Trade shows and exhibitions have now become an important place for businesses to platform their whole catalogue of products to new and existing customers.
If you are thinking about participating in a trade show or an exhibition, there are many important factors to consider when choosing the most suitable trade fair for your industry sector. However, there’s one thing you must have clear from the beginning, which is the reason why you have chosen that specific event and not other. Are you after or in pursuit of:

Sales:

1. Generate sales leads
2. Close sales
3. Build relationships with prospects
4. Advance the sales cycle
5. Cross-sell existing clients
6. Meet spread-out buying teams at one time
7. Recruit new sales people
8. Recruit new distribution
9. Train new sales people

Marketing Communications

10. Build your brand
11. Re-position your brand
12. Increase awareness
13. Survey market awareness
14. Interview clients
15. Generate publicity

Product Marketing:

16. Launch new products
17. Survey attendees about new product ideas
18. Research competitor’s products and messaging

Executive Management:

19. Keep up on industry trends
20. Meet with key clients
21. Meet with key business partners
22. Profitably build the business

So as you assess your tradeshow calendar for the upcoming season, plan in advance how participating in that trade show can substantially increase your ROI. Don’t forget that at an exhibition booth you are face to face with a large number of potential consumers that fall directly within your targeted market. They can see, feel and examine your merchandise, and more importantly your sales force get valuable time to pitch the product. I’m not sure of any other form of promotion and sales tool that can get you that.