is “because our competition is there” or “people will wonder if we’ve gone out of business if we’re not there.” Those are pretty flimsy reasons for investments that routinely top $10,000 per show.

Exhibiting For The Wrong Reason

According to the Center for Exhibition Industry Research (the trade association for trade shows), industry spends more than $60 billion annually on trade show participation, more than the expenditures for magazines, radio and outdoor billboards combined! And, trade shows are more cost-effective than direct selling when it comes to reaching new customers.

But, despite the abundance of opportunities that trade shows provide, many executives complain that their trade show expenditures offer little return for the investment of money and time. Here are several reasons why companies fail to get the most from their trade show investment:

Lack Of Clear Goals And Objectives: Perhaps the single biggest reason for trade show failure is the lack of clear goals and objectives supporting the decision to exhibit. More often than not, the only justification that most executives can offer for their participation in a given show is “because our competition is there” or “people will wonder if we’ve gone out of business if we’re not there.” Those are pretty flimsy reasons for investments that routinely top $10,000 per show.

Exhibiting For The Wrong Reasons

illboards combined! And, trade shows are more cost-effective than direct selling when it comes to reaching new customers.

But, despite the abundance of opportunities that trade shows provide, many executives complain that their trade show expenditures offer little return for the investment of money and time. Here are several reasons why companies fail to get the most from their trade show investment:

Lack Of Clear Goals And Objectives: Perhaps the single biggest reason for trade show failure is the lack of clear goals and objectives supporting the decision to exhibit. More often than not, the only justification that most executives can offer for their participation in a given show is “because our competition is there” or “people will wonder if we’ve gone out of business if we’re not there.” Those are pretty flimsy reasons for investments that routinely top $10,000 per show.

Exhibiting For The Wrong Reason

trade show expenditures offer little return for the investment of money and time. Here are several reasons why companies fail to get the most from their trade show investment:

Lack Of Clear Goals And Objectives: Perhaps the single biggest reason for trade show failure is the lack of clear goals and objectives supporting the decision to exhibit. More often than not, the only justification that most executives can offer for their participation in a given show is “because our competition is there” or “people will wonder if we’ve gone out of business if we’re not there.” Those are pretty flimsy reasons for investments that routinely top $10,000 per show.

Exhibiting For The Wrong Reason

le biggest reason for trade show failure is the lack of clear goals and objectives supporting the decision to exhibit. More often than not, the only justification that most executives can offer for their participation in a given show is “because our competition is there” or “people will wonder if we’ve gone out of business if we’re not there.” Those are pretty flimsy reasons for investments that routinely top $10,000 per show.

Exhibiting For The Wrong Reason

is “because our competition is there” or “people will wonder if we’ve gone out of business if we’re not there.” Those are pretty flimsy reasons for investments that routinely top $10,000 per show.

Exhibiting For The Wrong Reasons: Likewise, companies often have inappropriate or unrealistic expectations about what they can achieve by exhibiting at a trade show. Generally speaking, trade shows are not the most effective venues for orchestrating highly complex selling efforts, conducting formal market research or spending quality time with key accounts. On the other hand, trade shows are a great place to identify prospective customers, introduce new products, conduct informal market research or scope out new market opportunities.

Missing Unique Aspects Of Each Show: If you’ve been to more than one trade show in your life, you know that each one has a unique “personality” that differentiates it from other shows. That personality can be reflected in the type of people who attend the show, the kinds of companies that typically exhibit or the presence or absence of a technical program. But, unless that unique characteristic matches with your prima