(AI-free post)

So you’re considering exhibiting for the first time?

Lucky you.

The dopamine from the expectation of a high return on investment is like no other (except for bitcoin).

But beware, it’s the same dopamine that tricks you in casinos.

So here’s my two cents : do like Poker, in Vegas.

If you’re new to this game, start with small bets and expand to larger shows as you get better at it.

You might only have the budget for one, so sure you can win big, but what if you miss?

See, it’s easy to lose your mind and your marketing budget when you can’t see the losses, or the benefits, of a show until long after it’s over (depends on your sales cycle but it can take up to a year or two sometimes).

But I hear you, you’ve been offered a BIG show, a super discount, or some taxpayers money to help you cut the costs by half.

Tempting right? (sounds like a double the reward from a casino don’t you think?)

So why, when and how to say to no, if you must.

Let’s dive into it.

Why? Numbers talk. Big show? Great. How many? 100 000 visitors? Impressive.

So what? How many can you engage with?

Ever thought about this?

It’s like the all you can eat at the circus circus.

You can’t double your stomach.

Too bad.

And no doggy bag (actually there is but it’s a “little” hack we won’t discuss in this post).

When to say no?

When you’re not ready and only have a limited budget.

Drop the FOMO, think opportunity cost.

Are you ready to rumble or will you knock yourself and your budget out?

How to say no? Thought it’s tempting?

Simple. Trick yourself with reason.

You really want the juicy burger?

Keep the meat, ditch the bread, go protein style (hi in and out fans).

That means chose another show, there are 30 000 of them, there will be another one with your target audience in more chewable size for your team and your budget. Don’t take up my words for it. Investigate.

If once you’ve done the analysis, the “go for it” of your financial, marketing and sales associate voices still ring in your ear, then… GO.

Make sense?

You can’t imagine how many startups I see who get jiggy with it once we throw them a big trade show name, and how many of them come back with empty pockets…

They think they’ve won the lottery.

They didn’t.

But sure they got an opportunity. They got a seat at the big “BLIND” table.

The blind leading the blind

So make sure you’re not the blind following the blind.

The best way not to be blinded?

Have cards up your sleeves: run the probabilities, and be prepared (we offer this preparation if you need us).

Do not count on luck, denial, or come back saying trade shows are not profitable, if you’ve been there with no preparation.

That wouldn’t be… fair.

Enjoy your first show !