From the AAF speech: There are three things you want to have as the underpinnings of your show program or approach: 1. Strategy2. Planning3. Measurement If you don’t have a strategic direction, it’s just a space that isn’t accomplishing anything. Know why you are going to a show, how it fits into your program and […]
The three basics in show planning Read More »
How do I use premiums to my best advantage at a show? Should I have more than one kind? This was a question posed to me at the AAF-Abilene regional seminar yesterday. The questioner was concerned that have a bowl of giveaways was just playing to the general “lookie-loos” at a show and a waste
Effectvely using premiums and giveaways Read More »
I recently purchased a home and I found that I’ll need my trade show planning skills to help me execute this move. It seems there are a lot of similarities between show planning and move planning: 1. Make a master list2. Pay attention to and adhere to deadlines3. Watch your budget Make a master list.
Show planning is like moving Read More »
“Walking a show” means just that: you are going to visit a trade show to learn more about it before you choose to exhibit. The idea is that if you get a feel for it by being there you will more than likely understand and make a better judgment of its value to your company
Managing a trade show program of more than one show require broader thinking. Because you are using properties in multiple locations (and for possible different mixes of products and services), you really need to look at cost beyond the cost of each show. In fact, combining costs across your spectrum of shows allows for economies
Total Cost of Program Read More »
I know I dwell on this, but let’s talk about leads. Gathering leads is one of the primary reasons we are at shows–we are there to itneract with suspects, prospects and clients and maybe find a few new ones in the process. So, let’s talk about one way to classify leads. Whether you are collecting
From time to time there are small, detail items that help save us time, money, effort or all three. One of those small things we should sweat is staging freight. If you arrive at show site before your work starts and before your freight is unloaded, you have a great opportunity to stage your crates
The small stuff: staging freight Read More »
It happens. The trade show supplier you worked with for so long has changed–maybe they have new owners or a new account executive. Perhaps their pricing policies have changed or they don’t understand your new business strategy. Whatever the reason, you’ve chosen to move on. As with any relationship, a business divorce doesn’t have to
Saying goodbye–leaving a vendor relationship Read More »
Where do you keep your exhibit when it isn’t being used? Have you budgeted for the cost to store and handle your booth between shows? Most of us overlook this less-than-trivial expense when planning our total cost of program budget. No matter the size of your booth (or booths) you need to consider where it’s
Let’s talk about trade shows live and in person. Remember, this medium is all about face-to-face interaction, so I’m going to practice what I preach. I’m on the program at the AAF (American Advertising Federation) District 10 Summer Leadership Conference this fall. The event runs September 18-20, 2008, in Abilene, Texas. In the two sessions
Live and in person Read More »
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