6 Best Key steps to choosing the right trade show
With hundreds of trade shows taking place each month, choosing the right one for your brand in Europe can be difficult. Every trade show is unique in terms of the audience and exhibitors that it serves or hosts.
The million-dollar question is: which trade show is best for me?
Before you take the plunge, ask yourself a few simple questions, and you'll be able to make a decision by the end of it.
How much money can we set aside for a trade show?
You can choose to participate in a specific show based on your budget. This necessitates extensive research into how much a specific trade show can cost you. There are some massive and internationally renowned shows in Europe. You may have to pay a lot of money to participate in them. So knowing your budget's 'percentage-wise allocation' makes sense. If Europe is your target market, there are numerous local shows in which you can participate every quarter or year. If your market is outside of Europe, look for international shows in Europe in your industry every year.
If you have decided to participate in a specific show, consider whether your budget is sufficient to complete the project.
What is our objective to participate in a show?
It is critical to understand exactly what you want from your trade show experience. If you want to sell your products, for example, you can target consumer shows. However, if you want to establish business relationships and expand your network, you must influence purchasers, buyers, and wholesalers, among others. You should concentrate your efforts on trade shows that are only open to business professionals.
Who are my competitors, and which trade shows do they plan to attend?
This is one of your most important cues. Keep an eye on which shows your competitors are attending. It is possible that your competitors have a large budget for trade show participation and are targeting large shows where you will need a large budget to participate. See if you can get a small stand in such shows to test the market. If that isn't possible, look for shows in which other big or small players in your industry plan to participate. You can find information about participants on the website of the trade show organizer or the official websites of trade shows.
Where can I find an accurate list of industry trade shows?
To narrow down your search, use websites such as 10times.com, eventseye.com, expodatabase.com, and tradefairdates.com to search trade shows by industry. You will find a list of trade shows relevant to your industry here, and you can then focus on shows in which you can participate based on their popularity, visitors, participants, booth space prices, and so on. These websites also provide visitor data from the previous year.
Once you've narrowed down your list of trade shows, you'll need to dig deeper to learn about their past performance. Check the number of visitors, exhibitors, leads, and sales they have captured, for example.
Is there a market or demand for our business in Europe or outside?
The prospect of exhibiting in Europe may seem fantastic. However, if there is no target market for your product, there is no point in spending a large sum of money on a trade show that will be of little use to your company. You can always go to research companies for comprehensive research data and seek professional assistance.
Are we familiar with the city and the venue?
Participating in a trade show becomes less stressful when you are familiar with the city and the statutory requirements of its venue. However, if you are not, you may encounter unforeseen circumstances or last-minute glitches that will negatively impact your exhibiting experience. So, once you've purchased the stand space, seek the assistance of a professional exhibition stand builder. A trade show booth design company that creates the best trade show booths in Europe will have a local presence in European cities and must be well-versed in all of the venues' mandates and trade show guidelines. Language and cost may be a barrier in deciding which country to participate in. A local stand builder could relieve your stress by handling labor and logistics for you.
Who is exhibiting and attending the trade fair?
After conducting your own research, contact the local BSOs (Business Support Organizations) and IPDs (Import Promotion Desks) who can assist you in locating the appropriate trade fair due to their years of experience in organizing trade fair participation. Their firsthand knowledge will undoubtedly aid you in narrowing down your search for the best trade show in Europe for you.
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