Choosing the right show
There are many reasons for a company to exhibit, so before devoting time and money make sure clear objectives are set. The whys and wherefores for attending an exhibition will have a notable effect on the exhibition stand size, design, layout, position within the hall and final budget.
Exhibiting can offer so many positive opportunities. So, it is important to get it right and make the absolute most of your time at the event. The incentive to exhibit will depend on the makeup of the show’s audience and the specific needs of the visitors. Benefits of exhibiting include:
Build your database – meeting with potential customers at an exhibition helps you to start building your marketing lists and generate qualified sales leads
Raise awareness – exhibiting at industry events is a good way to raise your profiles and generate brand awareness. As well as taking a stand at an event, there are usually other advertising and sponsorship opportunities.
Meet in person – meeting face-to-face with potential customers is a great way to start building relationships.
Networking – trade shows are a great way to meet potential new customers, suppliers and to learn more about your competitors.
Launch new product – trade shows are a good place to introduce a new product or service. Being able to explain your offering in person and answer questions is ideal if your product is innovative.
Firstly, you need to ensure you choose the correct show for your business and products. So what is your objective? To launch a new product? Meet new customers. Or interact with your current customers? Once your objective is clear, evaluate the exhibitions unique selling points against your objective. Find out key information from previous shows:
- Visitor numbers – overall attendance
- Industry Focus. Will the show target the area of the industry you need it to?
- Will your competitors be there?
- How well is the show advertised in the industry?
- Ask around, what do your customers and peers say about the show?
Another key point is cost, how much budget is required for each show. Some shows might be well suited to your needs, but can you afford to exhibit? Consider the actual stand build costs, marketing of your attendance, staff requirements and travel costs.
Knowing this information will help to develop a structure for evaluating each show based on its relevance to your objectives, budget and target markets.
If you need any further advice on making the most of your show please feel free to get in touch.