When a business has a limited budget for trade show exhibits, they often have to be extremely selective in choosing which shows to invest in. Choosing the right events can make the difference between having a wildly successful exhibition and being forced to cut trade show booths from the budget completely. Making this decision should be based upon gathered intelligence from within and outside of the company.

Define The Objectives

The first and most important thing for a business to do is to define the objectives that they are trying to accomplish through exhibiting. Understanding this will eliminate unneeded exhibitions from the list of possibilities based upon the target audience, the size of the event and the location of the event. For example, if a Chicago-based company is trying to expand within the local market, a New York exhibition is probably not the best option for the company, and they should instead opt for Chicago trade show exhibits. When it comes to more defined variables, such as the type of audience at an event, companies will need to do their research on each event.

Talk With Employees

An invaluable asset for a business in making location selections for trade show booths is employees that have had experience at events either with the business or with another company. Those that have actually been to the exhibition are able to provide information as to the return that they found. Their insights can give information as far as the type of attendees that are at each event as well as what types of booths were the most successful. This helps a business decide based upon experience which trade show exhibits will be successful for them.

Talk With Current And Prospective Clients

Another extremely valuable resource for businesses is their current and prospective clients. When talking with the client, companies can ask which events the client plans to attend. This enables the business to gauge which shows are the most attended by businesses that are interested in their products or services. Based on this information, a company can make a more informed decision on which events to attend.

Look At The Numbers

Finally, businesses should consider the numbers when choosing between trade show exhibits. This does not just mean considering the actual expense of the event. Companies must also consider the results that each event will produce. In order to properly analyze this information, appropriate measurements should be reviewed from past attendance (if available). Actual results can provide businesses with accurate intelligence if using successful strategies at those events. If there is a question as to the strategy of exhibiting in past years, then the information may not be as reliable, and instead businesses should rely more on employee and client information.

Connecting with those that have worked in the trade show booths industry for years can be a huge benefit to companies. A professional can provide valuable insight to choosing the right events for a business as well as setting up an effective strategy. Making informed decisions will ensure success at trade show exhibits.