Many industries are heading into their trade show season and most will be unprepared to make the most of it. Trade shows are an excellent way to impact a company’s bottom line, if it's done correctly.

Here are a few secrets to improving your results at a trade show:

Get noticed. The most important thing to do at a trade show is to get noticed. Smart exhibitors or attendees have a plan of attack to get noticed. They use a "theme." Themes can be everyone wearing Hawaiian shirts and leis.

Drive traffic. You need an inducement or "bribe" that attracts buyers to your booth. One company got a 500 percent increase in trade show booth attendance by giving away a trip to Hawaii. These trips can be inexpensive if reservations are made in advance or if you use priceline.com.

Capture leads. The third most important objective at a trade show is to get contact information. Use a simple form attendees can staple their card to (of course have staplers available). The form should contain a multiple choice check-off list to be sure you're getting data.

Another great strategy for having a successful trade show is to team up with other vendors. You should have someone whose only job is to go around and find potential partners with whom you would like to work.

About the Author
Chet Holmes is president of Jordan Productions; an international multimedia firm located in San Rafael, Calif., that helps companies accelerate growth. He's creator of several business building programs including Zero to $100 Million, Mega Marketing & Sales and Guerrilla Marketing Meets Karate Master. For more information, visit www.chetholmes.com.