Trade show success begins by picking the right show to attend. The right show will have you face to face with motivated and qualified buyers. Picking the wrong show will result in wasted time, money and effort with very little to show for it. How can you decide which show is right for you?
In a previous post, we identified three strategies exhibitors can use to determine which shows to include in their trade show calendar. Creating profiles of product buyers and decision makers, consulting trade show industry listings and studying your competition can help you narrow down your trade show options and prioritize your efforts.
The timing and location of the event can also help guide your show selection:
- Use show timing to narrow down your options – If your product is affected by seasonality or other purchasing patterns, you can narrow show dates to those most closely aligned with your sales cycle. You can also align your trade show calendar to coincide with new product launches, product improvements or other newsworthy developments
- Consider regional vs. national shows. If your product as a regional or location-specific target, keep in mind that as a general rule of thumb, an estimated 40-60% of attendees come from a 200-mile radius of the show location. Regional or local shows are considerably less expensive and visibility is much higher. Competition is often intense at large national shows. On the other hand, some of our clients have found that regional shows give them the opportunity to be the only exhibitor representing their field.
In order to maximize trade show success, every element of trade show marketing requires a strategic approach. 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