A Step-by-Step Guide to Choosing the Right Trade Show to Exhibit
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When you are asked what would be the key to success at conventions, booth design may first come to your mind. Indeed, an intriguing exhibit design can level up your brand image and function as a " traffic magnet" driving an influx of prospects into your booth. Alternatively, others may respond to the same question differently and focus on what the company can offer, the product or service itself. How to present the offering distinctly is undoubtedly one of the most crucial considerations among all other things. When you have it done well, your brand instantly distinguishes itself. While all those mentioned elements and some other considerations, such as the use of interactive multimedia and the attendee's engagement level, can be the catalyst for an impactful marketing campaign, our team at AMG wanted to pinpoint the importance of selecting the right show as another key consideration. We can't point this out enough as the proper show selection serves as a solid foundation for all other marketing efforts. If you choose the show correctly, you can magnify the marketing effect and maximize your returns. Next up, we share some techniques that you would follow step by step to find the right show for your next exhibition!
Step 1: Set your goal
We understand that no matter your budget is 10,000 or 1 million, it is always tempting to reach as many goals as possible. Like we want to increase sales, expose our brand more extensively, generate more leads, launch new line-up, etc., all at the same time. The sad thing is, it would never be possible. We all try to multitask, but exactly the opposite is often the case. As we always tell our clients, try to concentrate on one objective that they want to achieve the most. With a single focus, an organization can formulate well-thought marketing strategies for the show and use the proper metric to gauge the exhibition's success. More importantly, more precise and powerful marketing messages are delivered to the attendees.
Step 2: Know your options
After finding your top priority, the next thing is to realize what options are available to you. Sometimes it's never the case that ideas spark up themselves, especially when you are a first-time exhibitor. To explore your options, you may simply start by typing the industry of interest along with some keywords like "show", "event", or "convention" and then browsing through all the searching results. Alternatively, in a quick way, you can even utilize our show calendar to sort the shows by location, industry, and time window.
Step 3: Dive deep into each show
The next step you want to do is narrow down your choices among the long list of potential shows. Here we recommend a few steps to be incorporated into your assessment. The first consideration is the show's history and background. Do some research and see if the show is a classic, long-lasting one or a brand-new one. For most of the time, a show with longevity is more preferred. The exhibitor can easily create more significant impacts thanks to the industry reputation, press exposure, and public awareness that the show has accumulated over the years. Also, you may want to have a brief idea of the total costs associated with your exhibition, and more importantly, know if there is vacant exhibit space. Consult an exhibitor builder, and they will usually provide you all the details you would need! Another aspect to think of is the timing of the show. You would also want to know about the time left for preparation before the show stars and see if the event dates conflict with some other important dates that your company may have.
Step 4: Know your target
The customer profile of your short-listed events should never go unnoticed. You would always want to know how many participants a particular show can gather. From there, you judge how large your potential customer base would be. You would need to familiarize yourself with the demographic data of the event-goers. A show organizer typically releases such data on its official webpage. We recommend referring to those statistics to understand your target audience better. If you can find data like purchasing power, contract signed number, and transaction number, do make sure you examine those figures thoroughly and compare them among different events. You can then pick the one that carries the most potential gains!
Good luck with selecting your show! And if you still have any questions o concerns, don't be shy and get in touch with us. Happy exhibiting!