To exhibit at the proper trade show will help you to achieve, in a few days, a significant workload which would otherwise take you a whole year to reach.
Considering the investment you make when participating at a trade show (space, stand, staff, etc.), the best you could do is to commission a market research study before deciding which trade show you should attend, specially if it’s your first exhibition and you feel you are slightly lost.
It doesn’t matter to which sector you belong, if you look at our trade show calendar you will notice that, Germany for example, hosts annually more than 2,100 events (trade shows and conferences)- which can be filtered by country, sector, date…- therefore, believe me if I say there is a perfect trade show for you!
The first question that probably has crossed you mind is: What should I look for in order to make the right choice? We can start with something as simple as asking...
Ask...
To your regular clients
If you have not done it yet, what are you waiting for? Your clients are the best source of information. Talk to them and ask them directly at which trade show they will attend or they would like to attend, given that is likely that other potential clients are going there as well.
To your competitors
You should not discard your own competitors as a source of information. No, it is not a joke. Your competitors are not always your enemies, but your colleagues. Talk to them and ask them if they have been at a trade show before and which of them they found more useful or interesting.
Knowing the profile of the exhibitors will also be helpful. The sectors that will be present at a trade show may appear on the trade shows websites, in the description area. Moreover, you will find as well a list of the exhibitors from the past edition that will give a hint about the kind of companies that exhibit.
To industry associations
They gather some of the most important companies of a given sector and its main goal is to provide assistance to their members. In addition to having educational and promotional tools, they are an excellent source of information- they have at their disposal lists, economic data…-, so that they can provide you information regarding the main events related to your sector and give you advice on this matter.
Sharpening the selection
When you have at your disposal the list of the possible trade shows you might attend, it is the time to select, filter and discard. In conclusion, to refine your options.
There is no better way to start ruling out, than asking yourself some questions about the features of each trade show:
- Does the location work for my target?
- Is the trade show large (or small) enough to achieve my goals?
- Am I available during the dates scheduled for the trade show?
Target
Almost every important trade show publishes post-show reports in order to evaluate the results of the participation. If you have access to this reports it might be useful to take a look at the visitor’s section:
- Are they national or international visitors?
- From which sectors are they?
It is a valuable information given that it allows you to compare the trade show target with your own. If they match, you are on the right way.
Go there and browse
Usually, the decision to visit a tradeshow and all the work and preparation that this involves, tends to be a long procedure. Therefore, when you have the list of the trade show in your hands, why not visit some of them? The best way to find out if you are choosing right is to visit the tradeshow in person.
That will allow you to see what kind of products or services they offer, evaluate for yourself the potential of the clients and you will even get to talk to the visitors and exhibitors.
Setting clear goals
What are your main goals for the trade show? Establish a list of goals and make sure that they can be achieved:
- generate sales
- make new contacts
- value the competence
- stay up to date of the latest trends
- attract press attention
- increase the company’s visibility within the sector
- etc.
Having clear objectives will help you not only to make a better use of your time but also of your resources and energy.
If you want to dig deeper in this topic, do not miss our post: The secret for a successful trade show (setting goals).
Early Bird
When you know clearly at which trade show you want to attend, you have to register as soon as possible. Popular shows tend to run out of tickets quickly and if you don’t hurry up one of two things may occur: that they may put you on the waiting list or that the best spot to place your stand is already taken (we will discuss on how to choose the perfect spot for your stand later on).
Congratulations! You’re going to a trade show! It will be such a success. But if you have any doubts, do not miss the advices we will publish on our blog.
Besides, if you need help with the design and the building of your stand, our experts in Neventum will show you the best providers, whether the trade show is hold in Beijing or Las Vegas.