For many businesses, trade shows still represent a viable, cost-effective means to generate leads and awareness for their product or service but for others, they’re expensive boondoggles with little if any return. Before you sign up for another show, ask yourself three important questions:
- Why am I exhibiting?
- Who are my targets?
- What do I want to accomplish?
Valid reasons for exhibiting may include generating qualified leads, launching a new product, conducting market research, meeting potential partners, spending quality time with current customers and gaining media exposure.
Your challenge is to weigh the cost and considerable effort against the return. If you decide a trade show is the right use of your resources, remember that it’s not enough to just show up.
You need a game plan for pre-show marketing, onsite promotion and post-show follow-up. If you can’t manage an integrated plan of attack, consider registering as an attendee and simply walking the floor.
You don’t need a full exhibit to host a press conference or entertain customers. The bottom line? Consider your options – there may be a smarter way to achieve your goals.