If you are new to the world of trade shows and events, it can be challenging to know where to begin. Events can provide amazing sales opportunities and enhance the growth of your business. It is important to choose the right event for your brand in order to optimise your success. Here are our top tips for choosing the best event to help you with your decision.

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How To Choose The Best Event For Your Brand

Research Your Audience

The most important thing to consider when choosing an event is the potential audience you will encounter. In order to make sure you achieve the most out of an event, you should create a customer profile which you can then compare to the audience of each potential event. Ask current customers and people within your industry on their perspective - see what events they have attended, would they recommend or most importantly would they return?

Set Goals For Your Event

Create goals which represent the needs of your business. In order to set goals for your event you need to ask yourself some questions, such as:

• What is your minimum sales target?
• How many new customers do you hope to attract?
• What net profit would you like to achieve?

Goals do not always have to revolve around numbers - set some wider goals such as increasing brand awareness, publicity and launching new products. After establishing these goals, you need to evaluate whether your chosen event can satisfy these requirements.

Research The Event

Before committing to an event, ask the event organiser about the type of audience they receive as well as some data. Ask to see:

• Attendance numbers
• Attendee demographics
• Floor plans from previous years
• Other companies in attendance

This information will allow you to decide if the event has an appropriate scale and customer base for your business.

Prioritise and Focus Your Attention

The amount of events and trade shows are endless, don’t let yourself be overwhelmed and try to attend as many as possible in the hope that you will achieve success. Adopt a more analytical approach towards choosing your events.

• Choose a number of events that you can comfortably cover
• Prioritise events with maximum sales and traffic potential

Choose Your Timings Carefully

The timings of events greatly contributes towards their success- this is something you should take into consideration when making your decision

• Ensure that the buying pattern of potential customers aligns with the time of year- are sales likely to be made on the day?
• Research other events taking place at the same time- will this affect the number of attendees?

Prioritising Traffic

• You do not always have to look for specific events to attend; weekly markets attract large numbers of people if you want to make your presence known to the general public.
• For food companies, customer traffic should be the utmost priority. The bigger the event, the better.

Events Worth Checking Out In The UK

Whether you're a start-up, an established corporation, or somewhere in between, there's an event for every business. While it’s still important to do your own research, here are some of the most standout business events in the UK:

1. The Business Show, London - Ideal for SMEs and entrepreneurs, this event offers insights into the latest business strategies and networking opportunities with industry leaders.
2. TechCrunch Disrupt, London - A must-attend for tech startups and innovators, offering a platform to connect with investors and thought leaders in the tech industry.
3. The Great British Business Show, Birmingham - Catering to businesses of all sizes, this show is a hub for networking, learning from business experts, and discovering new market trends.
4. B2B Marketing Expo, London - Perfect for marketing professionals, this expo provides access to the latest in marketing strategies and technologies.
5. Sustainability Live, Birmingham - For businesses focusing on sustainability and green practices, this event showcases the latest in eco-friendly solutions and corporate sustainability.
6. The National Franchise Exhibition, Birmingham - Ideal for entrepreneurs interested in franchising, offering insights into various franchise opportunities and how to succeed in them.
7. The Retail Conference, London - A key event for retail businesses, offering insights into consumer trends, retail technology, and effective retail strategies.
8. Hospitality Design Show, London - For those in the hospitality industry, this show presents the latest in design, technology, and services for the hospitality sector.
9. UK Manufacturing & Supply Chain Conference, Manchester - Essential for manufacturing and supply chain professionals, offering insights into the latest industry innovations and practices.
10. The Festival of Enterprise, Manchester - Suitable for all types of businesses, this festival offers workshops, seminars, and networking opportunities to grow your business.

How To Prepare For Your Event

Attending a business event requires thoughtful preparation to make the most of the opportunities they present. Here's a checklist to ensure you're fully prepared for your next event:

1. Set Clear Objectives: Before attending, define what you want to achieve. Whether it's networking, learning, or generating leads, having clear goals will guide your actions.
2. Research the Event and Attendees: Understand the event's theme, the speakers, and the businesses attending. This will help you tailor your approach and identify key opportunities.
3. Prepare Your Pitch: Have a concise and engaging pitch ready. Whether it's about your business, a product, or a service, make sure it's clear and compelling.
4. Design and Order Marketing Materials: Ensure you have enough business cards, brochures, and other promotional materials. Quality and design matter, as these represent your brand.
5. Plan Your Stand: If you're having a stand, think about how to make it stand out. A pop up market stall or a branded gazebo can be an excellent way to attract attention and engage with attendees. Ensure your branding is visible and appealing.
6. Interactive Elements: Consider having interactive elements at your stand like a product demo, a game, or a digital presentation to engage visitors.
7. Schedule Meetings in Advance: If there are specific people you want to meet, try to schedule meetings in advance. Time at events can be limited, and schedules fill up quickly.
8. Train Your Team: If you're attending with a team, make sure everyone is well-trained and understands the event objectives. Each member should be able to speak confidently about your business.
9. Follow-Up Strategy: Plan how you will follow up with the contacts you make. Whether it's an email, a call, or a meeting request, timely follow-up is key to building on the connections you make.
10. Take Care of Logistics: Lastly, don't forget the practicalities. Ensure transportation, accommodation, and any equipment you need are well-organised.

⛺ Read more: How To Set Up An Inviting Market Stall.

Get Your Brand Out There!

With the right preparation and a clear understanding of what each event offers, you can significantly enhance your brand's presence and forge meaningful connections. Remember, each event is an opportunity – not just to showcase your business, but to learn, grow, and be inspired by the vibrant community around you.