Tradeshows draw your most important audiences—prospects, customers and partners—to one location. They can be a great venue for raising awareness and generating leads, but you will only reap the return you seek if you invest the time and planning required to stand out from the crowd.

 

Preparing for a tradeshow can go from exciting to overwhelming in no time at all. The best approach is to create an action plan complete with a time line and break down the show into segments. By compartmentalizing your preparation, you can easily track the progress of your goals, while ensuring the quality of your presence.

 

Remember that the goal of the show is not merely to be in attendance, but to create opportunities after the show. Timely follow up with all contacts made at the show is critical. Prepare your sales team in advance of the show, for the work to be done after the show. When you return from a show, discuss the event with key employees who will be responsible for follow up.