How can you prioritize your trade show expenses to meet your business goals?

1 Set your objectives

Before you decide to attend a trade show, you need to have a clear idea of what you want to achieve. Do you want to increase brand awareness, launch a new product, generate leads, or close sales? Your objectives will help you determine how much you need to spend on different aspects of the trade show, such as booth design, marketing materials, staff training, and follow-up activities. You should also set measurable and realistic goals that align with your objectives, such as how many leads you want to collect, how many sales you want to make, or how much revenue you want to generate.

2 Choose the right show

Not all trade shows are created equal. Some may be more relevant to your industry, target market, or product category than others. You should research the trade shows that match your objectives and criteria, such as the size, location, audience, and reputation of the show. You should also consider the costs and benefits of attending each show, such as the booth fee, travel expenses, and expected return on investment. You may want to prioritize the trade shows that offer the best value for your money and the highest potential for reaching your goals.

4 Prepare your materials

Your materials are your tools to convey your value proposition, showcase your products or services, and collect leads. You should prepare your materials according to your objectives, budget, and audience. You may want to prioritize the materials that are relevant, informative, and engaging, such as brochures, flyers, samples, or demos. You may also want to prioritize the materials that are easy to distribute, store, and track, such as digital or QR codes. You should avoid spending too much on materials that are outdated, generic, or low-quality.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?