Picking the Right Trade Shows for Your Company

It's a new year with a new set of trade shows to plan for this year. If you're like me and want to make sure that every show is effective and beneficial for your company, then you probably assess whether you're going to attend or exhibit at a show year after year. Here are some tips for picking the best trade shows to attend and/or exhibit:
-Make sure that your current clients/prospects will be in attendance (If you can't get in touch with your clients/prospects beforehand, try contacting the show organizer and asking for a list of attendees. If they won't give you a current list, ask for the previous year's list. If they still won't give it to you, ask for last names with company names or simply company names.)
-Also when you're speaking with the show organizer, ask them how many people have attended the show in the past few years. If the trend is negative, be weary of how it will continue to be successful for you in the short-term.
-To get the most bang for your buck, you want to exhibit at a show that has the highest number of current and potential clients that need (or can refer) your product or service.
-Make sure you can reasonably achieve your measurable objectives if you exhibit at a particular show.
-Think about the learning opportunity as much as the prospecting and selling. Learning happens at trade shows all the time. From learning about a new trend in your industry to what your competitors are pushing to what joint venture opportunities you may be able to partake in are all examples.
-Look at all of the opportunities the show offers companies to promote their brand. Speaking, exhibiting, advertising, hospitality suites, and promotional material distribution are just a few examples of what most shows offer to help you promote your company.
-Most importantly think about how the show went last year compared to other shows. Is it still providing value to your company?

In the past two years, companies have slashed their trade show budgets and trade show managers are being asked to do more, or the same, with less funds. If you are in the same situation, the items above, coupled with your budget and the geographical proximity of the show will help decide which shows you should attend and/or exhibit at this year.

Giving First

I've read a couple of books in the past few months (books on CDs actually) that deal with giving to someone first without expecting anything in return. This can relate to many situations, but the over-arching theme is to provide and show value to others. Whether that's forwarding an article of interest to a contact or introducing two of your connections to each other, think about the last time you were a "giver." Try being a giver once a week for the next three months - without expecting anything in return.

2011 New Year's Resolution

Another year, another resolution. This year, my New Year's Resolution is to listen to at least one book on CD in my car per month. I'm almost half way done with my resolution for January!

If you haven't made yours yet, here are some other suggestions for New Year's Resolutions:
-Read one book per month in your area of work
-Watch one hour less of tv per day
-Get involved in an industry organization
-Volunteer some time to a cause close to your heart
-Let other people help you when they offer to help
-Say "thank you" and leave it at that when people compliment you
-Put the Blackberry/iPhone/PDA etc down during meals and when you're spending time with family

Now those are just a few, but New Year's is the time to assess what's going on in your life and focusing on making it better for yourself.

Have a happy and prosperous new year.