Exhibiting Tips : Is this Show Where You Want to be?

To find out, get as much information as possible about the show you're considering.

• Ask show organisers for a copy of last year's registration form, and an attendee profile. This will tell you who you'll meet on the show floor.

• Don't be shy about asking for the names of other confirmed exhibitors, and search the list for your competitors.

• Ask past exhibitors and attendees what they liked and disliked about the show, and whether it met their buying and selling needs.

• Ask show management how they plan to promote the show, and what they will do to help your ideal prospect find you there.

It is not enough to select an exhibition because the salesforce believe the company ought to exhibit or because the organisers claim your competitors will be present.