Selecting the right trade shows to attend begins with quantifying your
exhibit goals. While organizations use event marketing for different reasons,
it's essential to have a clear vision of your goals, such as:
- Generating leads and sales
- Introducing a product
- Attracting media exposure
- Gaining competitive intelligence
- Engaging prospective customers
Quantify specific objectives and put them in writing to use as a guidepost
for considering specific shows to attend. The next step is to define your target
audience. Thoroughly understanding your buyers--including industry, title,
geography, motivations and product needs--and how they make purchase decisions
is essential to selecting events that'll yield results.
With a keen understanding of your objectives and audience, you're in a strong
position to evaluate events and make thoughtful decisions about which represent
the best opportunities.
Finding Trade Shows To find trade fairs and events in a given industry,
contact trade associations and related professional organizations that can give
you a comprehensive list of shows, locations and dates. If you prefer to
identify specific markets in which to exhibit, get in touch with area chambers
of commerce or convention and visitors’ bureaus to locate upcoming events in a
particular area.
The internet also has a wealth of information on finding shows. A number of
sites provide extensive trade show databases with targeted search capability,
including:
Show Evaluation and Selection Take time to review the performance of shows
you've attended in the past. If you've had two consecutive years of
disappointing results with a given show, it may be time to remove it from your
travel list and seek out new opportunities. As you evaluate new exhibiting
opportunities, try the following:
- Ask for past attendee lists, counts and demographic information
from show sponsors. This data will help determine the number of attendees
likely to be viable prospects for you.
- Contact exhibitors from past shows to get a feel for the event
and your potential. It would be ideal if you could personally visit the show
before participating.
- Consider the city where the event is being held. Is it likely
that a large number of your prospects will travel and attend?
- Evaluate your opportunities for enhanced visibility and awareness.
Ask your event sponsor about targeted marketing and sponsorship
opportunities before, during and after the event.
- Ask about the exhibit hall configuration and available spaces to
assess your potential for securing a premium, high-traffic location.
Once you've analyzed your options, match your list of choices with your trade
show objectives. This'll help you determine whether a show is likely to serve
your needs and deliver results.
Jules Sowder is an executive marketing advisor with 20 years of experience developing strategic marketing, communications and sales solutions for results-driven organizations. Visit her resource website atwww.Trade-Show-Advisor.com.