Thinking about skipping trade shows? Think again.

A recent article in the Wall Street Journal addressing small businesses caught my attention. It is entitled, "Exhibitions Game." The deck notes, "Trade shows can be worth the sometimes-high expense. If, that is, you’re smart about them." The article points out that while exhibiting during these difficult economic times might seem like a luxury, it ain’t necessarily so — if you approach it wisely. The article notes that exhibiting — or even just attending — is a smart move for critical exposure to potential buyers, essential for learning, necessary for building relationships and getting an up-close look at the competition. It goes on to advise that what you must do is "pick your battles" in a manner of speaking; research those trade shows/or markets that offer the best potential in terms of leads, etc. Read the full article here.

Buyers, this is something that you should also keep in mind. Although this article is aimed at exhibitors, trade shows are important to your business as well for many of the same reasons. If you can’t afford the big trip to a major market, investigate your regional shows. Many are listed on our market calendar.