The big-picture issues to consider are whether the trade show will be an effective marketing vehicle for your business and if so, how you can use it to attract the best prospects. Many marketers and business owners assume trade shows are a good idea for everyone, create a budget and go.

It's not quite that simple. Here are some tips and suggestions to mull over before you decide to participate in a trade show:

Gather information about the show beforehand

Not all trade shows are created equal. Be sure to find out as much information you can about the show before you go. Ask about the previous year's attendance. Ask the show owners how they're marketing the show. And, most importantly, what kind of people attend the show (are they in your target market)?

Create a show-specific marketing plan

Showing up with a booth and brochures isn't going to get you very far. You need to think about how you'll attract people to your booth – what kind of signs will you use? Who will staff the booth? Also, some marketers come up themes just for the show – will you print new brochures, booklets, posters, flyers, etc? What about giveaways or coupons? Each of these items can affect your success at a trade show.

Also, before you actually go to the show, you can greatly increase booth traffic by sending out mailers letting prospects know where you'll be and what you'll be offering.

Make attendees want to visit your booth

How many shows have you been to where booth personnel are standing (or sitting) behind the booth, bored. They look like they couldn't care less about getting anyone's attention. What a waste of money! Be sure to have your best salespeople, or yourself, out there, getting people's attention. Try giving a demonstration of your product, or having a giveaway or game going on to attract people to your booth.

Track lead information

Nothing is more frustrating than when someone is interested in your product or business and they want you to contact them, but you misplaced their info. Keep a sheet of names and contact info, and note the prospects' interests so that you know what to follow up about. Also, be sure to follow up within a specified time, say two weeks.

Assess your show participation ROI

If you don't get many leads or sales from a particular show, you may want to stop attending that particular show. Focus your marketing budget and energy on other shows that will give you the leads you need. Track leads and sales for every show you attend so that the next year you'll know whether it's worth your while to attend that show again.

Trade shows require some work – but with a plan and an attention-grabbing presentation, you'll get back more than you invest.