When you are deciding which type of show to exhibit at,

keep these thoughts in mind:

Vertical shows are typically smaller with a more defined target audience,

which will provide more return for the dollar

Will you be satisfying one marketing effort or several?

Will your competitors be there?

Which markets do you already own and which need to be actively pursued?

Let’s start by listing the various ways to find trade shows, you can locate this information by:

  Asking your customers which trade shows they attend
  Shows that meet your customers needs will likely be attended by other
  prospects looking for your type of products/services

  Finding out where your competitors are exhibiting

  Check the trade shows your competitors are exhibiting at to find out which
  they've found most useful. Typically this information is on their website.

  Another great resource for finding Trade Shows is at http://www.TSNN.com

Attendee Demographics and/or a Show Audit Report

  What is the projected attendance?

  Does a third party audit the show? (see more info below about show audits)

  What type of attendees are attracted to this show?

  How many of the attendees are non-buyers?

  Do these attendees have buying influence or purchasing authority?

  Is this an international, national or regional show?

  Does the show management have a proven track record of success?

The most accurate show audits will come from

companies that do standardized show audits

Attendee Demographics are typically generated as a sales tool by the show

management

A Certified Show Audit report is completed by a 3^rd party

If Show management presents you with data from another company - review the data carefully to ensure its legitimacy

Presently, the most reputable companies which offer standardized, independent audits for trade shows are Exhibit Surveys Inc., ExpoMark and BPA Worldwide

Keep these questions in mind as you

walk the exhibit floor and/or attend sessions:

  What type of audience is attracted to the show - Are these attendees the type
  of customers you are looking for?

  What other exhibitors are there? (Note any competitors)

  How would your product/service fit in this show?

  Is this show so large that you would find yourselves competing against the

  major players in your industry?

  Ask attendees and exhibitors what they think of the show

Other Important factors to take into consideration

when evaluating a show:

  At what time of year is the show scheduled for?

  Will your company have the time and resources to properly prepare for this
  trade show?

  Will your company have available exhibitors to staff the booth?

  Will your company be able to manage the leads acquired?