When it comes to deciding if tradeshows can be an effective marketing tool for your company or business, a careful analysis of the landscape and return on investment potential is in order.

To be or not to be, that is the question. Where? On the tradeshow floor of course.

If the results of your analysis prove that the benefits of investing in tradeshows are worthwhile, the first thing you want to do is decide what show you want to exhibit in and sign up for the show. The sooner you do the better your booth location could be. You know what they say about location, location, location.

Next, your focus should shift to the look and appearance of your tradeshow exhibit booth.

The most important aspect of your tradeshow exhibit is the design, look, and feel. In other words, what can you incorporate into your design to get that all-important attendee to stop in front of your booth and give you the opportunity to open up a dialogue with them? Remember that you have about three to six seconds to accomplish that. And that is the main reason that you are there.

Be creative and unique. Do you want to have a simple display with detachable eye-catching graphics that can be changed as needed? Or, do you want to have a printed fabric display that sets up in five minutes and already has your graphics image on it? Be sure your company name stands out. Think about lighting it up.

Do your products require counter space? If so, make sure that the counters or pedestals that you choose are Velcro compatible for signage purposes. You should always incorporate at least one counter or table for your lead generation machine and brochures. Consider an imprinted throw cover with a slogan or product name on it.

Maybe a person of interest, like a model or a magician would draw more traffic. How about popcorn? Everybody loves popcorn and you can smell it all over the tradeshow floor. Perhaps you can design a costume or uniform for your employees to wear to compliment your look.

Do you want to spend any money on promotional items that have your company name and or logo printed on them? If so, be wise with your selection. Lots of giveaways wind up being discarded after the show.

What are your goals for the show? Do you want to get new leads, orders from existing customers, announce a new product, just show your presence, or something else? Be clear on what your goals are and do everything you can to achieve them.

That includes making sure that everything required for your booth is accounted for, especially the show manual. After you sign up for the show, mark your calendar to remind you to look for your show manual.

Once you have your manual in hand, go through it page by page and make a checklist of what resources you need. Take advantage of early bird discounts. Especially, shipping to the advance-shipping warehouse. Get your forms in early.

O.k. So youve decided that tradeshows are for you and youve done everything from the design of your booth through submitting all of the required forms to the decorator. Whats left?

Sending the right people to the show. This can be as important as everything else that youve done up to this point. Why? Because if you want to get the best results possible, you need to send the best spokes person for your company. Everything depends on them and their communication skills.

In my opinion, attitude is king. Having the right personnel at your booth can be the difference between having a return on your investment or coming back empty handed without any new leads or orders.

After all, getting a return on your investment is why you went there in the first place.

Copyright 2006 Barry Brenner