12 questions to ask before booking an expo

Exhibiting is an investment. Compare organisers on the audience and the follow-through—not just how much floor space they sell.

1. Which cities and investor segments does the event focus on?

   Ask for the city, visitor catchment and mix of first-time investors versus experienced operators. A large national footfall number is less useful than local fit.

2. What visitor registration details are collected and verified?

   Find out whether visitors indicate their investment band, planned decision timeline and sectors. Check how details are verified and how privacy is handled.

3. How are projected numbers labelled versus measured numbers?

   Compare published targets with actual attendance reports. A pre-registration target and verified gate attendance are different metrics.

4. What historical event figures can be substantiated?

   Request dated records from previous events and ask whether those shows were run by the same organiser. Check that a new event brand is not claiming inherited results as its own.

5. What sectors and directly competing categories will be present?

   Ask about sub-category limits and which competitors can book nearby. A strong category mix can matter more than total exhibitor count.

6. Are stall inclusions, GST, furniture and electricity clearly priced?

   Get written inclusions: floor area, fascia, furniture, lighting, power, badges, lead capture and GST. Budget separately for team travel and your booth materials.

7. What pre-event visitor promotion is planned?

   Ask what audiences are reached via existing databases, advertising, associations and local networks, and how the organiser measures those campaigns.

8. Can exhibitors arrange relevant meetings before the show?

   Understand whether interested visitors can request meetings in advance. Meetings should be relevant to your franchise model rather than just high in number.

9. What are the event cancellation and postponement terms?

   Read the signed cancellation and postponement clauses, including credits, transfers, payment deadlines and events beyond the organiser’s control.

10. What consent basis covers any lead data shared after the event?

    Ask what consent visitors give before their information is shared. Never assume that scanning a badge gives unlimited marketing permission.

11. How soon will follow-up information and reports be available?

    Confirm when you will receive the lead details, who owns the follow-up relationship, and whether a post-show audience report will be published.

12. Who is responsible for solving problems on show days?

    Request the name and contact details of your account manager and an escalation route for venue, power, access and other show-day issues.