Trade Show Goals

What Are You Looking To Achieve?

Regardless of which type of shows you decide on, you should set out in writing just what you are aiming to achieve. It will probably be a combination of the points set out below. You may also have other goals that I have not thought of.

By setting out your objectives you will have a better idea of: the type of show you are looking for, the size and design of stand you will need and a better idea of the budget you will need to allocate to achieve these goals.

So here are some ideas to get you thinking:

Finding new customers

This may seem obvious but you would be surprised how many businesses view contact with a customer as a one off event. In fact most retail outlets don’t even know who their customers are. Yet we know from research that it is much easier to sell something to someone who has bought from us before.

It follows then that we must capture the contact details of every single customer. Then we can keep in touch with them with the view to selling to them again and again. Email is great for this because it costs virtually nothing.

Exhibitions are great places to find people interested in what you sell... capture their details and turn them into lifelong customers.

Launching new products or services

This is one of the great traditions of trade shows. Every year around the world sees the launch of new cars, clothes, bikes, boats and every other product you care to name.

All of these glittering icons are surrounded by bright lights, beautiful girls and hoards of reporters scuffling to get the latest scoop on these latest offerings.

OK... I understand that the latest shower unit is not going to generate the same media frenzy but even so your trade show is the best place to launch it. The international press core probably won’t attend but a good review in your trade magazine or a home builder magazine will serve your purpose.

Make sure you tell everyone about before the show. Send out press releases announcing the launch and make up some press packs to hand out at the show. Don’t forget to leave some in the show press office and check from time to time to make sure they don’t run out.

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