Exhibition Tip of the Week #1: How to target the right exhibitions

So you’ve welcomed in the new year and you’re now deciding which exhibitions to target in the upcoming year. The following steps will guide you on your way:

1. Clearly define your objectives - Is it to launch a new product? Is it for specific sales at the exhibition? Is it just for brand awareness?

Always keep your key objectives at the front of mind to ensure there is a consistent focus throughout the exhibiting process.

2. Do your homework - Initially, it is important to research trade/ industry associations for upcoming exhibitions and to study your competitors to see what exhibitions they are involved in. If you didn't get the chance to visit the targeted exhibition last year, it is best to research past exhibitors and media content to gauge what to expect.

Where possible, it is also a good idea to contact the exhibition directly to gain any additional information that might help give you that competitive edge. Finally, talk to your customers about what exhibitions they attend and what they would like to see from you.

All these steps are important for you in assessing the prospective reach and return from an exhibition.

3. Consider your schedule - Plan ahead by considering other events throughout the year that may conflict with a targeted exhibition and impact attendance at a particular exhibition. Once conflicting events have been accounted for,  space out these new opportunities to maximise each exhibition’s focus.

At the end of the day, less is more - focus on doing a few big exhibits well, rather than doing lots of small ones adequately - don’t blow the budget but cover the market.