Fairground marketing: The criteria to define the best national and international exhibitions for your company

Say that you have a special budget to devote it to the exhibitions – lucky you! – thus, you have to seize this great opportunity and hit the nail on the head, since we all know that a lot of money is spent on the exhibitions and it doesn’t always seems that the investment returns in the form of a sale. This gives rise to another post, which should analyze the specific objectives of your company in a determined exhibition, because it is not always the matter of “sale”, sometimes, the only thing that the exhibition can bring us is the “presence” and this is important thing to keep in mind before attending.
I`ll make a small summary of the things you should take into account – get your budget and steal some time from every day routine.
First thing is to face the matter positively: going to the exhibition only because you are supposed to not only add boredom to your work and demotivates those around you, but also you`ll see later on every complication as a loosing battle, because you`ve put the exhibition from the beginning into the “should” instead of the “have to” category, where it should certainly be. Because the exhibitions – if you know how to choose and seize them – can be a real boost and a breath of fresh air that your company could need anytime. You fell in love with the exhibitions? Let`s move then on the next point:

1- Set your goals

Of course, there are as many goals as there are companies, but we can quote in general:

Goal: To sell, sell and sell:
  • To sell to already known customers
  • To sell to new customers, known from exhibitions
  • The sale during the exhibition
  • The sale after the exhibition
Goal: Make contacts
  • Make new relations
  • Strengthen a contact obtained by the telephone
Goal: Multiple
  • Increasing relationships with our clients
  • Enhance a new product
  • Update an existing product
  • Investigate the market
  • Check the behavior of the assistance in view of a prototype
  • Give presence to our brand on the exhibition and so on
2-  Establish criteria to analyze the type of the exhibition that suits to your company needs
We can define different types of exhibitions according to the type of the expositor and the attending public:
  • Multi-sectorial and mixed:

These exhibitions show a wide variety of products and services, and they are known as ‘trade fairs’. In general, these are the exhibitions of massive attendance and of a longer duration. or

  • Commercials:

These exhibitions serve exclusively for selling. (for instance, the gift trade show in Madrid)

  • Professionals: 

Is a meeting ground for the professionals from a particular sector. They used to have tickets at higher cost and to be accompanied by a congress.

(for instance, Construmat in Barcelona)

Useful questions to establish the analysis criteria:
  1. Which are your special goals that impel you to choose an exhibition?
  2. Is your company going to launch a new product?
  3. Which is the target market of your company?
  4. Which exhibition attracts your main clients?
  5. Is the plan of the launch of your product in line with the date of the exhibition?
3- Investigate about different exhibitions and their features
  • Ask the people from your sector and your clients which exhibition they attend to. You can call the companies you find on the internet and ask them directly for this information.
  • Attend the Association of Companies or the chamber of your sector, it is surely a good step forward and you will not have to read a big part of this post. 😉
  • Use internet portals devote to exhibitions. If you cannot leave Spain, access the pages of the most important exhibition premises (ferias de Madrid, fira de Barcelona, Feria de Zaragoza, Valencia and so on). Select those that interest you for their activities. Enter on the page of each exhibition and note the antiquity, the number of visitors, of expositors, the surface and so on. Once you`ve chosen one of them, call the exhibition to check the cost of participating. If it is an international exhibition, don’t get worried for your broken English, in general, all the commercials speak Spanish.
  • Visit the exhibitions – even if you are not participating – as much as possible.

The experience helps us to learn more about the dynamic that our company generates by participating on various exhibitions. It is important to know that – even if it seems difficult to measure – there are systems which are analyzing the performance of our participation. With a performance review, it is very easy not only to define the exhibitions we attend and those we do not. In addition, it allows us to adjust the variables to enhance our benefit.