The trade show directory can be a major marketing tool for any company providing they do their homework and list the relevant information.

The information listed in the directory should be clear enough so that if someone wants to contact the company they will contact someone in sales that is familiar with the specific trade show and can answer any questions pertaining to what was offered by the company at the trade Show.  The information should  consist of company name, location, products or services on display that follow the theme of the show, but most of all identify someone with in the organization as the person to contact regarding company product information that listed in the directory.  If possible, put the name of one of the sales or marketing managers who did participate in the trade show, and perhaps even stood booth duty.

Some companies use the directory to their advantage in the sense that they want to keep track of all leads that came from a specific trade shows. Trade show directory are usually taken back to the attendees office to use as a reference guide. They use it to see who of their competitors exhibited at the trade show. They review other companies’ information to see who introduced new products. Just because the trade show is over does not mean that you will not get some residual effects from have good information on you company listed in the trade show directory.

If you want to do business, make it easy for someone to contact you. If the person calling your organization, and is put though a series of questions to get someone in the sales department, it doesn’t start off the relationship with your company on a positive note. But if a person calls your organization, and has a name of a person to contact the caller will feel more comfortable, and you as the person in the sales department will know exactly what they are calling about.

Make the trade show directory work for your company. The attendees may throw away the majority of the literature that they pick up at the booths they visit, but the trade show directory, in most cases, will be with them long after the trade show is finished.