Now, more than ever, trade show marketing dollars need to be justified. That is not to say that you should pull back and stop attending trade shows altogether. But it does make sense to check that you spend your dollars wisely.

Start by evaluating the shows where you currently exhibit. Using information from past shows, determine how much you have generated in sales against the full cost of attendance. Long-held assumptions about the size of your display or whether you should even attend should be challenged. While you're at it, consider other shows that you may not be exhibiting at currently. Even if it's a smaller event, could a regional show bring better return for your marketing dollar if you consider the potential savings in travel and lodging?

No matter the event, your display should feel fresh. Tired-looking displays will not inspire the excitement you need to project for the event to be successful. This does not necessarily mean an overhaul of your display. It can be as simple as jazzing up your booth with larger graphics, new colors, or fresh bulbs. Although you may have the urge to "wait until next year," resist it. This few-hundred dollar investment can help you dramatically improve your results.

If you do need to buy a new display, try renting before buying. Trade show display vendors will typically apply part or all of the rental fees against the purchase cost. When it comes to actually buying, refurbished models may be the right approach if you are looking to manage a tight budget.

There are also savings to be had in your promotional product distribution strategy. It's a given these days that nothing comes for free. Require people to walk through a demo or to complete a survey before they can get their "freemium." By being discriminating about who receives the promotions, you can potentially buy more memorable, desirable keepsakes without having to increase your promotions budget. BuyerZone.com offers a free request for quote tool for all different types of promotional products.

Whatever you do for the upcoming trade show season, remember to plan ahead. Procrastinators are rarely rewarded in life, especially not when it comes to trade shows. Take advantage of early-bird discounts, buy airline tickets in advance, prepare your visuals without having to suffer rush fees, and avoid overnight shipping charges. Actions like that can save hundreds of dollars right away without requiring any additional scrimping or saving.

Advance planning on your part should also help you take advantage of a recent trend for attendees to determine which exhibits they want to visit in advance of the show. These trade show goers need to plan ahead to maximize their time at a trade show, which is often a day or two shorter than in the past. Catch these potential buyers by marketing to them in advance, but save yourself some money by prioritizing which ones you actually approach.

Making decisions now about how to approach the upcoming trade show season can translate into big savings. And better results.