what they are doing well and not so well. This will give insight into which expos the company should be participating in and what their unique offering is that makes them stand out from your competitors.  

Perform a SWOT Analysis, Learn Their Strengths, Weaknesses, Opportunities, and Threats 

SWOT analysis is a tool used in strategic planning to evaluate Strengths, Weaknesses, Opportunities, and Threats of a business or, in this case, a competitor. When analysing competitors in the exhibition industry, a SWOT analysis can provide valuable insights into their position and potential strategies. Here’s how it can be applied: 

By conducting a SWOT analysis of your competitors in the exhibition industry, you can gain a comprehensive understanding of their current position, strategic priorities, and vulnerabilities. This analysis can serve as a foundation for your own strategic planning, helping you leverage your strengths, address your weaknesses, seize opportunities, and mitigate threats to gain a competitive advantage in the market. It’s essential to regularly update this analysis as the competitive landscape and industry conditions evolve. 

Why is a Competitive Analysis Important? 

Competitive analysis is pivotal in business strategy, particularly when preparing for tradeshows, exhibits, and expositions. It involves evaluating market dynamics, strategies, and competitors within these events. This analysis encompasses understanding both direct and indirect competitors, their market share, strengths, and weaknesses. Understanding direct competitors reveals their strategies, pricing, and positioning in tradeshows and expositions. Indirect competitors signal emerging threats and potential market shifts, aiding strategic planning for these events. 

The process involves deciphering trends and customer preferences specific to tradeshows, exhibits, and expositions. Assessing marketing strategies and service standards refines strategies, channels, and enhances customer satisfaction in these events. Examining product features presented in these events drives innovation and meets market demands. 

Market research and SWOT analysis highlight its importance in the context of tradeshows, exhibits, and expositions. Identifying market position, improvement areas, and exploiting gaps for innovation and expansion in these events are crucial. Analysing traded companies and industry trends anticipates market shifts and tech advances impacting competition in tradeshows, exhibits, and expositions. 

The significance of competitive analysis lies in making informed decisions, refining strategy, crafting unique propositions, and securing a market edge. 

What to Include in a Competitive Analysis 

A thorough examination of competitor strategies in tradeshows, exhibits, and expositions, encompassing their business strategies, marketing strategies, and pricing strategies, provides a foundational understanding of their approach within the market. Analysing the competitors’ target audience, target market, and market share offers a glimpse into their customer base and market position in these events. 

Understanding competitors’ strengths and weaknesses, as well as conducting a SWOT analysis, allows for a deeper exploration of their advantages and limitations in the context of tradeshows, exhibits, and expositions. This evaluation extends to assessing their products or services, product features, and unique value propositions, shedding light on their offerings and how they differentiate themselves in these events. 

Furthermore, a competitive analysis should cover competitors’ marketing channels, social media presence, and social media strategy to ascertain their engagement tactics and audience reach in tradeshows, exhibits, and expositions. Examining their customer service practices and analysing employee reviews aids in comprehending their service quality and customer satisfaction levels in these events. 

Exploring market trends, industry trends, and identifying new competitors in tradeshows, exhibits, and expositions helps anticipate market shifts and potential disruptions. Evaluating their competitive market analysis, market research, and market share percentage helps in understanding their market positioning and performance metrics in these events. 

Review any competitor analysis frameworks they might employ in tradeshows, exhibits, and expositions, as well as their offline advertising campaigns and digital marketing strategies to grasp their overall marketing approach in these events. 

In essence, you must investigate various aspects, including strategies, market presence, product offerings, customer service, market positioning, and industry trends, among others, to form a holistic view of competitors and the market landscape. 

Benefits of Conducting Competitor Analysis 

Strategic Insights: Gain insights into competitors’ websites, product offerings, pricing strategies, and competitive analyses to inform strategic decisions. 

Customer Understanding: Understand target customers and their preferences, aiding in tailoring effective strategies to meet their needs. 

Pricing Strategy Refinement: Analyse competitors’ pricing strategies and models to develop competitive yet profitable pricing strategies. 

Identifying Strengths and Weaknesses: Assess competitors’ strengths, weaknesses, unique value propositions, and marketing efforts to strategise improvements. 

Enhancing Brand and Strategies: Identify areas for brand improvement and refine strategies based on competitors’ marketing and customer service practices. 

Market Positioning and Analysis: Analyse publicly traded companies, market positioning, and products within the same niche for market insights. 

Anticipating Market Trends: Identify potential competitors, market gaps, and key competitors to anticipate shifts and trends in the market. 

Refining Business Strategies: Utilise analysis to refine strategies, identify growth opportunities, and maintain a competitive edge in the market. 

Understanding Audience Demographics 

This involves analysing the age, gender, occupation, and interests of the attendees. This information is vital for tailoring your marketing strategies, product offerings, and customer engagement tactics to meet the needs and preferences of your target audience in these events. It also aids in refining your strategies and the positioning of your brand effectively when in tradeshows, exhibitions, and expositions. 

Evaluate Competitors’ Marketing Efforts 

Assessing your competitors’ marketing efforts is a key aspect of strategic analysis in tradeshows, exhibits, and expositions. Begin by examining competitors’ websites, product or service offerings, and competitive analyses to gain insights into their overall marketing strategies for these events. Understanding target customers and their preferences aids in evaluating how competitors tailor their marketing to meet customer needs in these events. 

Analyse competitors’ pricing strategies to understand their approach in the market of tradeshows, exhibits, and expositions. This analysis provides valuable input for shaping your own marketing and pricing strategies for maximum competitiveness in these events. 

Assessing strengths and weaknesses in competitors’ marketing is crucial. Look into their unique value propositions, customer service practices, and sales teams to identify areas of improvement and potential differentiation for your own brand in tradeshows, exhibits, and expositions. 

Additionally, explore competitors’ social media platforms and online presence in the context of these events. This evaluation sheds light on their social media channels, the effectiveness of their strategies, and their engagement with the target audience in tradeshows, exhibits, and expositions. 

Studying competitor data and conducting a thorough competitive analysis allows for a deeper understanding of market positioning and helps in identifying potential competitors and market gaps in tradeshows, exhibits, and expositions. Utilise these insights to adapt and refine your marketing efforts, staying ahead in this dynamic landscape. 

Boost your Marketing Strategy with Competitive Analysis Framework? 

A competitive analysis framework is a structured approach to evaluate competitors, market dynamics, and strategic positioning. It involves competition analysis, understanding marketing efforts, customer service, products, pricing models, and identifying key competitors. This framework aids in strategising, differentiation, and making informed decisions within the market landscape. 

Competitive Analysis Example 

Let’s consider a SaaS company, “Software A”, that specialises in creating innovative software solutions. They are planning to soft-launch a new product in a trade show and want to understand their competitive landscape. 

Competitor Identification: Software A pinpoints their key competitors from the SaaS industry exhibiting in the trade show, including those offering similar services and potential new competitors likely to launch analogous products. 

Product Analysis: They scrutinise the product features of these competitors, assessing the uniqueness, quality, and popularity of their software solutions. 

Pricing Analysis: Software A delves into their competitors’ pricing strategies, aiming to understand if they are offering more competitive prices or value-added services, which could impact their own pricing model. 

Marketing Analysis: They review the marketing tactics of their competitors, including their online presence, social media platforms, and promotional strategies for their SaaS products. 

Customer Service Analysis: Software A evaluates the customer service practices of their competitors, examining how they handle customer queries, support services, and overall customer satisfaction levels. 

SWOT Analysis: Based on these analyses, Software A conducts a SWOT analysis for each competitor, helping them understand their own strengths and weaknesses and identify opportunities and threats within the SaaS industry. 

Strategy Formulation: Armed with these insights, Software A refines their own business strategy. They may decide to offer a unique value proposition, adopt a different pricing strategy, or enhance their digital marketing efforts for the upcoming product launch.

Learn what technology stack your competitors use 

Understanding competitors in the context of tradeshows, exhibits, and expositions involves a comprehensive competitive analysis, which includes a deep dive into their technology stack. This involves a meticulous examination of the tools, platforms, and systems they utilise, providing valuable insights into their digital presence in these events.

Research uncovers the technology infrastructure of rivals, including their e-commerce platforms and CRM systems, which are key components of their tech stack in tradeshows, exhibits, and expositions. This information is crucial in identifying competitors and understanding their market positioning in these events. 

The tech stack underpinning competitors’ marketing strategies is identified, aiding in the refinement of your own marketing strategy for these events. A thorough analysis of the technology behind their product or service offerings provides insights for innovation, enhancing your own product features and unique value proposition in tradeshows, exhibits, and expositions. 

This comprehensive analysis is instrumental in making informed decisions about technology adoption, enhancing your own digital capabilities, and maintaining a competitive edge in the market landscape of tradeshows, exhibits, and expositions. It empowers your business to capitalise on strengths, address weaknesses, and stay competitive in a dynamic technological landscape in these events. 

Analyse Your Competitors’ Product, Pricing, Place, and Promotional Strategies (4 P’s) 

Analysing competitors’ strategies in product, pricing, place, and promotion is pivotal for a comprehensive competitive analysis, particularly in the context of tradeshows, exhibits, and expositions. Understanding their product strategies involves scrutinising their offerings, unique value propositions, and distinguishing features within the same market niche in these events. 

Assessing competitors’ pricing strategies is crucial. This entails evaluating their pricing models in tradeshows, exhibits, and expositions, whether they focus on value-based pricing, cost-plus pricing, or penetration pricing. Understanding their pricing decisions aids in refining your own pricing models for competitiveness in these events. 

Examining competitors’ place strategies involves evaluating their distribution channels, market presence, and online stores in the context of these events. This assessment provides insights into their reach, accessibility, and customer interaction platforms, informing your own decisions regarding market penetration and expansion in tradeshows, exhibits, and expositions.

Analyse competitors’ promotional strategies encompassing their marketing efforts, promotional tactics, and engagement strategies in tradeshows, exhibits, and expositions. Assess their online presence, target customer engagement, and promotional campaigns across various platforms. Understanding their promotional approaches aids in refining your own marketing strategies and promotional campaigns for these events. 

By conducting a comprehensive analysis of competitors’ product, pricing, place, and promotional strategies in tradeshows, exhibits, and expositions, businesses gain valuable insights. This knowledge assists in refining their own strategies, identifying areas for improvement, and maintaining a competitive edge in the market landscape of these events.

Research your competitors’ sales tactics and results 

Begin by delving into their sales strategies, examining how they approach customer engagement, conversions, and lead generation in these events. Conduct competitor research to gain insights into their sales tactics and methodologies in tradeshows, exhibits, and expositions. Scrutinise their customer engagement strategies, such as their marketers interaction, customer service approaches, and the effectiveness of their sales processes in these events. 

Analyse the outcomes and results achieved by your competitors in tradeshows, exhibits, and expositions. Evaluate their sales performance, including metrics like conversion rates, customer acquisition costs, and overall revenue generated through their sales efforts in these events. 

Identify the strengths and weaknesses in your competitors’ sales tactics in the context of these events. Determine what strategies yield success for them, whether it’s their pricing models, sales team efficiency, or unique value propositions. Conversely, pinpoint areas where they might be falling short, offering opportunities for differentiation or improvement in your own marketing, promotion, or sales tactics. 

Follow each competitor’s customer journey 

Examine how they engage with customers, the efficiency of their sales team, and the strategies they employ to address customer needs and concerns. 

Analyse their distinctive selling points and sales tactics. Evaluate how rivals market their products or services, delving into their pricing models and comprehending their positioning in the market. 

Inspect their online stores and specific target customer segments. Assess their methods for engaging with clients, including their online visibility, demographics of their target customers, and their endeavours to reach particular audiences.  

Build Profiles on Your Competitors, Gain Competitive Advantage! 

“Understanding these results provides valuable benchmarks for assessing your own strategies and setting realistic goals. This knowledge aids in refining your marketing strategies, identifying potential areas for enhancement, and maintaining a competitive edge in your landscape. Analysing the business’s competition is a crucial first step in formulating a well-informed exhibition strategy. Observing competitors’ content and social media strategies also helps businesses refine their approaches and stay competitive in the market landscape. Analysing the level of engagement on your competitor’s content and looking at their event presence, strategies, and go-to platforms provide insights into refining your strategies and maintaining competitiveness in an ever-evolving market landscape.

“Boost Your Business!” 

Ready to level up? Understand your competition, refine your strategies, and stay competitive. Learn from competitors’ strategies and adapt. Analyse engagement on competitors’ content and their event presence.

Act now! Equip your business with strategic insights.  
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