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Trade shows don't have the importance they once did in the business world primarily due to the development of the Internet and on-line services but they are still a great way to take your product to the wider world.

If you've had mixed results from exhibiting at shows in the past, you probably need to look at how you can make a better impact at these events.You may have seen the foot-fall at your stand but did you get the right type of visitor to convert them into sales. Ultimately, did you see a return on your investment for participating?

Here are a few strategies which you can use to help make more of these opportunities when you next exhibit.

Pre-event promotional campaign

Creating a campaign that runs in the build-up to a the show will provide the best chance of increasing the number of customers to your stand and exposure in the media. This doesn't have to be expensive. A preview press release sent using a free press release distribution service such as prlog.com or your-story.org can attract interest which can be linked to via Twitter and LinkedIn announcements. If you have a blog, use it with teaser messages and make sure you email your customers and prospects with some background on the event which also gives you the opportunity to advertise your social networking activity. The beauty of social networking is that you can repeat your message in a number of different way. It can include details of who is attending, products being promoted, times of presentations and contact information.

Discuss publicity options the event organisers

Always look to work with the show organisers to explore publicity opportunities well in advance. This may just be a case of emailing the organisers in the first instance to see which different methods are available but be prepared to offer a name for the purpose interview whether for on-line, print, or audio-visual purposes. Many trade shows have an event program so make sure to check if there's editorial space available.

Contact journalists and publications covering the event

Research which journalists are covering the event through industry news services and contact them where possible. This will be a great way to build up a contacts database and will help you forge stronger links within the industry media. This may in turn yield opportunities for follow-up articles on show participation and other projects you are working on.

Generate interest using on-line forums

Promoting your attendance at an event using Internet forums can yield unexpected results through new prospects and feedback. You can answer

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