So, you’ve made the decision to exhibit at a trade show – but how do you know if it’s the right one? Simply because there will be hundreds of people attending doesn’t necessarily mean that it’s the right fit for your product or service. Before you take the plunge, it’s important to determine if a trade show is worth the investment.

Is it likely you’ll get a favorable return on investment?

Selecting the right show can make or break your return on investment (ROI). With all the expenses involved, it’s important to calculate the total cost of things like booth space, signs, product literature, press kits, travel, hotels and meals, just to name a few items. Comparing the costs to the benefits will give you a better understanding of whether investing in a trade show is the right decision for your company.

Do your goals and objectives align with the show?

Having a clear set of goals and objectives is key in determining if a trade show is the right decision for you. Here are some questions to ask:

• What is your cost per lead?
• What will your conversion rate be?
• Is the long-term value of the customer worth the investment?
• Are you introducing new products?
• Are you building name recognition for your brand?
• Are you looking for new distributors or sales representatives?
• Are you trying to reach hard-to-get prospects or gather new leads?

Which type of trade show works best for you?

There’s no doubt that trade shows are one of the most effective ways to attract new customers and showcase your product or service to a sea of new prospects. Consumer shows and trade-only shows are the two most common types of shows in the industry today. Although they both differ in their own way, some companies might find it beneficial in their target market to participate in both.

• Consumer Shows:  If your company is looking to conduct market research, directly reach consumers with a product, make a sale, or trying to expand the reach of customers in a different way, then exhibiting at a consumer show is a great choice for your business.
• Trade-Only Shows:  These shows generate the best impact for companies that are business-to-business (B2B) and hoping to reach multiple audiences – like purchasers and buyers – who are known to influence the industry. It is also the perfect environment to network with other industry professionals.

Do your research of the show’s history

Find out how many vendors attended the show over the past few years and how many years the show was held. You’ll also want to know how many people attended in the past and what percentage of them meet your typical customer profile. Finding out other important information – like if your competition will be there – is a good way for you to prepare your own booth and marketing plan. And lastly, ask for a list of other businesses that will be participating.

Companies far and wide have experienced huge successes from exhibiting at trade shows. We recommend attending at least one a year, but make sure it’s the right one for you!

Need help determining which trade shows would give you the best result? Contact us today!