Choosing the right exhibition to attend can really contribute to your ROI and make a big difference to your overall success.
Attend the right exhibition and you can really add value to your company and generate high quality leads. Attend the wrong exhibition and you can be spending money, time and energy with no return.
Here are a couple of factors to consider before you decide which exhibition to attend:
 Set objectives
Trade show objectives are a key element of trade show success. Before you start compiling a list of shows you want to attend this year, clearly define your objectives and strategy. You and your team need to know why you’re exhibiting and what your trade show focus is.
- Are we trying to build awareness of our brand?
- Are we launching a new product or service?
- Do we want to strengthen the relationship with our existing customers?
- Or do we simply want to make new contacts and sales?
Highlight reasons for wanting to exhibit and identify key objectives before you decide which shows you will spend money on. Don’t forget to also set stand objectives unique to your brand – including space requirements, type of stand and product displays needed.
Set your budget
It’s most beneficial to obtain past financial data when setting your event marketing budgets. Look to what events you previously attended, the budget allocation and the actual expenditure. Review this expenditure so you can:
- Ensure that your Return On Investment (ROI) for each event is accurate
- Shift unproductive costs into more productive areas
- See where you are spent the most and come up with a plan on how best to save money or increase value and ROI
- Determine if there are any events that should be cut from the event schedule
- Determine if your future budget is accurate and sufficient
Research your options
Now that you have your objective, you can start a thorough trade show research. To make the process easier, you can categorise your possible list of shows by country, industry, date, size or price. Only consider trade shows that you can afford and eliminate those that go above your budget. Consider large industry shows as well as smaller local events. Make sure you learn how each show will contribute to your objectives and gather as much information as possible including demographics, previous participants, attendee numbers and show statistics.
Before you make a decision, you should know the answers to:
- Are we familiar with the city and venue?
- Is the trade show established?
- Does it have a good reputation?
- How big is the trade show? (Do we have statistics from last year?)
- What industry does it target?
- Who is attending it?
Check social media pages like Facebook to see how popular the show is and what other exhibitors and attendees are saying about it. Visit as many shows as possible prior to exhibiting. This will help you evaluate the show and decide if it’s right for your business.
Consider your audience
When deciding which shows to attend, you also have to figure out who specifically you are targeting at an exhibition. Your consumer demographic is key to success. Research your target market to find out which shows they’re attending. Don’t assume that they’re only attending big industry events. Some of your key buyers may regularly attend smaller shows that are not industry specific. Local events are a great opportunity to gain exposure and they will give you a bigger ROI.
As part of your research, you can ask ten of your existing customers which shows they regularly attend. It’s crucial to identify shows with a high percentage of attendees that fit your customer profile. You also have to consider timing and your distribution area. Research shows that 40-60% of attendees will come from a 200 mile radius.
Where is the show you’re planning to attend? What other shows are taking place at the same time that could impact the attendance of your audience?
These are just a couple of easy steps to consider when choosing the right exhibition for your business. Take these planning tips as a starting point. They will help you compile a list of shows that suit your brand, match your target market, and hit your objectives.
