Because exhibition stands and conferences, in general, are costly, it is critical to make the most of your time and money spent there.

How can I know which shows will be the most valuable?

Your previous experiences and statistics are a wonderful place to start when evaluating your best-fit trade exhibitions. How many qualified leads did you collect at each trade fair this year? Did your performance at any particular trade show improve year over year? Refer to the success measures you’ve been utilizing.

If you want to create leads and sales, you should look for shows that draw a large percentage of your target client group. Formtex recommends requesting precise attendance demographics from event organizers.

When addressing the target audience, the word percentage is crucial. A huge trade show that draws a significant number of your target clients (along with many others) may be less valuable to you than a smaller exhibition that is more strongly focused on the requirements and interests of those consumers. A mix of broad-reaching and highly focused shows is good.

Who should I send from my team as part of the exhibition staff?

When answering this question, keep your critical goals for the show in mind. Are you primarily concerned with spreading the word about your product? Sending only one person to staff your booth may be enough. Do you wish to connect with clients one-on-one or go to technical workshops to learn about new technology? You may require the assistance of a few other folks.

Your objectives will also influence who you send. A sales representative’s mix of technical product expertise and customer interaction experience frequently makes them an effective delegate at a trade show.

Is there a number of trade shows that I should attend?

We have consumers that go up to 12 shows every year and some who only attend a handful. While there is no “correct” amount of events to attend, the method is to choose which performances you should continue to attend and which you should abandon.

Solid, consistent measurements are essential for supporting your judgments. A common variable, such as total leads, qualified leads, or quotations, might help you assess your progress from show to show or year to year.

If the trade exhibitions you’ve been attending are no longer a suitable match, it may be time to look for new ones. Though they frequently draw a smaller audience, hyper-niche events might be a good option. This will be covered in further detail in the next section.

What should I track?

People have told us that they rate trade show success based on gut instinct, that one show “felt” better than another; yet, without key performance indicators, you can’t truly determine if an event was beneficial. If you’ve never quantified trade show success, collecting the business cards you acquire at events is a good place to start. The next step is to pick a statistic, such as qualified leads or quotations, and track it from show to show.