Before
You Sign Up for that Next Trade Show Review this checklist to verify the wisdom of the
investment:
•
Are
the right types of businesses represented in the audience? Make sure
you request a breakdown of attendance by business type from show management
to evaluate each show.
•
Do
the right types of people attend? Very often you'll find the right
kinds of businesses represented in show audiences, but not the right
types of individuals. Once again, go to the show manager for a breakdown
of attendees from past shows.
•
Do
they come to learn about your type of product? In other words, are
you an "oddball" among the majority of exhibitors? Ask for a list
of past exhibitors to see if your products really fit in with the
rest.
•
Are
you really adding up all the costs to exhibit? The costs to dress
up the booth, ship it and rent space are usually just the tip of the
cost iceberg. The biggest expenses are in people's time spent preparing
to go, traveling to the show, manning the booth and traveling home.
Make sure you include all costs before signing up, even if they end
up spread over several budget categories after the fact.
•
Are
the contacts made at a show, for your type of product, truly qualified
buying influences? According to the Trade Show Bureau, the average
cost of a trade show contact is $185 while the cost of a one-on-one
private sales call is around $300. On a comparative basis, are you
really getting your money's worth?
•
Are
you guilty of overkill? Even if a show has long been productive, is
your presence more than it needs to be in terms of the size and the
complexity of your booth? There is evidence to suggest that exhibit
size is not a critical factor in either attracting visitors or converting
a booth visitor to a bona-fide prospect.
