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 of scale and, ultimately, savings by sharing. I’ve always called this approach a Total Cost of Program evaluation. 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 business cards or swiping mag-striped attendee badges, you need to pay attention to and classify (separate) your gathered leads. The most straight-forward way I’ve used over the years is to call them as you see them as they are collected. That is, instruct your staff to mark the lead sheets with one of these codes: Read More...

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 and your shipment. By placing the crates and goods around your space before you start set up, you’ll be putting hings where they can be unloaded with the most efficiency. Be sure to think about: 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 be ugly or bitter. Actually, it can work out quite nicely, if done professionally and clearly. Consider these items when you’ve finally decided to move on: 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 going to live when it isn’t either on the road or at a show. You can store you exhibit in one of several places: Read More...

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 I’ll cover making the most of face-to-face selling with effective trade shows. It’s a chance for those not familiar with trade shows to be exposed to this important medium. Overall, we’ll build our discussion around: Read More...

Over the past few weeks I’ve been in several situations that all lend themselves to human interaction. And while they are very divergent activities (a wedding, a fishing trip and a meeting with my management), several themes rang true. These same themes lend themselves to face-to-face marketing and trade shows.

1. Patience.
2. Persistence.
3. Passion.

A wedding is the ultimate event when it comes to planning. There is every detail to attend to on a schedule rivaling a space shuttle launch. And let’s not talk about budget. Everyone involved had to be patient, there was a persistence in making sure we all followed through with our respective roles and the passion with which it was all orchestrated goes without saying. Read More...