Trade shows, expos and conventions provide companies with a one-of-a-kind marketing opportunity to showcase products and capabilities and engage face-to-face with prospects and clients. In fact, an organization may achieve more at one event than they could over the course of weeks or months of marketing through other mediums.

To reap the many benefits of exhibiting at a trade show, exhibitors need to properly plan for an event. Successful trade show planning takes time, discipline and foresight. This means that exhibitors need to choose the correct show, set clear event marketing...