Choose the trade show that will give your business the best ROI (return on investment) in terms of your goals. No matter how big and splashy a trade show may seem, if you are going for onsite sales and you are one of a dozen participants that sell similar products you may not be making the best choice. You want to choose trade shows that best target the audience that you want to reach, and best suit your participation goals. Find out what the particular trade show’s objectives are, and investigate and evaluate the trade show’s audience. If you are the only company selling digital cameras at a show, and the show is really about aftermarket car accessories you may become the big fish in the non-existent pond. This really can work to your benefit.

Now, do not rely on the trade show association to get all of the people there. Put the word out that you’re participating in a particular trade show by inviting your clients, customers, suppliers, and other contacts to attend the show. Be certain to advertise your coming trade show attendance on your website as well. A busy exhibit booth brings more and more people. We just walked the furniture and gift shows in Las Vegas and as always when the space was full, it was usually filled to capacity and their energy was spilling out to the aisles. The opposite was true over and over again, with reps standing or worse yet, sitting around drinking coffee and mumbling to themselves. Bring excitement to your crowd and they will come!