The first step to show success
is to only attend shows that attract people who will buy what you sell. Here
are six strategies to select shows that will work for you.
Take a hard look at every
Review the shows you go to every year. Are they still attracting enough of the
right buyers? Shows can change over time, drawing buyers that aren't interested
in what you sell. Don't be afraid to abandon a show you've traditionally attended.
Customers know best
Ask your customers, and people you want as customers, which shows they attend.
The shows that work best are those that they attend when they want to make a
purchase decision or want to see what's new.
Many associations hold trade shows in conjunction with their conventions. To
which associations to your customers and prospects belong? Consult an association
directory -- check your local library -- to get information about their regional
and national conventions.
Check show directories
There are a number of trade show directories available. Ask the reference librarian
at your local library. Directories list shows by market and geography, useful
when you want to reach a new market. When you find interesting shows, call for
an exhibitor kit.
Ask friendly competition
Everyone has competition that calls on the same market, but doesn't compete
head-to-head. Ask them which shows they like and which they avoid. But don't
go to a show just because you competition goes. It may not be a good show for
you or for them.
Think about a reverse
At which trade shows do your customers exhibit? Consider attending to sell to
their competition. A reverse show is where you target the exhibitors, not the
visitors. Selling is different, with your staff working the show floor, inviting
exhibitors to come to your booth when their shift is over and during slow periods.