Enterprise Ireland offers the following pointers to getting the most from participation in trade shows.  

Before you go to the Trade Show:

• Set clear goals for your participation:
  • Identify what do you want to get out of it: sales, market research, promotion of new product, distributor appointments, identification of suppliers?  You will be better able to evaluate the shows success afterwards.
• Do your research:
  • Choose your trade shows well.  Understand the audience.  Place a call to previous exhibitors for feedback.
• Book space early:
  • You should identify, more than 12 months in advance, the shows you will participate in and reserve space.
• Promote your participation in advance.
• Invite clients, suppliers to your stand.
• Indicate your participation on your web site, your booth number should be very visible.
• Carry sufficient international business cards with international dialling codes.
• Bring appropriate promotional material - easy to carry around; brief and to the point.
• Bring appropriate clothes - smart suit or corporate t-shirt/shirt.
• Plan to travel to destination early to avoid jet-lag during the show.
• Bring an adaptor for your phone charger.
• Prepare an elevator pitch in advance.  Research the industry buzz-words.
• Pre-arrange meetings with exhibitors, competitors or potential clients at the show.
• Consider bringing one other member of staff to the show.  This is an excellent training ground and they can also share stand manning duties.  Avoid bringing several members of staff or using the trade show as a time to reward staff.  The objective of the show should be to build strong relationships with the market.
• Arrange in advance a dinner meeting with clients/distributors around the show to emphasise the effort you are putting into the market and to confirm your presence in the market.  If Enterprise Ireland is facilitating a networking dinner, identify key potential clients/partners and advise Enterprise Ireland early.
• Always prepare a professional press release to leave in the press room or to give to trade media who call to the stand.  Contact the show organisers and find out what press will be at the show - many times they will give you a press list with contact details.   Send a fax one week prior to the show indicating your booth number and any interesting news you may have to announce.
• Many shows offer discount hotel and flights.  Check before booking on your own.
• Many exhibit halls have different areas for specialty products - make sure you are in the most appropriate section for the best visibility of your product or offering.
• If the trade show has a conference session component, try to get a speaking slot.  This is excellent exposure and free advertising.
• Some conferences offer a matchmaking component where you can electronically schedule one-on-one meetings with potential customers prior to the show.  Check to see if the show you are attending offers this facility.
• Putting your booth number and trade show name on the end of all e-mails in the six/eight weeks leading up to the show is a professional way to alert customers, partners and others of your participation

Click here for pointers to:  At the Stand

Source: Article from The Market  magazine.