Locating Great Trade Shows

Pick the right opportunity for sales and networking

By Carol Smalley, entrepreneur/editor/trainer/writer, Carol Parenzan Smalley

The primary purpose of a trade show is to bring buyers and sellers together. With thousands of trade shows held annually, however, it can be difficult to find the ones where the sales and networking opportunities justify the time and cost. Attending or exhibiting at the right trade shows can help you:

Increase your market share among existing customers.
Successfully launch new products and services.
Introduce your business to a new market.
Strengthen relationships with existing suppliers and vendors.
Forge relationships with new suppliers and vendors.
Improve brand awareness.

Know your goals

Before you start searching, think about your trade show goals. Are you trying to reach new customers? Find new suppliers? Your objectives will dictate which trade shows will meet your needs.
Try: Find a list of trade show goals at the SBA and view research on various trade show objectives at the Center for Exhibition Industry Research. The "Tradeshow Coach" Susan Friedmann offers 30 tips for visiting a trade show to make sure you achieve your objectives.

Explore a directory of trade show events

Not sure where to begin? Start with a directory of trade show events. Once you've narrowed your choices, dig deeper and gather specific event information, such as targeted audience, attendance, number of vendors and keynote and breakout session speakers.
Try: Visit online directories of trade shows and conferences, such as EventsEye, TSNN or TradeshowWeek.com and explore events specific to your industry. TechWeb.com lets you search for IT-related trade shows by date, location or industry. Find international trade shows at Trade Show Center.

Read trade journals

Trade journals cover and advertise shows extensively. Spend time exploring advertisements about upcoming trade shows, listings of industry-specific events and reviews of past shows to determine which shows are best for you.
Try: Find a list of trade journals in dozens of industries at Yahoo!. Tradeshow Week, the trade show industry's trade journal, can keep you up-to-date on news and reviews about shows around the country.

Ask trade association colleagues

Industry colleagues can tell you about their experiences at shows. Many trade associations hold regional networking meetings that provide you the opportunity to talk with colleagues, and many also have online discussion boards and listservs where you can post questions about trade shows.
Try: Yahoo! provides a list of trade associations, or you can purchase a Directory of Trade Associations.

Factor in transportation, hotels, meals, exhibitor fees, shipping charges, booth set-up and tear-down, carpeting, plants, ashtrays, janitorial services, and time spent away from the office and other customers to determine the possible return on your investment.
Recognize that your absence from a show may be detrimental with respect to image in the industry.
Consider trade show numbers cautiously. Show organizers have been known to persuade tourists not truly interested in the show's focus to venture through the door with freebies and giveaways.
Inquire about speaking opportunities at the show to offset the cost of attending a show or as an opportunity to get more visibility at a show.
Be selective in your choices. Use your trade show budget wisely.
Beware of trade show burn out. Tired toes may dampen the sales spirit.
People buy from people. Focus on the relationship even in big corporate settings.