Tip 98: Key Buyer Program

Attracting key buyers to your show is a must. With fewer attendees, quality may be the only thing you have to sell.

The first step is to define what a key buyer is in your industry. For example, it could be the purchasing manager for the 300 firms that buy 72% of the world's widget production. Or the head of IT for the 100 largest construction contractors. You must identify these key buyers by name and create a database for them. Use many sources including industry directories, your exhibitors, and actually calling each firm.

Next, develop a specific plan to bring as many as possible to your show. Some thoughts: