Where is the Best Place to Exhibit?

I am frequently asked, "What's the best place to exhibit?" Sometimes this becomes, "What do you think of the XYZ show for me?" Some of my boutique clients tell me that they have been exhibiting at certain markets and they are wondering if it is time to go to a big expo and which one they should go to first. There are a couple of things to consider when you ask yourself these questions: Where is your Target Market? It may be the best show on earth, but if the people you sell to are not there it will quickly become the worst show for you. That doesn't mean you have to stick to the theme of the show. A friend of mine has a Hummer Hire Limo service. He exhibits at ‘Adults Expo’ because he targets Hens Parties and Bucks Parties. So where will your target market be? What show, expo or marketplace do they go to the most? What are your Goals? You need to consider your target market in line with your goals. Maybe you are not after sales you are after brand awareness or looking for a joint venture. What location will best serve that goal? This is one of the reasons McDonalds love having an outlet in children's hospitals. Their sales may not be massive there but it fits in with their goal of capturing their target market at an early age. What are you trying to achieve? What show, expo or marketplace will best help you achieve this? Do the Numbers Add Up? The investment to exhibit is different for different events. Out of town adds travel, accommodation and meal costs. Different size events have different booth costs. Staff levels will impact your costs. Different locations impact on price points and bundles you may create or sell. Cost per impression on your branding will be different depending on numbers and relevance to the visitor. So do the numbers. Is the return on objective and return on investment within the desired range? I believe there is NO best place to exhibit. There are only places that fit within your defined requirements and those that don't. These three considerations will help you assess your next potential location to see if it fits your requirements. Let me know if you need any help assessing it.