If you are going to exhibit at a trade show, make sure you plan the details before you arrive.

• Select the right people to staff your booth.
• Agree on guidelines for interacting with visitors and qualifying customers.
• Place company literature and giveaways at the back of your booth so interested attendees will have to come inside to get them.

Marketing Before and After a Trade Show

Attending and participating in a trade show without advance preparation is a waste of time and money. Pre-trade show marketing is critical to alert potential customers to your presence, your purpose, and your business.  Send an announcement of hours and your booth number, along with pertinent company and product information.

Not every sale occurs at the show. Generating sales from trade shows is all about getting qualified leads and converting them into purchasers. It is a good idea to "presell" your booth by sending customers and prospects a note or an email with your booth number, inviting them to stop by and pick up a small gift, participate in a giveaway, or take advantage of special show prices.

Devise a two-part promotion: Send out half of a prize in the initial announcement, and reward the clients with the second half of their prize when they stop in at your booth.

Don't forget the press. A strong press release will get media attention from your industry trade press - and it's also a useful way to contact clients and prospects.

You can increase your exposure at a show by buying advertising in key publications connected to the show.

Post-trade show follow-up is also equally essential to making the most of your investment. As soon as you return from the show, send a letter to the entire pre-show mailing list. Then, send the qualified leads you gathered at the show a more enticing follow-up package, being careful not to duplicate the information available at the booth.

Remember, not every sale occurs at the show. Sometimes buying cycles are spread out over many months, so follow-up is very important to capturing those orders. Find a way to stay in touch with your show prospects. A letter or card might work. With email and fax machines so prevalent, a monthly email or newsletter featuring your latest product information, new prices, or new services is easy to produce - if you have a current contact list, use it.  If you don't, get busy building one!