“Here’s Proof That Size Doesn’t Matter.” Ian Altman’s headline may be provocative, but his insight into how to select the right trade shows for your company is really on the mark.
Altman, author of Upside Down Selling: An Integrity-based Sales Approach to Avoid Being Predictable, made his comments in a blog printed in the Huffington Post.
Altman’s three key insights into show selection are:
Insight 1: A bigger show isn’t a better show if your target audience isn’t in attendance.
Action: Look for shows where a high percentage of the attendees are your potential customers. These will almost always yield the best ROI.
Insight 2: You can only succeed at a show where attendees are interested in your message.
Action: Be honest with yourself. Articulate your message and then ask: Is this something attendees at XYZ Expo are going to care about? If the answer is no, skip the show.
Insight 3: Your customers are likely to have already identified the best shows for you.
Action: Ask your existing customers which shows they benefit from attending. There is a very good chance that these are shows where you’ll find other companies that can benefit from your products.
Read Altman’s full post here.