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