Do you still have the cowbell you got from the Bavarian Cheese Guild at the International Deli Convention?  Are you just now running out of Quik Print notepads from the last Business After Hours?  And how many show-generated-sales-leads did your team pick up at the event you just attended?  

Tradeshows, conventions and other mass business gatherings can be expensive.  Whether your firm simply buys admission tickets or leases a booth and pays for airfare, room and board, an investment has been made.  When you divide the total costs of a show by the number of exhibit hours, you want to end up with your money's worth.  You want qualified leads and lots of exposure.  The experts, bless them, have some good advice.   

Choose the right shows.  Stick to your industry or choose general events with proven attendance records and / or lots of support from government and business organizations.  Study international shows and etiquette carefully.  One country's friendly gesture might be offensive elsewhere.   The International Trade Administration of the Department of Commerce can help.

Make sure your booth is a destination.  Invite customers and potential customers to visit ahead of time.  High-tech interactivity, excitement, color and attention grabbing signage are important.  The company name is not a big draw unless you work for Microsoft or Hershey.  Instead, try a sign like "Sexy Yahoo Horoscopes" to bring traffic your way.    

Give something useful that is tied to your product or service.  Edible giveaways are consumed and forgotten.  They only work well at food shows.  Mouse pads are good for computer companies, but why do so many of us own mugs from a major trash company?  Giveaways should always include business cards, but not literature according to the boys from "Guerilla Marketing."

Don’t forget to get a business card or referral in return for your generosity.  Send literature within three days after the show as an excuse to follow up.   

Team rules:  Decide on a dress code before the event.  Demand comfortable shoes.  Train everyone on product knowledge and the benefits that make your company a good business partner.  Breath mints are a must.        

Team speak:  Step out to greet visitors.  Shake hands and introduce yourself, "Nancy Kamp, greenlightWRITE.com," instead of saying, "How's it going?" or "Hi, how are you?"  Listen more, talk less.   Ask questions to qualify leads.  Mention product benefits and show specials.  Decide if you can help visitors at the show or with a follow-up action.  Ask for the sale.  Ask for business cards.  Shake hands and move on.     

No-Nos from the Guerilla guys:  Don't ignore visitors.  Don't prejudge visitors.  No eating, smoking or gum chewing in the booth.  No hands in pockets jingling keys.  No excessive touching.   

Walk through the show with a plan.  Follow the team speak rules in other booths.  Make your time count.