Optimising your business’s trade show prospects should always take precedent when you decide to embark upon a marketing campaign. Hundreds if not thousands of exhibitions are held in the UK every year for businesses (of all sizes) to take part in. For that reason alone, ensuring that you attend the right show for your business is paramount; failure to do so could result in a loss of both time and money.
Total Displays, one of the UK’s number one authorities (and suppliers) of high quality displays, point of sale (POS) stands and much, much more aim to help you figure out ‘How to Choose the Right Exhibition for Your Business’ in this article.
What Type of Event is it?
On the whole, there are two types of tradeshow events – specialised and broad. Specialised events will be tailored to a specific industry, audience or theme while broad (as you might’ve guessed) are generally larger in scale and encapsulate a range of different sectors. Depending upon your company’s exhibition goals, either event type comes bundled with its own set of advantages and disadvantages.
Advantages of a specialist event
- The probability of acquiring new contacts is a lot higher as you’re surrounded by attendees who are involved within that industry.
- You can learn a great deal about your business’s strengths and overlooked weaknesses at a trade show of this nature. This can then be used to improve marketing campaigns in the future.
Disadvantages of a specialist event
- If you’re looking to heavily market your business or brand then a specialist event like this probably isn’t the best place to be. This is mainly due to the fact that you’re likely to find yourself rubbing shoulders with your competitors.
- A specialised event is usually smaller in scale which means that the scope of attendees is equally as limited.
Advantages of a broad event
- An event of this type is far more suited to companies with marketing goals in mind. They provide a great platform for businesses to showcase their products, services and brand to a much more diverse audience.
- A broader trade show event offers up a wealth of opportunities for companies to take advantage of. Business to Business and Business to Consumer are most definitely fair game.
Disadvantages of a broad event
- Due to the large scale of the event it becomes far more likely that you’ll be overlooked by attendees if your exhibition display isn’t top notch.
- The longer the trade show is, the more expensive the commitment. This is something that could greatly discourage or adversely affect smaller firms from attending.
Who Else is Attending?
It is relatively easy to find out the types of people attending events, as organisers will usually broadcast this information using social media sites and their own exhibitor list on their website. This is the perfect time for a company to gauge the level of investment and potential interest.
How Popular is this Event?
It’s a good idea to do some research prior to the event to find out how popular the event actually is. By determining the supposed level of interest beforehand you can prepare the appropriate resources accordingly.
Is this Particular Show a Worthwhile Investment?
Embarking on a tradeshow event is no easy feat and can prove costly in terms of time, resources and money. That’s why it’s vitally important to establish your reasons for attending and furthermore, establishing that they are entirely justified. Companies planning on going to a tradeshow should consider the following costs:
Travel – Getting you, your staff, equipment and extras to and from the event can be expensive, especially if your premises are far from the venue.
Exhibition Cost – Costs tend to differ from event to event, so it’s always a good idea to pick your battles (well rather tradeshows) wisely. Can you see the potential ROI after you’ve taken into account all of the costings associated?
Extras – It’s also important to take into account extras like food, drink and emergency funding should the worst happen.
As you can see, finding the right exhibition to attend requires more thought than many would actually consider let alone believe. By taking all of this account you’re far more likely to make a more informed choice rather than an impulsive one.
And there you have it, Total Displays’ ‘How to choose the right exhibition’. To find out more information on any of Total Displays’ goods or services browse our website or contact us via the options available.