Let’s face it, everyone has exhibited at the fair and at the end of the event said: “I will not live again on this event.” With the proliferation of trade shows today, what you show? Well, first you do not just pick a show and let it be your agenda for the year, plan your schedule strategically. I recommend, depending on your industry, let’s manufacturing is for example not less than two shows per year and more choose to be guaranteed if (more on that shortly). Two exhibitions, one in spring and in autumn, so that your company will benefit from the sales cycle that may exist. More specifically allows told your sales with prospects and suspects, not the customer, which can interact only superficially mentioned the attention for the rest of the year. And it offers a very good momentum for the introduction of new products and services. More than two shows? Of course, if your organization has an opportunity in the industry is a large market category.
But the show? Here are some suggestions to consider: Is this event the National that can be positioned in your room and what the trends in the exhibition? Your place is to be positioned near the entrance, or you are used to some space in the back of the hall to be clear? When a call to the entry into the same number of exhibitors this year than last, or register you will receive a negative? Are managers shows, associations are you? And if so, whether they offer a symposium on industrial major problems (or perhaps a round table or a topic does not exist at all)? If so, you know your sales manager or at least one round speaker at a table panel discussion on the topic? If not, it’s likely your customers will feel the same way and miss the show. I will survey your top ten customers and ask what show (s visit) them. And if a few new prospects or suspects who have a high potential, they have it. A look at the dazzlingly clear? Maybe. Good marketing? You bet.
What if your organization is considering ads only in the context of regional or local? I call the Show Manager and asked for the meeting during the last years. If it is up and stable, it was worth considering. If not, what’s the point?
If Regional, I ask the same questions, but I will seek the participation of my competition as well. If your competitors are, you can by your absence. If not, it can be a unique opportunity, especially when the participation of one year to the next. If your competitors are already there, but not least, you might want to give you some questions again and see if the right set of prospects and suspects fit your goals.
If local, I will definitely check the place. When space is at a hotel or motel, probably OK, but only if you have enough space (definitely not the hallway). If the convention center or exhibition space, certainly worth considering – the right place at the corner, and you can rotate Manning shows the booth, making it convenient for everyone.
Think it does not appear, what is important, the organization, with the most visitors to the area is finished with a winning organization.