The early bird gets the worm. The same holds true for trade
shows -- the most successful exhibitors are those who start
planning at least 12 months prior to the next event.
Exhibiting requires a great deal of time, money, and
personnel. Make the most of your resources by utilizing
them at the show that best meets your marketing needs.

But how do you know what show is right for you? Here's a
hint: It's not necessarily the one with the largest ads in
the trades or the one that is offering deep-discount exhibit
space. Instead, ask yourself these ten questions about the
shows you're considering, and you'll soon discover which are
right for you.

1. How well does this show fit our marketing needs?

This is the paramount question. Exhibiting at a show must
clearly fit into your marketing strategy. Whether you are
planning to launch a new product, expand into a new
geographical region, or reach out to reinforce existing
consumer relationships, every show should have a
well-defined goal that is an integral part of your marketing
plan.

2. When is the show?

Show timing is crucial. Not only should an event be
convenient for you and your staff, it should not be in
conflict with other major industry shows or events. While
there is a seemingly endless supply of competitors out
there, there is only a limited amount of customers. They
have to pick and choose what shows they'll want to attend.
Don't undermine your chances by exhibiting at a small show
that conflicts with the larger event that 'everybody' goes
to.

3. Where is the show?

Location is everything. Some events purposely locate at
destination locations such as Las Vegas or Orlando to entice
attendees. There is some validity to this strategy,
although you want to watch against the tendency to attend a
show because of the amenities nearby. You're sending a team
to sell your products and services, not to visit SeaWorld or
gamble the night away.

4. Who comes to this show?

A show must attract your target audience. Use attendance
data from previous shows to determine what percentage of
attendees are likely to be interested in your products and
services AND are from your major service areas. It's no
good presenting your products to an audience that you can't
sell to.

5. Who else will be there?

You will want to know which and how many of your competitors
will be exhibiting at a particular show. Remember, you
need to be visible to be memorable! If you are not in front
of the public, and your competitors are, the public will
remember your competitors and not you. However, a savvy
marketing strategy might be to exhibit at a show that
attracts your target audience but is outside of your
immediate industry.

6. How successful is the show?

While individual success is the responsibility of each
exhibitor, there is a great deal that show management can do
to ensure a high quality show. Discover what organizers do
to promote the show, and take a look at previous shows. Ask
for a list of previous exhibitors to contact about the show
and ask them for their thoughts. Would they exhibit again?


7. Has someone from my organization actually visited this
show?

A first-hand perspective from someone who fully understands
your marketing goals and objectives can be an invaluable
tool. Do they think the show is a good fit? Ask them about
show logistics. Did things appear seamless, or were there
some rough edges?

8. How much does the show cost?

Participating in a show can be expensive. Make your
decision only after looking at some real life figures. Add
in every expense affiliated with the show, not just
registration fees. How much will it cost for items such as
signage, graphics, literature, travel, lodging, meals,
giveaway items, etc? And, don't forget to calculate your
indirect expenses - your people's time away from the
office.

9. What kind of help will we get?

Ask show organizers about promotional assistance. Are there
sponsorship opportunities to raise your company's profile at
the event? What types of media are being invited? Also,
ask for audience quality information before you decide. Are
the attendees the type of attendees you want to meet?

10. What return on investment can be expected from this
show?

Return on investment will in part depend on what your goals
are for any given show. If you are concentrating solely on
lead generation, and do not plan to be doing any selling at
the show, return on investment will appear to be lower. It
may take several weeks, months and even years for those
leads to generate sales. However, with that in mind, set a
benchmark ROI, or ROO (return on objectives) that your
company would like to achieve from participating in the
show. Does this mesh with reasonable projections?

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake
Placid, NY, author: "Meeting & Event Planning for Dummies,"
working with companies to improve their meeting and event
success through coaching, consulting and training. For a
free copy of "10 Common Mistakes Exhibitors Make", e-mail:
article4@...; website:
http://www.thetradeshowcoach.com