I’ve already admitted to having a nerdy love of trade shows. The right trade shows, that is. You know, the ones where potential customers show up with business cards proclaiming they have a big budget and a deep desire to spend it on your service within the week. The ones where the trade press elbow each other to get over your carpet line and into your booth to do a feature on your latest widget.
Well, it’s possible. I’ve even seen it. But how do you know what kind of results you’ll get before you commit to the show? Electronics Midwest looks like a good show to me (Rosemont, IL, September 28-30). The web site tells you everything you need to know about the actual show—schedules, conferences, exhibiting, workshops, events, floor plans, how to get there, where to stay. This is all good.
But what if you’re thinking about being a first-time exhibitor?
The web site lists the types of equipment, systems, supplies and services attendees are looking for at the show. But there are no demographics. And nothing remotely like a BPA audit report or circulation statement that magazines have.
In defense of Electronics Midwest, I’ve never seen it for other trade shows either. It costs a lot of money to gather that kind of info.
But it costs a lot of money to exhibit, too. So I scouted around on the web site and saw a list of other companies that exhibit, which gives me an idea of who else thought this show was a worthwhile investment. And the titles of the sessions help me out. Who’s delivering papers is another clue.
None of it’s a substitute for really good info on attendees, though.
And, if it’s not being too demanding, I’d like to know who’s coming from the trade press, too.
