Why Exhibit - Which Exhibition

Do research for which type of show is best for your business and which will give you the best return on investment. Evaluate the exhibition and whether it is right for you by asking some of the questions suggested opposite.

• Who is organising the event? How established and credible is the organiser? Does it run any other events?
• Find out how the organisers attract visitors. Do they use the web? Do they count on past attendees to advertise? Be cautious of exhibiting at a new exhibition.
• You can contact the organisers for specific information on the exhibition such as how many attendees were there in the past, who will be attending this year, who will be exhibiting, and how many people will be exhibiting.
• Who is the target audience? Will you meet the potential customers? How long has the event been running?
• Is it a premier event? Is it perceived in the industry as credible?
• What are other events in the market? How does this event compare to its competitors? Does this event clash with any of them?
• What about your competitors? Is it made up of rival companies or competing products?
• What are they doing? How many rival companies or competing products will be present? What is their commitment to and exposure at the event?
• Who are your competitors aiming to target? What visitors will they be interested in?
• Will the event give you leads? If so, what kind? Sales, general enquiries?
• Does this event work well with your overall marketing strategy?
• What are the PR opportunities? Trade magazines? Show web site? Promotional leaflets? Appointments with journalists?
• How will this event make a difference to your brand? Is there an opportunity for branding the venue? Will the visitors be sufficiently exposed to the brand? Does the event work with your brand strategy?
• Should you really be at this event? Is it something you ‘need’ to be at because it will generate leads, promote the brand, etc.? Or is just something you would ‘like’ to do?

<- Back to Why Exhibit