Guest Author - Yvonne Russell

Trade Shows are where the industry shows off its wares. While the theme may vary, from high tech to sailing to children's clothing, the premise is basically the same.

Buyers and sellers meet, to trade and to network. As a business traveler, you only have so much time. Attendance is not always free for buyers. Vendors pay huge amounts of money to display, so you need to do your homework to see which are the most worthwhile ones, time wise and focus wise.

Which ones to attend? How do you know they are on, and when are where?

1. Consult industry journals, websites and publications

2. Networking, both formally and informally

3. Did you go to last year's trade show. Was it worthwhile?

4. Weigh up the value of traveling interstate or internationally

5. Weigh up the merits of staying close to home with localised trade shows.

6. Who is the target audience for the trade show? Will this be a good fit for you?

7. Try to access last year's catalogue to views exhibitors and get a feel for it.

8. Find out who is exhibiting.

9. Are there special deals for prebooking?

10.Are there hotel or travel deals for busines travelers?

11.Consult the websites of exhibitors to get an idea of their products

12. Consult the website of the organiser.


Trade shows are an invaluable marketing tool. They are also an avenue for seeing things tangibly. Being able to get a response in real time, rather than beng put on hold listening to elevator music, is a bonus.

It is only common sense tht the business traveler who wants to stay informed on the latest in his area, needs to do more than travel from meeting to meeting. These days the business traveler could be the bookstore owner going to the Book Expo, the world's largeest book fair, held annually in New York. The business traveler could be the aerospace scientist or the toy puppet buyer for a children's website outlet.

Taking the time to research the best venue and focus for your trade show experience will stand any busines traveler in good stead.