Before you start planning and setting specific trade show goals, you need to be sure to select the right conference, convention, or trade show for your business goals.

Exhibiting at trade shows is generally not a cheap exercise - there are exhibitor fees; the cost to have a display booth designed; flights, hotels, and meals for you and any team members attending; and the cost of your time to be there. So you need to be sure this trade show is the right place, attracts the right people, and will hopefully deliver the right sales leads.

Most trade shows provide information in their promotional materials about:

• what kind of people attend,
• what they’re looking for,
• and what the attendance was like in years past.

So do your research to ensure their target audience matches your target audience.