Before you attend a show, decide your goals. Is it to to close some sales, or get as many names and e-mail addresses you can, or another reason. Determining what your goals in advance are will help you decide which trade show will give you the most return for your investment.
Another impotant step is to visit other trade shows. Observing other trade show companies and their marketing tactics can give you ideas for your upcoming event. Observe the displays, how the people work their booths and attract people to come visit, the freebies, etc.
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