Know Which Trade Shows are Right for Your Company with These Tips

infrastructure-optionsIn cities across North America, you can find at least one trade show going on almost everyday. With so many trade shows to choose from, it is not easy to find the one that that suits your company’s interests. If you choose the wrong one, you may end up wishing that you hadn’t even heard about it in the first place.

So, here are some trade show tips to help you choose the right trade show for your company:

  1. Determine the type of the trade show:

There are two types of trade shows: consumer shows and trade only shows. The former is suitable for companies that are looking to be where the consumers are and reach out directly to them. If you want to sell your products directly, then you should be in this type of trade show. The latter is suitable for companies that are trying to reach their customers through multiple channels. If you want to meet influencers and purchasers from different companies, then you should be in this type of show.

  1. Check the history of the trade show:

In the majority of cases, past performance is a reliable indicator of future performance. So, check the history of the trade show. Find out the date of inception, the number and types of shows they have done, the places (cities, states and countries) they organized the shows, and other relevant facts. While you should not actively seek to avoid new trade shows, you would be wise to choose one with a long history of successful shows.

  1. Get in touch with people who have exhibited in the past:

All trade show brochures and exhibition registration kits look impressive because they are designed to attract exhibitors. However, people who have exhibited in the past may have different ideas and they can give you valuable advice. Find one or more past exhibitors who have targeted the same audience as yours but who are not direct competitors and ask them what they thought of the trade show.

  1. Examine the Exhibitor’s Registration Kit:

Get the exhibitor’s registration kit and go through it to see if their goals match with your goals. Find the average number of attendees in their past shows and then calculate the number of prospective customers and leads according to your assumptions. For example, the average number of people who visit a particular trade show is 20,000 and if you are able to turn 40% of them into leads (based on your experience), then the number of leads you can gather from that particular trade show is 8,000.

  1. Estimate the costs of participation and sales revenue:

Although listed last, this may be one of the most important trade show tips. It costs money to participate in a trade show, which you would naturally want to recover from the sales revenue. The costs include booth rental, transportation costs, employee wages and other costs. Find out how many units of product you need to sell to recoup the costs. If you think you can generate enough sales revenue during the show to reach at least the break even point, then you should consider participating in the trade show.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.