Whether you're selling an ice-pack brassiere or an elevating wheelchair, a trade show can be the perfect place to increase business, company officials said at the 26th annual Medtrade Conference & Exposition.

The president of Eagle Parts & Products Inc. wouldn't think of missing a Medtrade Conference & Exposition. It's too valuable.

"If you're in the business, you have to come here," Frank Dolan said. "It's like an airport. Here's where the planes are going to land."

Mr. Dolan's Augusta-based company had a booth at the home health care event last Tuesday through Thursday to showcase the company's wheelchairs, scooters and handicap-accessible golf cars.

Trade shows, if done right, can really help a freshman company excel, said Laura Jordan, the owner of Columbia-based Creative Events & Meetings, who helped Everthere plan its booth at Medtrade.

Her company is just one of many that facilitate trade shows and help business owners plan and prepare to wow the trade show visitors.

"You can't beat talking to a person face to face," she said.

At a large trade show, such as Medtrade, thousands of people convene to exchange cards and talk shop. It would be impossible to meet all these people without such a gathering, Ms. Jordan said.

The first step to a successful trade show is to set an objective, Ms. Jordan said. For Martinez-based Everthere Carriers, the goal was to find dealers of its new product, which allows for the transport of wheelchairs or scooters.

After setting a goal, you have to find the right trade show for the product, Ms. Jordan said. Search online or use an event planner to find upcoming shows.

Preparing can take as long as a year, depending on the size and the scope. Figure out how much space you need and whether you have the funds. For a large conference, the total cost could be between $5,000 to $10,000. Everthere Carriers prepped for its trade shows in a matter of weeks, but that was because it had only a short time frame from the product's completion to show time, Ms. Jordan said.

At the show, the marketing plan gets put into action

For the Taiwan Stanch Co., marketing at Medtrade meant a mannequin covered in its product. The company has attended the show for 15 years in a row to advertise its hot-and-cold packs filled with nontoxic "medical gel" to help ease body aches and pains.

The mannequin wears the company's eye mask, arm and leg bands, and even an ice-pack brassiere for women who are nursing or who have just had breast augmentation.

"We keep finding new customers," said company representative Wilson Chang, who attributes much of their inquiries to the mannequin out front.

Wisconsin-based MobiLife, brought its product to the visitors by having salespeople cruise across the trade show floor demonstrating the company's elevating wheelchair.

Cheryl Brown, a sales representative and the wife of the inventor, was at Medtrade to network. Born with no legs, Mrs. Brown is roughly 32 inches tall. When fully lifted by her chair, she stands higher than 6 feet.

"This is my Harley," Ms. Brown said while cruising the show.

Many booths at Medtrade offered free goods - candy, pens and other novelties. The success of these products is debatable, Ms. Jordan said.

"I think a lot of people just go around to the booths to take these home to their families," she said. "I don't know if they truly hold value."

Everthere Carriers had a bowl of candy that more than one visitor raided simply for a Reese's peanut butter cup and then proceeded on.

Plenty more stopped to inquire about the product, however.

When the trade show is over, don't think the job is done, Ms. Jordan said. If a success, a business should have leads to pursue for increasing business.

"The key is getting back with everybody," she said.

Reach Tony Lombardo at (706) 823-3227 or tony.lombardo@augustachronicle.com.