Trade shows are exhausting. Consider the tremendous amount of preplanning time needed to develop a booth display, create the collateral materials to hand out, attend and work the show itself, and, of course, follow-up potential leads after the show. But trade shows can yield qualified leads and much more. To ensure success at a trade show, it's important to make it part of an overall marketing plan and develop clear objectives.

Since trade shows do take a toll financially and physically, you should begin by evaluating a show in terms of how it fits your marketing needs. Can you afford to spend from $500 to over $5,000, and will you get a return on your investment? It helps to acquire a list of past attendees to get an idea of the percentage who fall into your desired target market. Take a good look at the show's past success rate and also how the show is promoted. If you are at all unsure about its merits, have someone from your business attend it once as a fact-finding mission. Let them bring back research and reactions.

Once you decide a show is worth participating in, you need to start planning 18-24 months in advance. Begin by establishing your goals, which will impact on your marketing strategies, budget, booth design, materials and staffing.

The reasons for exhibiting may vary from simply performing market research to introducing a new product or service, increasing sales, increasing leads, projecting an image, introducing your company to new markets, reinforcing customer loyalty, educating your customers or achieving media exposure.

Next you'll want to layout what your booth will look like. You may have only three seconds to grab the attention of a prospect as they saunter in front of your booth. You'll need to stand out from the other exhibitors. A simple 10-foot booth with a table and chair and back curtain will not be enough to attract an attendee. You may need to invest in portable display signage and more attention-getting furnishings.

In just a few seconds, you need to communicate who you are and what benefits you can offer the attendee. Set up the booth so that it's inviting and open. Avoid placing any furniture between you and your customer. Keep the booth clean, and don't overcrowd it with staff. You'll want enough staff so it is never left unmanned, but you also don't want more than two people staffing a 10-foot booth.

One of the ways to heighten the successes of trade show exhibiting is to orchestrate advance promotionals such as direct mail campaigns about your upcoming show. More than half the attendees of a show preplan the exhibits they visit. Preshow mailings are critical and can significantly increase response rate.

It also helps to have well-trained staff on hand who not only are knowledgeable about your product or service but are aggressive in pursuing attendees to help develop one-on-one relationships. Staffers need to be outgoing, personable and professionally representative of your organization.

You should make sure to establish in advance a dress style and a code of conduct -- staffers should not sit, read, smoke or eat in the booth. A few other tips are to get plenty of rest since shows can be extremely draining and wear comfortable shoes.

Be sure to leave plenty of time to set up the booth and never, never start disassembling the booth before the show is over and most of the customers have left the hall. Often the last minute stragglers can turn out to be the best and most loyal of customers because of the special attention they get.

As far as collateral materials, there are several divergent thoughts. Some exhibitors believe it's essential to have handouts that remind attendees about your company so they can reach you afterwards. If this is your mindset, then your materials should be consistent with your overall marketing image and message. But other exhibitors feel it is too costly to give everyone expensive brochures, and staffers should only hand them to qualified customers. Still other exhibitors contend that it is your responsibility to contact the attendee, and you should gather his or her business card. Some exhibitors type names into a computer database and send materials after the show.

Certainly one of the most effective procedures is to establish a lead retrieval system prior to the show and a process for handling leads. Be sure to follow-up with leads as soon as you return. Prospects who you contact will recognize that you're serious and professional and that you take them seriously.

The bottom line is you will realize success if you establish a goal for why you're at the show, offer an eye-arresting exhibit expressing that goal and have a system in place for selling and qualifying prospects. And -- very important to remember -- have a good time. If you have a fun attitude, you will attract more attendees.

Peggy Sealfon, owner of Naples-based advertising agency Sealfon and Associates, has written on a variety of topics for national magazines and newspapers.