With an estimated 14,000 shows to choose from, picking the right shows for your trade show calendar can be a daunting task. The following tips will help you prioritize and organize your trade show calendar.

• Identify your target customers and the shows they attend – Work with your sales team to identify your product’s buyers, key decision makers and influencers. Reach out to some of your best customers and ask which shows they attend.

• Consult industry listings – Trade Show Network News offers a comprehensive search tool that allows you to search by keyword, industry and location. The database lists number of attendees, exhibitors, show dates and links to show websites. Most show sites provide an overview of attendee demographics and purchasing authority.  While on the show’s website, check its history.  A good show will have a track record of drawing industry leaders and key influencers year after year.

• Keep an eye on the competition – Most shows provide a list of previous exhibitors. If a particular show is drawing your top competitors, it is likely because a high concentration of potential customers will also be attending. Missing the show could put you at a competitive disadvantage. Exhibiting in the same venue as competitors will also give your booth staff the opportunity to roam the exhibit hall and gather competitive intelligence. In addition to the exhibitor list, check the speaker roster for competitive companies.

In order to maximize trade show success, every element of trade show marketing from targeting to followup requires a strategic approach. In our next post, we will discuss ways to further refine your trade show targeting strategy.

If you would like to learn more about how we can help you design and execute a successful meeting, contact Barbara Stroup BStroup@cepiexpo.com