Just because a trade show worked well for you in the past, that doesn’t mean you have to keep exhibiting there forever.
Sometimes finding a new trade show that fits your needs can be challenging, but using this as an excuse to stick with a show that isn’t doing much for your business is only going to hurt you in the long run. It’s very possible that a show you’ve been exhibiting at for years just isn’t the right fit for your business anymore. Here are some reasons that you might want to consider waving goodbye to an old trade show.
Sure, you may have had success with this show in the past, but keep an eye on what you are getting from it now. If your ROI has been low for a few years, you either need to take a close look at your exhibit booth, or the trade show itself. Many times there is something that you can do to kick start your booth, but in some cases it’s just time to look for a new trade show.
You might feel like you are getting a good amount of leads from your trade show, but how much is it setting you back in costs? Yes, the show is benefiting you, but you need to weigh that against the total cost—in time and money. A trade show that keeps increasing its prices faster than inflation is a trade show you’ll want to think about ditching. Don’t get caught paying for something that isn’t really worth it in the long run.
Poor Marketing and Promotion
Social media now plays a much bigger role in any successful company’s strategy, and your trade show should know that. Any trade show should be utilizing social media and promotions to get attendees into the hall. Every business has to change with the times, and this goes for trade shows as well. If your show isn’t doing everything it can to increase attendance, you may want to start looking elsewhere.
Low Attendance or the Wrong Attendees
This trade show may have started with a large number of your target attendees, but things can change quickly, and a smaller number of the right attendees means you won’t be generating as many leads. Also, you may find that the trade show you are at just isn’t attracting your buyers. There’s nothing wrong with making a change if you realize that your potential customers have moved to other shows. Ask the show’s owners for a list of attendees that indicates the right people are showing up to your trade show.
Lack of Enthusiasm
A big warning sign about a show can be your own level of excitement for the exhibition. A trade show is an excellent opportunity to generate leads, network, and see what your competition is up to. If you feel like you’re just going through the motions, then you may want to take a step back and reevaluate what this trade show is really doing for your company.
Do these remind you of any of the shows on your schedule? Then you may want to think about shifting your resources to shows that give you a better opportunity to make good on your investment. Don’t let the wrong show hurt your trade show booth!