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Trade Shows Making Yours A Success Trade shows done right can be the crown jewel of your marketing mix Heres how to make trade shows pay off for your company Set quantitative goals for each show at which you exhibit Theres an old saying that goes We dont know where were headed but were getting there fast If you dont have established goals for your trade showhow many customers you want to prospect how many deals you want to close and with whom and a dance card filled with appointments in advance of the showyou arent maximizing your staffs time This extra preparation can mean the difference between an uncertain return on your investment and a healthy one Use trade shows to test market new products Sometimes instead of putting together an expensive market research study consider bringing product prototypes and demonstrations to show in a private space of your booth or in a hotel suite This can save time and money and give you qualitative data you might otherwise miss Gather competitive intelligence You dont even need a booth to gather tremendous competitive intelligence at a show Give yourself and your staff time to walk the floor and attend the product demos of all of your competitors then put together a report for management after the show encapsulating your findings Dont choose a show for its location Sure wed all like to attend the convention in Hawaii But sometimes the show in the less desirable location is the one that will produce the most serious buyers Make sure the trade show organizer shows you the demographic data from past events to get a feel for the type of attendee First-time events are risky It can be costly to exhibit at a show that has no track record If a new show is in or near your hometown or a major office the costs can be mitigated to a
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