Trade show attendance can have a transformative effect for small and medium-sized enterprises (SMEs), it has been claimed.

In an article for Fresh Business Thinking, Aura Print claimed that such events offer a valuable marketing opportunity for growing companies.

The firm said choosing an exhibition with enough footfall, and most importantly enough representation of an SME's target market, "can pay dividends".

"Such shows can transform a business overnight and get you the exposure you need," Aura Print added.

But the firm explained that SMEs need to approach trade show advertising in the right way. They can't afford to take any short cuts.

First of all, companies need to ensure their stand or booth is manned by an enthusiastic face of the brand, Aura Print urged.

It added that the people promoting an SME at trade shows need to be friendly and knowledgeable, but with an edge.

These employees must be willing to go above and beyond to win the attention of passers-by, the company claimed.

"Attracting people can be through some sort of game, simulator, entertainment, or simply providing coffee," it suggested.

"But your exhibition stand can live or die by its branding. Distinctive banners, for example, can make a big first impression on visitors."