Are you just beginning to exhibit at trade shows? Are you trying to figure out where to start? Are you returning after a long hiatus? You've come to the right place.
One of the most challenging things for businesses to do is to determine which shows they should exhibit in and how large of a booth space they should select. The optimal solution is not really an actual mathematical formula, but should be derived from careful analysis of show prospectuses, internal marketing goals and objectives, and budget needs.
Every show that is “audited” has a show prospectus, that breaks down the demographics of the show – including target market, number of attendees, number of exhibitors, etc. The organization that sets these standards is the Exhibition and Event Industry Audit Commission (EEIAC). One of the most key standards is that the audit should be conducted by an organization that is not affiliated with the show itself. It’s important to choose shows that have been audited.
Additionally, when deciding on booth space/size, remember that the cost of what you put in the space will increase incrementally as you increase in booth space. A bigger space isn't necessarily better. It takes a lot more money to exhibit in a 20’x20′ space than in a 10’x10′ space. Also, more space does not mean a more successful trade show program. It’s better to exhibit in a smaller space and do it well, than to book too much space and not have enough booth properties to show - and it's important that you make it clear to your attendee what you do.
Lastly, the show that has the most attendees isn’t always the best show to exhibit at. Sometimes it’s better to select a smaller show where the attendees are more qualified and/or more relevant to your target market.
Event Driven Solutions is here to help our clients with choosing the right shows and the right booth size to create the right mix.