1. Focus on those global exhibitions offered in the industry sector that are appropriate for your company.
2. Evaluate these exhibitions according to their importance within that sector, as well as their local, national, or international appeal. For example, how long have they been operating?
3. If your competition is exhibiting in these events, it may be a good indicator that you should consider exhibiting.
4. Carefully review the audience demographics (the published metrics or data about the visitors, exhibitors, press, VIPs, etc.). The exhibition visitor profile should offer your company a good potential for making sales or gathering sales leads. Do your customers attend the exhibition?
5. If your focus is on company branding, these visitor metrics should help you determine if there is an opportunity to achieve this.
6. Be sure that the company producing the exhibition has a good financial reputation. Find out how long they have been in business.
7. The total geographical area served by the exhibition should match your marketing needs.
8. The facility where the exhibition will be held should be evaluated, particularly for its technology offerings?
9. Evaluate the city where the exhibition will be held - are there good hotels nearby? What about entertainment opportunities for meeting with your current customers?
10. Consider accessibility to exhibition by air, rail, auto, since this will affect attendance. Are there other transportation options available?
11. Evaluate the support services offered at the exhibition. For example, translation services are usually required.
12. Finally, the time of year the exhibition will be held and political considerations can be important factors.