Too many companies go to trade shows, and have no idea what the profile of their client is. They sign up for trade shows that have the wrong audience, because they have no idea who they intend to sell to. You have to know who your potential client is before you make an investment in a trade show.
Without knowing the type of company, size, industry and product or service offered you are not prepared to be an exhibitor at any trade show. If you are not sure who your client is, then look at your 10 major clients and get as much information on them as you possible can. Look at their SIC codes, their NCIS codes, industry, products and services.
That should give you any indication of who you should be targeting, and what they are buying.
Business is a game.
Business to many people is a game, but it is a very serious game. Consider the fact that as an owner or President of a company, you have the responsibility of the people who work for you.
In this day and age there are a number of associations and government organizations that will help a company to succeed. Know who you are dealing with and know who you should be dealing with.