Picking the right marketing communications vehicle: Shows, expos, and events

You want to get the most out of every dollar AND every hour. Trade shows and expos can cost a lot – in time, energy and money. Networking events can waste time by pulling your focus in the wrong direction. They may cost real money also,  if you exhibit.

Don’t let this scare you away from these activities, though. There are ways to make sure your investments pay off. Start with these basics:

1) Are they right for you?

A trade show or expo is like a retail environment. If your products need to be seen, touched, demonstrated or otherwise experienced, trade shows and expos can work for you. Be ready to make the most of the opportunity to meet and greet your prospects.

Networking events attract a lot of solo-preneurs. If you want to meet this kind of person, networking events may work for you.

2) Are you going to the right ones?

Each event, expo, or show attracts professionals who may or may not match your target. Before going, determine if it’s your kind of meeting.

• Check with management. They may be able to tell you who’s come in the past.
• If it’s a conference, scan seminars and workshops to see if the topics will attract your kind of people.
• Look at who’s exhibited in previous years (and who’s coming back.) If someone you know has attended, ask them what they think.
• Attend the show or event as a spectator before committing to exhibiting.

3) Do you know what you’re getting from your show/expo/event investment?

Build evaluation of results into your activities so you know what you’re getting. Leads or inquiries are a concrete measure. Lead quality is usually more important than quantity though, so arm yourself with qualifying questions.

Participation in networking events, expos, and trade shows can be spendy. Do whatever it takes up front to get the most out of your investment.