Trade shows have many benefits:

  • Great exposure to a large, targeted audience
  • Lead generation
  • Face-to-face interaction with customers, prospects, suppliers
  • Educational opportunities
  • Meeting thought leaders
  • Networking

There are many disadvantages:

  • Costly
  • Takes key players out of the office
  • Competition for your time and products
  • Planning can be all-consuming
  • Results are sketchy

How can you stack the deck in your favor?

  • Clearly define your target audience
  • Evaluate individual shows by reviewing the attendee list and interviewing other exhibitors about their experiences
  • Outline your specific goals for attending
  • Create a show planning process so it goes seamlessly each time
  • Train your booth staff
  • Review your results in writing immediately after and again at 30, 90 and 180 days

Want more great trade show tips? Buy my guide, “Having the Most Successful Trade show Ever”