7 essential things to consider when choosing the right investor event for your company

You want unparalleled exposure for your business and direct access to a large number of high quality, active, private investors. There are a number of factors you need to consider when analysing your options and choosing the investor event that is the right fit for your business.

1. Goal alignment

What do you want to accomplish from attending an investor event?

• Lead generation/ increased sales?
• Brand building?
• New product/service launch?
• Strengthened investor relations?

Keeping your goals in mind will help you find the investor event that best aligns with your objectives.

2. Reach of event

Ask these key questions during your research to ensure you gain maximum exposure and benefits from attending as an exhibitor:

• How visible is the event?
• Who are the audience and where are they based?
• How does the event organiser reach out to attendee investors?
• What other companies exhibit?
• Is the event active across digital and traditional channels to reach a wider audience?
• Do the organisers use key industry words and phrases throughout their marketing to attract the right demographics?

3. History of event and reputation

Does the show have a history, or is it new to the industry? What about the reputation of the organisers? It is always worth digging a little deeper. Remember:

• New shows can be hard to quality.
• Longevity is a good indicator of show success.
• Reputation is key. Ask past exhibitors about their experience and seek out positive testimonials or complaints.

4. Qualification of attendees

It is important to learn how the organisers qualify attendees, so you don’t want to waste time, money and resources on an irrelevant cross section of the public.

• Do they gather relevant information to ensure that visitors are quality private investors with money to invest?
• Do they qualify a diverse range of attendees, from small investors to institutional investors?

5. Attendee profile/demographics

The attendee profile needs to match your target audience. A show can attract thousands of visitors but you won’t achieve your goals if only a handful fit your customer profile.

Do your current clients and top prospects attend the event? If so, it’s a good sign that a decent percentage of the audience will align with your demographic.

6. Cost & timing

The costs and timings associated with an event can impact your decision to attend.

• Make sure you budget for any extras such as lighting, electrics and furniture hire.
• Factor in elements such as travel and subsistence and staffing.
• Look at what time of year the event takes place. If it falls during your busy period, will you be able to fulfil orders or follow up leads?

7. Post-sale support & account management

Does the organiser offer any form of account management and support? This can be invaluable, especially if you are new to exhibiting. Make sure they:

• Help you choose the most appropriate stand location for your business.
• Provide insights and top tips to help you get the most from your experience.
• Give you the opportunity to tap into engaged, private investors before and after the event, not just during the show.

By James Hudson, Partnerships Manager, Master Investor.