If you’re new to exhibiting, you may be surprised by the sheer number of trade shows going on each year. There are literally hundreds to choose from, catering to essentially every industry imaginable. So how do you know which trade shows are right for your business?

Know Your Trade Shows

With so many choices out there, it’s important to remember that not all trade shows are created equal. Every trade show offers different pros and cons for different businesses, and choosing the right trade show is a lot more involved than simply picking whichever is most popular.

There are two main types of trade shows to choose from: consumer shows and trade-only shows. The first allows you to reach your consumers directly and sell products right from your booth, while the second is more focused on business-to-business networking. Depending on your goals, focusing on one type of show may be your best strategy, or you may want to attend both types to reach the widest possible audience. Whichever type of show you decide to attend, make sure to tailor your exhibit to that show’s particular audience.

Do Your Research

Once you've started exploring trade shows, you’ll want to do your homework to rule out any that aren't reputable or simply don’t fit. Start by checking out the history and demographics of the show, including how many vendors they've hosted in the past. You’ll also want to know how many people registered as attendees only; what industries the attendees came from; and whether the majority of attendees held decision-making positions in their businesses. This information is usually available on a trade show’s website. If it isn't, it may be a sign to look elsewhere.

Most importantly, don’t hesitate to reach out to your customers to find out which shows they’re most likely to attend. This may mean picking up the phone to contact your top clients, or sending out an email blast asking for feedback. Social media makes contacting your customers easier than ever, so don’t miss out on the opportunity to find out what shows your customers are interested in, directly from the source.

Create a Shortlist

Trying to hit every relevant trade show in a single year likely isn’t a good use of your trade show budget, especially for small and medium-sized businesses. Unless you have unlimited time and money, you’ll need to create a shortlist of trade shows that make the best use of your resources.

There are a number of ways to determine which shows are really best for you, but nothing beats firsthand experience. If possible, you should try to visit your shortlisted shows in person before you spend the money to reserve your spot. If it’s too costly to travel yourself, try contacting companies that have exhibited at your shortlist shows in the past.

If your budget allows you to attend several trade shows each year, make the most of it by spreading your shows out over time. This will reduce the chance of ‘trade show fatigue’ and make sure your brand is present throughout the year. This is a great strategy for increasing visibility and brand recognition among your potential customers.

Location, Location, Location

Picking the right trade show is important, but it’s almost equally important to pick the right location within that trade show!

Don’t let your booth get lost in the sprawl of exhibits and displays. Try to reserve a booth location near major attractions and thoroughfares. Nine times out of ten, a booth near an entryway or the food court will get a lot more attention than a booth that’s squeezed in the far corner of the room. Those far-away spots might be cheaper, but don’t be fooled—it’s often worth it to spend a little more for a prime spot, which will provide more value and a bigger payoff in the end. Don’t forget, trade show slots are limited and the best shows fill up quickly, so be sure to reserve your spot as far in advance as possible!

Choosing the right trade show can be a research-intensive process, but the more you know about the trade shows you’re attending, the better you’ll be able to tailor your strategy to the show and its attendees. This simple step will help you connect with your potential customers, which can directly lead to more brand recognition, better feedback, and increased sales.

Did you find this blog post helpful? Check out the previous posts in our series on how to approach a successful trade show, Step One: Know Your Goals and Step Two: Know Your Audience. And don't forget to download the complete guide, “10 Steps for a Successful Trade Show.” It's absolutely free and full of practical advice to help you achieve your goals.