Which Industry Event Are Best For Your Business?

Deciding which industry events to attend can be challenging for small business owners. With limited business resources in terms of time and budget, strategic decisions must be made. This guide will provide insights into how to evaluate event opportunities effectively. Moreover, it will help determine whether attending industry events or exhibiting at consumer events will yield the best return on investment. A detailed checklist of top considerations will also be provided to aid in this decision-making process.

Keep in mind that attending any industry event requires a lot of research and preparation. It also often entails a lot of extra expenses such as promotional literature, swag, demonstration/display materials, etc.

Should Your Business Spend on Frivolous Promotional “Swag?”

Importance of Attending Industry Events

Attending industry events can offer numerous benefits. These benefits include networking opportunities, staying updated on industry trends, and gaining insights into competitors. Moreover, these events can provide opportunities for professional development and brand visibility. However, not all events will provide equal value. Hence, careful evaluation is necessary.

Distinguishing Between Industry Events and Consumer Events

Industry Events: These events are targeted towards professionals within a specific industry. Examples include trade shows, conferences, and workshops. They offer networking opportunities with peers, potential clients, and industry leaders.

Consumer Events: These events target the end consumers of a product or service. Examples include consumer fairs, expos, and public exhibitions. Exhibiting at these events can increase brand awareness among potential customers.

Checklist for Evaluating Event Opportunities

A systematic approach to evaluating events can streamline the decision-making process. The following checklist outlines the top ten considerations for business owners when deciding which events to attend:

Define Objectives and Goals
- Is the primary objective to network, learn, or exhibit?
- Are the goals clearly defined and measurable?
Identify Target Audience
- Does the event attract your target audience?
- Will attending the event help you reach potential clients or partners?
Evaluate Budget Constraints
- What is the total cost of attending the event?
- Does the event provide value that justifies the expenses?
Assess Time Commitment
- How much time is required for travel and event participation?
- Does the time investment align with your business schedule?
Analyze Networking Opportunities
- What is the quality of networking opportunities?
- Can you connect with industry leaders, potential partners, or clients?
Consider Learning and Development
- What learning opportunities are offered, such as workshops and seminars?
- Will the event contribute to your professional growth and industry knowledge?
Research Competitor Presence
- Are competitors attending or exhibiting at the event?
- Can their presence provide opportunities for competitive analysis?
Evaluate Brand Visibility Opportunities
- Can attending the event increase your brand visibility?
- Are there opportunities for speaking engagements, sponsorships, or exhibiting?
Identify Market Trends and Insights
- Does the event provide insights into current market trends and future forecasts?
- Will staying informed about industry developments benefit your strategic planning?
Consider Location and Accessibility
- Is the event location convenient and accessible?
- Can proximity reduce travel costs and time, making local events more attractive?

Practical Application of the Checklist

To effectively utilize the checklist, consider the following hypothetical scenario:

Scenario: A small organic vodka distillery in Denver, Colorado, aims to expand its market presence and increase brand visibility. The business owner must decide whether to attend an industry trade show in New York or exhibit at a local consumer fair in Denver.

Step-by-Step Evaluation:

Define Objectives and Goals
- Trade Show: The primary objective is to network with industry professionals and explore distribution opportunities.
- Consumer Fair: The goal is to increase brand awareness and connect with local consumers.
Identify Target Audience
- Trade Show: Attracts industry professionals, distributors, and retailers.
- Consumer Fair: Attracts local consumers and potential brand advocates.
Evaluate Budget Constraints
- Trade Show: High costs due to travel, accommodation, and registration fees.
- Consumer Fair: Lower costs due to local participation and minimal travel expenses.
Assess Time Commitment
- Trade Show: Requires several days, including travel and event duration.
- Consumer Fair: Requires less time, with no extensive travel involved.
Analyze Networking Opportunities
- Trade Show: Offers high-quality networking with industry leaders and potential partners.
- Consumer Fair: Limited networking opportunities with industry professionals, but excellent consumer engagement.
Consider Learning and Development
- Trade Show: Provides valuable learning opportunities through seminars and workshops.
- Consumer Fair: Limited learning opportunities, focused on consumer interaction.
Research Competitor Presence
- Trade Show: Competitors will likely be present, providing competitive analysis opportunities.
- Consumer Fair: Limited competitor presence, focusing more on consumer engagement.
Evaluate Brand Visibility Opportunities
- Trade Show: High potential for brand visibility through exhibiting and sponsorship.
- Consumer Fair: Excellent local brand visibility and consumer engagement.
Identify Market Trends and Insights
- Trade Show: Provides insights into industry trends and future forecasts.
- Consumer Fair: Limited market trend insights, focused on consumer preferences.
Consider Location and Accessibility
- Trade Show: Distant location requiring significant travel.
- Consumer Fair: Local event with easy accessibility.

Decision: Based on the evaluation, if the primary goal is to expand distribution and network with industry professionals, attending the trade show may be more beneficial despite higher costs and time commitment. However, if the focus is on increasing local brand awareness and engaging with consumers, the local consumer fair may be the preferred choice due to lower costs and higher local impact.

Tips for Maximizing Event Participation

Regardless of the chosen event, certain strategies can maximize the benefits derived from participation:

Pre-Event Planning
- Set clear objectives and goals.
- Schedule meetings with key contacts in advance.
- Prepare marketing materials and promotional items.
Engagement During the Event
- Actively participate in workshops, seminars, and networking sessions.
- Engage with attendees and exhibitors to build relationships.
- Take notes and gather information for post-event analysis.
Post-Event Follow-Up
- Follow up with new contacts promptly.
- Evaluate the event’s impact on your business goals.
- Assess the return on investment to inform future event decisions.

The Takeaway

Deciding which industry events to attend requires careful consideration of various factors. By defining clear objectives, understanding the target audience, and evaluating budget and time constraints, small business owners can make informed decisions. Utilizing a comprehensive checklist can streamline the evaluation process and ensure that the chosen events align with business goals. Whether attending industry events or exhibiting at consumer fairs, strategic participation can provide significant benefits, from networking and learning opportunities to increased brand visibility and market insights. Ultimately, the right event can offer a valuable platform for growth and success.

Author
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Kim Laderer

President at Felene Inc

Kim Laderer is the President of Felene Inc., a national distiller of premium spirits. As President, Kim heads national sales and distribution operations.

Kim is a single mom who had held a senior IT position for 17 years at market-data giant, NPD Group in Port Washington, New York until 2022 when the company was sold to rival Information Resources Group of Chicago. Earlier in her career, Kim also held information technology positions at Pall Corporation and IBM.

Kim’s story is a classic tale of true grit and incredible work ethic. Starting out as the Felene social media director in 2019 (while still holding a full-time job), Kim quickly assumed the added role of New York regional sales director in 2020. During a period of the pandemic when many retail and hospitality businesses were shut down, Kim managed to on-board dozens of strategic accounts. Within a year, Kim built a vibrant sales territory and the logistics infrastructure to support sales, distribution and continuity. After leaving her position at NPD in 2022, Kim was appointed company president and became a principle shareholder in the company.

Kim now oversees sales, marketing and logistics for the company’s operations in five states including: Florida, New York, Colorado, California and Texas.