If you’re planning to exhibit at a trade show in the near future, you should develop a detailed exhibiting plan the includes the following information:

• Exhibiting Objectives - What do I want to accomplish through my trade show marketing program? Your objectives should be clearly spelled out so that you can measure your success after the trade show is finished.
• Trade Show Schedule - Which events do you want to exhibit at? You’ll probably want to find conferences and expos that will be filled with members of your target audience. When planning your exhibiting schedule, you should be creative and look for unique opportunities.
• Set a Realistic Budget - Many exhibitors budget too little for their event, and wind up looking like amateurs. You should plan to spend about $200 per square foot for the whole of your trade show marketing program, and budgeting any less will probably result in reduced return on your investment.
• Create a Marketing Scheme - Your trade show display booth, promotional literature, and promotional giveaways should all carry a consistent theme throughout. This will give your company a strong branding presence.

Planning for a trade show can make all the difference in your exhibiting program.