Before you reserve your space, and write the check be sure you know what you want to accomplish. Have specific objectives in mind, and measure the results! For example:

• Number of people who came to booth
• Number of leads
• Sales within a specific period of time after the event
• Investment per lead

As you compare trade show opportunities consider ask organizers about total attendance, attendee demographics and exhibitor turnover.

And if it is the right show, be sure to carefully select your space. Avoid columns, stairs, obstacles or locations too close to the food station. If you have strategic partners, who typically refer business to you, consider getting booth spaces side by side.

As you design you booth - think simple! Your graphics should be large and eye catching. Like a billboard, people passing by should be able to grasp the key message, even if they don't stop. Want to give more detail? Put it in a handout.

Beyond the graphics the booth itself should be simple as well,

This is the most important part of your trade show planning. Before you walk out the door to attend the show, be sure you have a plan in place to follow up when you come home!

Have your follow-up packets ready before the show. Then all you have to do afterward is paste a label and postage and get them in the mail. While your competitors are still trying to figure out what to send, your prospects are already reviewing your information!