Trade shows allow for the rare opportunity to have face-to-face communication with your target audience. But with tight budgets, most companies have to pick and choose which events to attend or participate in with an exhibit.
To help you determine which trade shows are the best fit for your company, we’ve compiled some key factors to consider in order to make the most of your trade show budget.
Take a look at all the expenses involved with the exhibit materials and space, marketing, sales, and travel. Then determine how much you would have to sell, or how many leads you would have to acquire and convert, in order to deem the event a success. Is it a do-able number?
Zero in on the trade shows with an audience that best matches your target audience or demographic. Reaching the right people will yield more leads and be more cost-efficient than simply reaching a lot of people.
While it may be important to have a presence at your industry’s largest trade show, a slightly smaller event—or even one that’s somewhat unrelated but attracts your key decision-makers—will allow your company to stand out from the crowd.
A local show cuts down on transportation costs and could help you build new connections with other local attendees and companies. Alternatively, the cost of traveling may be worth it if the market includes a high volume of customers and prospects.
Ask questions of the trade show organizers if you’re unsure whether the event is a good fit. Or to get the most out of your trade show exhibit, contact the team for guidance on setting up an effective booth, scheduling, and pre-show marketing.
Identify your most effective salespeople and look into trade shows in their areas. With the high volume of traffic, a motivated sales team is crucial for gathering leads at the event itself and following up in the days afterwards.
Think about where you can create a strong, relevant community tie-in. Or if you’re introducing a new product or service, choose a key market and time the launch to align with a trade show in that location.
Consider the advantages of attending, participating in a panel, or hosting a workshop, rather than exhibiting. You’d have the opportunity to network with prospects, share your expertise, and make connections without shelling out a ton of cash.
How do you determine which trade shows make the most sense for your company?
Photo Credit: ThinkGeoEnergy
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