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Trade shows represent an excellent opportunity for business associates to meet and network with each other. Executives can recruit new clients or work with other executives on a partnership project. Trade shows give small businesses much needed exposure. Consider these steps when deciding which trade shows your business should attend.
The most important thing to do when deciding on trade shows is researching which events will benefit your company the most. Most trade shows focus on a specific industry. Therefore, go to the shows that will highlight your industry. For example, electronics company representatives shouldn't attend trade shows that mainly focus on fashion. If it's unclear what industries are represented at a particular trade show, go to the trade show's website and look at the list of past attendees.
It's also important to think of your target audience. Go to shows that your current and future clients will likely attend. If there's a trade show near where you already have many clients, book a space in advance and ask your clients to spread the word.
Always plan a budget when deciding which trade shows to attend. Don't just go to the most popular events. Small businesses are better off going to regional and middle-tier shows that won't have too many exhibitors competing with each other. Some venues offer discounts for first-time exhibitors. Factor in booth rental and setup fees along with marketing costs (i.e. flyers, banners) into the budget.
Set aside most of your money on reserving a spot for your table or booth. As with real estate, location is very important and exhibitors should aim for areas that get frequent foot traffic and where their booths can attract attendees' attention. A table in the corner will likely not get noticed by many people.
Certain businesses have a show management team that set up goals and gather data on the various trade shows and conventions. Executives should consult with this team before committing to any trade shows. Executives should also talk with other trusted exhibitors and ask for their opinions on the best trade shows and trade show venues.
Trade shows often host seminars on the latest industry trends or business education. These talks also present outstanding networking opportunities. If you think your company could benefit from this, ask the exhibition hosts if they will include seminars in their show program.
If you have questions or would like more tips on deciding which trade shows your business should attend, please contact one of our representatives.