Exhibiting at trade shows should be an integral part of any serious marketing effort. However, there is a bewildering assortment of trade shows in an amazingly wide variety of locations – over 10,000 in the United States annually. The biggest challenge is identifying the right trade show for your company based on both your budget and objectives.

Start your search by looking for trade shows that fit your product or service. You can find these out by logging on to the Trade Show News Network and searching the
show directory by industry. Another resource for pertinent shows is your industry’s trade association, since industry groups sponsor many shows and conventions. Contact the show organizer of shows that have caught your interest and have them send you a copy of the show’s exhibitor list and, if possible, a visitors list. If this last item is not available, they should be able to at least provide you with visitor statistics and demographics. Analyze these materials. Were your competitors there? Your customers? Maybe someone known to you was there. Contact them and get their comments. Try to get as much detail as possible regarding the visitor profile. Attendance figures alone are not enough. One way that shows build their attendance numbers is to allow student-attendees on the last day. Ask if this is a show policy so that you can analyze the data correctly.

Armed with this information you should now be able to determine which shows are relevant. The key to finding the best shows lies in finding the shows that attract the most decision makers for your industry. Most importantly, during these hard economic times, ask for the same pertinent data from the previous year. Where is this show going in regard to relevancy to its exhibitors and attendees. Don’t just choose by the numbers. Big trade show crowds can actually be a waste of time if they don’t include people who are buyers or prospective customers for your product or service.

Speak to your customers to discover the trade shows that they go to, since shows that meet their needs will likely be attended by other prospects. Consider speaking with your competitors to find out what shows they’ve found most useful. Of course if you have time, the best way to evaluate a show is to take a first-hand look. Before you contract with a show, go to the show as an attendee. Is the show active and exciting? Are the people walking the show floor potential customers? Who are the other exhibitors and where would your product/service fit in the mix? Talk to people and keep your eyes open.

Once you’ve got a list of show possibilities, ask these questions to determine if the show is the right one for your purposes. Is it big enough to draw a cross-section of prospects and vendors — but not so large that you’ll be competing against the giants in your industry? Is it in the right place, geographically, to attract your customers
— whether they are local, regional, national, or global? Is it scheduled at a time when you can service the new business you’ll attract and follow up on leads? Are the show’s promoters reliable and does the management have a proven track record of success?

Additionally, you must consider whether your product or service should be presented at horizontal or vertical market shows – or both. Horizontal shows are shows with vendors who are selling a broader variety of products or services, and attendees that usually come from a single market segment and are looking for either very specific products or services, or a broader variety. Vertical shows are more narrowly focused to just one type of product and market. The advantage of vertical shows is that the attendees are all from a very specific market, and your objectives for the show can be more focused. The disadvantage is that your product or service must fall exactly within the focus for the show, or you won’t get the results you want.

Finally, it is imperative to check how the show is being promoted and what is the strategy for getting people to the exhibit hall. If it’s a new show, there has to be very good promotion to get the traffic you need to make it worthwhile. Make certain that the exhibition schedule allows for plenty of time around onsite seminars and classes so attendees can attend those and visit your booth. Don’t wait until the last minute. Popular shows fill fast. If you wait too long, you could find yourself on a waiting list. The earlier you sign up for a show, the more choices you’ll have regarding finding a good location for your booth.