Know Your Demographic

Chris brings up a very critical point in this video: when you’re exhibiting at a trade show, you need to know your demographic. Finding out what your target demographic is should be one of the very first steps you take when planning to exhibit. This, of course, should be done as research prior to attending the actual show itself.

Outline Your Objectives

The very first thing you need to do before you start anything is determine what your goals and objectives are for the show. Are you trying to gain exposure? Or are you planning on showcasing a new product? Whatever your objective may be, figuring it out early will allow you to plan the rest of your trade show more effectively. We went over the topic of preparation and how to effectively come up with objectives in a previous article; you can read about it more in-depth here.

Research Different Shows

There’s a plethora of different trade shows out there, all catering to different businesses, industries, and sectors. This is where the research comes in. After deciding on what your specific objectives are, take a look at all the different types of trade shows out there and determine which ones align with your goals the most. For example, if you’re looking to increase brand awareness or introduce a new product line, a consumer trade show would most likely be the better fit for you. If you’re planning on networking and building more business relationships with other companies, an industry or B2B trade show would be the better choice. Since most B2B shows are already segmented by specific industries, choosing the right one for you should be fairly straightforward.

Decide On A Show And Plan Accordingly

After you decide on which show to exhibit at, it’s time to take a look at who’ll be attending and plan out your exhibit strategy accordingly. Every trade show should provide a list of its attendees and exhibitors on its website. If the current list isn’t out yet, take a look at who attended the show in previous years. This should be able to give you plenty of information on who your main audience and demographic will be. If you see a lot of your competitors on these lists, that means you’re exactly where you’re supposed to be. Chances are, that’s where your mutual target market is as well. Proper research and preparation plays a huge part in your overall experience at a trade show, and that’s something we always try to tell our clients.