The Secrets of Being in the Right Show the First Time

The latest statistics counted 13,185 shows in North America with 2,091 of these in Canada. That’s a colossal number of shows. Ten to fifteen years ago you would be hard pressed to find one third that number.

Growth is a sure sign of a healthy industry. But with so many choices exhibitors are compelled to be more discriminating when choosing their shows. Making bad decisions and ending up in the wrong show is harmful to everyone involved - the exhibitor, the show organizer and the attendee.

The cost of being in the wrong show is high measured in time and money, but the the crucial consideration is the opportunities lost. Being in the wrong show means you may have missed the right one. This could mean a delay of a year or two until the mistake is rectified and in today’s lightning speed economy this delay can spell disaster.

For the show manager having the wrong exhibitors affects the quality of the show. Disappointed attendees are harder to get back next year and stories told by unhappy exhibitors spread like wild-fire. The cost of re-renting the space to new exhibitors is much greater than the ease of booking happy exhibitors.

Finally the attendee who goes to the show with a specific need and wastes hours walking by exhibitors who have products and services that are totally unrelated will be frustrated. They will likely conclude that the show is in trouble and the show manager has rented space to anyone they can just to have a filled the hall.

Size matters
The big shows get all the attention. They have bigger promotion budgets, attract more attendees and have a greater base of exhibitors. But, size isn’t everything.
Picking the right show, for most exhibitors, isn’t a game of quantity. It is better played when the stakes are focused on quality. There is no point attending a show that attracts 100,000 people if none of them want to do business with you? There may be tremendous untapped potential waiting at many of the smaller, regional highly specialized shows. These shows attract fewer exhibitors but your chances for success grow dramatically when the 400-500 attendees are a close fit with the demographic description of your target customer.

Not all shows provide the same opportunities
At some shows the expectation is that exhibitors will write orders, at others attendees will buy on the spot while at other shows lead generation is the primary reward. The shows that work best are those that will help you meet your marketing objective. Knowing your objective and focusing on one or two will highlight those shows best suited for your purposes.

Trade versus consumer shows
Some shows are designed to attract attendees from a particular industry. These are usually highly specialized shows that only a targeted audience will find of interest. Public shows generally have a broader scope. While the overall theme of the show is focused ie: the cottage show or the auto show, the number and variety of exhibitors can vary. Your choice really comes down to who you are trying to meet.

Understand your audience
I once asked a show manager what were the three things an exhibitor ought to consider before they sign-up. Without a moments hesitation he said, “That’s easy...audience, audience, audience” Going to a show without a clearly defined picture of your potential customer is a mistake. Companies who say we sell to everyone quickly realize that an audience is not a homogeneous mass of people. The first question you should ask the show manager is “Who comes to your show?” And don’t rely on numbers only, you need to know the breakdown of those numbers and ask yourself, “What are the chances of my targeted customer coming to this show in sufficient numbers to make it worthwhile?”

The truth about audits
When you choose most marketing channels there is an independent auditor who verifies the quality of the circulation. While exhibiting is the oldest form of marketing they have yet to provide this type of service to exhibitors. There are some independent auditors who count and report on audience quality for a handful of shows but the practice is not yet widely available.
When enough exhibitors demand independent accountability from show managers the industry will be forced to respond. For the time being exhibitors must rely on checking with previous exhibitors, attendees and colleagues to get anecdotal information which will confirm or refute the show managers claims.

The sources of show information
There are many sources available to help you through the myriad of show options. Here are a few:
Governments. The federal government, especially if you are considering participating in a foreign trade show is a great resource. You can contact the embassy or consulate in the country you are planning to visit or check one of their many helpful web-sites. There is also excellent information available from provincial, regional and municipal governments. These people are generally aware of shows in particular industries or locations. In addition government representatives often have visited these shows and can confirm the quality of the show attendees.

On-line directories. Many show directories are on-line. Each site is different and will provide a different take on the shows they list. Show listings are thumb-nail sketch giving you the necessary information to differentiate those with potential from the rest. Typically a listing will include such information as the name of the show, location, timing, theme, number of exhibitors, number of visitors, special features, types of products or services featured and contact information for show management. Some sites give you additional opportunities which include access to services an attendee might need. Often there are links to specific suppliers, on-line registration as well as the seminar programs, hotel registration and so on.

Other exhibitors. All savvy business people know the value of checking references. To check out a show manager simply talk to previous exhibitors. Also remember to talk to colleagues in your business network who have similar marketing challenges. Keeping in touch with these people gives all of you an opportunity to share show information.

Suppliers. Your relationship with your supplier can go beyond simply buying products and services. The people who sell exhibit related products and services are in the heart of the action. They are often part of larger, international organizations with a great network of people they can tap for information.

Trade associations and publications. Within your industry lies a plethora of show related information. Some is published in newsletters and magazines, while others are available on-line through your association. The value of your association goes beyond simply a list of shows. Invariably members of the association or the press have visited the shows and would make an excellent source if information.

Customers. Customers are the source most often neglected. During your next sales call ask what shows your customer attends and which they avoid. Also find out what they expect from these shows. This has the potential of revealing some terrific opportunities previously overlooked.

Choosing the right show eliminates many of the problems the disenchanted exhibitor has but the process of selection is not easy. It means doing your homework and developing a sixth sense that is constantly on the lookout for show information. Spend the time and next time you will be in the right show the first time.