Trade shows and vendor fairs are basically marketing vehicles for business development. One could, therefore, assume that the most effective trade show strategy is the one that will produce the most traffic and generate the most leads.
Vendor booths at regional convention centers are filled with outstretched arms and Cheshire cat smiles, as sellers repeatedly tell their corporate stories to cautious passers by. If this sounds familiar, I might recommend a few small adjustments in strategy that will significantly increase the return you can expect on these investments.
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