There are thousands of industry professionals who have NEVER attended a tradeshow, let alone exhibited at one. This is a missed opportunity, because spending surveys indicate that a face-face meeting with a prospect at a tradeshow costs $142, while the cost of that same face-to-face meeting at a prospect’s office is $259.
A great deal of paper and kilobytes have been dedicated to discussing ways to maximize your tradeshow experience. However, what about this question: should you exhibit in the first place? For newbies and veterans alike, this can be a difficult decision.
Here are the Top 5 Ways to Research a Tradeshow:
- Sign up as an attendee. Walk the floor, go to the seminars, and participate in the networking events. You may be able to generate some business. Your personal experience may result in a resounding YES or NO. But remember that your POV is limited. Be discerning.
- Review tradeshow prospecti: These are normally found on event websites and are a good way to learn who goes to a show, what their titles are, their concerns , etc. Additionally, independent research organizations regularly perform detailed surveys at these shows and gather valuable metrics that can prove useful in making your decision. The web is filled with this type of information, including sites like Exhibit Surveys. http://www.exhibitsurveys.com.
- Talk with your peers. I’m not suggesting you call up your competition and ask them direct questions about their tradeshow programs (although, some mystery shopping never hurts), but here’s what you can do. First, check to see if your competition exhibits at a show. Most event organizers provide detailed exhibitor lists on their sites. Determine for how many years they have exhibited, where their booth is on the show floor, how big it is, etc. If they are a veteran exhibitor at a show, this tells you that your target audience most likely attends this show and that your competition has found value in returning.
- Talk with strategic partners. They may be much more forthcoming about their tradeshow experience because you pose no threat to their business, and, if anything, could help their business (a rising tide, etc.). You may not learn their exact ROI, but a frank conversation will help you take their temperature about the show, and influence your final decision. You may also uncover ways to work WITH your strategic partner to enhance your collective exhibiting experience.
- Ask your your customers: Connect with customers (with whom you have a good relationship) and question them about the show. Do they attend? What was their experience? Will they attend again? They know you are looking to grow your business, and should be motivated to share information. This could, perhaps, be your best source for intelligence. (And if you do choose to attend, make sure to take this helpful customer out to lunch at the show!)
Of course, you may uncover additional sources, but these are a powerful start, and may provide valuable information.
Still have questions? Call us and let us help.