Having a booth at a trade show is a great way for companies to build brand awareness, get valuable sales leads, and have face-to-face conversations with potential customers. Unfortunately, some people think all they have to do is show up and the sales will automatically start rolling in. Being successful at any show requires more than just securing a booth, and the following tips can help you get the most out of your trade show participation so you don’t go home disappointed.

Make a plan. Do you want to get fresh sales leads? Generate buzz for a new product line? Increase awareness about your brand? Whatever you goals are for the show, you need to make a plan and execute all of your show-related activities in service of that goal. Too many trade show attendees think that planning merely means booking plane tickets and hotel rooms—and this lack of attention leads to an underwhelming experience at the event.

Communicate before the show. Trade shows are a great way to make new contacts, but don’t forget to let your current ones know that you’ll be attending. Mention your plans to participate to people on your mailing list and encourage them to come to the show to see your new products and meet with staff about their needs.

Train staff. Not everyone has the personality to engage people at a trade show, so first and foremost, be sure to bring outgoing, enthusiastic staff members with you to the event. But that’s not enough to meet your show goals: Any staff you bring should be trained on what to do in the booth. Everyone at the show should be prepared to effectively communicate with, and qualify, prospects.

Offer memorable swag. When you create swag for the event, come up with something unique that represents your brand. While other booths are giving out pens and notepads, you should have something that will stand out in attendee’s minds. Whatever you bring, be sure it has your phone number and website address somewhere on the item.

Prepare for the press. Chances are, journalists will be on the show floor looking for a great scoop. Be sure you have press kits ready for them in your booth so your company can become part of the story.

Speak at the event. By speaking at a trade show, you establish yourself as an expert in your field, which can help get more traffic to your booth. Also, you can use the content you created for the event to nurture the leads you generated at the show and attract people who could not attend.

Follow up. Some people come home from a trade show with a stack of business cards and think their work is done. Leads don’t mean anything unless you follow up on them. Make sure you’re actively nurturing leads by first thanking them for coming to your booth and offering them free information to gauge how interested they are in your products or services. If potential customers continue to be receptive after warming them up, then you can move on to a sales conversation.

Just like your other marketing efforts, the success you reap from participating in a trade show is based on how much effort you sow at every stage of the event. By following these tips, your company can have a productive and enjoyable experience that you can replicate with every show you attend.