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When you choose to exhibit at a trade show, you are committing to a major investment, in booth space rental, one or two attractive looking trade show displays, and travel costs for several people. Make sure you leverage that investment as much as possible – one of the goals you almost certainly have in mind is to increase the exposure your company or organization has within your industry. If this is the case, you might want to think about making your company a part of a seminar – either a free session or a paid event.

People attend conferences because they want to learn something new about the industry. Consequently, the speakers at conferences tend to be considered specialists in the field. If a staffer or manager from your company or business concern was the featured speaker at conference, that appearance would help to beef up your company’s name recognition and reputation in the industry – if the discussion is conducted well. It should provide good public relations exposure as media are frequently present at the conferences too.

Free conventions are good opportunities to get in front of people who seek to learn about new characteristics of your industry. But that is also why you need to carefully select the content you include in your discourse. People who attend the free conventions hope to learn more about the industry. They did not sign up for the discourse to find out about just your company, and they will likely leave bad reviews if they feel they sat through a commercial rather than a class. You can increase your exposure that way, but not in the way you probably were hoping!

It is possible, and even expected, though, to include your company’s name in a discussion during a free seminar. It’s even possible to speak about what your company does. But you have to do this by using your company as an example that illustrates whatever point you were covering in the market place at large. Be subtle, and you can educate and advertise at the same time.

Lectures during paid seminars are less limiting than those that happen during the free seminar. This time you have a captive audience that paid to be in front of you, and you will be allowed to talk about your company and what you may have to offer the visitors. What you want to guarantee before you commit to talking at a paid seminar is that the visitors are actually going to want to hear you while you have them in front of you. Perhaps you have attended a paid seminar that contained a meal? Did you pay much attention to the speaker, or were you more enthusiastic about the food, the conversation, or your Blackberry? Exploit talking at a paid seminar if you will be assured in your ability to hold your audience’s attention.

If you do opt to present at a conference at the trade show, you will want to give good consideration as to who will make the presentation for your company. You should appoint an individual who’s friendly, who’s not distressed to make a presentation in front of large crowds, who’s really informed not solely about your company but also about the industry in general who’s quick to think on their feet, and who has a good sense of humor. If you have somebody who embodies all these particular qualities, you have got a treasure on your hands. If you did not luck out, you want, as a minimum, someone who knows the business, who can make a presentation with confidence, and who is easy to understand.

Very likely, if you have decided to present at a seminar at a selected trade show, you may wish to do so again the next year. Visitors at seminars usually are asked to review the discourse, so if you provide good data and are entertaining, you will probably get asked to present again. You may also desire to request copies of comment cards, so that you will know for certain what the attendees liked about your presentation and what they did not. That information will help you tune up your next discourse.

Presenting at a seminar at a trade show is another PR opportunity for your company. If you are interested in this, send your request early to the show’s producers, highlighting a subject they will desire to include in their show. It’s another excellent way to get your company’s name in front of the show’s attendees.

Before investing a lot of money in your next trade show, do yourself a favor and grab your FREE report on trade show ROI. While on our website check out the many other resources that can help you find the absolute best trade show display for your next show.