| There's a new year beginning now - the school year. | | | | traditional |
| Whether you have children attending for the first time | | | | roots. People absorb not only the color and the design |
| or | | | | of |
| finishing university, it's always hectic to get into the | | | | your exhibit but the language of the signage and the |
| back-to-school routine. And, if you don't have school in | | | | image |
| your | | | | of your graphics. They look at the presentation of the |
| family, there might be your own remembrance of the | | | | information you have available - whether it's simple |
| excitement of starting afresh and learning something | | | | brochures or high tech interactives. And they judge |
| new.This is a great time to review your trade show | | | | you both |
| program in | | | | in a overall sense and by subconsciously picking apart |
| the same way you prepare for school.Pick Your | | | | |
| School = IndustryIt's a business school question - Are | | | | those segments which they either strongly like or |
| you a railroad or a | | | | dislike.Pick Your Friends = StaffYou can't always play |
| transportation company? In other words, what | | | | with your buddies, but you do want to |
| business are | | | | be in a group which balances strengths and |
| you in? If you consider your industry a railroad, you will | | | | weaknesses to |
| be | | | | get the job done. Selection of the right trade show |
| concerned with rolling stock, laying track and logistics. | | | | staff is the |
| If you | | | | most important factor in the success of a trade |
| consider your industry to be transportation, you will | | | | show. If your |
| consider | | | | exhibit is an award winner design but your staff is |
| the railroad as a method of transportation - the same | | | | bored, |
| principles apply whether you run rail cars or airplanes. | | | | can't answer attendee's questions or is boorish, most |
| There's a engine, a carrier compartment, and now | | | | people will walk away. Time is too short for the |
| most | | | | attendee to |
| importantly, customer focus. Railroads have to lay | | | | teach your staff proper trade show etiquette and |
| track, | | | | sales |
| airlines have to have airfields, so there's difficulty in | | | | techniques.Stand Up to Playground Bullies = Pick Your |
| physically moving to meet customer demand. But | | | | BattlesDuring the trade show process, there will be |
| railroads | | | | times when |
| adapted by allowing piggybacking - truck trailers on | | | | you think something isn't fair, or is too expensive or |
| flatbed | | | | really |
| rail cars. Airlines serve more markets with the hub | | | | inconveniences you. Sometimes, it's because you |
| and | | | | don't |
| spoke system. You should look deeply into your own | | | | understand the contracts and the flow of how a |
| industry and determine customer focus for the next | | | | trade show |
| 12 | | | | is put together. When in doubt, just ask for an |
| weeks and 12 months.Pick Your Classes = | | | | explanation. |
| ShowsWhile your firm is part of an Industry, in times of | | | | You don't have to take "That's the way it is..." for an |
| slowing | | | | answer. |
| business there are two avenues you can take to | | | | Find the top level of authority and make your |
| garner | | | | concerns |
| more sales. One is to hunker down and bore deeply | | | | known. A losing battle for the current show includes |
| into | | | | contracts signed which obligate you to use certain |
| your niche, the other is to expand into other industries. | | | | labor |
| In | | | | pools at certain rates. You can make your views |
| both cases, you may want to look at trade shows | | | | know for |
| beyond the | | | | next year, but this year it is in stone. On the other |
| ones you have on your current docket. For example, | | | | hand, if you |
| if going | | | | find a competitor next to you (this happens very |
| deeper into your industry niche, you can consider local | | | | rarely as |
| or | | | | show management is very conscious of this potential |
| regional shows, international expos, or shows which | | | | squabble), ask that one of you be moved. Make sure |
| focus | | | | your |
| on discrete research in your niche allowing you an | | | | complaints are legitimate. When you pick the right |
| intellectual advantage. If expanding into other industries, | | | | battles, |
| you | | | | you should win. Otherwise, you're just a whiner or a |
| have a wide range of choices but the advice is to | | | | gossip.Pick Your Sports = Extracurricular |
| research, | | | | ActivitiesTrade shows are seldom just a time to set |
| research, research before investing.Pick Your | | | | up an exhibit, |
| Teachers = Find the Best for YouNot all executives of | | | | showcase your products, and leave. Increasingly, |
| Fortune 500 companies went to an Ivy | | | | trade |
| League or MIT caliber school, but considering the vast | | | | shows are bracketed by educational sessions, social |
| number of colleges and universities, a disproportionate | | | | events, informal networking time and fund-raising. Golf |
| | | | and |
| number of these executives are graduates of the | | | | tennistournaments are becoming fashionable either as |
| elite | | | | a |
| universities. Translated to trade shows, that means | | | | fund-raiser or just social time. Firms will entertain |
| you | | | | clients |
| should align yourself with well regarded shows, | | | | during the non-show hours by utilizing a hotel |
| organizers | | | | Hospitality |
| attuned to forward thinking, and professional | | | | Suite or an off-site venue. It's easy to overload your |
| organization | | | | calendar, overfill your glass and plate and think your |
| and management.Pick Your Major = Marketing | | | | only job |
| MessageWhen you declare a major, it's your intention | | | | is to have a good time. Wrong! You are your |
| to complete the | | | | company's |
| requirements and pursue a career in that field. People | | | | representative, so whatever behavior you |
| remember that you started off in theatre, switched to | | | | demonstrate is |
| | | | what people perceive as acceptable by your |
| psychology, graduated in medieval history and then | | | | company. It's |
| became | | | | best to be on your best behavior.Pack Your Lunch = |
| a salesman. At a trade show, you don't get a second | | | | Take Care of YourselfWhen you're on the road, it's |
| chance | | | | easy to fall into the grab-a-bite |
| to change your marketing message. All the promotion | | | | routine as you rush through the airport. Or the |
| before the show, the exhibit and goodies need to | | | | I-deserve-this- dessert syndrome as you dine alone |
| revolve | | | | waiting |
| around The Message. In essence, a trade show is not | | | | for the next plane. Too much sugar, too much booze |
| the | | | | and too |
| time to change majors, confuse people and say "I | | | | much stress take their toll whether you're going to or |
| really | | | | coming from a show. Experienced business travelers |
| don't know what I'm doing here."Pick Your Books = | | | | have |
| Marketing ToolsA trade show is not an isolated | | | | these words of wisdom -* Listen to your normal body |
| marketing event but a | | | | clock as much possible* Acknowledge when you |
| continuum of your marketing efforts, so you won't be | | | | need rest* Drink lots of water and fluids* Don't drink |
| limited | | | | alcohol when flying* Maintain an exercise routine, even |
| to books. Along the way, your marketing tools are | | | | if it's just walking |
| selected | | | | around the airport* Wear stylish and comfortable |
| for the best impact on the right people, whether you | | | | clothes - don't look like you |
| use | | | | just came from the gym. You will be more quickly |
| print, video or the Internet. Once you understand the | | | | accepted |
| demographics of your audience, you use the right | | | | and get better service when you dress |
| medium | | | | professionally* Pack lightly. There are no naked people |
| for the message. For example, a firm with a high-tech | | | | where you're |
| | | | going - there's always a store* Have an emergency |
| operation will expect to see detailed information about | | | | kit with you. Whether you have a |
| your | | | | headache, you arrive at the hotel past room service |
| firm on your web site - it's the first place they will look | | | | hours, |
| A | | | | or you feel lonely, take care of yourself. You should |
| low-tech firm will expect print materials and detailed | | | | take a |
| manuals. And, yes, there are still people who don't | | | | medicine kit, pocket knife, small flash light, snacks, |
| have | | | | extra ID |
| computers, don't like computers and will never use the | | | | and pictures of the family.Going to school for the first |
| | | | time is scary but then it |
| electronic goodies in your life as appreciatively as you | | | | becomes routine. Keep a little bit of that first-time fear |
| do.Pick Your Clothes = ExhibitWe always want to look | | | | in |
| our best. Just as your clothes are a | | | | your trade show routine. It will make you more aware |
| representation of your personality, your position in a | | | | of your |
| firm | | | | surroundings and opportunities.Julia O'Connor - |
| and your sense of style (how you view yourself), so | | | | Speaker, Author, Consultant - writes |
| too is | | | | about practical aspects of trade shows. As president |
| your exhibit a representation of your company. It's the | | | | of |
| first | | | | Trade Show Training, inc,, now celebrating its 10th |
| physical impression many people have of your firm. It | | | | year, she works with companies in a variety of |
| tells | | | | industries to improve their bottom line and marketing |
| attendees at a glance if you're an ordinary company | | | | opportunities at trade shows.Julia is an expert in the |
| or a | | | | psychology of the trade show |
| daring one. If you are high fashion (which may mean | | | | environment and uses this expertise in sales training |
| expensive and faddish) or if your firm has strong | | | | and management seminars. |