How To Select A Targeted Trade Show
With 2008 rapidly approaching, it's time to select & confirm your Exhibiting Plan for next year; selecting the most targeted trade show(s) for you to exhibit at - with well over 10,000 annually to choose from in the United States alone - can seem daunting! Let the TradeShow Teacher help you out a bit...
To help with your 2008 Trade Show planning, read the excerpt below from the "step-by-step" Trade Show Training Manual I authored, titled: "Trade Show Training for Increased Return on Investment". This FREE Information from the TradeShow Teacher will help point you in the right direction!
The first step in finding the right show for your business is determining which type of show to exhibit at; these can range from anywhere from general, association, industry, national, international to vertical shows.
When you are deciding which type of show to exhibit at, keep these thoughts in mind:
- Vertical shows are typically smaller with a more defined target audience, which will provide more return for the dollar?
- Will you be satisfying one marketing effort or several?
- Will your competitors be there?
- Which markets do you already own and which need to be actively pursued?
Let's start by listing the various ways to find trade shows, you can locate this information by:
- Asking your customers which trade shows they attend
Shows that meet your customers needs will likely be attended by other prospects looking for your type of products/services
- Finding out where your competitors are exhibiting
Check the trade shows your competitors are exhibiting at to find out which they've found most useful. Typically this information is on their website.
- Another great resource for finding Trade Shows is online
Once you've found a trade show that is suited for your business, you MUST evaluate the Trade Show VERY carefully! Trade Shows are an excellent business building opportunity, but not every show in your industry is targeted for your particular business; you want to make sure you're spending your budget dollars wisely!
To determine whether attendees fit your customer profile, you will need to study the statistics of past years' shows. Your sales representative from the selected show will be able to provide you with this data. You will need to look for answers to the following questions within the data:
Attendee Demographics and/or a Show Audit Report
- What is the projected attendance?
- Does a third party audit the show? (see more info below about show audits)
- What type of attendees are attracted to this show?
- How many of the attendees are non-buyers?
- Do these attendees have buying influence or purchasing authority?
- Is this an international, national or regional show?
- Does the show management have a proven track record of success?
The most accurate show audits will come from companies that do standardized show audits
- Attendee Demographics are typically generated as a sales tool by the show management
- A Certified Show Audit report is completed by a 3rd party
- If Show management presents you with data from another company - review the data carefully to ensure its legitimacy
- Presently, the most reputable companies which offer standardized, independent audits for trade shows are Exhibit Surveys Inc., ExpoMark and BPA Worldwide
Before registering to exhibit, consider evaluating the show first-hand as an attendee...
Keep these questions in mind as you walk the exhibit floor and/or attend sessions:
- What type of audience is attracted to the show - Are these attendees the type of customers you are looking for?
- What other exhibitors are there? (Note any competitors)
- How would your product/service fit in this show?
- Is this show so large that you would find yourselves competing against the major players in your industry?
- Ask attendees and exhibitors what they think of the show
Other Important factors to take into consideration when evaluating a show:
- At what time of year is the show scheduled for?
- Will your company have the time and resources to properly prepare for this trade show?
- Will your company have available exhibitors to staff the booth?
- Will your company be able to manage the leads acquired?
written by:
Linda Musgrove
Tradeshow Teacher
www.tsteacher.com
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Contributing Author:
Linda Musgrove is President of the Miami based Trade Show Training & Consulting firm, TradeShow Teacher, catering to businesses nationwide.
She has taught many companies over the years how to improve their trade show results through educational "Trade Show Tutoring" programs for individuals, departments or entire teams; and with the Trade Show Training Manual she authored, titled: Trade Show Training, for Increased Return On Investment.
Other Articles By This Author:
•Guerrila Marketing
•Fish Bowl Marketing
•Competitive Intelligence 101
•Market Segmentation
•Trade Show Technology Trends
•How To Select A Pop Up Trade Show Display
•How To Select A Table Top Show Display
•Table Top Expos
•How To Select A Targeted Trade Show
•Networking Skills
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