Step 3 – Create a Master List of Shows

Creating a list of show opportunities is just the beginning. Without the background established in Steps 1 and 2, the chances of selecting the right shows are almost as good as winning the lottery without buying a lottery ticket. The mission of this step is to develop the master of all lists – a compilation of all possible shows and events that might meet the company’s marketing objectives. This list will serve as the basis for further investigation. There are many sources,

both direct and indirect, to help in this compilation of data. Start this search by accumulating whatever show directories you can get your hands on. One great resource for doing this is the Trade Show Week Web site, as it allows you to research shows by international, national, regional, or state, and by year, industry category, and key word. (http://directory.tradeshowweek.com/directory/index.asp)

Here are some key things to consider when gathering a collection of show details:

Show name for Consideration

Industry

Show Objectives

Key Prospect Types

Show Website

Show Dates

Show Location

Saleserson Territory (if applicable)

Show Booth Size (the size your business is considering)

Show Package Costs (the show package your company is considering)

Notes (from your research about the trade show)

Hyperlink to Show Prospectus

If your company’s primary goal is to further industry recognition by branding and building your image within the industry, look for shows that offer a great deal of advertising opportunities at reasonable costs.  Consider sponsoring a network event, contributing to event kits or having your company name printed on the event’s hotel key cards as these are all great ways of getting your company’s name noticed.

It is also a good idea to personally call the event producers directly about media opportunities.  Sometimes you can get special insider tips by doing this.  Remember, poor show selection, unqualified leads, or not attracting key prospects to the show booth all creates lost budget dollars, little to no sales, wasted sales team productivity and unmet sales goals and objectives from the show.


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