Attending an exhibition always involves a lot of planning, and there are many questions that need to be answered before you even get there. Stand size and design has to be decided and products chosen to showcase. Then there's the question of who will staff the stand? Where will they stay? How many press packs should you take? Have you got your company information in the show guide and other show marketing materials? The list is seemingly endless.

But there is one question that should be considered before any of these that is sometimes overlooked, and it's the most important consideration of all. Is this the right exhibition for my company to attend? And to answer that, you need to know who the exhibition is aimed at, who will visit and who will exhibit.

There is no point going to all the expense of attending an exhibition if when you get there the other exhibitors and the visitors are of no benefit to your organisation. You want to be able to generate quality sales leads and make good industry contacts, and you can only do this if the exhibition is focused on your industry.

By attending a restrictive entry exhibition, such as the International PROMOTA Show, that is open only to members of the trade association, you are guaranteeing the quality of the companies that exhibit and of the visitors who attend the show.

With the focus of the exhibition purely on the industry, it is a great opportunity for exhibitors to raise their profile to their target audience. They will be able to network, sharing knowledge and information on industry issues. You will know that the exhibiting businesses and the visitors are only operating in your market sector, therefore they will be in a position where they control or influence their company's budget spend. You are less likely to get timewasters on your stand as everyone who visits will be from within your industry sector.

Not only will you know that the quality of the exhibitors and visitors is of direct relevance to you, but also that the focus of the exhibition is right for your business. The new products and technical innovations showcased will also be of added value to you. You will be able to access help and advice from the association on business matters affecting you, and from other members who have experienced similar circumstances.

"Increasingly, we have noticed the importance of providing an exhibition that delivers on the quality of its exhibitors and visitors. It is becoming more important with each passing year that we provide a platform for focused business to take place, and we expect this to be even more important for the International PROMOTA Show 2009 given our current and expected market conditions," explains PROMOTA chairman Rod Duncan. "From the feedback we have received on the 2008 show, we know that focus and quality are very important to our members and the industry."

Matt Pluckrose from Desktop Ideas, an exhibitor at the International PROMOTA Show 2008 found the quality of the visitors apparent in a restrictive entry show. And commenting on the opportunities to meet and make good business contacts, Chris O'Neill from SPS said: "The response we had was very good. You get to talk to so many people, which you can't do on a regular basis so it is a great opportunity."

By choosing to attend an exhibition that is focused only on the promotions and printwear industry you are increasing your chances of meeting and making quality business contacts. It is the quality of these contacts, not the quantity of contacts that leads to lasting business relationships, and greatly increases the chances of potential leads being converted into confirmed sales.

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