You have decided that trade show marketing will be included as part of your general marketing strategy this year and are hoping that exhibiting your products at a trade show will bring many customers and sales leads into your business. However, it is important to choose the right trade show for your business, in order to ensure your exhibition stand is a success.
Choosing the wrong type of convention, exhibition, or trade show could mean expenditure for little gain. Choosing the right trade show could bring in plenty of targeted leads and customers in the target market. Here are five questions to consider when selecting the trade show for your company’s exhibition stand.
1 – Who Is the Target Market for Your Product?
This is probably the key question to ask. What is the profile of the customers who currently buy your product and what is the profile of customers who you want to buy your product? Once you have decided the profile of the potential customers you want to target at a trade show, ask if these people would be likely to purchase your product from the trade show marketing.
2 – Who Is the Target Market for the Trade Show?
Every trade show has a target market for customers. Have a look at the trade show advertising and see if the customers targeted by the trade show to attend match the customer profile for your product. If the trade show is not appealing to your preferred customer profile, it may be a waste of time trying to attract attention by your wonderful banner displays, product displays and exhibition furniture in your trade show booth.
3 – Where Are Your Competitors Exhibiting?
If you can find out where your business competitors are exhibiting, you will have a good idea if the trade show is the right one for you. Obviously, you need to confirm with organisers of the trade show that your exhibition stand is not immediately next to a competitor’s trade show stand within the exhibition centre. You may want to consider a custom exhibition stand, rather than going with the modular exhibition stand to ensure your product stands out from your competitors at the trade show.
4 – Is the Trade Show Theme Relevant to Your Product?
If you are selling boat anchors, it is unlikely to find many prospective customers at the Good Food and Wine Show. However, the boat show would be an ideal forum to set up a promotional display of your product. Even if the target audience is the same, it is harder to get your product noticed if it is not what the customers expect to see at the trade show.
5 – How Is The Trade Show Organised?
Consider how many years the trade show has been running, how it is organised, and how many customers attend. You also need plenty of time to plan your exhibition stand displays properly, including graphics, signage, banners, exhibition furniture and the necessary conference equipment. A well-organised trade show will provide information on booth hire and available lighting and exhibition or conference equipment provided with the modular exhibition stand.
Asking these questions will help to ensure your marketing strategy of meeting potential customers at a trade show will be a success, because you will be sure of meeting the right customers in a good atmosphere for displaying your product.
Tags: Event Planning
