How to select the right exhibition for your business
Going by trade show magazines and exhibition websites there hundreds of exhibitions held every year across the globe. Over the years, companies have begun to realize the potential of exhibitions and are going out of the way to participate in one. To cater to them, investors and organizers arrange shows and exhibitions for various sectors and industries.
With too many options to choose from, exhibitors tend to get overwhelmed with the choices. Obviously you cannot participate in every show of the industry. As a brand you need to be selective and choose the right show that will help you to yield maximum return off your investment. In this article, we show you what is the criteria on which you should select a show for your business.
Your budget–If you don’t already know, exhibitions are an expensive affair. From booking exhibition space, to hiring a good exhibition stand builder for your exhibition booth there a lot of expenses you have to incur. Before you shortlist a show, analyze your budget. The idea is to earn much more than your actual investment. Hence set aside a realistic budget and then begin your hunt for the right show, exhibition stand design company, sales team etc. There is an exhibition for every budget. Depending your budget you can hunt for a show that fits in your budget along with other criterion.
- Your preferred venue – Like we mentioned earlier, there are plenty of exhibitions in each continent. Once you create a list of the potential shows and exhibitions you want to participate in, you then need to bifurcate them according to the country they are conducted in. The region you exhibit in also greatly influences your budget. Like exhibiting in Europe is going to be more expensive than exhibiting in Asia. Study the currency conversion rate and available resources such as exhibition stand builders and exhibition agencies before you select a show in any country.
- Your brand reach – Not every brand and company caters to a global audience. If the desired show and exhibition venue is in a region where your brand is completely unheard of then chances are you won’t be able to generate as many leads as anticipated. Successful brands and companies always study the brand’s reach before picking up a show and venue to exhibit in. This criteria will ensure that your exhibition booth garners tremendous footfall and helps you to gain brand exposure.
- Your competitors – An easy way to lock down an exhibition to participate in is by studying your competition. Almost every other brand participates in exhibitions to engage their audience and reach untapped market. Analyze your competitor and gauge what exhibitions they participate in. You can also drop by their exhibition stands and study their visitors and witness their footfall. This will give you a good idea what shows and exhibitions can help your business and you can make a calculative choice.
Your demographic – Last but not the least, the selection of your show should largely depend on your demographic, more commonly known as target group. The goal of participating in exhibitions is to boost sales, increase brand exposure and brand recall value. If your target group is not a part of the visitor count at your shortlisted show than the point of participating in the exhibition is moot. Your selected exhibition, exhibition venue, exhibition stand presentation, your exhibition stand design, your marketing plan everything should be selected and created to entice and engage your audience.