A trade show is an exhibition where companies with similar or related products serving the same markets showcase their latest offerings, meet customers, learn new trends and identify new prospects. For small businesses looking to succeed, trade shows can be effective promotional and sales tools.

The process of participating in a trade show starts pretty much the same way as all other business activities do – with goal setting. But that’s not the only thing - you also need to be well-prepared to get the maximum returns on your investment. Remember that you will have to spend substantially on the event. There will be myriad expenses involved including costs for space rental, display design and construction, telecommunications and networking, travel, accommodation, promotional literature, and "give away" items. So, proper budgeting is essential. In addition, you will need to pay particular attention to other operational details. The following checklist will serve as a useful ready reckoner.

Set clear goals - What is it that you expect to gain from participating in a trade show? Is it publicity, the opportunity to launch a new product or increasing sales? The goal can be more than one but knowing your objective at the outset will help you go about achieving it.

Research - Choose the trade shows that will best serve your purpose. Talk to colleagues who have attended the same event earlier before you make final plans. You want to choose a trade show that targets the audience that you want to reach and supports your participation goals.

Plan your budget - Did you ever face a situation when costs went out of hand? It can happen so easily in this case, if you overlook the hidden costs. Apart from the direct costs of participating in a trade show such as rental and display expenses, your budget should include travel expenses, ground transportation, accommodation, meals, snacks and giveaways.

Book your booth space early - Take advantage of early-bird discounts on booth space and book one in a busy aisle that will attract lots of traffic. Once you book that space, find out everything you can about it, especially the physical conditions, to effectively plan your display.

Advertise your participation - Invite your clients, customers, suppliers and other business contacts to attend the show. If you have web presence, shout it out on your website!

Well, here you are, all ready for a participating in a trade show, and raring to make a big impression! Is your job done? Not quite! Ultimately, it is the display that is going to draw the crowds in. Here are some tips for setting up a display that will get you the audience that you want.

Visibility - Make sure that your booth is seen by all the participants who walk by it. An attractive display will draw them in. The exhibits should be well-organized and tidy and preferably, have all the prices clearly marked.

Crowd-pulling display - Use an interactive medium, such as a quiz or game on a computer, a contest draw, or a scheduled demonstration to spark interest. Usually such tricks build a crowd which in turn draws other visitors in.

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