“Location, location, location” may be an adage that is most frequently associated with the real estate industry, but it can be just as appropriate for trade shows. Our Houston trade show company found the most recently available figures from the Center for Exhibition Industry Research, which reports that there are more than 10,000 trade show and exhibition opportunities in the United States in a given year. But are all of them an opportunity for you? Probably not. It’s important to do your research on the trade shows you are interested in, to make sure they are a suitable venue for you to exhibit your business.
When you start researching, you must first make sure that any trade show you have your eye on is one that is relevant to your industry. Sometimes, that’s easy; if it’s a show that caters exclusively to your industry, then that may be the only confirmation you need. Then again, shows that are exclusively for one industry are not always the best places to find new customers – because everyone in attendance provides variations of the same service. In fact, attendees who are based out of the same city or state are most likely competitors with each other.
If you are thinking of attending an industry-specific trade show, you will have to decide if there is room in your budget for a show that is designed for networking with colleagues and competitors, rather than getting new leads and customers. If your only exhibition goal is to get new leads and customers, then any trade show you are considering must pass this one litmus test: Will your audience be there?
If so, then you’re one step closer to making the decision to go. If not, then that show should probably be crossed off your list. When you decide which trade shows have the highest concentration of your audience, then you will know which ones are worth your time – and you can call our Houston trade show company to start planning an impressive exhibition.
