Attending retail trade shows to introduce your goods and services to the world can bring a lot of new business your way. Maximize the benefits of attending a trade show by thoroughly researching, planning and preparing your retail tradeshow presence.

Retail trade shows can be a much more effective marketing strategy than other traditional methods such as commercials or billboards. Targeted retail trade shows will bring in a very specific audience that is already in the market for your type of goods or service. Before reserving a spot at the next retail trade show, follow this retail trade show advice:

1. Identify your goals and objectives for the retail trade show, such as finding suppliers, catching up on new industry trends or making direct sales.

2. Set concrete guidelines for your staff concerning interaction with potential customers.

3. Carefully plan out attention-grabbing product demonstrations.

Action Steps
The best contacts and resources to help you get it done

Find the right retail tradeshows to attend

You want to find the retail trade show that will best target the market that you want to reach. Search online trade show directories, and then find out what each trade show's goals are, and figure out what that show's target audience is.

I recommend: Sign up for one of the largest annual retail trade shows, ASD/AMD Variety Merchandise Show which features a wide range of products from video games and computer software to handbags to smoking accessories. Global Shop is another general retail trade show catering to businesses including clothing, furniture and machinery.

Set up eye-catching retail tradeshow booths and displays

Having professional-looking booths and displays is essential, since they will represent your business. Having attention-grabbing qualities is just as important, since this is what will attract potential customers to your booth. Displays should be easily visible, colorful, inviting and informative.

I recommend: Get ideas about how to set up your booth with demographic statistics from Retail's Big Show. Contact Charles Banfield Productions for its expertise in all aspects of retail tradeshow booth setup.

Attract people to your retail trade show display with freebies

Many people attend retail trade shows simply to receive free gifts. Make the most of your presence by splashing your business name and logo on promo items, which is one of most successful and cost-effective marketing strategies you can follow.

I recommend: Get free samples of promo items before purchasing from Promo Direct or find a wide variety of unique and low-priced promo items at USImprints.com.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Attend the workshops and seminars that many shows provide along with other retail trade show services to learn the new and innovative things happening in your industry.
• •  Get free advertising by getting your company listed in a retail trade show guide.