When recognized trade show consultants advise people on getting the most out of a trade show marketing program, they encourage clients to focus on established shows with a proven track record. President of ExhibitCraft, Inc. Scott Walode encourages would-be participants "to find out what the target audience is, and see if the show is being properly marketed to that audience. Shows that aren't adequately promoted aren't likely to be well attended, and could be a waste of time and money. Find out how long the show will last, and if you can afford to staff a booth for that duration."

Walode's experience in the industry has revealed that many small business owners prefer half-day and weekend shows, because they can't afford to be away from their work for long periods. Walode's suggestion when planning your strategy: "Don't think that bigger shows will land you more business. A small business at a large trade show could find itself lost in a sea of booths. Everyone might not be able to find you or have time to visit you. Smaller trade shows can be more effective, because people have time to hit every booth." We have the resources available here to help you select the right shows, and even the best booth location!