Once the decision to exhibit is based upon real show objectives, it is time to talk about show selection. This is also referred to as the “five-step shuffle†in selecting the shows that will help meet identified goals.  This blog covers Step 1 of the Five Step Shuffle.
Step 1 – Research the Company’s Marketing and Sales Objectives.
The first step is to acquire a thorough understanding of the company’s markets, products,  and/or services, along with its marketing strategy, objectives, and goals. This provides a solid foundation against which to evaluate the thousands of trade shows and events available to exhibitors. The most important part of this step is to interview the marketing, product
management and sales personnel. Target these internal groups for input by asking questions about the ideal customer profile, the geographical areas covered, the type of buying or decision-making process involved, along with the strengths and weaknesses of the competition.
Here is a list of some of the objectives to consider before selecting your next trade show:
Do you want to -
1. Generate sales leads from your target market?
2. Have opportunities to “up sell” to your current customers?
3. Enter into a new market?
4. Introduce a new product or service?
5. Educate prospects about your product or service?
6. Build awareness of your company, your credentials and/or capabilities?
7. Gather information about your competitors?
8. Get press or publicity?
9. Identify and interact with potential new customers?
10. Meet with key and/or multiple decision makers of your customers?
11. Have an opportunity to speak at a conference?
12. Identify and recruit possible business alliance partners?
13. Identify and recruit new employees?
14. Show that you support your industry?
15. Conduct market research (surveys, industry trends, etc.)?
Once you have determined your company’s primary objectives for a trade show marketing opportunity, you should then put your attention and focus on ways you can specifically measure the outcome of each objective.
