In a recent column I talked about preparing to attend a trade show as a visitor. On the flip side of that subject, if you are the manager of a small business, is whether or not you should exhibit in trade shows — local, regional or national.

There are a lot of considerations that go into the decision-making. But I would like to make the case that you ought to seriously consider sponsoring a booth in a show related to your industry.

It doesn’t have to be a budget-busting experience. You can purchase a modest, portable “booth in a box” very reasonably. Such devices are common, particularly at local shows, and can make an impressive presentation.

A popular version of such show booths opens and closes like a huge umbrella and fits into a carrying case. It provides the backdrop to a 10×10 foot space and can be a part of a display in a larger area.

Other than the portable booth, you will want a sampling of your products, assuming that they are relatively “portable” as well. If not, you might consider some kind of inter-active video that shows products in action and/or graphics that visually demonstrate their merits.

Fliers and other types of informational handouts are a must; visitors are “attacked” on all sides by other exhibitors for their time and attention and you must give them something to remind them of you and your products when they return home.

Another possibility is to invest in a modest give-away, preferably something that ties into your product or market, but definitely something that is usable so that people will want to have it. And, of course, your company’s name and phone number – maybe an e-mail address – are on it.

If you are able to do it, I recommend that you work the booth yourself for at least one day – and the entire show, if possible. There is nothing like getting a feel for the pulse of the buying public to determine if you and your company are heading in the right direction.

Participating in a trade show has so many potential side benefits that you really have to consider all of them in your assessment of its value. Just mingling with and comparing notes with other exhibitors, for instance, can be invaluable.

Trade shows are a convergence of industry buyers, sellers and others looking to play a role in the marketplace you serve. I would think most business people would want to be one of the players in such a gathering. Give it a thought.