Firms that have niche products or services are usually much further ahead attending smaller, regional, more focused shows. If you can find a show that is tied to an educational program, you will experience even better results. In times of downsizing and reduced budgets, companies are more likely to send people to a show that is allied with an educational opportunity as opposed to an exhibit-only function. Smaller shows offer other advantages. They are usually less expensive to attend.
Smaller shows require less expenditures for show marketing because the audience is usually smaller.
In many cases smaller shows, while perhaps having less traffic than some major national shows, will have a more informal atmosphere. This is a much more comfortable venue for your staff and will enable them to spend more time getting to know prospects. Smaller shows also often provide an opportunity for exhibitors to sponsor or share in sponsoring receptions or hospitality suites. A recent survey by Sales and Marketing Management Magazine , in the October issue, reports that hospitality suites do open the door to sales. Companies whose suites lack food and drink are perceived as cheap.