Business Week Magazine reported that “a trial and error approach to selecting a place to exhibit results in an average of 2.5 exhibit participations before you choose the right event.” When you multiply that by the thousands of dollars and incredible amount of human resources to participate in a show, the cost of choosing the wrong place to exhibit is massive.
Here is a two step approach to choosing the best places for you to exhibit.
Step #1 – Understand Your Objectives
Everything starts with your objectives. Understanding your objectives will influence all your choices.
Step #2 – Define Your Audience
Who do you want to attract to your exhibit? If your answer is “Anyone with a pulse and a wallet,” your response may be misleading you. Rarely will one product or service be appropriate for everyone.