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Trade shows can bring you a lot of exposure and connect you with high-value prospects. They’re also a great way to expand your mailing list and generate stronger results from your marketing in the future. But when the conference hall is packed with competitors, how do you make sure you stand out? Here are a few tips.

Lay the groundwork for great results. It’s crucial to let your customers, fans and audience know where you’ll be before the event. Use your social media platforms, your email lists, your website, and all other tools at your disposal. Engage your audience by using the event’s hashtag to build excitement about your booth, your presentations, and your swag. The more you build up your appearance, the more traffic you’re likely to see on the big day.

Stand out with your swag. Many people look forward to the giveaways at trade shows and conferences—and it’s important not to disappoint. Consider items that are useful, rare, quirky, fun, and have a clever connection to your brand. Build buzz by posting video of people having fun with your merch on the day of the event—which will also help attract more people to your booth.

Know your competition. Competitive research is a big and often-overlooked element to a successful trade show appearance. Research what your major competitors have done at past events, pick up tips when you can, and identify opportunities for you to stand out. It’s possible they’re leaving a big market need or messaging opportunity unfulfilled.

Put resources toward your booth. Not everyone has a big budget for a trade show booth—but your visual presence will be a big part of attracting walk-in traffic. If your budget is limited and you have to pick one area to spend money on, your booth is a good place to allocate funds. The ideal is a big, show-stopping booth with great branding and colors to attract the eye, or a unique experience that others aren’t offering.

Be interactive. Consider how you can engage your audience with an interactive booth that encourages participation. If you have a big budget, maybe you can incorporate virtual reality, arcade games, and other high-tech experiences. But you don’t need one—a fun contest or creative, engaging presentation can go a long way toward generating excitement.

Trade shows can be a big investment, but if you do it right, you’ll be reaping the benefits all year long. Use these tips, and you should hopefully generate plenty of leads and business that will make it all worth it.