Targeting the Right Trade Shows for Your Company

Targeting the Right Trade Shows for Your Company

Targeting the Right Trade Shows for Your CompanyThere’s certainly no shortage of trade shows for your company to exhibit at these days. There can be a temptation to do as many as possible, but resist the urge to go willy-nilly to every one, for the good of your  sanity as well as your company.

Instead, consider making a list of all the shows available to you in the upcoming year, including the ones you’ve done this year and then sit back, take a good long look, and ask yourself: “Which of these shows really works to our advantage, and which ones do we exhibit at only because we’ve always done it?”

You can also look at shows you’ve never done, and say, “Let’s look at this again.” Maybe it’s time to try something new. Needless to say, you’re going to have to do some research. Where to begin? Try starting with your current shows.

Compare your current client list with your show list. Compare them to the shows you’ve been doing on a regular basis. This could be an eye-opener. If you can’t put one current client to a show you’ve been doing, then it’s time to seriously think about moving on.

Focus on what works. Conversely, if your comparison shows one or two shows that have resulted in solid leads and business, it’s a good idea to strongly consider putting more of your budget into those shows. Since you already know it’s a good investment, be the exhibitor that really stands out!

What about new shows? Times change, and new shows worth considering pop up all the time. But how do you know which ones to choose?

Check with people you know – your vendors, friendly competitors and clients – to see what they think. You can also see who else is exhibiting. Are your competitors there or not?

Talk to the show organizers. What’s the demographic they’re targeting? If you can, see if they have an upcoming show that you can check out in advance.

The bottom line: Maximize your budget for the shows that give you the most bang for your buck. Weed out the shows that may not be working for you and put that budget towards the ones that do, or new ones with more potential. Your budget may actually do more for less.

Think quality, not quantity, and you will find that your efforts will translate into more solid lead generation. And that’s what it’s all about.


Consider Exhibitors Connection as your on-site marketing team.  We specialize in creating a team that will be a natural extension of your brand, your company and represent you in an outgoing, professional manner.  Let us know if we can provide you with the right team to help draw attendees into your event or exhibit space, 773.631.9465.

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