Specialized trade shows allow small businesses to wholesale their product to a much broader array of buyers from one location. In addition to selling, trade shows can be useful venues for promoting your company, networking with other peer companies, and for checking out the competition. It is also a good place to meet vendors or to help you find sales reps. Recent growth in the trade show industry has spurred the development of regional, trade-specific events where smaller companies can really stand out. The resources, tools, and links included in this page can help you develop your trade show strategy so that your tradeshow participation has value.

A. The trade show circuit can be an expensive way to grow sales, so you have to initiate the strategy wisely. Because doing well at a trade show is a learned experience, it also makes sense to begin with smaller, and less expensive, local or regional shows. Strategically look at the shows that serve your industry and compare location and venue, logistical considerations (distance and need for accommodations), anticipated attendance, costs, and the competition. Most show organizers will have detailed information on past exhibitors and attendees that they should be willing to share with you. Talk with some of the show’s, non-competitor, exhibitors and get their opinion.

Q. What should I exhibit at the show?

A. Many new exhibitors have one of two problems. If your’s is a very young company, you may have only one product to exhibit. This may not be a problem in terms of attracting attention if it is a new and unique product. It can, however, pose problems in presentation. Use of large format photography or graphics can help fill the booth space. You can also garner attention if you product lends itself to demonstration.

On the other hand, you may have been in business for a while and have many products in your line. If this is the case, consider carefully what you want to exhibit. Focus on the few, most exciting, items in the line and showcase those. Buyers, for the most part, visit the shows to see new products and to check in with existing accounts, in that order.

Q. What is an appropriate goal to set for my first show.

A. Often, first time exhibitors focus on sales and set a goal based on expectations of a certain amount of sales. Rather than a particular sales goal, you might want to consider a goal centered on a number of new accounts. Sales can be one time events, focus on developing a relationship with an account that may last for years. Consider your first show an opportunity to learn what works in your booth, how to manage trade show sales, determine what the market wants in products like yours, and, often most importantly, what is the competition doing and what aren’t they doing.