Suppose you have decided to participate in a trade show. How do you know if you have chosen the right show? Did you use a Ouija board, a flip of the coin, draw straws or just a good old-fashioned referral from someone who said you should exhibit at this particular show because "it's a great show"? Hopefully the answer is none of the above.

Selecting the proper show is critical to your success or failure as a trade show marketer.

Before electing to exhibit at any show, you need to determine two things:

1) What is your potential audience i.e., how many people attending the show are potential users of your product or service... or are even interested in your product... and 2) Does your product fit the show?

To answer the first question, you must determine the AIF index (Audience Interest Factor) for your particular show. The AIF is the percentage of visitors that stop at two out of ten exhibits. The greater the AIF index, the easier to attract booth visitors. Most show producers or trade associations will be able to provide you with the AIF for their particular show.

Once you have determined the AIF, you can now calculate the potential audience. This is done by taking the expected attendance at the show and multiplying it by the AIF. The resulting figure will give you the number of high-interest attendees.

Next you must determine the PIF (Product Interest Factor)... the number of people interested in seeing any one product. The product interest factor should also be available from show management or the sponsoring organization. If it is not you will have to try an educated guess. Here's a little help... on average the PIF is 16%.

By multiplying the number of high-interest attendees by the PIF, you will determine your potential audience.

You still need to answer your first question. Does your product fit this show? To answer, you must classify the exhibitors and the attendees. Are they Vertical or Horizontal?

A vertical-seller show is one in which the exhibitors are concerned with a particular market segment. The Canadian Tire Dealer Retreaders Association is an example of a vertical show. The exhibitors as well as the attendees are interested in tire retreading exclusively. A narrow or vertical group.

A horizontal-seller show one in which the exhibitors might represent a vast range of automotive products from tires to bumpers to radios and other auto related items.

A vertical-buyer show is one where the attendees represent a single-niche market or job classification. The Canadian Tire Dealer Retreaders is an example of a vertical buyer show.

A horizontal-buyer show is one where the attendees might represent a wide cross-section associated with the automotive industry.

With some homework you can determine whether the show(s) you are considering fit your product or service.

Vertical seller/vertical buyer shows have the highest AIF (57%) and Horizontal seller/vertical buyer shows have the lowest AIF(35%).

Be sure to calculate potential audience for each show you are considering. Compare them for the greatest potential. Selecting the wrong show can be costly in both time and money.