Meet expectations: Choose the right show

Meet expectations: Choose the right show

It was 80 degrees in Pasadena, California in January for the Rose Parade and Rose Bowl. An influx of people pack up their belongings and move to the land of sunshine after attending these events or watching them on TV. Based on a single beautiful warm sunny day they make the assumption that their life will be better by moving to Southern California.

Making the decision to exhibit at a show should be based on more than a first impression from learning the total number of people who attend that show. It is important to know who is actually visiting the show: are they your customers, and especially the potentially profitable ones?

These are some of the considerations in making this determination:
  • Attendee demographics
  • Exhibitor attendance
  • Buying season of your customers
  • Conflicting shows
  • Trends and market growth in your industry
  • Your past experience
  • Show costs
Ruth Failer, Bronze level, CTSM
 If your objective is to have a positive Return on Investment from trade shows, then choose your show based on solid information. Extensive research before the show can save you from pouring resources into a show that will not reap rewards.

1 comment:

John Mikstay, CEM said...

Great article Ruth. I would only add to this that exhibit managers participating in shows should ask for audited data of those attendee demographics and exhibitors in attendance. If their show does not have an Exhibitor Advisory Committee, They can develop their own request and include a critical mass of exhibitor signatures to be presented to the organizer. We often hear that one or two concerned exhibitors does not do the trick.

If they exhibit at a show that has an Exhibitor Advisory Committee, they should get in touch with those folks and have the audit request brought formally before the organizers as a strategic implementation of an industry best practice to help all the exhibitors provide appropriate and accurate investment validation to their management.

They won’t get it if they don’t ask, and organizers say that if exhibitors do ask, they will audit. It's really all about more transparency in the industry.


John Mikstay, CEM, CSR-P
BPA Worldwide