Marketing Through Trade Shows

2004-08-14T17:21:00.000-07:00

There can be many advantages to exhibiting at trade shows but knowing the ropes is crucial to being an effective marketing tool. The “ropes” involve a variety of considerations.

The top knot on the rope is knowing the show producer. Is it an association or is it someone that promotes shows? Choosing to exhibit at a show produced by an association is probably a better value. Associations have a vested interest in promoting their trade shows because they are member driven. If the function is run by a trade show producer their only vested interest is the bottom line.

Knowing the audience of a particular show may determine its effectiveness to your business. A show hosted by a local contractors association would draw attendees wanting to renovate or build a home. Is the show geared to business buyers? A local restaurant association’s trade show would draw restaurant owners looking for services for their business operations.

Another part of choosing a show is the venue. Is it at a facility that would be easy for set up of your display? What about parking? What about the date and time? These considerations are also related to the type of audience.

You will also need to know if there are any exhibit requirements. Does your space need to be carpeted? If you plan to do a series of shows it might be worth investing in a carpet remnant as opposed to renting from the show promoter. But then you must consider the storage of you exhibit. Is there a size or format requirement? What about signage in your display?

What is included in the contract? Is electrical provided? What about a phone line? What about table and chairs? And, how many exhibitor passes are included? What about parking passes? Will you need any special insurance?

The value of doing a show can also be considered when looking at costs. Exhibit space is not the only cost. There will be the cost of a display, literature and man hours plus other incidental expenses. When looking at these costs consideration for the number of attendees at the show is also important.