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Here are some methods to consider using to help build your show selection skills. The first tip looks at using location to increase coverage of as many prospects as possible.
With a limited number of employees and a small trade show budget available to us, we try to diversify the locale of scheduled shows and events. In order to reach the maximum number of potential customers using the least amount of resources we use geography as an ally. This also helps ensure that we aren't seeing the same customers at different shows.
Rob Taylor, Spectrum Products Inc. (Treegator)
A formal, structured approach to show selection can help to eliminate some of the emotional issues that may cloud a sound decision. The next tip suggests how you can employ such a method in your measurement and evaluation process.
I like to send a "Tradeshow Evaluation" form with every box, and then follow up with the booth staff. We make note of which customers we've seen at each show, along with what shows have the most value to us. The evaluation information is also good for recording show size, so we can tailor the booth to the show. Reviewing this helps to decide at which shows we should be increasing or decreasing our presence.
Angela Fitzpatrick, FONA International
Don’t forget the basics of show research when you set up your selection process. This reader has pulled together several classic areas that should be researched on the way to deciding on your best show choices.
Before you sign up for a new show, do your homework. Contact your clients and a few exhibitors from the previous year to get their perspective on the show and why you should be there. You may want to wait a year to exhibit and attend the conference as an attendee and experience the exhibits from the other side. You may get ideas on how to differentiate yourself from the competition.
Name withheld by request
Finally, we present this tip from a reader who points out that the biggest shows may not always produce the best results.
Don't overlook the smaller, more local shows. Although many people tend to focus all of their efforts on large scale shows, sometimes local shows offer just as much opportunity, without being so expensive.
Jeremy Philbeck - SPEC Inc.
We hope that you have gotten something of value from these tips. In closing we offer you some other resources that may prove to be useful when you put your own show selection system together. Note the two links to web sites listed under "Related Tips." These are very extensive sources of trade show and event information. In addition, you can learn more about the selection process by attending Skyline’s seminar on trade show marketing, "Maximize Your Trade Show R.O.I."
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