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Many businesses find that trade shows can be one of their best sources of new business and are also a good way to attract media attention. No single thing you do can guarantee that you will have a profitable show, however, there are a number of things you can do to improve your chances of success:

Research the history of the show - Will the show be adequately promoted to your potential customers? Do large crowds usually attend the show? Are there any other significant trade shows that place at the same time? Is the location of the show easily accessible for people interested in attending? How did participating in the show work out for businesses who participated in previous years? Did their client base increase?

Always set-up a professional looking exhibition stand - To attract convention goers to your display, you do not need the most extravagant display on the floor, but you do need to put some thought and effort into designing a display that entices attendees to stop and check it out. Look for inspiration on the Internet and ensure that signs, photographs, promotional materials, etc all look professionally prepared.

Promote your stand ahead of time - You will need to start discussing your participation in the show well before the show dates. To maximize the effectiveness of your exhibition stand, send out mailings and announcements weeks before the trade show inviting your customers and prospects. Set appointments by telephone a couple of weeks ahead of time to meet with important customers and prospects at the show.

Give away samples or have a gimmick - You do not need to spend a lot of money to have attractive gimmicks or giveaways; a large bowl of candy, or free bottles of water can bring people to your stand. Some giveaway ideas include samples of your product or service given away at various times throughout the day, as well as useful items (such as notepads and key rings) imprinted with your company’s vital information.

Be sure to follow up with customers - Now you have made all these great contacts. What do you do next? Make sure you follow up with them so that you can convert them into a long term client. As soon as you finish a conversation, or even while you are talking to someone, take notes. This way when you call them you can refer to the conversation and make it very personal and specific to them. For your follow-ups to be effective, you must get in touch with your contacts within a couple of weeks of the show.

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