1.0 Deciding whether to exhibit at a show

The basic question - Is there a benefit to doing it?

The cost factor is significant. Depending on your business’ products or services, a show can bring you many new customers or a few new key customers. And, if you are familiar with your industry, you may already have a good idea of the opportunities of the shows in your industry.

If not, then you should do some research about them - In your industry journals, trade association web sites and by speaking to others in your industry. Very importantly, find out if your current customers attend shows - If they do, find out which shows they attend and why?

Even for businesses that are already participating in one or more shows, perhaps there are other shows that can offer other opportunities. It is something that should be continuously looked at, as the business environment is always changing - And, new shows can offer new opportunities.

The basic deciding factor is if you will see a positive return on your investment in the show - Hopefully, a very big return. There are many factors involved in exhibiting at a show. And, you must keep in mind that very often, participating in shows is a long term commitment and investment. This is especially true for trade shows.

You must remember that the buyers attending trade shows have been doing business with their current suppliers for many years. And, the trade show is really an opportunity for the buyers to conveniently visit many of their suppliers to see what’s new in their lines, and do their seasonal or cyclical buying.

They will of course be looking for new products, and perhaps expanding their supplier base. So, there is opportunity at shows for new exhibitors. But, often a company may have to participate in a show several times to build up a client base at that show. Factor this possibility into your decision.

If you have a new and unique product or service, it may attract attention (especially if you are doing a PR campaign). And, this may attract some attention at the show - But, consider the fact that many of the larger companies (buyers) may wait to see how successful your product/service is before making an investment in it.

In the case of doing consumer shows, you will be dealing with individuals (not large commercial buyers). So, your considerations must be focused on who will be attending the show, and how marketable your products are to that particular group. Also, the theme of the show, the attendance, geographic location, and other demographics that will affect your success at the show.

I don’t have a formula to give you that will determine whether a show would be profitable, or even beneficial, to you. What I can give you here is an idea of the costs that you will be incurring, and the work involved to exhibit at a show. Your expertise in your product or service market will have to be relied upon to make the decision.