Marshall Yard:

A good deal of your effort in pre-show planning might be placed on which trade shows to attend. You might want to give some thought, though, to which market you’re best apt to serve: Vertical or Horizontal.

Vertical trade shows are those in which exhibitors providing a specific product or service cater to attendees interested in a specific product or service. Boating, golf and apparel shows would most likely fit this category.

Horizontal trade shows are those in which exhibitors providing a variety of products and services cater to attendees interested in a variety of products and services. Healthcare, electronics and technology shows would likely fit this category.

While vertical shows can be most advantageous - in that your marketing can be more focused - they can be tricky because, if your marketing isn’t focused enough, you won’t get the desired results.