How To Pick The Right Trade Show For Your Business



Working with a full-service exhibit company is a crucial part of the equation if you want a successful trade show. A professionally constructed exhibit makes that all-important first impression when potential clients or customers visit you.


However, another essential component of success is making sure you even belong in that trade show. All trade shows are not created equal, and even the best trade show can hurt your business rather than help it if you don’t make the right choice.


Your Goals Matter


One of the most crucial elements of ensuring that your business exhibits at the right trade show is a clearly defined goal for what you would like to accomplish with your exhibit. For example, there is a big difference between wanting to generate brand awareness among the general public and wanting to meet with potential clients for B2B negotiations and close deals.


A consumer-oriented trade show is very different from an industry or commercially-oriented one. This is an important distinction, and your own business goals will have you falling on one side of the other of this coin.


Research Trade Shows


Knowing your goals is important, but the history, reputation, and “pedigree” of a trade show are other good indicators for making the right choice. Some established trade shows, for example, may appear to be “no brainers” for attending, but if attendance has been trending downward, and a change in management has left many exhibitors unhappy, then just relying on the idea they’ve been around for many years may not be the best metric.


Always research trade shows to see what honest testimony, praise, and criticism of recent shows are like.


Press Opportunities


Depending on your needs, another important aspect of good trade show results is interacting with the right press. A B2B service, for example, may greatly benefit from being featured in a specific trade publication, respected industry website, or even blog. The press is primarily responsible for quality information dissemination and expanding reach through its audience.


If a trade show is attended by the kind of press that can help spread the word about your business, that’s one more reason to attend. As long as your product or service can stand on its own and appeal to the market you’re aiming for; press coverage can’t help but improve your prospects.


If you’re thinking of taking part in a trade show and want to plan your exhibit, we can help. Contact Lighthouse Exhibits, and let our full-service exhibit company work for you.