Call me old fashioned but I firmly believe that everyone that attends a trade show on behalf of their company should have specific show objectives to drive the trade show and company ROI. Furthermore, these objectives should be written down and approved by a senior manager before anyone is allowed to attend the show.

Following the show each attendee should be required to write a short report listing their accomplishments against their attendance objectives.

Here are some general “examples” that merit trade show attendance:

Clinical Personnel


Product Management

Marketing Management

Sales Personnel

Senior Management

Parting Thoughts

Time at a trade show must be used wisely. You and your product are not there to make an appearance. You are there to generate awareness, interest and sales.