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9/6/2008 - Question of the Month
What are 6 key questions to ask in evaluating a trade show opportunity?
Answer:
Once you’ve identified the top trade shows in your industry, contact the show producers or visit their website. Then get answers to these 6 questions:
1. What is the number of attendees? Ask how many attended last year’s show and what attendance looks like for the current show.
2. What is the mix of attendees? Many show sponsors will provide a free list of last year’s attendees, showing job titles and company names. This information helps you determine whether or not attendees at the show match the types of prospects you’re trying to reach.
3. Who else is exhibiting? You can often view a list of last year’s exhibitors on the show producer’s website. A show representative can tell you who’s already signed up for the upcoming show. If major corporate players in your industry are exhibiting, this usually indicates that a show is worthwhile. If your competitors are exhibiting, your company should probably be there too.
4. What is the conference program content? Are the program topics relevant to your product? Also find out who handles selection of speakers for the conference sessions. There may be opportunities to get your company’s key executives placed as conference speakers at the show.
5. How much does booth space cost? For shows produced by associations, booth rates are often less for members. Consider whether or not it’s worth it for your company to join the association to attend the show as an exhibitor.
6. What booth spaces are left? Favorable booth location plays a major role in drawing high visitor traffic to your trade show booth.
Source: p. 302, The Marketing Manager’s Handbook by Eric Gagnon. Published by Internet Media Corporation, 2003.
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