A to Z of participating in an Exhibition - 2

As discussed in part 1 of the series, once the objectives and expectations are clearly defined, the exhibition activity becomes highly effective.

After defining parameters, the next stage is to look for compatible exhibitions. In any product / industrial segment, there are multiple exhibitions happening over the year. The key is to find the right one.

The exhibition needs to be in sync with the brand stature and identity. It is highly possible that there can be many exhibitions, yet it will be imprudent to participate since they dont match the stature of the brand. It can be tested on various areas, such as venue of the exhibition, location of the exhibition, sponsors of the event, etc.

 If it is a niche brand, or placed on high position in the spectrum of brands offering similar product, it will be highly inadvisable to participating in an exhibition where there are no brands sharing the similar stature.

 The exhibition needs to be catering to the right target audience. For example, there are more than ten exhibitions of pharma industry yet all ten have different audience, as some exhibitions get more vendors, others get more people looking for business partners. Depending upon which segments we have been targetting, it is crucial to know the kind of audience the exhibition attracts.