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
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| 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.
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