tsasrBIG COMPANIES HAVE RELIED ON INDUSTRY trade shows to be hotbeds for business-to-business deal making, lead gathering, and overall business marketing and promotion. In the past, many trade shows had a broad appeal and focus or catered only to Fortune 1000 companies. But recent growth in this booming $10 billion industry has spurred organizers to launch increasing numbers of smaller, more specialized business-to-business events that cater to much narrower, more vertical audiences. Today, you have a good chance of discovering events dedicated to your trade and targeting the very customers, competitors, and potential partners you’re trying to reach.

Although odds are good you’ve walked the aisles as an attendant at such industry events, it’s time to consider the benefits of setting up your own exhibit booth. Trade shows can help you target your audience. If you pick the proper show, you’ll meet people you wouldn’t …