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Choosing The Right Trade Show For You
How to pick the right show the first time!
volume #1, article #1
By Dianne Smirl, CME-Designate
You wouldn’t buy a new car without researching, test-driving and kicking tires. So why spend your valuable marketing dollars on a trade show without performing the same due diligence? Just because your competition is in a certain show shouldn’t be your only reason to participate. The show may not be the right fit for your company or may not allow you to achieve your specific goals. So how do you know which show to exhibit in? The following five steps will help you choose the right trade shows for your company:
Attend The Show Before Exhibiting
I always recommend to clients that they should attend the show they are considering one year before exhibiting. Why? It’s simple. This is your best opportunity to judge first-hand whether or not the show is a good fit. Walk the floor, attend the conference and reception, converse with fellow attendees, and most importantly, get feedback from the exhibitors. Be forthcoming and tell them you are thinking of participating in the show next year. Most exhibitors will be more than happy to share their views on the show, especially if it is really good or really bad. If the show turns out to be a dud, your only cost is time and travelling expenses.
Talk To Existing Clients
Your existing clients are an excellent source for finding new clients just like them. Find out the shows they attend or plan to attend. Seeking advice from your clients will not only provide you with invaluable information, but it will also further strengthen your relationship with them. Everyone loves to share their own perspective, so go ahead and give them the chance to be the advisor.
Connect With Industry Experts
Industry groups and associations, such as TSEA (Trade Show Exhibitors Association) and CEIR (Center for Exhibition Industry Research) have loads of information to help you choose your shows. They compile industry shows lists that fit the needs of their members, as well as hosting their own focused shows. Pick your target industry and let them do some of the initial research for you.
Surf The Web
There are many web sites dedicated to the trade show industry. One of the most comprehensive (and sometimes overwhelming) sites is www.tsnn.com. You can search by industry, show name, month, city, or province/state. You will also find information on the show organizer, and statistics such as number of exhibitors and attendees.
Interview The Show Organizer
All professional show organizers compile statistics on the shows they put together. If you are interested in a particular show, call the organizer and ask for numbers on exhibitors and attendees, profile and breakdown of attendees, show hours, conference/special event tie-ins, and media presence. Asking a simple question like, "Will the show floor be open all day or just during conference breaks?" can help you determine if the show will give you the maximum impact you are looking for. Trade shows are an excellent opportunity to promote your company and achieve your specific marketing goals. By doing your homework beforehand, you can choose your shows wisely and greatly improve your end result!
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