Preparing for Exhibitions – publicity and on stand behaviours

It seems to me that every business is looking at how to maximise the cost of any investment and increase opportunity.  Why then do companies go to shows and exhibitions without proper preparation? No matter whether the show attracts 4000 key buyers or 40,000 consumers at the larger shows, most companies will only speak to 200 or 300 contacts.  What happens to the other 3800 or 38800?  Do they know you exist?  Do they have you on their ‘must visit’ list? Pre publicity prior to the show coupled with and good stand behaviours are major ingredients.  Think ahead! Public courses 6.1.12 and 12.1.12 prior to Scotland Gift Fair and Food Fair.