Exhibiting at trade shows can give you the following benefits: 
       *sales 
       *leads to new customers and qualified prospects 
       *contact with professional colleagues 
      *professional development 
      *scrutiny of competitors 
      *a morale boost for staff. 
     It can also be a significant waste of money, time and resources if you don’t make a commitment to full participation. Make the most of your investment in trade shows by seizing opportunities before, during and after the show. This article gives suggestions for preparing for a great show. 
     Before the show, it’s important to look after three main aspects:
     1. organize your registration details
     2.create an effective booth
     3.develop news releases, promotion and advertising.
     Register as an exhibitor early. You might increase your chances of getting a prominent booth location. 
     Meet all deadlines set by show organizers. Providing complete information when asked can ensure that you get listed properly in the show guide, on the floor plan in the right location and in such other forms of show publicity as the list of registered exhibitors to date. Take advantage of free promotion by providing the organizers with news about your company. Late registrants may miss all these vital opportunities.
     Build a better booth. If you have a logo and corporate colours, use these prominently. Prepare clear signage that presents your company name and what you offer. Visitors should have a clear impression of your services just from passing by. Display information that answers basic frequently asked questions that you may not want to have to repeat. If you advertise, design your booth with the same colours and images. Repeating your advertising in your booth or showing actual ads in publications can help people connect you to what they’ve seen before.
     Release your news. Have some real news for your exhibit, and distribute your news to your industry’s trade publications in Canada and the U.S. if applicable. Do not hold back the news for an unveiling or announcement at the show itself. Pre-show publicity can start the sales inquiries as well as draw interested visitors to your booth.
     Promote your participation in the show. In the months before the show, announce that you’ll be exhibiting in all your communications, including on your Web site. With permission, use the show logo or graphics. Email customers and prospects that you’ll be exhibiting and that you can provide free passes to the show. Some shows distribute passes to exhibitors, but you could buy them as needed. Announce a benefit to key visitors to your booth, for instance, a tour of your facilities or a special reception.
     Advertise. Consider being a sponsor of the show or an advertiser in show materials. Your company name and logo could be added to the show Web site or print materials. Placing an ad in print publications can often lead to editorial coverage of your news. Media outlets are more likely to support those who support them.