It can cost you a sizeable chunk of your budget and valuable time to take a stand at a trade show. How can you be sure you're getting your money's-worth?

Before you shell out on the design and construction of an elaborate stand for your next visit to a trade show, consider your first priority. 'People buy from people - not elaborate mausoleums,' points out John Blaskey, managing consultant for The Exhibiting Agency. His organization helps prospective exhibitors get the most out of their investment by providing pre- exhibition skills workshops. After all, an eye-catching stand may draw people to take a look, but it won't magically shift your products or services.

To do that you need well-trained, confident people who are thoroughly briefed in why the company is at the trade show, who it is hoping to attract, and what message it wants to convey. John Blaskey advises prospective exhibitors to devise a plan for the event, which should be divided into three main categories according to when things need to be done: before; during; after.