Vertical vs. Horizontal Markets
A good deal of your effort in pre-show planning might be placed on which trade shows to attend. You might want to give some thought, though, to which market you’re best apt to serve: Vertical or Horizontal.
Vertical trade shows are those in which exhibitors providing a specific product or service cater to attendees interested in a specific product or service. Boating, golf and apparel shows would most likely fit this category.
Horizontal trade shows are those in which exhibitors providing a variety of products and services cater to attendees interested in a variety of products and services. Healthcare, electronics and technology shows would likely fit this category.
While vertical shows can be most advantageous - in that your marketing can be more focused - they can be tricky because, if your marketing isn’t focused enough, you won’t get the desired results.
The most crazy horizontal show is exhibiting at a state fair…. you never know who is going to come along at one of those. I find that a lot of companies with broad markets use those venue’s to promote themselves. For example, cell phone companies can get at an enormous amount of potential customers at a state fair.
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