If you’re like most companies, you’re always looking for ways to reach more of your ideal audience. Trade shows can be an excellent way to do this. But you need to be sure of the trade show investment. You don’t want to pay for a booth that doesn’t yield more customers, or at least potentials. But how do you figure out which trade shows are worth your time and which aren’t? Here are a few tips:
4 Ways to Know if It’s a Good Trade Show Investment
Understand all Charges
There’s more to a trade show investment than booth rental. You’ll need to know if set up is an additional fee. Don’t assume you’ll just set up your own booth for cost savings. Some shows require you to use their people and you’ll be paying for it. Travel time and cost must also be factored in. Will you ship your materials and trade show booth or will you carry your banner and table-top merchandise with you?
Read Reviews
If the trade show was held before, do a quick internet search to see if vendors talked about it last year. Did anyone complain about a lack of attendees or people in the exhibit hall? What is the general tone in what you’re reading? One bad review isn’t a reason to skip on the opportunity, but if most of the reviews and mentions are negative, you’ll want to have some frank conversations with the organizer about what’s changed so that these issues don’t happen again this year.
If you’re a little worried but are not sure what to do, consider contacting the vendor (assuming you’re not in direct competition) and ask them a little more about their experience.
Understand the Attendee
You want to get beyond number of attendees when trying to make a decision. How many people attend isn’t important if none of them are your ideal customer. Ask the event organizer about the average attendee and compare that to your buyer persona. Are the two a match? If not, pass on the opportunity.
Compare Vendor Lists
Ask to see last year’s vendor list (or get it off the internet). Is your competition well represented? Now ask who’s signed on for this year. Is your competition coming back? Don’t listen to retention rates. If your niche or industry is passing on the opportunity after being there once, that tells you something.
Take the time to do your due diligence to make the most of your trade show experience. Even an amazing trade show display can’t create sales opportunities if your ideal customer isn’t present.
Leave a Reply