Think nothing has changed with trade shows in the last decade? Guess again. For many marketers, trade shows can be a valuable forum for face-to-face interactions with potential clients and for making direct sales.

Did you know that 77 percent of people attending trade shows have buying power?  Of those, 63 percent have buying plans. So how can your company make the most of their trade show interactions? Below are some tips Lori Reitz, trade show marketing consultant at Skyline, presented to the Indianapolis chapter of the American Marketing Association last week:

• Make appointments with people at the event. Contact current or potential clients before the show to let them know you’ll be exhibiting and then set appointments to meet with them while your there.

• Use social media. Ramp up your booth attendance with social media. Companies can use mobile marketing (text messages), blogs and other social media forums to drive people to their booth with information about special features, events or prizes.

• Add events to the marketing communications mix. Hosting a special event or sponsoring a luncheon can bring more people face-to-face with your company, brand and staff.

• Go green. While it can be more expensive, companies that go green with their products or exhibits can draw more attention from potential clients.

• Fewer giveaways. How many stress balls does one person need? Instead of random giveaways at your booth, create reasons to connect after the show. After all, trade shows are about selling; and offering to contact people or send brochures after the show is the next step in the sales process. Plus, you’ll get more qualified leads by talking with people who are actually interested in your product and not just the freebies. The days of people dropping business cards in fishbowls for a chance to win a “grand prize” are over. Giveaways are not totally gone, but now people can “text-to-win” grand prizes after they visit the booth and talk with your staff.

When you’re participating in trade shows, make sure you set clear and measurable objectives ahead of time. That way you can track your progress and identify areas for opportunity. And make sure to staff your booth with the best, most knowledgeable people who have a great attitude because 85 percent of what people remember after the show is your staff.

Consider these trends when preparing for your next trade show – and set yourself up for success.