2.0 Searching for shows

Firstly, you have to identify a show that will have a good number of people interested in your product or service. For some industries this may be a no-brainer, as there are the well known and attended shows in the industry. But, you have to look at your own product and services, and look at all the possible options.

There can be some shows in related industries, or even shows that have a wider range of industries, which can offer you some good opportunities. There can also be some very small and focused shows, or even government sponsored trade missions, that could be very effective for you. This is something that really has to be researched by you, and the costs and potential benefits weighed.

There are some good sources for identifying shows. If you are reading your industry journals, you will be reading about the shows all the time. And, of course, you will be hearing about them from your suppliers and clients. So, it is important to listen to their comments and observations about the show(s).

There are also web sites that have extensive lists of shows. For instance, you can find information at:

http://www.tsnn.com/

http://www.biztradeshows.com/

http://www.publicshows.com/index.cfm

http://www.eventseye.com/

If possible visit a show before you participate. And, study it carefully. Spend at least a whole day there, observing what goes on, and the traffic. If possible attend all the days of the show - It will give you a feel of what it is like to be exhibiting there. Also, read the industry journals that may be available during the show - You will often find comments and observations of the exhibitors and attendees.

Consumer shows and trade shows are significantly different. In a consumer show, the attendees may mostly be making one time purchases of products and services. Whereas, in trade shows the attendees (buyers) most likely will be attending the same show(s) year after year. So, you have to keep this in mind when deciding on what would be the most effective show for you.

You’ll have only one chance with someone attending a consumer show. Whereas, a trade show can require a long term commitment to exhibiting at the show - But, you can have an opportunity to build up a good client base.

With all of this in mind, in choosing a show, the questions that you will be looking to answer are: How well will your product or service sell at the show? How many people attending the show would be interested in your specific product or service?