1. Nail down the basics. Contact your underwriter to reserve a booth as soon as your show dates are confirmed. If you need brochures, make sure you ask for them in advance from our Marketing Specialists, Starr Crusenberry, Starr.Crusenberry@Schinnerer.com (301) 951-6904, or Alli Amrhein, Alli.Amrhein@Schinnerer.com (301) 951-9746.
2. Please your postman. Check the trade show's shipping/handling instructions. Each show has its own shipping instructions, including the earliest date that the exhibition hall will receive packages.
3. Market, market, market! Develop a pre-mailing to announce your participation in the trade show and invite them to visit your booth. Typically, you can get an attendee list from the convention sponsor. You might also consider talking to your underwriter for additional sales leads. If you're going to have a giveaway, hold a drawing or host a pre-trade show event, tell them about it in the announcement. This will entice attendees to pay you a visit.
4. Keep your real goal in sight. Ensure you get the information you need to follow up with visitors before you give them the promotional thank you item. You might ask them for a business card or have them sign your guest book. Remember: your objective is to generate leads and sales.
5. Use the 80/20 rule. Spend 80% of the time listening to your visitors and 20% of the time talking about your products and/or services.

6. Mingle. Especially with your booth neighbors. You'll be surprised what you can learn from them, especially if they are your competitors.
7. Make your mom proud. Once the show is done, make sure all your belongings are properly packed and labeled. See exhibit personnel for shipping instructions after the show. Remember, a lost booth is a sad booth.
8. Think follow-up. Once the trade show is over, that's when things really start happening. Remember that marketing happens before, during and after the trade show. Focus your most aggressive follow-up methods on those leads that represent immediate sales opportunities.
9. Act promptly. Follow-up by phone or email within 24 to 48 hours of the end of the show. A follow-up mailing should go out within 3-5 days.
10. Most importantly, have fun! Enjoy your time at the trade show. The more fun you're having, the better your presentation will be to your clients.

Some of this information was adapted from "How to Exhibit at a Trade Show," http://www.digital-women.com/howto03f.htm.