Start with the decision you want to influence
Write down who you want to meet, what problem you solve for them and what useful next step could follow a conversation. “Raise awareness” is too broad to help you choose between events. “Meet operations managers who need a new packaging supplier” gives you something to check against an organiser’s audience information.
Decide whether you need sales conversations, distribution partners, existing-customer meetings or product feedback. One show may support several objectives, but pick a primary one so your team can judge the result.
Check the audience, not just the headline total
Ask the organiser for the most recent visitor profile and its date. Look for job roles, business types, sectors and geography. Ask whether figures count unique people, repeat visits, exhibitors or all badge holders. A large number is not automatically a large number of relevant buyers.
Read the current exhibitor list and conference programme. These show how the event is positioned, but do not prove that a particular buyer will attend. If meetings are important, ask how the meeting programme works and who is eligible.
Build a shortlist you can actually compare
For each candidate, record the dates, venue, target audience, evidence source, stand package, likely total cost and decision deadline. Put “not confirmed” against anything the organiser has not answered. Do not treat an old edition’s dates or pricing as a current offer.
- Audience fit: which of your target roles are represented?
- Commercial fit: can the likely order or relationship value support the cost?
- Timing: can you prepare stock, demonstrations and follow-up?
- Delivery: can your team staff the stand without disrupting existing work?
- Evidence: which claims can you verify, and which are still assumptions?
Consider visiting before exhibiting
If the audience is unfamiliar and the timetable allows it, visit an edition first. Look at the kinds of conversations taking place, the products being demonstrated and how stands are staffed. A busy aisle can still be a poor match for your business. Record observations rather than copying another exhibitor’s design.
If you cannot visit first, ask the organiser for a floor plan and relevant exhibitor references. Speak to peers who have attended, while recognising that their product and objectives may differ from yours.
Read the package and cancellation terms
Separate floor space from everything you need to use it. Ask which walls, flooring, furniture, power, lighting, listing benefits and badges are included. Request deadlines for artwork, services and technical submissions. Read cancellation and postponement terms before committing, including what happens to your own travel and contractor costs.
Use our exhibition budget guide to compare the whole commitment. Record the agreed scope in writing and nominate one person to own the booking.
Leave with a one-page decision
Your decision note should state: the audience, the show, the objective, the evidence, the all-in budget, the main risks and how you will judge success. Define the follow-up capacity before setting a meeting target. A team that cannot act on the conversations has not finished planning the exhibition.
Start with the show calendar, then check dates and admission on the official event website. Our calendar is a source-checked starting point, not a promise about attendance or return.
Sources and research basis
Sources checked 2026-10-17. Supplier capabilities and venue specifications are attributed to their published documentation. No first-hand test or visit is implied.
Editorial planning guidance, not a review of having exhibited at these shows.