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If you’re sensible – and if it’s practical – you’ll do a little undercover investigation of any trade show or fair at which you plan to exhibit, preferably by visiting it yourself in advance.

But what should you be investigating? Read on, Sherlock.

Final Visiting Tips

Enter Twice, With Different Hats On: Go in first as a visitor. Forget you run your own business and walk around as a visitor would; as if it’s up to the exhibitors to lure you over and draw you in. Do they succeed, and if so how? What is it that catches your eye? What leaves you cold?

Take a break. Have some lunch or at least a coffee, and then go in with your potential exhibitor head on. Where would you want your stand to be? What could you do to compete with other exhibitors?

If you really enter into the spirit of the thing, these two experiences will be very different – but each will have something to teach you about the event.

Visit on Different Days: If the show runs over more than one day, it can be useful to make more than one visit to observe any differences. Sometimes these can be dramatic. SME-owning friends of mine have often been burnt by booking in for entire three day events first time round, only to discover that people ‘in the know’ only ever book the Saturday, for example, because the Friday and Sunday are always dead.

Investigation over! Now it’s time to use the evidence to the advantage of your business.

About The Author

Karl Bilby

We work very closely with our expert accountants to bring you the latest factually correct tax and accounting news. We also enjoy writing about small business news that we hope you find useful!

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