Want to know how to choose a show that’s right for your business?

By Killeen M. Gonzalez

Exhibiting or visiting industry trade, association and or public shows can be an integral part of a business’s success if done properly. Some businesses put a lot of effort into the show itself. But they are missing what should be the first step in employing such shows into their marketing strategies – picking the right show.

Not all shows are created equal. Some business owners often fall into the trap of automatically assuming that the bigger the show is the better. This is not always the case. Quite often it is one’s attendance at the smaller shows that yields the biggest profits.

Another common mistake business owners make is assuming that just because they use a certain show every year, they should continue to do so. You should scrutinize every show you attend on an annual basis as a show’s effectiveness can change over time as can your company’s. Different goals equate with different shows.

Which brings us to the first crucial thing you should do when determining which show to attend, ask yourself, what specifically do I want to accomplish at the event? Your answer to that question is going to help you narrow down your show selection.

For example, if expanding your market reach is your goal, look for a show that targets your desired market segment. On the other hand, if market research is more your aim, look for a show that attracts the market your currently in or the one you wish to enter.

Once you have decided on your focus and narrowed down the field a bit go a few steps further. Take the time depending on your goal to talk to the people you want to reach.
Ask your best customers what shows they attend when they are preparing to make some critical buying decisions. Or, if entering new markets is your goal ask the people you’d like to have as customers what shows they attend. In addition, find out what shows your competitors are attending and the track record of the show’s management.

If after all that you are still unsure which show to employ into your marketing plans, engage in a little reconnaissance mission. Instead of exhibiting at a show your considering go as a visitor and check it out first hand. While there walk around and ask other attendees and exhibits what they think of the show. If it all checks out, consider exhibiting at the show the next time around.

In conclusion, considering the high costs associated with shows and the current economic climate it is imperative to take the right first step. Do your research and based on your research choose the right show for you. Your potential profits depend on it.