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3 Tips to Choosing the Right Exhibiting Events

3tipsChoosing to exhibit at the right events or trade shows is a large contributor to your ROI and success.  The right events will have the target market you’re looking for and can also help you see the competition that you face in your industry. Many regions will offer lists of the top trade shows, organized both by location as well as by industry. Don’t rule out exhibiting locally, and don’t rule out travelling as an option either. Keep your options open so that you can find the right show for your objectives and your trade show budget.

Consider the following tips when choosing your next exhibiting event:


Exhibiting isn’t cheap, so it’s important to understand what you can afford and what you need to be able to afford to make the event worthwhile and meet your goals. Budgeting for a trade show entails multiple facets, so plan ahead and understand what you need for marketing, promotions, staffing, giveaways, event fees, and of course, your exhibit.

Know Your Audience

Understanding what motivates your consumer demographic plays a major role in all of your marketing initiatives and success. The same holds true for your trade show exhibits. Many companies assume that their targeted audience will only attend functions specific to their industry; however, this is simply not true. Consider various local events; these events can get you in front of the right crowd without all of the competition found at an industry-specific function if you’re looking to start with the intention of more exposure.

Walk a Show as an Attendee

Perhaps the best way to determine if a function makes sense for your organization is to participate as an attendee. The cost of an entrance ticket to an event is a fraction of the cost associated with becoming an exhibitor. You will have the chance to walk the room and see firsthand every opportunity offered at a specific function to decide with certainty if it’s worthy of your business in future years.

These are not all of the factors it takes to know which show is right for your exhibiting efforts, but take these tips as a starting point. Communicate openly with your sales and marketing teams to collaborate on objectives, needs, and other factors that drive your exhibiting endeavors. You’ll find the right shows for you.

About the Author

Scott Price was President of Skyline New Jersey and is currently retired.

One response to “3 Tips to Choosing the Right Exhibiting Events

  1. Great tips Scott. Walking the floor of a trade show (tip 3) is something we often recommend. Not only can you get a good feel for the show (as you mentioned), but you can also check out your competition. You can see what competitors are displaying at the show, you can see their exhibit booths, and you can see any attractions or multimedia they use. With this knowledge you can make sure your exhibit doesn’t pale in comparison to your competition and budget more accurately.

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