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Attending a trade show could represent a significant outlay of your marketing budget, depending on travel cost, booth rental, a professional display, promotional materials, and shipping. This could be a sound investment of marketing dollars, however, since attendance at trade shows is growing. According to the Center for Exhibition Research, trade show attendance has been growing steadily since 2009, with the travel industry ranking in the top three sectors for growth.

 To make the most of your investment: First and foremost, attend the right shows. While it might be tempting to make your choice based on dates, cost, and location, it makes more sense to learn which shows your top clients and top competitors are attending. Check with professional organizations for recommendations, and research past show attendance to make sure the list includes people and businesses you want to connect with.

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