To make the most of this unique marketing tool first satisfy yourself that the event’s visitor profile matches your customer profile. Use the following steps as a guide:

• Ask the event organiser to supply historical demographic statistics.
• Ask for audited proof of past visitor numbers.
• Ask for the event-marketing plan. Will it hit your target audience?
• Survey companies who have exhibited at the event before. Did it work for them?
• Identify any industry association support or endorsements.
• Is the organiser a member of the Exhibition & Event Association of Australasia.
• Investigate the track record of the organiser. What other events do they run, years in the business, financial strength, credibility in the business community?

Why exhibit? | Choose the right event for your business | People buy people Set the goals | Don’t just be there be fantastic | Briefing your display company Tell them where to find you | The business of follow up