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. ...