Tradeshow/Seminar participation dynamics

If you've got a million dollar budget and staff of 40 to market through events, then this does not apply. If you're like most technology and software companies, who are privately held and vertical market focused, then read on.

Situation: We've got a list of several events, a few tradeshows and a seminar. The budget only allows you to participate and exhibit at a few strategic events and you want to maximize your return-on-participation metric. You may or may not have previous participation.

There's a lot of numbers you need to examine in getting to the projected return. Here is what I believe is important and less important.

In no particular order.

0. First, Prepare. This is the best method for getting the most out of any event. Get a list, call customers, ask everyone you speak with if they're attending or who they know is attending. Gather Qualitative feedback.

1. Prospectus is another word for sales collateral. This will help, but notable info to skim for would be demographic/titles of attendees and breakout session topics. The credibility of the speakers is paramount for the credibility factor to draw key decision makers and thought leaders.
2. Price, as I have become to appreciate more so, is relative. Measure value.
3. Pitch the event organizer to participate in the breakout sessions or panel discussions, if approached so in sufficient advanced time before hand.
4. Booth location can make or break an event. Through-ways and entrances are best - corners also matter if close to high-traffic zones. If possible, use your knowledge collectively as an organizaton if you have ever participated in other events located in the same location.
5. Duration of the show. If it's 2-4 days, that's about all you will be able to use and show floor traffic will be best at the beginning and end, as attendees make first and last laps. Is there a reduced rate for
6. Networking events kick it off and can be great icebreakers meeting key contacts or speakers, setting the stage for what you can take away from the rest of the event.
7. Competitors presence matter, but often times it's irrelevant unless you are uber-focused on their kool-aid.
8. Quotes of previous attendees are useless unless directly quoted.

Other than that, use common sense and ask other people you trust for their consideration. Is it a good deal? Can you send few resources that are able to maximize your return? If so, go for it. Be sure to recap the event with a debrief with key members in attendance (pre-written) and compare notes and share with others who may gain from participation, who may not have been able to attend.

Cheers!