Why Exhibit?
I often ask clients (or potential clients), “why do you exhibit at this trade show?” You’d be surprised how many respond with, “because if we’re not there, people will wonder why.”
Why spend several - if not hundreds of several - thousand dollars on an obligatory trade show with little hope for profit? Particularly in this fragile economic climate, try to exhibit only at trade shows that meet your marketing objectives and present a clear means of returning on your invesment. Focus your efforts on trade shows which cater to:
- Your targeted audience
- Decison-makers (managers & directors, not their assistants)
- Vertical markets (specific products or services)
…are held in:
- Substantial venues (ie. OCCC, McCormick Place, LVCC)
…and allow for:
Customized rental exhibits
Some smaller shows, usually commencing in hotels, on fair grounds, etc., only allow exhibitors to utilize pop up exhibits: it’s hard to stand out when everyone is advertising on a black, 8ft. backdrop.
Try to secure an island or peninsula configuration. You’ll pay more upfront but these allow for higher identification, visibility from several aisles and clear division of space (conferencing, demonstrations, reception, etc.).
Rent an exhibit design that makes the most of your space and marketing objectives. Steer clear of “pulled from a shelf” designs or those created using modular components. Go for something clean, innovative and seamlessly functional.