Where to Exhibit

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Where to Exhibit

Even in a tight economy, exhibiting is a great way to increase sales and meet prospective customers, but only if you take the time to choose the right event.

To be sure that you are not exhibiting blindly, identify the specific goals you want to meet. Trade shows can help you build relationships with existing customers, develop relationships with potential customers, test a new product or service with your target market, build your brand image and/or generate sales leads.

Choosing the Right Trade Show
These days there are an abundance of trade show events. With so many possible shows for you to choose from, it is important to make an educated decision that will give your company the best return on investment.

First, search for and identify trade shows within your industry that will draw the clients you need. Also identify if the show has what it takes to attract not only the potential client companies that you are targeting, but will it attract the people within those companies that you need.

A good place to start looking for shows is through trade associations within your target market. For example, if you are a company who sells software to the human resources industry, look for national, regional and local HR associations. Chances are, those associations will be holding an annual conference.

It's also a good idea to ask your existing clients what shows they attend or have previously attended. They may uncover shows that you may have never turned up.

Once you have determined what type of trade show is appropriate to showcase your product or service from a demographic standpoint, you can search for a geographic location that makes the most sense for your business. If you only service local or regional clients, a national trade show - while producing a large quantity of leads, may not produce quality leads. Look for shows that are either located in, or will draw your proper geographic target.