Your strategy for getting the most value from your trade show event can be summed up in 3 simple words… HAVE A PLAN.  All too often new exhibitors get swept away in the excitement of a new marketing endeavor and fail to have a concrete, steadfast plan to reap the maximum benefit from their efforts.  Planning efforts now will greatly increase your prospect conversions and most importantly REVENUE.  To make it easy, I recommend breaking up your plan into 3 stages: Pre-show, At-show, and Post-show.  Although your marketing budget will impact each stage in a multitude of ways, it is important to remember that even the most meager budgets will benefit from careful planning.