Let’s call this guy Willie (although it really is Warwick when he shot a toothpick commercial).
Willie was a crafty bank robber. He would rob a bank. Get caught and go to jail.
After he got out of jail, one of the first things he would do is …. rob a bank
Soon after he would get caught and go to jail.
As you would expect, not long after getting out of jail he would … rob a bank.
And so the cycle continued.
After a while the Judge got mad and yelled at Willie, “What do you keep robbing banks for!?!?”
Willie said, “Because that’s where the money is.”
No one could accuse Willie of being the smartest guy in the land but there is one thing he got right, he knew where what he wanted was located. As an exhibitor, there is a lot you could learn from Willie in this area.
Too often exhibitors get excited about the show, they believe the optimistic marketing release, they let emotion rule their decisions without checking the facts. This can mean spending large amounts of money to exhibit or sponsor and event which doesn’t have many of your target market at it.
Find out where your “money” is. In other words, find out where your target market is. What events do the go to, what shows are they at and where do they like to network.
For some people it is really easy to find where they are, for others it can be challenging. A good place to start is to ask your existing customers where they go, what events they are part of.
Once you know the kind of events your target market is part of, visit them as an attendee. It is a high value and affordable way to “scope out” the event. You can then start your evaluation of the process as to whether you want to exhibit at it.
So when it comes to your events, be a Bank Robber and go where the money is!