Before you book the space and pay the deposit, ask yourself some straightforward questions:

• Why am I exhibiting at this show?
• What products/services will I be showing?
• What do I want to accomplish here?
• What will I be doing to achieve the results?
• What image do I want to project?
• How does this specific exhibition fit into my broader sales and marketing plans?

Your answers to these questions form the specific objectives you need to set to be a successful exhibitor. And remember, the objectives you set should be measurable and obtainable. If you set a specific number of leads to generate or units to sell, you will find it much easier to judge your success at the end of the show. Setting challenging goals for performance is important, but don't be unrealistic - you want to succeed!

Companies choose to exhibit for the following reasons:

• Build Sales
• Customer relationships
• Market research
• Media relations/PR
• Channel building and support