General or Industry Specific Exhibitions to be attended ?

Exhibitions are meant to exhibit. So which exhibition should be chosen to exhibit , any or specific , always hit the counter of human mind to find out the truth behind the chemistry of an exhibitions.

This untold story has not been revealed till date by any person connected with exhibition, which is also considered to be the fourth glamorous media in the world.

If you are a serious and very much interested to know the crux of experience of over two decades in trade shows industry of various countries of the world , then here is the experienced wrapped under some golden rules , as below:

First golden rule – attend the most specific trade shows rather than attending any exhibition which comes to knock the door of limelight. Say a general international exhibition which includes various categories beside your product category , then chances of click of business deals and exposure to buyers decreases to the extent of 65 % in terms of ROI. Such ROI will not be liked by any businessman beside wastage of money and time.

Rather , care for attending the exhibitions which are most specific and related to your product , say there is an exhibition pertaining to information technology and you deal with computer and its accessories , then its worth attending ,but subject to satisfaction of other parameters which are also very important before finally jumping into a stall of that trade show.

Specific exhibitions and trade events always be given priority even when you have option of related category events also. Because, more the specific , more is the chance of getting the highest number of transactions and interaction with the buyers of your product.Then only , in real terms , your attending that particular event can be construed to be fruitful otherwise , you will be counting the numbers of events attended by you in a year but when it will come to result , it will always lead you to the shocking figures which no layman will like ,and businessman no ways……….ah.

So , the question which has to be answered how to decide which is the most appropriate and specific exhibition ? The answer to this question is as simple as you decide which trouser will match with a particular shirt , isn’t it ?

Let’s see again whether you are able to make out the same or not with some other example .

Luis is a marketing head of a company “X”. His company deals in pressure cooker , which is the latest and most developed one in Russia. He got two informations about trade events related to his product , the details were as under :

a)One exhibition was PRESTAC EXPO , which had the motto as “latest technologies at your service”. This show was supposed to include technologies whether in electronics, vehicles,home appliances etc . Luis found that home appliances was also there .

b)Other exhibition was HOME APPLICA, this only aimed at the home appliances .Luis found this also for home appliances.

Now , you decide which one he should attend ? ofcourse , the other exhibition which should be attended by him ,isn’t clear to you why ?

So by attending the other exhibition , the following advantages will be there :
i) Proper exploration of opportunities
ii) Chances of ROI will be highest
iii) Better future prospects
iv) Customer base will increase
v) Time management

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