If you are rolling out a new product or are re-launching your brand, you are probably anxious to get out on the road and in front of new customers, prospects and the industry media. But no matter what the focus of your trade show effort is, you should put thoughtful consideration into which trade shows you exhibit at. Research has shown that picking trade shows or events that are a good fit is a major factor in the number of qualified trade show leads acquired at the show. Below are some tips to help narrow the list of trade shows you plan to exhibit at:
1. Get Answers to Your Questions
Basic trade show questions include “What audience do I want to reach at this trade show?” and “What outcome will make this trade show a success?”
2. Do Some Legwork
To determine whether a trade show might be a good fit, find as much as possible about the show demographics. Check the list of previous exhibitors and cross reference the information provided by the trade show management company. Try to connect with past exhibitors and attendees to get a feel for how successful previous shows have been. Read news articles about past shows and try to learn if the show is growing or not.
3. Consider the Venue’s Geographic Location
Typically 40-60% of trade show attendees are from within a 200-mile radius of the trade show site. Think about your distribution area and target customer and determine whether the attendees match that target audience.
4. Large or Small Trade Show?
Try to think about what type of trade show traffic you would ideally like and then compare large shows with smaller, vertical market shows. It’s possible that your business model would benefit from a trade show with smaller attendance numbers, but with more relevant attendee traffic. Niche trade show audiences may include key decision makers looking for your particular offering.
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