Questions to Ask Before Exhibiting at a Trade Show

Are trade shows worth it to market your brand? That largely depends on whether you’re asking the right questions. Just like any business deal, you should know as much as possible before agreeing to take part. With a little digging, you can determine whether the show is the right fit — and you’ll learn more about how to be an exhibitor at a trade show for the best result. We have five questions to ask trade show organizers before signing on the dotted line

1. What is the net attendance from the past several years?

If you’re going to invest the money and time into a trade show, you should be sure you’re getting enough exposure to justify the expense. By viewing the attendance information for the last three to five years, you can see if the event is growing, holding steady or declining, which tells you how much top vendors and buyers value the event. You also want the net attendance, not the gross attendance; the latter includes exhibitors and staff who aren’t part of your target audience.

2. Will you provide us with a list of attendees before the show?

This tells you even more about who and what you’re buying access to. Seeing the attendee list in advance allows you to tailor your exhibit to appeal to them — or even reach out in advance to schedule meetups or invite them to stop by. Ask about whether the attendee list is included with the main booth price or a separate fee, and confirm what information is included (phone numbers, email addresses, etc.).

3. What promotional opportunities are available to me?

Although the booth is the main part of your show exhibit, there may be other chances to get your name out there. This can include sponsorships to get your logo in event programs or on giveaways like nametag lanyards. The event may also have scheduled speaking gigs that let you connect with buyers. Several levels of promotional engagement may be available, so ask about all the options — and if you’re speaking, what the rules are.

4. What additional costs might I encounter?

We’ve heard countless stories of companies getting surprised by unexpected costs at a trade show. Find out everything you can about fees associated with the event; these can include paying for electricity and wireless internet, attending post-show activities or using a certain warehouse to store your exhibit. If you need laborers to set up and take down your display, ask about the fees and schedule — weekend and holiday setup/teardown means overtime pay.

5. Can you provide us with the floor plan from previous years?

You’ll be able to plan better for a show when you know where your booth is located. The floor plan lets you see how close your booth is to entrances, food courts, bathrooms, etc. You can also check ceiling height and obstacles to get an early start on booth layout. Furthermore, you get to see what “preferred locations” may be available for an added fee or sponsorship.