There are hundreds of trade shows year round throughout the world and more shows are being created each year, especially in developing areas such as China. The events that your company chooses to attend will make or break your trade show marketing approach. A careful analysis of existing trade shows is necessary before a sensible decision can be made. Certain trade shows are appropriate for different companies, depending on their specific marketing objectives.
Finding information about trade shows is easy with the use of the internet. The web offers a plethora of sites like TradeShowWeek.com, ExpoDatabase.com, or ExpoFairs.com that offer event calendars, locations, listings, directories, and other helpful statistical information. You can also use trade associations (usually have to join), chambers of commerce for individual cities, visitors bureaus, companies who’ve attended, or the venue itself. Based on the information you find from these sources, you can make an informed decision about which trade shows will benefit your company and which ones will only waste your resources.
The first thing you need to do when selecting trade shows is define the goals you wish to accomplish. Everyone wants to increase sales, but there are more specific goals to keep in mind. You need to decide what type of audience you want to appeal to, the number of leads you hope to get, and the number of key decision makers you expect to reach. It is also important to decide if you want to pitch new or existing products to new or existing customers. Other goals may include analyzing competitor strategies, collecting industry trend data, or increasing brand exposure. Once you have defined your marketing goals and objectives, you have boundaries to work with when searching through hundreds of available trade shows. Some shows are better than others for certain marketing schemes and audiences, so it is important to know what type of trade show your company fits into.
Information about specific trade shows is also good to have, but may only be accessible through the venue that houses the event. Contact the event managers to get information on things like past attendance counts and demographic statistics. This will help you to determine if your presence at the show would be worthwhile. Request information on what types of booths have been there in the past and what companies will attend, as well as the precise location and time of day. It is good to know exactly when a show will take place, because other popular events in the same city could negatively affect attendance. It is vital to obtain the layout and configuration of the trade show floor or exhibit hall. You need to make sure that your display will be placed in a well lit, high traffic area, not in a dark, distant corner. You should also request specific information about power sources, plumbing, cleaning services, and other accommodations to make sure that everything you need will be provided.
Once you have acquired all of this knowledge, you can make an informed decision about what events to attend in the future. Compare all of the options against the marketing objectives and goals you have established, to be sure that you are attending the best shows to meet your needs. A similar analysis should be carried out for events that you already attend, to make sure that you are participating in the most effective trade shows possible. If the events you are currently involved in are not creating the results you’ve come to expect, stop attending them!
