A rental is a good way to test trade show marketing. Not every show is the same size. When you attend a few shows that are a very different size from your usual ones, a rental can fill the difference. Small booth rentals are the most common, but larger islands are easy to find, too.

Compare the leads to ones gathered by other marketing vehicles. Did the pre-show marketing get out on time; did it get to the right people; did attendees mention it? How was your booth’s presence compared to your competitors? What needs to change for the next show?

Too many wind up in a folder. Follow-up promptly after the show. Do what you said you would do: send literature, call, schedule a meeting, etc.

Listen more than you talk. Take notes. Be curious. Be alert. Ask questions.

Don’t eat or drink in the booth. You don’t want to be caught with a mouthful food or cleaning up a coffee spill when that big prospect you’ve been trying to talk to all year finally shows up.

Act like you want to be there. Keep your attention towards the aisle not down in your laptop. Conversations with other staffers is not as important as the attendees.

Have good open ended questions to start a conversation. Like: How do you use web service software? or What elements are important in your chemical process?

When the shows are more than a day, set up a schedule that rotates your staff. Not only to get lunch or a rest but just as important to keep up with their eMails and phone calls. Don’t forget business continues.

Explain the lead form and tell them what’s important to capture. Your staff needs to know the current sales and marketing information as well as the products. Tell them what you expect for dress, attitude, and schedule.

Get “qualifying” information from prospects at the show. Follow up promptly after the show. Lead forms should be specific to products, budget, decision maker, etc.

Pre-show promotions let customers and prospects know you will be there. Get attendee lists from previous years of the same show or from similar shows. Advertise in the magazines or websites that support or pre-view the show. Send out invitations to your current clients. Let them know you have a special promotion at your booth.

At large trade shows, many of the attendees only have one day and visit less than 20 booths. Get on their “must visit” list.

It should make the statement you want and help you with your goals. Do you need one that a single salesman can set up in an hour? Do you need storage space for product? Do you use conversation areas? Do you want a fun, exciting booth or a calm, secure booth?

Define your target. Give yourself plenty of time to plan how and what you will exhibit.