booking the right trade show, part 4: how to judge the location

introduction

You’ve narrowed down your potential trade shows. You’ve looked at timing, audience, and history. Now comes the big one: location.

With shipping, travel, and accommodation costs on the rise, it’s tempting to eliminate shows that aren’t close to home. But don’t hit delete just yet! Location can work in your favour if you take the time to plan smart.

questions to ask when evaluating trade show locations

are you judging the show or the distance?

Imagine the event is happening next door. Does it align with your target audience, timing, and goals? If so, it’s probably worth the investment — even if it’s across the country.

If a show checks all the other boxes, don’t write it off just because it’s far away. You can always find creative ways to reduce costs in other areas of your trade show calendar to make it work.

does the location match your growth strategy?

Trade shows often attract regional audiences, even national events. If you’re looking to break into new territory or grow brand visibility in a specific region, location matters.

Example: If you’re based in Winnipeg and targeting Saskatchewan clients, shows in Regina or Saskatoon are key to your growth strategy.

is the industry shifting geographically?

Industries evolve, and new regional hubs emerge. If your sector is expanding into a new market, follow the momentum. Be on the lookout for:

• New events popping up in emerging regions.
• Existing shows expanding or relocating to meet demand.

Stay agile, and exhibit where your customers (and competitors) are headed, not where they used to be.

are you giving yourself enough time?

Early planning leads to major savings. Flights, hotels, booth rentals, and shipping all cost less when booked in advance. But to do that effectively, you need to be planning 6–12 months ahead.

If a great show is approaching fast, you have two options:

• Accept the added cost of a short turnaround.
• Work with a local exhibit company near the event location to rent and customize a display.
  
• Push the show to next year’s calendar and start prepping now.
  

Other advice: store your display near your next event city, and ship directly from show to show. It’s often cheaper than shipping back and forth between your HQ.

is your display the only thing holding you back?

Don’t let logistics stop you from seizing a big opportunity. If shipping your current exhibit to a distant show is too expensive or complicated, adjust your display strategy:

• Use a modular booth that can downsize to fit smaller spaces.
• Rent your booth structure, furniture and accessories for long-distance events.
• Pull together a high-quality portable display for faster turnaround that looks professional and can be set up by your team.

Your display should serve your strategy, not limit it.

final thoughts

Location is just one of four essential factors to weigh when choosing where to exhibit. You'll also need to think about:

• Attendance quality
• Show timing
• Past performance

Then rate each show accordingly, however works best for you. Create a pros/cons list, assign values, or rate by priority. The goal is to invest your time and budget into shows that deliver ROI.

Eliminate low-performing shows. Go all-in on the strong ones. And don’t forget to revisit your list next year; your strategy should evolve with your business.

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