Trade shows are essential for the growth of any industry. It is a great venue for customers to meet the industry leaders. For exhibitors, it may mean a lot more. Participating in a trade show does not only let the company come face-to-face with potential clients, it is also an opportunity for extensive market research. Trade shows place you under the same roof with your direct competitors, so you get the chance to learn more about them and how clients react to their offerings. Of course, trade shows are also the place for you to promote your business.

Here are some steps to ensure you grab your potential clients' attention before anyone else does:

1) Get the news out ? Weeks, even months, before the trade show you should already be looking for ways to market your company's participation in the affair. There are several ways to do this: a.) Send out a press release to the local newspapers and magazines; b) Put out an ad about the upcoming event; c) If you can get your hands on an attendee list, send them personal invitations beforehand and; d) Give out claim coupons for promotional products that you plan to distribute during the trade show.

2) Come prepared. ?If the venue does not supply the booth or a table, then set up one. For events like this, presentation is everything. If you're going for a booth, make the visuals work for you. If a table is your only option, you may want to get a stunning table cloth or a banner. Also, make a checklist together that outlines the steps you intend to take and the materials that you may need. If you have the time, do a dry run with your staff.

3) Look professional?Uniform booth apparel is one way to do this. Customized dress shirts makes your company look organized and professional. In addition, it's a great way to promote your brand without so much words.

4) Be professional ?The attitude should always come with the look. You're already dressed up for the part, so you might as well act like it. Greet each passerby and strike up a conversation that they could benefit from. The art of attracting new clients is different for each company. Try out several methods and see which one works for you. For instance, ?Can I help you?? does not always work, open-ended questions may be the best approach for your company. At the end of the day, get your staff together and compare notes on the methods that worked.

5) Get straight to the point ? It only takes visitors around 5 seconds to walk past your booth. In this short span, you should be able capture their attention with your display and say everything that needs to be said about your company. Organized visuals and good, clean copy can do the job well. Tell them upfront who you are, what you offer and how they can benefit from your product or service.

6) Giveaways give back ?Get the traffic moving towards your stand by baiting them with promotional products. If you have enough people to staff your booth, assign one to do a walkaround. This person could give out your logo items and point the prospect in the right direction.

7) Let your product / service speak for itself ? Imagine a trade show as a fast-paced marketing approach. Your attractive and informative visuals, your knowledgeable staff and your giveaways are the supporting cast to your service or product. In the end, it is really what you offer that will make them want to do business with you.