Not all trade shows are made equal – some are simply better by virtue of being better managed, by being in a better location, by having a greater following and penetration in the minds of attendees and other exhibitors, while some are simply not appropriate for your line of business and others are a perfect fit.  How do you choose which trade show venue is the one which is right for you?

This is a question which needs serious consideration because it will make the difference between unlocking the profit potential of trade shows, or simply be a drain on time, energy and money.

First of all, establish your overall marketing strategy because trade show strategies must dovetail in with the overall business plan.  Attending a trade show is not about throwing mud against a wall in the hope you get some to stick – it is rare for the bulk of the business which emanates from a trade show to be actually conducted on the trade show floor itself.  Trade shows are more about pre-sales, brand awareness and establishing connections with potential business partners rather than signing the deal there and then.  The bulk of sales generated from trade shows are closed at any time up to 6 months following the event.

Budget is also a factor because trade shows can turn into money pits.  Establish your trade show budget and stick to it – there are things you can do to minimize costs, such as leasing your trade show display equipment rather than outright purchase.  There is no mileage in finding the most expensive trade show around and then failing to achieve the required Return On Investment (ROI) because you have such high overhead.  Again, there are things you can do to reduce the cost of a trade show such as taking irregular size or shape booth space, last minute booking or taking over a cancellation and running shows back-to-back.

You should ensure that the trade show will contain sufficient numbers of your target market prospects.  If you are selling youth apparel, there is no point in exhibiting a trade show aimed at lifestyle for the retired.  You should get the demographics from trade show managers to see who exhibited, who attended and what the results of prior trade shows was , as reported back to management.  Sometimes going off target provides good results but you must be careful that whatever trade show you exhibit at, you are going to find your prospects in sufficient quantities from which you can sift out the qualified leads you need to convert into hard sales.