Should You Choose a Big Trade Show or a Small Show?

Though bigger is not necessarily better, the high foot-traffic at big shows can drastically increase a small company's sales. But even a modest booth at a huge show can cost tens of thousands of dollars. And that's just the tip of the iceberg — add the cost of staffing, shipping and construction, and you've made a pretty big investment, especially for a small companaies. Big shows often last for several days and sometimes move to different cities, further increasing costs.

Just as important, the competition for attention at big events is stiff enough that your small booth could easily get lost in the crowd. Unless you can afford to make a splash, you may not get noticed.

The potential rewards for small or local trade shows may be more limited, but they make good training grounds for the mega- and midsize events.