Test and measure. Rating: 4/5 Trade Shows Can work well if you select the right shows to participate in. Think carefully about the cost, and about how much you need to sell to make that money back. Will you make it back immediately, or in the very short term? Don't go just to build awareness-that's exactly the same as wasting money. When you display, make sure you do something different, and have something for people to look at. It's also important to get people's names and details, or better still, arrange to get the list of every person who attends. Hints and Tips: 1. The people manning your stand must be knowledgeable and enthusiastic. 2. Have your product there so people can see it and maybe even try it. 3- Use the opportunity to research what your competitors are doing. 4. Have a special show-only offer. 5. Invest in some nice furniture to make the stand look professional. 6. Be proactive: Go out and grab people as they walk by. Use a powerful question and have something to show them. 7- Make sure the crowd is your target market. 8. Corner stands work best. Rating: 4/5 Open Days and Sign-on Days Can work for particular types of businesses. If you advertise it properly, and have enough incentives (goodies, entertainment, special deals), you're likely to get a 84