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.