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SELECTING THE RIGHT TRADE SHOW OR CONFERENCE
Trade shows serve two main purposes: reinforcing relationships with businesses that already know you, and introducing yourself to new prospects.
In this tipsheet, we look at five critical inputs to choosing the "right" trade shows. We also provide links to help you look for them online.
Critical Decision Inputs
1. Your Business Or Sales
Goals:
What is your primary goal? Exposure of your company or product to the largest possible audience, or to a select group which is most likely to purchase?
The trade show that met last year's goal may not be the right one for this year's targets. You must be clear on your current business goals, and who you must reach to meet them.
2. Your Target AudienceThe number of attendees may be important, but at least as important is their purchasing profile. The closer the typical attendee is to the profile of your best client, the more worthwhile a show can potentially be for you.
Attend shows where your clients expect to see you. Not
being at a particular show can be interpreted as weakness, and your competitors
can get a chance to introduce themselves.
Remember, shows within your own industry don't necessarily bring you into contact with the greatest number of your clients. Go where your clients go.
3. Your Budget
You are looking for events that offer the best results, at the least cost to value ratio. If your budget is limited and you must restrict how often you exhibit, make sure to focus on those shows most likely to attract your best potential customers. Sometimes a low-cost regional show can provide you with exactly the leads you need. On the other hand, a higher-priced show may offer contacts which make the investment worthwhile.
4. Your Resources
On staffing: you must balance between taking care of
your current clients - leaving staff at the office - and meeting prospective
clients. If you can, take along those who do the best at making connections.
That might be your president, it might be your receptionist.
As far as your booth setup - it is not necessary to spend a lot, as long as you present your company in a coordinated, professional manner that delivers your message memorably.
5. Sources Of Information
On Shows
The quickest way to do research on which shows to exhibit at? Ask your clients which are their must-attend shows. In addition, contact professional and trade organizations that your customers belong to, in order to determine whether they sponsor or recommend any particular shows. Also, contact regional trade organizations and even local exhibition halls for their schedules. They will be planning up to a year ahead in most cases.
In conclusion, choose your shows based on the results you need to achieve, then commit yourself to making the most of them.
For links which will help you research trade shows and conferences, read our tip called "Finding Trade Shows and Conferences".
