January 15, 2010
Which exhibitions are the best?
It doesn’t pay to display at as many exhibitions as you can if those exhibitions are not relevant to your target market. Save the money and do some planning first. Create a strategic marketing plan and identify exhibitions that will fit the plan perfectly. The next consideration will be budget. No use in exhibiting if you run out of cash because you overspent. Research how many people are expected at the specific events before signing up. You will not want to spend thousands just to get one or two customers who at the end of the day will only spend a few thousands. You want a solid return on your investment. It doesn’t mean that you should ignore the smaller exhibitions. If you are still climbing the ladder you will have a hard time competing with the multinational companies when exhibiting and may end up spending more than what you get back. It is essential to book events that will fit in with your marketing strategy, target audience, and your budget.