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Trade shows demand substantial investments of money, time, and resources—so why do so many companies approach them without a comprehensive strategy? In this first installment of our three-part trade show series, we unpack the critical pre-show preparation phase that separates ROI winners from budget wasters.

Most organizations focus exclusively on the event itself, missing the opportunity to lay groundwork weeks before arrival. We reveal proven tactics for researching attendee lists, scheduling high-value meetings in advance, and preparing your team for cohesive, effective engagement. One client scheduled 20 meetings before ever boarding their plane—while competitors stood helplessly in empty booths hoping for random encounters.

Your booth's physical presence matters tremendously. We explore how cohesive branding, strategic messaging, and thoughtful collateral design create first impressions that either establish instant credibility or permanently damage perception. As Evan notes, "people like to do business with people that they like, and people like to do business with people like themselves." Your pre-show decisions determine whether you present as approachable and professional or disorganized and unprepared.

Through real-world examples—including how one client transformed from random cash giveaways to generating enough qualified leads for an entire year—we demonstrate that trade show success isn't about luck or massive budgets, but strategic preparation.

Ready to stop hoping for trade show success and start planning for it? This episode delivers practical guidance for transforming expensive convention appearances into predictable business development engines. Subscribe now and join us for part two where we'll tackle what to do during the show to maximize engagement.