It is important to thoroughly research and choose the best exhibition for your goods and services
before committing valuable time and money to an event.
The first step is to identify and evaluate the trade shows and events that specifically reach
your target audience of potential buyers. Start the research process by talking to current
customers and your competitors, and learn about the events they attend. You can also talk
to suppliers of exhibition stands about the events they service. Contact professional organisations
and colleagues in your industry for additional suggestions. Do not make the mistake of selecting
a trade show just because everyone else in the industry will be there.
Make a shortlist of exhibitions that looks opportunistic and request from the show organisers
a list of past vendors and attendees.
Know the answers to the following questions before you start the avaluation process:
- Is the purpose of the event to launch a new product, do brand building or raise your organisation's
image and status or other?
- What is the exhibition and exhibition stand budget?
- What are the show's objectives?
- Who is your target market?
Keep the following in mind during the evaluation process:
- Your target audience and potential buyers
- Geographically, it is best to exhibit close to your head office
- Timing - make sure the show does not conflict with any major holidays or events and take into
account your products selling season (if any) and buying trends
- Can exhibitors set up their own exhibition stands?
- Take notice of an events' upfront costs and deposit
- How long (years) has this exhibition or trade show been going?
- Scrutinise the management's background
- Where and how will the show be advertised and promoted?
- How far in advance must you reserve an exhibition space?
- Try and find out what your competitors think about the show
- Determine if there are any restrictions on noise levels, lights and entertainment
- What insurance coverage does the show have?
Call 369 designs for information on exhibitions and utilise our knowledge
of the industry and exhibition stands.
Read the top 12 tips for successful exhibiting