Relying solely on free social media to promote a trade show, expecting exhibitors to spend a fortune to take part

“If I was going to take a boots in a trade show and the organisers tell me we do not have budget to promote this event I will not participate”. Lucien Dennis International marketing director

If the trade show organizer doesn’t have a budget to promote an event, it may not be worth spending 20,000 euros to exhibit there. Without adequate promotion, there may be a low turnout of attendees, and your investment may not result in the desired return on investment.

Before committing to exhibiting at any trade show, it’s important to do your research and carefully evaluate the potential benefits and risks. Here are some questions you may want to consider:

  1. What is the target audience for the trade show, and does it align with your target customer base?
  2. How many attendees are expected to attend the trade show, and what is the demographic breakdown?
  3. What other companies will be exhibiting at the trade show, and how does your offering compare to theirs?
  4. What is the cost of exhibiting at the trade show, and does it fit within your budget?
  5. What promotion and marketing efforts will the trade show organizer be making, and how effective are they likely to be in attracting attendees?

Relying solely on free social media to promote a trade show can be risky. While social media can be a powerful tool for promoting events and engaging with attendees, it may not be enough to generate a significant turnout on its own. There is a lot of noise and competition on social media, and it can be difficult to stand out and reach your target audience.

If you’re considering exhibiting at a trade show where the organizer is relying solely on free social media to promote the event, you may want to ask some additional questions to assess the potential impact of their efforts. For example:

  1. How many followers and engagements does the trade show organizer have on their social media channels, and how does this compare to other similar trade shows?
  2. What other marketing and promotional efforts are the trade show organizers making to promote the event, and how effective are these likely to be?
  3. Are there any paid advertising or promotion opportunities available through the trade show organizer or other channels that could help increase visibility and attendance?
  4. Have previous attendees and exhibitors found the trade show to be effective in generating leads and business, even without extensive promotion efforts?


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