As reported in Trade Show News Network, all trade shows, conferences and other events primarily exist for one reason: to allow the opportunity for face-to-face selling between attendees, exhibitors and sponsors. Of course, there are other reasons for events, such as education, but a trade show is its own ecosystem and its goal is to have growth with the perfect balance of qualified attendees and exhibitors. For the purposes of this article, the word “exhibitors” also includes sponsors.
According to Nick McCallion, President of Trade Show Ready, there are four key selling points to increasing attendance. Nick recommends you disregard the specific market your trade show addresses for the time being, as his top four selling points can be implemented as an outline, with your branding and call to action added to further the success of your efforts.