Selecting the Right Show
To start, select the shows you want to exhibit at only after you have set your trade show objectives. Then dig in to do some serious background research. The best bet is to look at the trade shows in your industry and carefully weigh the options.
Talk to your employees -- what shows have worked in the past? Where do sales people see the customer's needs leaning? Look at whose going to be there. Talk to your current and prospective customers -- is this a show they will be attending? And even if you are comparing trade shows with a wide variety of audience sizes and interests, you can use the Show Selection Worksheet in this section to estimate what number of attendees would be your organization's potential audience. Finally, after you have compiled all the information, weigh your options carefully and select the shows that will suit your needs best.