Chris Harmen

Choosing The Right Marketing Events: How To Maximize The Impact Of Your Trade Show Booth

Choosing trade shows that are relevant to both your marketing goals and target market is a simple, cost-effective way to maximize the impact of your next trade show exhibit.

Creating an eye-catching trade show exhibit is widely recognized as being a marketing strategy well worth the required resources. But after a few successful years of use, your current display may be ready for retirement. Logos become outdated, brand messages evolve, and staff can become complacent with the same old display. If this sounds familiar, it may be time to create a new trade show booth; and with budgets tightening by the minute, you may begin to wonder if the benefits are worth the cost. You know you can create an amazing display that will appeal to the masses, but is it really worth all of the expenses that come along with exhibiting? If you choose the right places to display your booth, it most certainly can be!

When evaluating the success or failure of past exhibiting experiences, what many companies don't take into consideration is whether the results were affected by the particular marketing event they attended. You can have the most extraordinary, technologically-advanced trade show booth in the venue, but if you're exhibiting at an event that isn't geared toward your target market, it is bound to yield less than stellar results. By taking the time to carefully consider each possibility, you can focus your resources on those most suited to your company's product or service - and, consequently, maximize the impact of your display!

Don't Attend Out Of Habit

Just because you have always attended a particular event in the past, doesn't mean you have to continue doing so. Closely scrutinize previous years' results to determine if it is a wise choice to continue the relationship. Were you completely satisfied with the outcome? If not, take a chance and consider exhibiting future trade show displays elsewhere!

Do Your Research

Take a close look at all of the upcoming shows, evaluating the pros and cons of each one. The best place to start is to make a comprehensive list of possibilities and slowly weed it down to the most promising prospects. Once you have a more manageable list, consult colleagues, or even current and potential customers, to get their feedback. Have they attended this particular event, or do they plan to? Recommendations from trusted colleagues and customers can be an invaluable resource for deciding where to take your trade show displays. And always factor in your company's marketing goals when making your decision.

Consider Bringing Your Trade Show Exhibit To A Regional Event

While national and international events are often viewed as the most prestigious or attractive, they may not always make the most business sense. A more economical, and less intimidating, option could be found in regional events. Taking your trade show booth to several smaller, regional events with a more targeted audience can lead to a higher lead conversion rate than attending one large, national event with a less defined group of attendees. In addition, regional events are more likely to be in close proximity to your business, which means you may be able to cut travel and shipping costs by driving to the destination!

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