An ad in a trade publication immediately indicates that the company is interested in the field and willing to spend money to attract buyers. Both of these criteria are important qualifiers for prospective exhibitors. Trade journal ads can be particularly important if you are developing the first trade show for your industry. In addition to their own allied members, the association relied heavily on trade advertisements to build its exhibitor prospect list. There is a drawback to this method, however.
Some people try to build databases in a hurry, and do so without a contact name.
That's not always wise considering the rising costs for brochures and postage. It leaves a lot to the mail room person. When tracking the proper contact person, the place to start is with the marketing manager, says William Denhard, Account Executive with McGraw-Hill List Management Center, and President of the Direct Marketing Club of New York. The marketing manager can identify their target markets, tell you whether or not the company exhibits, and who is responsible for making the exhibiting decision. Attendee surveys are also becoming popular for identifying new supplier segments.