Planning, preparation, presentation, and follow-up will maximize the benefits of trade shows.

Trade shows can be extremely effective outlets to showcase your products and services to large numbers of customers and potential clients. Over 110 million people attend more than 4,000 shows in the United States and Canada every year — and those numbers are increasing. In terms of helping them make buying decisions, customers rate the importance of trade shows above trade magazine articles and regular sales contacts, surveys show. Most show-goers are there because they have some influence on purchasing. They want to evaluate your product — how it works and how it looks — against the competition.

As an exhibitor, you want to use a trade show to reaffirm existing business relationships, identify new customers and potential partners, and scope out the opposition.

Planning

Success starts with identifying the right show or shows for your business. Check with your industry or trade association for referrals and a schedule of shows. Many groups have Web sites, and there are other Internet resources that offer strong starting points to find schedules and contact information.