Choosing an Event that Will Boost Your Business

There are many factors to choosing the right event for your business. Fitness expos, health fairs, product trade shows – there are hundreds of events each year to pick from.

You’ll need to answer a few questions before searching for a show or expo to figure out what events you’ll actually benefit from attending.

Objectives

The first question to ask yourself is – what do you hope to achieve by attending the event? More brand awareness? Networking? Selling Products?

Some events allow you to sell, some are more for networking and connecting with retailers. Who do you want to visit your booth and what outcomes are you hoping for?

See if you can come up with a measurable objective for your attendance. Some examples might be:

  • Collect 500 email addresses

  • Connect with 5 retailers to sell your product

  • Raise brand awareness – increase website traffic and social media followers by 10%

Once you figure out your objectives, make sure you choose an event that can help you achieve your goals. Some events are great for connecting with consumers like the Arnold Sports Festival and others are better for connecting with retailers to sell your products like Expo East.

Budgeting

What’s your budget? The bigger and better known the event is – the higher the costs. Attending trade shows and expos can cost your brands anywhere from $400 to $4,000 and beyond just for a booth. Most events offer different packages and additional advertising options.

Things to consider when budgeting:

  • How big will your booth need to be?

  • What will the venue provide – electricity, wifi, etc. – These can cost extra

  • Will you need to pay staff? Will you also have to pay for their travel accommodations and meals? Local events may not require you to book flights and hotel rooms.

  • Will you be designing your booth or hiring a company to do it? What will it cost to design and print banners, coupons, brochures and other promotional materials?

  • Will you be doing a raffle or contest? How will you collect information – paper ballots, sign-up sheets or electronic tablets?

  • Will you be selling products? How will you collect payment?

  • If you’re selling or sampling food products you might need to pay an extra fee.

  • Are you hiring an influencer to help run your booth and post social media content?

  • Will you be spending any money on advertising?

  • Will someone from your company be doing a lecture at the event?

Answering these questions will help you choose the right event for your business. Don’t forget to leverage your event for social media content.

Read more about how to use events to generate weeks worth of content in my post on Why events are content goldmines for your wellness brand.

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