Each year about this time, it seems there is a trade show of some kind each week. I often wonder how many of these shows survive. According to the Trade Show Bureau, there are two new shows started every day in the United States.

It should be fairly obvious to those of you who follow my ramblings each month that I am a booster of trade shows as a valuable element of any marketing plan. However, with the proliferation of new shows, it is important to be selective when considering when and where to exhibit. This is especially true for those with small budgets.

Don't be lured into a show just because it is big and promises to provide hundreds or even thousands of potential customers. Firms that have niche products or services are usually much further ahead attending smaller, regional, more focused shows.

If you can find a show that is tied to an educational program, you will experience even better results. In times of downsizing and reduced budgets, companies are more likely to send people to a show that is allied with an educational opportunity as opposed to an exhibit-only function.

Smaller shows offer other advantages. They are usually less expensive to attend. Booth costs will usually be less than the $13.80/sqft., national average. Smaller shows require less expenditures for show marketing because the audience is usually smaller. In many cases smaller shows, while perhaps having less traffic than some major national shows, will have a more informal atmosphere. This is a much more comfortable venue for your staff and will enable them to spend more time getting to know prospects.

Smaller shows also often provide an opportunity for exhibitors to sponsor or share in sponsoring receptions or hospitality suites. A recent survey by Sales and Marketing Management Magazine, in the October issue, reports that hospitality suites do open the door to sales. Of those executives asked how they felt attending a hospitality suite would influence purchases from the sponsoring company, 32% said they would probably increase their level of business, 51% said they would continue at the same level, 15% were not certain and only 2% indicated they would reduce their purchases.

If you choose to host a suite, remember these two simple rules:

Rule #1... don't skimp... this is not the time to be pennywise and pound foolish. Companies whose suites lack food and drink are perceived as cheap. No one wants to work with a company that cuts corners. Does this mean corners are cut when it comes to your product quality?

Rule #2... don't let the boss's spouse plan your evening... unless she/he is a professional event planner.

Smaller shows provide a good opportunity to let clients mingle with top management. Most clients want to know management. Make sure everyone has an opportunity to talk with the boss.

If you take time to research trade show opportunities and plan ahead, you will be successful in reaping the benefits offered by smaller functions.