Making Your Trade Show Selection

Start by selecting several criteria for the shows you want to consider. Then, for each show, rate each category on a scale of 1 to 10. Here are some areas to evaluate:

Attendance:
The show audience should always be the number one consideration. Don’t look at just total numbers, but audience makeup. Is a good percentage of attendees’ part of your target market? In other words, are these the people who can potentially buy your product? Do you have reason to believe this audience is interested in your product? Are they the decision makers with the authority to make the purchase?

Product Planning:
Your product marketing plan(s) may indicate whether a trade show is needed. For example, if one goal for your company is to reach a specified new market, you’ll want to schedule shows that reach that market.

Timing:
The date of a show may be good or bad for your company. If it coincides with the introduction of a new product or the launch of a big advertising campaign, it might be a good choice. If it conflicts with another important show or clashes with a busy in-office time (meaning planning won’t get done and leads won’t get followed up), then you may want to skip it.

Past Success/Failure:
How has the show performed for you in the past? Take a look at past leads, big sales resulting from the shows and image enhancements. Ask sales staff who have worked the show for their opinions. Look at numbers from a couple of years, if possible.

Show Track Record:
Is the show respected within your industry? If it is a first time show, does the show management produce other successful shows? First time shows can offer a great opportunity to reach a new marketplace. On the other hand, they can also deliver less than promised. Unless you are confident that a first time show will offer you a strong market, it’s best to move cautiously and take a small space or pass it up altogether.

Location:
Is the show in a location where your company is seeking new clients? Remember statistics show that even national shows have a strong regional draw. All other factors being equal, you may want to select the show that is closest to home. This will probably reduce shipping and travel costs, and provide leads your sales staff can adequately follow up.

Each company has its own reasons for exhibiting. Add your own show selection criteria to this list. Ask others inside your organization—such as sales managers, marketing managers and booth staffers—to rate shows as well.