How to choose the right trade show for your brand
Trade shows can be a very effective way to grow your business, expand your reach to a wider audience and gain valuable industry insights. However, it is important to carefully deliberate the best trade show for your business as you want to ensure that you are utilising both your time and budget in the best way possible. We understand that it can be overwhelming when deciding which ones to attend due to the vast number of event options out there. Considering the following when deciding which trade show should make things easier for you:
Get clear on your objectives
Whether it’s to increase your face-to-face marketing, expand your brand awareness or to source suppliers, ( to list a few reasons as to why you may have decided to exhibit at a trade show) determine your main objectives and use these to drive your decision as to which event will be best for you to attend. This should be the first thing you do before you even begin to contemplate which events are out there.
While of course, all trade shows will boast the opportunity to meet new potential consumers, some will be more optimal for certain purposes than others. For example, if you’re looking to strengthen your relationship with existing customers, then exhibiting at a show where you know you have a good client base will be best. If you are launching a new product or service, then a more product-focused trade show, alongside a carefully constructed marketing campaign, will put you in the best position to do this.
Research, research, research!
You must know how each trade show can help you achieve your objectives. Find out all of the ins and outs of the events including location, size, date, and price as these factors should be considered. To gain a detailed understanding as to how each trade show can help you, once you have narrowed down your options, checking out statistics of previous shows such as previous attendee numbers and consumer buying power will be extremely useful. It is crucial that you are targeting the right audience, so researching the demographics of each trade show is vital. Social media engagements and reviews of the trade show will also give you a clearer idea as to whether it is something you want to be involved in or not. Customer feedback is one of the most effective ways to determine the reputation and success of an event.
Visiting the show yourself to gain a personal experience is the best way to get a feel for the event as you’ll be able to see firsthand what the event consists of. This will also allow you to speak to some of the exhibitors and find out their evaluation of the event – this could potentially save you a lot of time and money in the long run!
Check out the competition & available opportunities
It’s important for you that the event organisers do not have an imbalance of certain businesses as this causes over-competition. Familiarising yourself with a list of exhibitors that have already signed up will help you to feel secure that this will not be the case.
The most successful shows will provide their exhibitors with the opportunity to gain publicity and will have marketing prospects available. If you have the right knowledge, find out if there is an opportunity for you to give a talk on your field to increase your exposure. Finding out the previous year’s press and having a look at media coverage of previous events will give you an idea of marketing opportunities that will increase your ROI.
It is also important to remember that just attending the trade show is not enough to gain any useful benefits for your business. While they may allow you to capture new leads and network with potentional consumers and others in your industry, keep in mind that it is not guaranteed that the biggest and most popular trade shows will be the best for your return on your investment. Be mindful of which trade shows are giving you the best value.
Tickets for Europe Canna Expo can be bought via the following links: