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Selecting the Right Trade Show for Your Company

by: Dick Wheeler

With a large number of trade shows to choose from, both here in the U.S. and abroad, and an ever- increasing number of new trade shows exploding onto the trade show scene each year, the job of an exhibitor selecting the right trade show(s) to attend can be an overwhelming challenge.

The veteran trade show exhibitor knows, however, that the best way to meet this challenge is to have a solid plan in place by first determining their company’s market, sales goals and promotional objectives.

Once a company fully understands the reasons why it needs to exhibit in a trade show, then, and only then, can it begin to identify the proper trade show that will meet their marketing objectives.

According to Skip Cox, president of Exhibit Surveys Inc., a trade show industry research firm based in Red Bank, New Jersey, the trade show selection process should begin with serious background research. Here are a couple of his tips on how you can research the right trade show for your company:

1. Research the trends in your industry—new technologies, competitors’ preferences, customers’ bias, etc. Then search for trade shows that reflect these trends. Read trade publications in your field as they are a very good source of the latest news in your industry. Opportunities abound for companies that are able to capitalize on these developments. Contact the editorial staff of trade publications to learn more about the latest breakthroughs in your business arena. Go to the Internet and research companies that are making news by introducing exciting new products or services in your field. Contact your trade associations to explore what companies they believe are leading the way. Then, seek out trade shows that are in tune with these trends for your trade show exhibit or your trade show display rental as trend-setting trade shows will be the ideal showcase for your trade show display.

2. Interview your co-workers and people in your field as to what trade shows match up with your client’s needs.

By zeroing in on your client’s profile, you can determine what trade shows mirror your needs. Get input from your top marketing and upper management staff to determine what your market is. In addition, get feedback from your product and marketing managers and also your field sales reps. The sales reps are able to get face- to- face with clients and have a real understanding of their needs.

In fact, according to an Exhibitor Magazine survey of trade show exhibit managers who sought help in selecting trade shows to attend, the most influential input on selecting trade shows came from the sales staff (35%). They were followed by: marketing staff (32%), show management statistics (24%), upper management (20%), following where the competition goes (20%), customer suggestions (18%), other (12%), and the product development staff (8%). The respondents checked off all of the resources that applied.

About ProExhibits
Since 1987, ProExhibits has provided turnkey, one-stop custom event and trade show solutions for clients all over the world. We are well known for highly unique custom designed exhibits in addition to modular and portable trade show booths. We specialize in exceeding client expectations, exemplified by a nearly perfect (99%) customer satisfaction rating for design, production and management services. We welcome the opportunity to utilize our expertise to guarantee your success, whether with trade shows or any other type of event.

ProExhibits | 1188 Bordeaux Drive, Sunnyvale, California 94089 | (408) 734-3600 | www.proexhibits.com