(AI-free post)

For those of you who have invested in stocks you probably’ve heard the sentence (from Keith Banks) “it’s not so much about timing the market as time in the market” ?

Since trade shows are just big marketplaces, is it true for exhibitors?

Or should we instead go by the idea (from Victor Hugo) that "Nothing is more powerful than an idea whose time has come”?

Time in the market or timing the market?

Timing, my friends.

(If you don’t agree, feel free to share your thoughts in the comments.).

Why?

Because you’re selling specific products or services that are relevant within a certain time frame.

Let’s take an example. You’re selling Xmas trees.

Is it time in the market or timing the market that matters for your sales?

Let that sink in.

Sure, you could agree that if you sell turkeys or chocolate, you have an all-year-round market.

So do you with kiwis, chocolate and flowers. But wouldn’t you agree the demand will be higher at specific times?

Nail in the coffin? Ready?

Do you have enough resources to do all the shows of your industry?

If not, then you make a choice.

What is it based on?

Cost/return on investment? (I hope for you, otherwise call me we need to talk).

Then don’t you agree that offering a product or a service which “ time has come” is much more powerful, and much more profitable than selling Xmas trees in February?

So next time a trade show offers you to come because all your industry is there, or because your government sends a delegation - with taxpayers money - abroad so you should go, pause.

Of course the trade show or delegation organizer will be like Billie Jean who claims you are the one,

But be careful of what you do, don’t go breaking a marketing’s budget.

Just remember to always think twice.

Now beat it.