Trade shows can be one of the most cost-effective ways for your company to reach qualified prospects. And with a little bit of planning you can dramatically improve your results.

1. Start planning as soon as you know you will be attending the show. Make your booth space reservation as far in advance as possible so you can select the best location and size.
2. The majority of trade show attendees plan their trade show exhibit visits before the show. 75% of buyers arrive with pre-set purchasing objectives. A pre-show marketing campaign is essential to making the most of your trade show exhibit investment.
3. Most trade shows are covered by local and industry media. Before the show, invite local media contacts to visit your booth. Find out if there will be any trade press at the show and set up a time to meet.
4. Promote the shows your company will be exhibiting at and your booth location on your company website, Twitter and Facebook pages.
5. Avoid printing anything at the trade show or at a hotel business center. Ship copies from your office or a printer to the show.
6. Put together a comprehensive inventory list before you ship your exhibit. This will make check in and out-bound shipping more efficient, and better ensure that any missing items are identified rapidly.
7. Bring more sales collateral and business cards than you think you could possibly need. You cannot afford to run out and it is inexpensive to ship it back to your office.
8. Bring backup copies of all multimedia presentations on CDs just in case you have an issue with your laptop. You can also store copies of presentations online so that you can access them and download if needed.
9. Organize your trade show leads in the downtime during the show and start to follow-up even before you leave the exhibit floor. Send the contact information for prospects to your office from the show and have someone send out requested collateral material to these prospects so it is waiting for them when they return to their office.
10. Put together a trade show exhibit emergency kit: packing tape, scissors, pens, epoxy putty, a small trash can, power strips, extension cords, USB flash drives, cutting tools, and a tool kit. Add in anything that you might need for small emergency booth repairs and replacement parts for anything that can wear out or burn out like light bulbs.

Trade show exhibits are a big investment. Just a little bit of planning and a few tips from the pros, and you are well on the way to having a less stressful and more successful trade show exhibit.