What do you do if you're an executive deciding which trade shows to attend?

It's very important that you have a strong reason why your company wants to invest time and money in an trade show. Questions should be asked: Who is the target attendees, can your company prospect new businesses, will your competitors be attending and set a goal to track your ROI. If this all looks good, set a plan for following up.

Begin by clarifying your objectives and goals for attending trade shows. Determine what you aim to achieve, whether it's generating leads, networking with industry peers, showcasing products, or gaining market insights.Personal Insight: For instance, if the goal is to launch a new product, focus on trade shows known for product launches and innovation in your industry.

Como executivo decidindo quais feiras participar, é essencial avaliar cuidadosamente as metas da empresa. Isso inclui alinhar a participação com os objetivos estratégicos, considerar a geração de leads e oportunidades de negócios, verificar o posicionamento da marca, analisar o retorno sobre o investimento (ROI) e avaliar o valor de networking e aprendizado. Ao considerar esses aspectos, é possível tomar decisões informadas que impulsionem os objetivos da empresa.

Investigate various trade shows that relate to your industry. Look into their themes, the typical profile of attendees, past exhibitor lists, and the types of sessions and speakers featured. Focus on trade shows that attract high-profile attendees, offer valuable networking opportunities, and have a track record of success. Consider the demographics of the trade show attendees. Are they decision-makers, influencers, or a mix of professionals from your target market? Attending shows where your potential clients or partners will be present is more likely to yield valuable connections and business opportunities.

If you are going international, the first thing is to talk to someone of trust locally. Checking exhibitor lists from past years will give you an idea of what the visitors search at an event - check if they your product would match their expectations.

Factor in costs such as booth rental, travel expenses, marketing materials, and staff accommodation. Ensure the chosen trade shows offer sufficient ROI within your budget constraints. Evaluate your budget allocation for trade show participation. Prioritize trade shows that offer competitive pricing and provide value for money based on expected outcomes and opportunities.

Determine whether your competitors are attending the trade show. Being present at key industry events where your competitors exhibit can provide insights into their products, marketing strategies, and customer interactions. It also ensures that your brand remains competitive in key industry spaces.

Evaluate whether there are opportunities for you or your colleagues to speak or participate in panels. Such engagements can enhance your company’s profile, establish your team as thought leaders, and attract more visitors to your booth. Involve your team in the decision-making process. Team members who have attended similar trade shows in the past can offer valuable insights into which events might be most beneficial for your company.

-->Networking Opportunities: Evaluate the networking potential and ancillary events offered by trade shows. -->Promotional Strategies: Plan pre-show and post-show marketing initiatives to maximize visibility and engagement. -->Post-Show Evaluation: Define metrics for measuring trade show success and conduct post-show evaluations to assess ROI and gather lessons learned.

É importante também traçar a estratégia para coleta de leads e ver o que você pode entregar de conteúdo útil para quem você encontrar pela feira. Uma estratégia que já utilizei em uma empresa de tecnologia para o agronegócio foi a de fazer um quiz, em que os visitantes respondiam perguntas do setor e quem acertasse todas ganhava um super prêmio e quem errasse, ganhava um brinde um pouco mais tímido. Contudo, no formulário, era necessário preencher com algumas informações, como: nome, contatos, se era produtor ou estudante, e etc. A partir daí, o lead ia sendo qualificado pelo funil de vendas e também alimentado pelo marketing de conteúdo.

As an expert in promotional branding, I would add that choosing the right trade show also depends on the promotional opportunities available. The ability to distribute customized trade show gifts or promotional items can significantly enhance brand visibility. Therefore, executives should also consider the rules and regulations of the trade show regarding promotional giveaways when deciding which ones to attend.