Taking Your Product to a Trade Show

This article was written by Tamara Monosoff of Entrepreneur.com. Tamara is Entrepreneur.com's "Inventions" columnist and the founder and CEO of Mom Inventors Inc., a product development and manufacturing company.

Trade shows offer inventors and entrepreneurs the opportunity to reach a large number of potential buyers and retailers. They also provide a marketing-sales double whammy: You'll meet buyers seeking products like yours, and even if you don't make a sale on the spot, your presence creates awareness about your product. You should also use trade shows to scout out similar products, make new contacts and gain general knowledge about your industry.

Here are some strategies for maximizing your trade show experience.

Find Shows That Fit

The most important thing you can do before attending a trade show is to make sure you choose the right one. You need to make the most of your time and money, and a poor choice can be a waste of both. Be sure to make your choice based on the potential returns. To choose appropriate trade shows, consider the following:

• Ask your best customers (or target customers) which trade shows they attend. For example, if your best customer is a locally owned housewares store, ask the owner which trade show she attends to choose her products. Chances are, there'll be other buyers like her there from around the region or country interested in your product, too.

• Consider cost. Smaller, regional shows are often less expensive than larger, national ones. Your booth rental can cost anywhere from hundreds to thousands of dollars, depending on the show. Historically, my company has paid about $1,000 per 100 square feet at trade shows (primarily juvenile and housewares shows), but major shows can charge up to $10,000 for a booth. That said, less may not be more. When you consider the time and preparation involved, a bigger, more costly show may be a better investment.

• Examine the nature of the attendees. Some shows, for instance, may be dominated by buyers who represent regional or independent stores, while others may be mainly attended by mass retailers. Still others will target niche buyers like grocery or drug stores. Be sure your product is a potential match for the buyers who'll be attending.

To find potential trade shows in your industry, visit www.tsnn.com, where you can search by industry, show name, date or state. You should also visit the Web site of the industry association related to your product; most sponsor trade shows to bring members and buyers together.

Make the Most of Your Booth

So you've chosen the show you'd like to attend. Now you need to determine what you'll do when you get there. It's important to maximize your booth space by presenting a professional, eye-catching image. While your booth design doesn't need to be elaborate, try to creatively make the most of your space.

In a basic package, the trade show will probably supply you with a table and skirt and some chairs. You can add stands and shelves you can buy at a discount store to further display your wares. Bring pretty tablecloths to cover boring tables. Create signs, banners and graphic elements to convey your brand and your products. You don't need to spend thousands on high-end panels -- there are many thrifty ways to make your booth stand out.

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