Know Why You Are Exhibiting at the Trade Show

Part 2 of 6
Before you commit the time and expense to be a vendor at the trade show, first and foremost, you need to define why you are exhibiting and what you hope to accomplish. Are you there to get leads? To sell your product or service? To get noticed? All of the above?

You will need to determine which type of trade show best serves your purpose. There are two kinds of trade shows. One is a vertical exhibitor show in which the majority of the participants focus their products or services toward a single market, function or industry. The second kind is a horizontal exhibitor show that contains a broad mix of companies that exhibit products or services from many different industries.

It doesn’t matter which of the two kinds of shows you choose, the main attraction for participating in any expo is that it is the best way to get in front of a mass of people in a very short period of time. I’m rather sure that you will see more people there in one day than you could from making sales calls over several months.

Some other compelling reasons for participating are:

You never know who will be at the show. Your product or service may be seen by distributors, franchisees, potential business partners, etc., or even catch the interest of the media

Using the opportunity as a way to test your marketing material

Using it to introduce or test new products or ideas for service

Creating an industry or community presence

Collecting leads for potential customers

Meeting and greeting people who might otherwise be unavailable to you

To support the organization holding the event


Next post: How can you make your exhibit at a trade show memorable and effective?