Issue link: https://iconnect007.uberflip.com/i/1532533
36 PCB007 MAGAZINE I FEBRUARY 2025 I have been advocating for trade shows for years. I know they're not cheap. Booth space, travel, hotels, promotional materials, and time away from the office can add up quickly. But they are one of the most significant invest- ments your company will make in marketing and sales. If done right, trade shows can be a gold mine of opportunity to gain leads, build relationships, and showcase your business to the world. So, how do you ensure you're getting the most bang for your buck? Like everything else in business, it starts with a plan. Let's break it down step by step. 1. Preplanning is the Foundation of Success Fail to plan, and you're planning to fail. e success of your trade show presence is deter- mined long before you set foot on the exhibi- tion floor. Here's what you need to do. • Define your goals: Why are you going to this trade show? Are you launching a new product? Looking to generate leads? Strengthening relationships with current customers? If you aren't sure, then don't go. Whatever your goals, make them specific, measurable, and actionable. For example, "generate 50 qualified leads" or "schedule 10 follow-up meetings with existing clients." It's Only Common Sense Feature Column by Dan Beaulieu, D.B. MANAGEMENT GROUP MAXIMIZING the Five Stages of Your Trade Show Exhibit