1. Create an Overall Strategy
The reasons you host an event are to connect with current and prospective customers. You will also have an opportunity to learn about new products and services and connect with other businesses and organizations. You need to set measurable goals for the show before you even sign up. Why am I here? Am I promoting a particular product or new service? Am I trying to develop into a new target market? Come prepared!

2. Send Advance Pre-show Announcements
Don't wait until the show to contact your customers or prospective customers. Develop marketing communications that include your participation and event information. Such messages, whether via e-mail newsletters or direct mail, can easily be created with little expense.

3. Press Release and the Media
Events are an excellent opportunity to meet face-to-face with media personnel to present story ideas, introduce your company, executives or spokespeople, and to establish relationships. Optimizing your marketing communications in advance will benefit you for a successful event.

4. Wear a Red Dress to a Black Tie Event
Create a way to stand out amongst the crowd. Design your event to stand out, have a consistent theme with your products and have bright, noticeable colors. Have creative giveaways, specific to your target audience.  The brands that stand out most are the ones that are wandering the halls, and taking a more proactive approach to marketing. Bring lots of hand-outs and business cards. Go meet people! You never know who will show up.

5. Build Relationships
Instead of pushing your product or service, ask questions.  You learn a great deal about the customer by learning about them personally. This can lead to a long relationship, rather than a one-time deal.

6. Follow Up
Start following up with your new leads within 3-4 days. This will determine your return on investment for a successful event.

Plan, prepare and then follow up. Success.