The type of show you choose depends on what your business is about. A show geared to physical therapists would be vertical. One geared to boaters, for example, would be horizontal. Conversely, a show for occupational safety and health services would be horizontal and would attract both vertical and horizontal buyers. In general, trade show types can be distinguished by the number of attendees and list of vendors. In addition, a show focused on occupational safety and health services would have attendees from all types of markets, from occupational health and safety services to boating.
Regardless of the type of trade show, it’s important to remember that your primary goal is to gain visibility. Trade shows are an excellent opportunity to interact with people from various industries. It’s easier to network with people at a trade show because everyone can see the same face! Once you meet someone at a trade show, you can contact them later through social media to find out what they are doing. If you’re attending a trade show to learn about a new product or service, you’ll be able to talk to them about the benefits of your product.
Once you’ve figured out your audience, consider how you will present your products and services. It helps to have a plan for each. You should plan how many people you expect to attract, and then allocate budget accordingly. You should allow for personnel, travel, and product costs. And be sure to plan travel to the location of the trade show, which is another way to maximize your marketing efforts. You should also keep in mind that trade show success depends on the quality of your booth.
The traditional measures of trade show effectiveness make strong assumptions about their effectiveness. They implicitly assume that trade shows are more sales promotion tools and opportunities for direct selling. This approach leads to the impression that trade shows are merely a stepping stone toward mass selling. And, because trade shows cost so much money to attend, many managers view them as a boondoggle. However, there are many other benefits to participating in trade shows. Here are a few of them:
Trade shows allow businesses to showcase new products and services and to network with other companies. In addition to meeting potential customers, attendees can learn about new trends and technologies. You may even be able to get involved in discussion sessions and meetings with industry leaders. The trade show may be a combination of a conference and an exhibition, a combination of the two. It may be difficult to determine which one is right for you, but many businesses have found success at trade shows.
In addition to providing a forum for networking, trade shows also increase revenue. The largest shows may attract tens of thousands of attendees. Most large trade shows are held in venues up to 1 million square feet. Convention centers are increasingly using indoor mapping to help attendees and exhibitors find their way around the show. There is a lot of money to be made at these events, so it’s important to ensure that you are prepared. For exhibitors, that means setting up a unique and noteworthy convention booth.