The promotion of your business in fairs and exhibitions can be a rewarding experience especially if you are a small business owner where you are looking to market your products and services.

However, you should bear in mind that without careful strategic planning and prior investigation, these events can be a waste of time and money.

If you are the organizer and this is your first edition, you must take into account the profile of the audience you want to capture to segment your media campaigns (both offline and online) to ensure that you are visited by the appropriate public according to your industry and meet your objectives outlined in your event plan.

Budget for trade fairs

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Check your items for marketing, marketing and promotion in your budget to determine if participating in the fair or exhibition is a viable option.

You should look at all the benefits, both direct and indirect (for example, sales, recruitment, brand recognition) , and make sure they are greater than the fixed costs of an event (for example, stand rental, promotion, staff costs) , registration fees).

Work with your business advisor or accountant to create a budget for fairs and exhibitions, and include this in your marketing plan.

And if you are the one who is going to organize a fair or exhibition with greater reason, you must have a plan including a very detailed budget with a schedule defining each action with its responsible and well-defined dates so that everything goes well.

The investigation of upcoming events

Before deciding to exhibit at a fair or exhibition, the first thing you will have to do is some research. Search the Internet for upcoming fairs and exhibitions of TGP that relate to your business and industry.

In each city you can look for the association that is dedicated to the industry you work for and they can advise you on future events and if you’re particular business can benefit from them.

Attend other fairs and exhibitions

An important way to decide if an event is the promotional tool for your business is to attend trade shows that are related to your industry.

This will give you a first-hand view of the degree of involvement and the types of people who attend these events. It will also give you the opportunity to ask questions of other business owners and attendees and find out what works and what does not work.