4 Questions To Help You Choose The Right Trade Show

Trade shows offer valuable opportunities for enhancing brand recognition, cultivating leads, and engaging with customers. However, success demands more than simply reserving space and setting up a booth.

The most effective exhibitors steer clear of costly marketing errors by meticulously assessing each trade show they commit to, carefully designing their booth, and planning their marketing strategy well in advance.

Selecting the right trade show requires thoughtful consideration. After all, investing in an impressive exhibition stand is pointless if your target audience isn’t in attendance. With numerous trade shows to choose from, here are four essential questions to assist you in selecting the most suitable one for your business.

1. Why do we want to exhibit at this trade show?

Before committing to a trade show, it’s essential to clarify your objectives. Are you aiming to drive sales, expand your customer base, or introduce a new product? Perhaps your goal is to gain industry insights and network with peers. By pinpointing your motivations, you can streamline your selection process and align with the most suitable trade shows.

Consider exploring case studies and testimonials from previous exhibitors to glean insights into the potential benefits of participating. Armed with a clear understanding of your goals, compile a list of relevant trade shows and conduct thorough research to ascertain their alignment with your objectives.

Some common trade show goals include:

  • Introducing a new product or service
  • Amplifying brand visibility
  • Generating qualified leads
  • Cultivating strategic partnerships

2. Is this the best trade show for us?

To kick things off, it’s crucial to have an intricate understanding of your target market – their demographics, preferences, and interests. Assessing whether a trade show aligns with your target market involves perusing the show’s website. Don’t hesitate to reach out to the organisers for further clarification:

  • Who typically attends the show? (Does it draw your desired audience?)
  • Which exhibitors participated in previous editions? (Are your competitors present?)

Event organisers usually furnish comprehensive data on past exhibitors and attendees. Social media can offer insights into the ambiance and vibe of the event. If feasible, attending prospective trade shows firsthand provides the most accurate assessment. Simply having an extravagant display won’t suffice if it’s at odds with your product and business objectives. Did you explore all relevant trade shows before finalising your selection? Pose these questions regarding your chosen trade show. If the responses are unsatisfactory, it might be prudent to explore other options:

  • Is the trade show well-established within our industry?
  • Has it historically attracted a substantial turnout?
  • Do our competitors frequent the event? (If so, how can we differentiate ourselves?)
  • Can we anticipate our target audience’s presence?
  • Are the scheduled sessions, workshops, and speakers pertinent to our interests?

3. Is there any space available, and is it the right space for us?

After narrowing down your options, it’s essential to explore the availability of exhibition space at your preferred trade shows. Spaces tend to be in high demand, particularly at well-attended events. Ideally, aim for a location near the entrance, along central aisles, or close to catering facilities. If only less desirable spots remain vacant, it might be prudent to consider alternative trade shows or make a mental note to secure space early for the subsequent year.

4. Is it within our budget?

Financial considerations play a significant role in trade show participation. Evaluate the costs associated with exhibition space, booth design, staffing, promotional materials, and logistics. Incorporate a contingency budget to accommodate unforeseen expenses and ensure a seamless experience.

Pro tips for budget management:

  • Book early to secure favourable rates on exhibition space and accommodations.
  • Optimize space allocation to avoid overspending on unnecessary square footage.
  • Compare quotes from multiple stand contractors to secure competitive pricing.
  • Consider outsourcing stand installation and dismantling to streamline logistics and alleviate stress.

Upon addressing these key questions and ensuring alignment with your objectives and budget, proceed with confidence in securing your spot at the chosen trade show. Remember to commence booth planning well in advance, ideally nine to twelve months before the event, to maximise preparation time.


Selecting the right trade show is a pivotal step towards unlocking opportunities for business growth and brand recognition. By meticulously evaluating each potential event against your objectives, target audience, available space, and budget, you can make an informed decision that sets the stage for success.

For further guidance and assistance in navigating the trade show landscape, don’t hesitate to contact us. Explore our comprehensive exhibition calendar and gallery for insights into upcoming events and stand inspiration. Let us empower you to make the most of your trade show experience.