Which Trade Show to Attend?

As any enterprising business knows, it's extremely important to meet your buyers face to face and cement relationships. But with such a wide offering of trade shows in the industry, and both large and small businesses counting the costs of the recession, some difficult decisions must be taken.

Skibz director Helen Bristol is no exception. She enjoys meeting both new and potential customers and finds trade shows vital for networking. "As a company, Skibz exports 25% of its products, so Kind und Jugend in September is an absolute must for us. Anyone who is anyone will be there, so more and more independents from the UK are attending every year," Helen says.

Back in the UK, decisions on which trade shows to attend have become less clear-cut. A new trade show for Harrogate in October, in partnership with the BPA, would seem a tempting choice. "Skibz are proud to be members of BPA," says Helen. "It gives great support to the industry, and Harrogate is such a fantastic location. It should be a great show."

Also new for 2010, Clarion Events are launching the Baby Show for Trade at Olympia, again in October. Currently renowned for producing consumer shows with a great buzz, if Clarion can recreate the success of their consumer Baby Shows in London and Birmingham, they should have a winner.

With two potentially great new shows to choose from, who will win the lion's share of quality exhibitors and buyers?

Helen believes there is only room for one UK Autumn trade show. "The shows I've attended, BPA, Premier Kids etc. have not been heavily supported so to have two is certainly not the answer. Skibz aren't in a position to gamble on a particular show and risk missing potential new customers who attend the other.

"Instead of attending either of the shows this autumn, Skibz will focus on our suppliers, and use our Trade Show budget to send out samples, brochures, gift bags, posters, window stickers etc to existing and potential shops. It's vital that we do what's best for our suppliers."

Skibz will not be relying on second hand feedback from either show, though. Helen fully intends to attend both shows as a visitor and base her decisions for attending either show next year on a thorough analysis of each show in October.

With many smaller enterprises in a similar dilemma, it may well be a year or two before a pattern emerges that can give a strong indication of either show's future.