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It is important to understand exactly why you are attending an event. Is your primary goal to close new business, reconnect with current clients or to expand your marketing list? Your goal will make it easy to identify which events to attend and how to prepare for them.

Every vendor is competing for the same attention. Think outside the box and be creative. Don’t do what everyone else is doing.

For example, at the Home Show most of the vendors provide home-related services. They offer candy, raffle prizes, promo products and discount coupons to attract attendees.

Many of the attendees swoop in, take advantage of the freebies and move on. The vendor has very little time to talk, which causes some of them to become slightly aggressive with their pitch. This, in turn, can make some attendees apprehensive about approaching other booths.

Many of these attendees have children with them. If you have a plan to attract the children, their parents will come. Consider having a face-painting artist, temporary tattoos or a balloon artist to attract the children. Doing this may cause a line at your booth. The attendees will be there for a much longer period of time. The conversations you have will be deeper and much more relaxed.

Also, be sure to have extra staff at your booth. This will allow you time to connect with the other vendors. Most of the other vendors provide related services to your target market. The strategic, referring partnerships between vendors could generate more business than you get from the attendees. Do not ignore this opportunity.

Trade shows can be a fantastic way to grow your business. Be strategic and you will get more out of them.