Grapvine Inc. A trade show is a win, win, win situation. While a trade show might help keep your business ahead, you have to be adequately prepared and apply some marketing strategy in order for your participation to be effective. Here are just a few tips on making a trade show an effective marketing tool for your business. But the smartest entrepreneurs streamline their goals so they don't waste their resources. If you aren't exactly sure why you want to exhibit at a trade show, don't.
Most trade shows are specifically industry oriented.
Determine what audience or industry you wish to reach and industry trade magazines and the Trade Show Week Data Book can help you locate an appropriate show. For example, consider your distribution area. If you distribute primarily in a local market, a national show may not be the wisest choice for you. Prepare yourself for a dichotomy in atmosphere, says Suransky. Some small businesses who have a relatively small percentage of business domestically might want to research foreign markets.