Why are certain companies consistently successful at trade shows? They understand and practice the processes of targeting and follow-up. You can increase your return on investment by utilizing the same secrets that successful companies want to keep hidden.

1. Understand the primary reason you are participating it the trade show

You can use a trade show for many purposes. You may want to introduce a new product or service, announce updates of classic products that better serve your clients, search for new prospects, scope out the competition or perform market research. Successful companies realize that they can only focus on one or two issues per trade show. They make easy-to-understand offers with which targeted clients and prospects can immediately identify.

2. Plan for your target audience

One main reason a company will fail to have a positive return on their investment from a trade show is because they expect to talk with all of the attendees who walk past their booth. They are not clear who their best prospects are, how to identify them or how to quickly qualify their purchasing needs. These companies have the