Step 5 – Create a Short List of Shows That Meet Your Expectations
Here’s where the rubber meets the road. Analyze all the information collected in the first four steps and make decisions as to whether exhibiting at each show on this list is justified. Create a spreadsheet for comparison data. In making these critical decisions, the analysis should be based on the following:
Should your company exhibit? Does the quality of the attendees meet your company’s marketing objectives and justify your company exhibiting in the show?
If the answer is yes, what level of investment is justified to reach the potential attendee and compete effectively with other exhibitors?
What strategy and objectives should be entertained for each event?
What’s the size of the potential audience?
This is the most important information for determining whether or not to exhibit. Use this formula to calculate the potential audience, and if there is a drop in attendance – this will show with lower figures.
Net attendance
X % which is your target audience
X % interested in your products
= Size of potential audience
How is traffic density?
More and more shows are providing metrics of their audience quality (such as buying influence or volume of planned purchases).
Net attendance
X average hours viewing exhibits
X 10
÷ total net square feet of space
X total show hours
= Traffic density
A great tool for measuring booth space information and traffic is at www.CEIR.org. This site has a tool called ROI Tool Kit and it is free! In order to use this free tool, you have to create a username and password; you can sign up as an exhibitor or on behalf of a client and put in key statistics. This tool will help develop goals and track performance against those goals. Budgeting is another area of concern for exhibitors. How do exhibitors know the costs associated with shows? Exhibiting involves many different expenditures. Because of the numerous components involved, it is easy to overlook an area and have unexpected expenses. Use the checklist below to manage estimated exhibition costs.
Establish a realistic budget
There are many different expenses involved in exhibiting. When putting a trade show budget together, consider the following: the exhibition space; the display (estimate 60 percent for structure and accessories and 40 percent for graphics); show services including shipping, setup, and dismantling and utilities; transportation; pre show, at-show, and post show advertising; promotions and special events; and personnel expenses including
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