3.0 Choosing a show

Relying on others in your industry that have had success or failures at various shows is important information - But, fully understand how their business reflects your own business. Do they offer something that is different than you? It is important to analyze specifically how your product and service fits into the needs of the typical attendees at any show.

Consumer Shows - In the case of a consumer show, the attending public will normally be going because they are interested in getting a product or service. That is why a show focusing on a particular theme can be a better show. The people attending will be interested in those products and services. For instance - A health show, retirement show, electronics show, home and garden show, auto show or others… These shows may be small, but the attendees will be good potential buyers.

Though, more general consumer shows, that may have a broader range of products and services, could also offer opportunity. They can attract a greater number of attendees. Some of the attendees may be going to the show with open minds (not looking for anything in particular) - But, the fact that they are attending may mean they are interested in finding some new products or services. So, an attractive exhibit and product can get their attention.

Trade Shows - In the case of a trade show, many buyers are going because they are interested in expanding their business or lines. You have to decide what would be your best venue for showing and successfully selling your products and services.

If you wish to sell locally, there may be some shows nearby that would be sufficient for your needs. They may be smaller, but they could also be less expensive for exhibitors. You would best identify these by talking to local buyers or reading the industry journals. If possible, check on your competitors or complementary businesses, and find out where they exhibit.

If you wish to sell nationally, or even internationally - Then you have to identify the most successful shows. Again, do your research in the same ways - Journals, buyers and where others in the industry exhibit.

It is important to find out who attends these shows, and from what geographic area. Many of their websites will be in multiple languages, and would have demographic information.

For these international shows, you could also look at what government agencies offer. Local, state and federal agencies are very active in promoting exports. And, often they subsidize your participation. There are also programs in which they will take and display your products for you (So you do not even have to travel).