Research

One of the major problems most companies have when it comes to choosing the right trade show, is they never do the necessary research to make sure that the show they want to exhibit at is the right show for them. You ask the question, “Why do you want to be in this specific show?” and the response usually is, “Because my competition is in this show.” If this is the only reason why you want to be in that show, then I suggest you invest your money in advertising.   If you are going to make the investment in a booth, graphics, and send members of your organization to a specific location where the trade show is to take place then I suggest before making that kind of investment you do your research.

Where do your clients go?

Have you asked your clients what trade show(s) they attend? Why not do a survey amongst your client base? Ask them what trade shows they attend, and why?  If you are going to Trade Show A, and the majority of your clients go to Trade Show B you better have a good reason why you are making this investment in trade show A.

Bigger isn’t always better.

Many companies make the mistake when they are looking at trade shows; they always want the biggest, with a lot of people in attendance.  This may look good on paper, and if you are trying to impress your boss, but it is no guarantee that you will generate any business. You may have a lot of tire kickers, people that go to most any trade show. They are the cup, pen and t-shirt collectors.  The reason they like going to these large trade shows is that they have such a large selection of stuff to choose from.  You have to ask yourself, did they come to your booth to talk with you about a requirement, or to pick up one of your give-a-ways? What do you think?

I am not a great fan of give-a-ways.

When you get answers to these questions you will have a better understanding of the show, and if it’s the right show for your organization. The result being, don’t be impressed by numbers of attendees.  Attendees in general don’t purchase your products or services. It’s the qualified prospect, who has come to this trade show for a specific reason of finding out what is available. That’s the person who will be buying, not the tire kickers or pen collectors.