#2 is crucial. I've exhibited at events where almost no one was buying technology. Worse, many of the people who stopped by and seemed interested were not peopl

#2 is crucial. I've exhibited at events where almost no one was buying technology. Worse, many of the people who stopped by and seemed interested were not people who would make software decisions for their organization. You have to do your homework. Go beyond reading the event's website and literature. Just because it seems like the right crowd for your product doesn't mean it is. Or maybe it is, but the tradeshow floor is in a weird spot or only open during lunch or a keynote making it difficult to sell. Ask others who may have exhibited or attended before you buy a booth.