To get noticed by potential clients and other brands in your type of business, active participation in business exhibitions and trade shows is essential. These events connect you to the right audience, including potential clients. They also help you learn more about your competitors, as well as new business ideas and strategies associated with your type of business. Does this mean you have to be at every trade show in every corner of the country? No. The key is to learn how to recognize the right exhibitions and make the most out of every event.
How Do You Choose the Right Trade Show?
Your choice of trade show will affect your sales and profits, so it is important to choose well. When you participate in the right trade shows, you enjoy these benefits:
- More potential clients looking for your products and services
- Reducing your expenses (from wasted registration and booth rental fees) and increasing your chances of getting more leads
- Press opportunities
Factors to Consider
There are several factors to consider when choosing the trade show most suited to your business. The major ones are discussed below.
- The objective of your exhibition
To make it easier to find the most relevant events, your objective should be clear before you start looking. What is your goal in participating? The following are questions you need to ask yourself before you start researching trade shows.
- Are you trying to get more sales and leads?
- Do you want to raise awareness of your company’s products and services?
- Are you launching a new product?
- Do you want to build client relationships?
- Into what category does your business fall?
Without first clarifying these questions, sorting out the right trade shows to attend can be confusing and difficult.
- Your budget
The cost of attending an exhibition is significant and varies depending on many factors. These expenses include:
- Booth rental (prices vary depending on its position and size)
- Registration fees
- The cost of creating digital displays and printing flexes, banners and other accessories
- Expenses related to in-show services, travel, promotion and shipping equipment
Taken together, these add to your expenses significantly. It is important to consider whether participating in a certain exhibition is feasible. The cost should be tallied against potential profits and perks. In this way you can determine whether it is worth participating.
- Understand the audience
Understanding the prospective audience and general trend of a certain trade show involves researching its success in previous years. A trade show can have a great reputation and massive audience but not be useful if the theme and audience is not relevant. Analyze attendee surveys and feedback to find out whether the average attendee fits your potential client profile. The exhibition production company will have the required statistics.
- Consider the booth location
Location can have a lot of impact on the leads you generate, so it is important to acquire the best spot as early as possible once you decide to exhibit. Before you sign up to participate in a certain trade show, make sure you check the available spaces, including where your competitors are located. The following are factors to consider when choosing the location of your booth:
- Look for free spaces near or beside the food pavilion, entrance, escalators or elevators.
- Discuss with your booth staff whether you want to be situated nearer to a competitor or further away.
- Choose a booth space with adequate leg space.
Finding the ideal trade show will maximize not only your participation but your outcome. The key is to be clear about your expectations. Keeping the above-mentioned factors in mind will help you short list of the best trade shows and choose the right one.
