Business trade shows or other exhibiting opportunities present a wealth of opportunities to promote businesses, your brand, and your products and services. While it is important to thoroughly plan your trade show booth, it is equally as important to conduct some research long before trade shows take place. Advertise your attendance at the trade show through a direct mail piece to confirmed attendees (or a targeted list drawn from the list of confirmed attendees); and announce it on your website, through email campaigns, in newsletters, on your blog, through social media sites, and in email signatures. A contest or prize drawing is a great way to attract people to your booth.  When advertising your attendance at the trade show, ask attendees to visit your booth to complete a leads qualification survey and be entered into the contest or prize drawing.


Be sure to bring a good amount of supplies to the trade show so you do not run out of important literature, brochures, business cards, and giveaways. Many trade show organizers allow easy registration online and some offer advanced registration discounts, saving your company hundreds and in some cases thousands of dollars.
Key sales and marketing messages, eye-catching signage, informative literature, appealing giveaways, and engaging elements will generate a higher volume of booth traffic. Carefully evaluate the details of each trade show including: the number of businesses who exhibit, the average number of attendees (potential customers), attendee demographics by job function, and so on.


Traditional advertising and promotions are still a vital function for the success of any business. You need to research all details and gauge which trade shows will yield the highest return on investment.



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