Trade shows and exhibitions

Finding the right trade fair is essential. If the area of interest it covers is too specialist or too broad, it is unlikely to attract visitors who want to buy what you have to sell. Not all events will attract large numbers of delegates.

Do your research and find out how popular an exhibition has been in previous years. Plan and set specific goals about what you want to achieve at the trade fair. Doing this will help you evaluate the success of your attendance to decide whether it is worth going back to next year.

If you are exhibiting

Start by making a profile of the customers you want to reach. Identify their special interests and where they are located. Then take a look at the most likely trade fairs for your industry sector and try to match them with these customers. See understand your customers' needs.

Most established exhibitions will be able to provide a detailed breakdown of the number and type of visitors from previous years. This will give you a good idea of whether the types of customers you are targeting are likely to be there.

Attending as a delegate

Before you go, be clear about what you want to get out of the event. Are you looking for a particular product or service? Are there specific people or companies you want to meet? Check the exhibitor list in advance and match it against your goals. This will help you make the most of your time and avoid a wasted trip.

Identify the right trade fair

You can also contact specific venues, ask a relevant trade association or contact your local Chamber of Commerce to find out what's on in your area.

Before booking, find out more about the characteristics of any fairs that look promising. You should consider:

• who the delegates are
• delegate spending power
• the other exhibitors
• data from past events

The organisers of a good trade fair should be able to supply this kind of information.

Search for business events in Northern Ireland on the Events Finder.