- Who’s signed up?
- Who signed up last year?
- Who’s exhibiting?
- Who exhibited last year?
- Event costs, associated costs, data, etc.
- Does your collateral support the event program strategy? Sales, Marketing, Business Development, and Management are aligned on this?
- Are you picking opportunities piecemeal? “Hey, this conference in Quebec sounds Great” vs. “Ok 12 events over the next 18 months is realistic and this schedule of events overlays our vertical and horizontal business development strategy.”
- Is this event in the company’s market priority area?
- Any history to reference on the event? If you’ve been in business for any time, you might have useful information from past attendance.
- Are you just going to check it out? Maybe just attend as an individual this year and measure.
These questions might help tune in your exhibit strategy. A little prep work before and some homework and marketing follow-up after might help reap what you sow. A little support from Construct Marketing might make sure you’re in the exhibit ready when that lead walks by instead of in the hotel business center try to find your box of materials.
So, to exhibit or not to exhibit? To attend or not to attend? So to spend or not to spend? Whatever your decision, treat your investment of time, personnel, and resources carefully.