Most expo producers market to the masses. They offer something for everyone to draw a huge turnout. If sponsors and exhibitors don’t sell much even if there is a big crowd, well it’s their own fault, right? Wrong!

If you are selling vinyl siding, an expo hall filled with apartment dwellers is useless to you. If you are selling to people over age 60, having a bunch of kids helping themselves to your free candy won’t help your bottom line.

In other words: if the producers don’t do their jobs by bringing enough of the right type of people into the expo, even having a huge crowd is beside the point. 

You can't always judge a show by its name. The sponsors and exhibitors should reflect the show's theme. 

As a result, you'll get fewer tire kickers at your booth and more motivated prospects. That's why we try to guide would-be show participants to the appropriate expos that suit their demographics. It's better for them, and happy sponsors and exhibitors are better for us.

Of course, it's still not a slam dunk. We give our participants lots of advice and tell them that they must work hard at our shows if they want to be successful. Those who understand the principle of targeted marketing, and who work hard during the show, are usually ecstatic when they are brought face-to-face with the right people.