Trade show attendance, as an exhibitor, is considered by many to be a powerful marketing tool and if properly implemented it is.

But trade show exhibiting should be treated no differently than any other promotional or marketing activity. In reviewing marketing programs for many companies I have found that one of the most common areas of misdirection of marketing funds are trade shows.

Before attending any trade show, whether it is the first time that a company is exhibiting or the twentieth time there are a number of issues that must be considered.

Most important is,