A trade show is an exhibition where companies with similar or related products serving the same markets showcase their latest offerings, meet customers, learn new trends and identify new prospects. For small businesses looking to succeed, trade shows can be effective promotional and sales tools.

The process of participating in a trade show starts pretty much the same way as all other business activities do – with goal setting. But that’s not the only thing - you also need to be well-prepared to get the maximum returns on your investment. Remember that you will have to spend substantially on the event. There will be myriad expenses involved including costs for space rental, display design and construction, telecommunications and networking, travel, accommodation, promotional literature, and "give away" items. So, proper budgeting is essential. In addition, you will need to pay particular attention to other operational details. The following checklist will serve as a useful ready reckoner.

Set clear goals - What is it that you expect to gain from participating in a trade show? Is it publicity, the opportunity to launch a new product or increasing sales? The goal can be more than one but knowing your objective at the outset will help you go about achieving it.

Research - Choose the trade shows that will best serve your purpose. Talk to colleagues who have attended the same event earlier before you make final plans. You want to choose a trade show that targets the audience that you want to reach and supports your participation goals.

Plan your budget - Did you ever face a situation when costs went out of hand? It can happen so easily in this case, if you overlook the hidden costs. Apart from the direct costs of participating in a trade show such as rental and display expenses, your budget should include travel expenses, ground transportation, accommodation, meals, snacks and giveaways.

Book your booth space early - Take advantage of early-bird discounts on booth space and book one in a busy aisle that will attract lots of traffic. Once you book that space, find out everything you can about it, especially the physical conditions, to effectively plan your display.

Advertise your participation - Invite your clients, customers, suppliers and other business contacts to attend the show. If you have web presence, shout it out on your website!

Well, here you are, all ready for a participating in a trade show, and raring to make a big impression! Is your job done? Not quite! Ultimately, it is the display that is going to draw the crowds in. Here are some tips for setting up a display that will get you the audience that you want.

Visibility - Make sure that your booth is seen by all the participants who walk by it. An attractive display will draw them in. The exhibits should be well-organized and tidy and preferably, have all the prices clearly marked.

Crowd-pulling display - Use an interactive medium, such as a quiz or game on a computer, a contest draw, or a scheduled demonstration to spark interest. Usually such tricks build a crowd which in turn draws other visitors in.

Giveaway items - Yeah! Nothing works as well as a freebie as a crowd puller. Small take away items that people can use work as a wonderful reminder of your business. We can straightaway think of magnets, desk calendars, pens and stress relievers. Place these items in such a way that people will have to walk into or through your display to get them.

Easily accessible information - Use signs and boards to make all relevant information easily visible. The information could include prices, minimum orders, shipping costs, or any other basic fact the visitors might need to know. After all, the idea behind participating in a trade show is to get people to know you and your products.

Promotional literature - Maintain a good supply of brightly colored fliers and brochures as well as order forms, price sheets and business cards that you can hand out as people walk by your booth. Have a press kit prepared and ready for the trade media. Get introduced to reporters covering the trade show and talk to them about your business.

Ready for business - Be prepared to conduct sales right there on the show floor. Nothing puts off a prospective customer more than being told that they will be contacted later to discuss business. Be prepared with order forms, pens, credit card slips, or anything else you need to conduct sales and keep track of people's orders.

Presence at the booth - Have your booth manned at all times. Having an empty booth is as good as saying that you are not interested in conducting business.

Engage your visitors - Be willing and ready to answer even the most inane question in a friendly manner. Be prepared with all important information about your product to answer specific questions. Chat informally and display a friendly body language.

Prompt follow up - Once the event is over, your work begins in earnest. You have to follow up the leads that you got at the trade show. Send out emails, regular mail or make phone calls. Try and get them done as quickly as possible while the memory is still fresh in people’s minds.

Participating in a trade show can open new doors for your business. Make sure you’ve got the right key!



Hi, I'm Akhil Shahani, a serial entrepreneur who wants to help you succeed. If you like to work smart, check out http://www.SmartEntrepreneur.net . It's full of articles and resources to help you start and grow your business successfully. Please visit us & download our special "Freebie of The Month" at
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