Trade shows can be an incredibly effective promotion and sales tool for small businesses … but without advance preparation they can be a complete waste of time and money. Without advance preparation you might as well collect a pile of money and strike a match to it every 15 minutes in your booth space – at least then you will get some attention!

Here are four quick tips to help you prepare for your next show.

Setting goals.

Focus on a goal or a set of goals for the show. What do you want to achieve by participating in a particular trade show? Are you looking for sales or new suppliers?

You want to select the trade shows that attract the target audience you want to reach while supporting your goals and reasoning for participating. Find out what the particular trade show’s objectives are and investigate and evaluate the trade show’s audience. Selecting a large trade show with fifteen  direct competitors may or may not be the right place to be.

Choose your exhibit space wisely.

Do not assume that attendees will trail to the back of the hall or take the jog on the road to find you. Find out everything you can about your space, including where it is located on the floor, what kind of other trade show displays will be around it, whether it’s a high traffic or low traffic area and the physical conditions of your booth space (ex. lighting, electrical).

This is imperative. On a personal note, we just attended the Atlanta Gift Show and after four 9-11 hour days of walking, we decided to skip the last three rows in the final exhibit hall. Pay to be up front and center! It truly serves its purpose.

Always advertise in advance.

Put the word out through your website, emails, mailed invitations and social media that you will be participating in a particular trade show by inviting your clients, customers, suppliers and other contacts to attend the show. Be certain that you give them all the details, such as your booth number.

Again, attendees only have a certain amount of time at a show, your invitation must have a sense of urgency and convey the message of “you cannot miss this,” or they will simply not make the time.

Party in the booth

As always, try a late afternoon, last drink of the day, party at your booth space – attendees always remember the last place they were at for the day!