Exhibitions

2. Choosing the Exhibition

The key consideration is which exhibitions your target customers will attend and read about.

2.1 What is the exhibition's track record?

• Ask for an analysis of the previous year's attendance.How many decision-makers from your target market were present?
• Look at the previous year's catalogue.How professional is it? Which companies were exhibiting?
• Ask your competitors what they got from attending - most people will tell you.

2.2 When is the exhibition?

• Is that a good time for your business to be disrupted by the extra work?Could you cope with any extra business the exhibition generates?
• How far in advance will you need to plan?

2.3 Where is the exhibition?

• Is the location convenient for you and your target customers?

2.4 What size is the exhibition?

• Smaller and more specialised exhibitions may represent better value for money.

2.5 How much publicity does the exhibition receive?

• Where will the organisers advertise the event?
• Do they have any links to the media?

2.6 What else will the exhibition offer?

• What services will the organisers provide?
• What special events will there be?
• Will your trade association have a stand for members there?

2.7 How much does it cost?

• Exhibition organisers charge rent on the floor space.
• Total costs may be around two to four times as high as the rental cost (see 8).