Regardless of the industry, your company location, and size, you’ll surely be invited to several trade shows. As a business owner, it’s up to you to decide if you should participate or just send someone in your employ to attend the show. This is a crucial decision since the right choice can offer your business significant sales and exposure, while the wrong decision can hold your business back from realizing its key goals and true potential. To help you decide, consider the following.
Can You Afford Exhibiting at the Trade Show?
Who are you sending, and how many? Consider related expenses like food, allowance, and accommodations. Will you need custom trade show display booths, along with signage, business cards, datasheets, furniture, display cases, devices, monitors, and Internet connection? In addition, you should also factor in lost hours at work.
Will the Trade Show Bring in Your Target Audience?
Consider exhibiting at trade shows that will bring in customers in your target market. Prior to even considering exhibiting at the show, determine your target audience so that you can ask the organizers if your services or products are the right fit for the show’s target attendees.
Will Your Business Obtain Useful Feedback?
You can use both positive and negative feedback for growing or improving your business. Speak with people who approach your booth, even if they didn’t buy anything. You can learn something from each and every conversation with those people. Keep note of feedback received, if you’re not handing out feedback forms, and then share them with your team.
Other Factors to Consider
If you’re still unsure, ask someone who has already exhibited in a similar trade show to get valuable advice. It’s a great idea to reevaluate the current standing of your business so you can better decide if you should pass up the trade show and participate when you’re ready.
Don’t just focus on potential sales – you don’t have to sum up your sales via the estimated ROI and amount of leads during the event. You could obtain valuable experience, partnerships, and exposure for your business.