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