Four Things To Know When Considering A Trade Show

Trade show

What is a trade show?
Fairs and expositions are older than human history. Prehistoric people of different tribes would gather at certain places to exchange goods. Long before it gained its place as the holy city of Islam, Mecca was the scene of great festivals held by the pilgrims who made the journey there. The Olympic Games were held at a fair in which the Greeks sold their best clothes, spices, armor and glassware. Today, special fairs are organized to enable companies to showcase and demonstrate their most recent products and services, study what their rivals are doing and learn about new trends in the market and opportunities that may present themselves. One of the largest trade fairgrounds is the World Market Center Las Vegas, which covers 5 million square feet.

The rest of this article will discuss five important things to know when considering joining a trade show.

1) For just what types of companies is this trade show meant?

A trade show is meant for companies of a particular kind. Thus, there are trade shows for companies that market computer software, mobile apps, clothing, cars and car parts, games, fishing and hunting equipment, jewelry and restaurant items… in short, anything under the sun that can be marketed and sold. You should therefore check to make sure that the show that you are considering is for your type of company. You should realize, too, that much of the time the people who run these shows are specific about the kinds of businesses being included; for instance, a show for computer companies may be exclusively for those who specialize in security programs.

2) Where is the show going to be taking place?

Location is everything. You want to be certain that the show will be in a place to which you have easy transportation. If you live in New York City, you never want to do all that hard work preparing to take part in a trade show of your type, only to discover that it is being held in Los Angeles!

3) What is your target audience?

Every company has a specific audience at whom its products and services are targeted. That audience may have one or more characteristics that distinguish it as a group:

  • age
  • sex
  • where they live: Are they from a particular neighborhood? Do they live in the city or the country?
  • income level

As the owner of a company you should know what characterizes your target audience. Find out if such people will be common at the show that you wish to attend. Prepare a bunch of brochures to hand out to potential customers, but do not include too much information in them, as people will find it difficult to absorb all at once. A better idea is to use small cards with your web address on them. The most important question that you will want to answer is, Does this trade show help to deliver my message to my target audience?

4) How much will the show cost?

The organizers of all trade shows charge a fee to those who wish to take part in them. Careful research in this area is indispensable because if the cost of entry is greater than the amount of money that you can expect to make at the show, then forget it; you can probably find another trade show that you can join at a lower price.


You will have a host of competitors attending the show alongside you. It is therefore in your best interest to showcase the qualities that distinguish your products, your services, from those that others have to offer, so that customers will choose you over them.


A trade show can be a great way for you to promote your business, attract more customers and expand your range of activity. The more you know in advance about the show, the fewer surprises and disappointments you will encounter and the more you will be able to take advantage of the unique opportunity that has been handed to you. Please contact Mike Weimar the CEO of Iconic Displays, a leading trade show display company for more trips and tricks on making the most of your trade show experience. To know more click on

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