5 Questions to Ask Before Attending a Trade Show

Your first attendance at a trade show is a significant step for a growing company. It’s a major investment whose outcomes may determine your company’s future. Ask yourself the right questions before attending to ensure you meet your expectations, minimize the risks involved, and optimize your return on investment.

1. Who is the target audience we want to meet at the fair?

While trade shows are venues that facilitate interactions between supply and demand, your target audience still needs to be present. Your clients need to be there! You can’t afford to choose the wrong show.

For example, if you sell natural cosmetic products at a beauty show, your products might not resonate with your audience as much as they would at an eco-friendly and wellness fair. They may be more expensive than other products, and the visitors at this fair may be more focused on aesthetic than ethical concerns…

Here are the key points to consider at this stage:

• Research past editions of trade shows in your sector
• Consult statistics and databases collected by show organizers
• Define your target audience
• If your main competitors are there, there’s a strong chance your audience will be too!

After this study, choose the show where you are sure to meet your audience and ensure they visit your booth.

2. Is our presence at a trade show mandatory?

Some sectors can benefit from event marketing more than others. However, any company with growth objectives, thus any existing company, should consider it at some point in their business evolution.

It is the only direct meeting place for suppliers and buyers. Of course, for certain sectors, trade shows are indispensable. Not participating could be a serious misstep if it is an annual and anticipated event by your clientele.

For example, it’s hard to imagine a motorcycle show without the Harley Davidson stand or a bridal show without the leaders in that specific market.

Depending on your company’s notoriety, your presence becomes not optional but a required appointment where your clientele will already be waiting for you.

3. Do we have the budget and human resources needed to succeed at the exhibit?

Attending a trade show involves freeing up substantial funds. Yes, view it as an investment and not an expense, but does your company have the shoulders strong enough to advance the necessary budget for organizing such an event? Do you have the means to meet your ambitions? All of this can be calculated. If you have the budget, participating in a trade show is an excellent development opportunity.

• To estimate costs, research the rental costs of a space. They typically represent half of your budget. You will also need to add:
• Purchase or rental fees for an exhibit stand
• Demonstration samples
• Promotional material
• Human costs (salary, travel, meals, etc.)

It is also necessary to ask these questions:

• Do you have staff available whom you can train and send to the shows?
• Do you have the budget to hire salespeople?
• Do you have the time to attend yourself?

It’s impossible to know in advance the exact amount of return on investment that attending a trade show will yield for your business.

The returns are not always immediate, but it’s an exceptional opportunity for a company to gain visibility, directly meet its audience, and develop business relationships.

4. What are the objectives of our participation?

We all know the ultimate goal: business growth. However, to achieve this, various strategies can be implemented.

Ask yourself what your immediate participation motive is:

• Direct sales
• Brand recognition and image
• Seeking a business partnership
• Product demonstration
• Contract signing
• Meeting new leads
• Etc.

By knowing your objectives precisely, you can set up your exhibit stand accordingly and plan the necessary human resources.

5. Do we have the time to plan our next show?

Planning a show requires time and organization. If you’re asking yourself whether to participate this year or postpone until next year, it’s better to go next year than to participate without being 100% prepared!

You will then have the necessary time to:

• Attend the show once as a visitor
• Develop the budget and plan necessary financing
• Train your teams before they go on the field
• Shop for an exhibit stand that meets your needs
• Invite your clients or prospects
• Communicate before the trade show dates

Most companies actually plan their trade show a year in advance!

The important takeaway: ask yourself the right questions before attending a trade show. We can’t repeat it enough: preparation is the key!

Calculate the risk factor and return on investment estimates. In an increasingly dematerialized world, meeting prospects directly is a crucial step in business development.