To exhibit or not to exhibit - is that the question?
October 29, 2015
Finding the balance between a robust show schedule and keeping your budget in check comes down to having the right information. If you’re not sure where to begin or already have an overwhelming work load, we can help. Our knowledgeable staff can quickly gather and analyze information to help you maximize your marketing investments. If you’re looking for new or additional events for your calendar, search for prospective trade shows by checking with industry associations, publications, or at www.tsnn.com (Trade Show News Network). Create a comparison check list on each potential event. Show organizers can provide a wealth of information on attendee profiles such as decision-making authority, job titles, and industry affiliation. Find out what speaking opportunities would be available along with media coverage at the event and sponsorships. Take a look at who else is exhibiting - competitors, partners, distributors. There could be opportunities to expand your exposure with a partner or distributor. And if you’re not already signed-up, find out about exhibit space availability along with costs. Be sure to keep this checklist on all your existing and potential events so that they can be further analyzed and compared as part of your overall marketing plan. Once you’ve committed to a show, don’t miss a single opportunity to leverage your exposure. From large projects such as creating a media kit to small details like writing the company description for the show guide, everything you do builds towards creating a well-integrated presence and a successful event. In addition, create a well-defined trade show strategy that articulates your positioning, key messages and target audience. This strategy will be the basis for evaluating if future events are a good match for your organization.
The Center for Exhibition Industry Research counts more than 13,000 trade show events each year. You can’t be everywhere, so how can you figure out if your company is investing its marketing dollars in the right shows?
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