11 steps to successful trade show: be prepared before you.

• Author: Bohi, Heidi
• Position: CONVENTIONS/MEETINGS: SPECIAL SECTION

Attending trade shows sponsored by vendors or industry associations is a sizeable investment for any company, whether you send someone to walk the floor, or sponsor a booth where staff presents products and information to potential buyers. The benefits, though, can far outweigh any reason not to attend, as each show presents a unique opportunity to give buyers and sellers the chance to meet existing suppliers, conduct business meetings, network with others, and investigate new products and services. Like each component of the company's marketing mix, if participation is carefully planned according to the overall business-development strategy, you can maximize your company's investment and turn this prospect into on-the-books business. The key is to know what you want to accomplish before, during and after the show. Here are several professional tips to consider when preparing to get the most out of attending a trade show.

1. Pick the show--Find the venue that helps you meet your business objectives by researching different trade associations: even if the association doesn't host shows, they will know which ones are the most successful in their industry. Less is more: it is better to attend one highly targeted show a year than to spend the money on those not in keeping with your business-development strategy. Ask the company putting on the trade show for information on who attends and who exhibits, then ask the organizer for references. Two websites to reference for listings of industry trade shows are Trade Show Exhibitors Association and Exhibitor Magazine.

2. Get the word out--Let potential clients and others in your industry know your company will be there through direct mailings, phone calls and publicity. Plan in advance--Register and get your badge before the show opens, sign up for seminars you want to attend, make appointments with customers and prospects you want to meet with, and make a list of what you want to learn.

3. Set objectives--Make a list of goals. Why are you attending this show? What will make it successful? How many promising leads would you like to leave with? Who are specific people you want to meet?

4. Arrive early--If possible, arrive before the show officially opens so you can walk through the venue quickly and undisturbed. This will give you a good lay of the land so you can maximize your time once the show begins.

5. Do your homework--Using the exhibitor's handbook, find out what new products and services are...