Tradeshow Tutorial.

• Author: Giles, Christie
• Position: Brief Article

So you're considering spending money on a tradeshow exhibit? Is it money well spent?

The answer depends almost entirely on you, according to Jason Mathis, Salt Lake Convention and Visitors Bureau director of communications. "I think tradeshows can be very valuable; we attend dozens every year to promote Salt Lake City as a travel destination. But you have to be willing to do your homework in advance."

That advance preparation, includes talking to past participants and obtaining attendee demographics from trade-show promoters.

Roy Gedge, administrative coordinator for DMG World Media, one of the largest tradeshow promoters in Utah, suggests choosing a show with a proven track record. "Established shows are doing something right to keep exhibitors and customers coming back year after year." The Salt Lake Tribune Spring Home & Garden show (in its 54th year) is a good example of a time-honored exhibition and averages about 50,000 attendees.

Gedge claims that once you've identified the right tradeshow for your product, you'll have a hard time finding a better value for your advertising dollar. He estimates the cost for a 10' x 10' booth at $600 to $1,000, depending on a show's size and duration. "For the same money, you might get a two-column, four-inch ad in the newspaper that may reach 300,000 people, but how many will see it? How many are interested in your product?"

Tradeshows can attract a more specific audience, For example, "the Utah Boat & Fishing Expo, considered the second-largest tradeshow in Utah, hosts 40,000 people that are all there specifically because they're interested in fishing and...