Going to a trade show without advance preparation is a waste of time and money. Pre-trade-show marketing is critical to let potential customers know about your booth. Ask the show's organizers for a mailing list of people who are signed up to attend the event. At the very least, send an announcement of your hours and your booth number to attendees. And let them know what you're selling or promoting.

Better yet, devise a two-part promotion: Send out half of a prize in the initial announcement, and reward the clients on your mailing list with the second half of their prize when they stop in at your booth. It's a classic promotional gimmick — and it works.

Don't forget the press either. A good press release may elicit some media attention from your industry trade press — and it's also a useful way to contact clients and prospects. In fact, if you have the resources for only one pre-trade show marketing effort, a press release may be your most cost-effective option.

Post-trade show follow-up is equally essential to making the most of your investment. As soon as you return from the show, send a follow-up letter to the entire mailing list to whom you announced your booth before the show. Then send qualified leads you garnered at the show a more robust follow-up mailing package (just don't duplicate the information available at the booth). Finally, there's no substitute for the old-fashioned telephone call. It's the most powerful post-trade show marketing follow-up, and you should be sure to call every lead contacted at the event.

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