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Survey the crowd at any trade show, and one trend immediately makes itself apparent. Attendees are getting younger. The infamous Baby Boomers are preparing for retirement, and Gen X’ers have moved into upper management positions. Now we’re exhibiting for Generation Y.

The members of Generation Y were born between 1977-1994. It’s a huge demographic, with over 68 million individuals, 40% of which are already employed full-time. While it’s always unwise to indulge in sweeping generalizations, this generation has consistently exhibited one primary characteristic: They’re trendsetters. Gen X’ers have shown a remarkable tendency to mimic Generation Y’s embrace of everything new, and the Baby Boomers are eager to follow along. If you can attract Generation Y’s attention, you’ll get the other two groups as well.

How do you attract Generation Y? It may be trickier than you think.

For one, Generation Y is skeptical. They don’t trust anybody. They grew up knowing that the media exists only to sell products, that news can be spun, and that the same set of numbers can be used to prove that Enron is thriving and viable or completely bankrupt.

The following four keys will help you attract this interesting and powerful target audience:

Key -1: Provide Proof
Any claim that you make must be backed up with real-world, viable proof. Any arbitrary set of statistics won’t be enough anymore. Generation Y wants to know where you got your numbers from – and don’t mind at all if they’ve been audited.

It’s hard to get Generation Y’s attention. They’ve grown up saturated with media. The average person in this age group is engaged with some form of media – tv, radio, podcasting, internet – almost 19 hours a day. They often, ‘multi-task’ – checking e-mail while watching television or listening to a podcast while reading the morning paper. Your regular exhibit booth with a video clip playing on continuous loop and piles of brochures simply is not going to cut it.

Key -2: Provide Entertainment
This group expects to be entertained. They know their attention is a valuable commodity, and they want something in return for it. Think outside of the box to find creative ways to engage this crowd. Remember to consider more than audio and visual stimuli – to get Generation Y, you need to engage ALL of their senses. While we used to caution about over-stimulating attendees, that’s not necessarily a danger with this group. They are more than ready to interact with you on many levels all at once.

That being said, Generation Y is not content to simply sit back and passively watch. They want to be engaged in their environment, fully immersed in the activities going on around them. Given a chance between watching a product demonstration and actually trying the product out, Generation Y will choose to try it themselves every time.

Key -3: Encourage Participation
Hands-on, direct product contact will appeal to Generation Y. This may not be practical for every exhibitor – after all, if you sell earth-moving equipment, you can hardly let attendees drive a front-end loader down the aisle – so be sure to explore tech-savvy alternatives. Could you have a ‘simulator’, similar to the type used to train pilots? Remember, Generation Y is used to viewing the world through a set of virtual tools. Provide a new experience using these tools.

Finally, Generation Y expects to be recognized as unique. Individuals crave and desire recognition, and are very sensitive to how they are treated. They don’t simply want to be acknowledged, they want to be acknowledged as special.

Key -4: Value the Individual
Even in the brief time your booth staff has to talk with each attendee, they can create the impression that they value the individual. Active listening, noting and using the attendee’s name, appropriate eye contact, and positive, reinforcing statements will make the attendee feel as if the booth staff are genuinely pleased to meet them. This will definitely appeal to the individual who fears being one of the faceless crowd.

Incorporating these keys into your exhibiting strategy does not mean you have to throw out everything you’ve done up to this point. Exhibiting is a constantly evolving art. As you approach each show, consider what elements you can improve to appeal to Generation Y. Staff training should focus on this new up and coming generation, so they are adequately prepared to represent your company to a whole new set of eyes.

Routine is comfortable. We like knowing what we’re going to do, when we’re going to do it, and what we’ll be wearing while we do it. It’s nice, safe and predictable. There are no surprises, no unforeseen contingencies, no upsets.

There is also no growth, no excitement, and no spontaniety. Routines can easily become ruts, especially at a trade show. It’s very easy to do, especially if you always go to the same shows, display in the same location, use the same graphics and literature, and go through the same sales spiel. It might seem effective. It’ll definitely be comfortable.

It’s also one of the biggest mistakes you can make. Exhibiting is, by its very nature, is a constantly evolving art. To be successful, you need to embrace what is new and exciting. It requires pushing boundaries.

If you’re comfortable, you’re not trying hard enough. Worse, you’re running a very real risk: The risk of boring trade show attendees with your booth.

People have a split second attention span. If you’re not presenting something new, exciting, and engaging, to draw them in, most attendees are going to assume they already know what you have to offer and pass you by. When attendees walk right by your booth without giving it a second look, that’s the same as having sales dollars flying right out the window.

There are five easy steps to break out of a rut.

1) Realize the difference between branding and routine.

Doing the same exact thing the same exact way time after time after time is NOT branding. Careful and intelligent placement of logos, consistent use of color, and overall design are all elements of branding. Look at McDonalds – they have one of the strongest brands on the planet, yet have changed looks, catch phrases, uniforms and menus over the years.

Take a close look at your branding efforts. Are they serving your marketing message, or are you simply repeating yourself?

2) Step outside your industry

Great ideas come from unexpected sources. I’ve gotten some of my best exhibit ideas from the retail world, where they carefully study the impact of color, music, and even temperature upon shoppers. Examine what motivates people to buy products that are very different from your own. What makes someone buy a motorcycle? Yogurt? Sleeping bags? Each of these items requires a different strategy, with many complex elements. Perhaps some of these elements would work well in your exhibit.

Remember, it’s never a good idea to simply ‘cut and paste’ elements from one advertising campaign onto your own. Catchphrases, graphics, and imagery may be copyrighted or proprietary. You want to expand your business, not enter litigation! Instead, analyze what makes a particular element work for you, and see how you can adapt it to meet your own business needs.

3) Get a fresh set of eyes

Have someone who is in no way related to the trade show industry or your company look at your exhibit. What do they notice first? What impression do they get of your company? What emotions do your graphics evoke? Record their impressions and compare how they measure up to your marketing objectives.

Many times we have looked at our own exhibits so many times that we don’t ‘see’ them anymore. This fresh set of eyes will be viewing your booth the same way the attendees do – with no foreknowledge or preconcieved notions of how the exhibit is ‘supposed’ to look.

4) Change up your teams

Just because Fred, Ethel, Murray and Zane have ALWAYS been your trade show team does not mean they always have to be. Take a careful look at your staff. Who is personable and professional, with excellent product knowledge, strong sales skills, and enthusiasm? Send that person to the trade show. Sending one new person to a show can create a new dynamic, sending a whole new team guarantees you’ll get anything but a routine performance.

No matter who you send, make sure that all staff members are trained. Old-hands need to refresh their skills and rookies need to acquire them!

5) Call in wardrobe

Something as simple as changing clothes can totally alter a booth staff’s performance. If they’ve been wearing business attire, consider switching to a more casual yet coordinated look. Have the booth staff break out the suits and ties. You’ll be amazed how differently they carry themselves and interact with attendees.

Uniforms and logo clothing are particularly appropriate for some industries. For example, shippers world wide know UPS by their distinctive brown attire. If this is the case with your company, make sure that the uniform shows up at the trade show. In addition to your booth staff, make sure the uniform makes an appearance in graphics and literature to reinforce the image association in attendee’s minds.

One of the major objectives of any trade show exhibit is to create a lasting impression in the attendee’s mind. After all, if a visitor can’t remember you, how can he give you his business? You also want to create a positive impression, and unfortunately, that’s harder to do than the negative equivalent.

Which brings us to humor. People love to laugh – and they like other people to laugh with them. Witness the almost constant flood of jokes and cartoons that flit across the internet: Proof that humor cannot be stopped. You’ll often find that people go out of their way to remember great jokes, where they’ll never, ever stop to jot down the details of an eye-catching graphic. This makes humor an invaluable marketing tool -–if you can make it serve your corporate objectives.

Some of you are dismissing this idea out of hand. “There’s nothing funny about my product!” I can hear you saying. Well, what’s funny about rental cars? Beer? Car insurance? None of these items are inheriently funny, yet companies in all three sectors have effectively used humor to fix their products in the public eye.

It is important to remember that your trade show campaign should be fully integrated into your marketing plan as a whole. If you are using humor in your television and print media, bring it to the show floor. However, if you are known as a stoic and conservative company, playing for laughs at the convention center will fall flat. Consistency in corporate image is key.

What can we learn from companies that have successfully used humor? There are four key lessons.

Avis Rental Cars “We try harder” campaign centers on humorous scenarios highlighting what would happen if a rental car company wasn’t willing to go the extra mile. They film ridiculous situations, such as an attendant handing out books to customers waiting in long lines, and contrast them with the bright, efficient service a customer could expect from their company. It gets a chuckle – but you’d better believe that when a weary traveler is eyeing the rental car company kiosks at the airport, an image of that book-toting attendant flashes through his mind.

Key #1: Exaggerate the norm. Contrast exaggerated examples of industry ‘norms’ with how your company excels. A restaurant chain that serves large portions could highlight the much smaller servings to be had at the competitor’s. Wendy’s did this very effectively with the “Where’s The Beef?” campaign in the Eighties. Be careful not to explicitly or implicity identify your competitors, or you’ll be hearing from some very angry lawyers.

Remember the Budwiser frogs? How about the lizards? Or the donkey that wanted to be a Clydesdale? Each of these campaigns was phenomenonally successful, yet only tangentially related to the product at hand. Each approach was slightly different. Frogs croaking Bud – wis – er can be inheriently funny, especially if you’ve already had a few brews yourself. It also appealed to the coveted young drinker demographic, as studies have shown an intense brand loyalty among drinkers, generally established in the early twenties. The lizard campaign capitalized on the wry, sarcastic humor enjoyed by Budwiser’s target audience. The donkey campaign tied into the traditional Clydesdale imagery, a strong if staid marketing tool.

Key #2: Know your target audience. Jokes that appeal to one demographic may not work with another. Gen Y shoppers have especially sharp funny bones, and may appreciate dry wit. Tie in your classic marketing efforts whenever possible.

Geico and AFLAC have recently done very well with their talking animal ads. By using the same animals over and over to reinforce the marketing message – after all, that poor duck could surely use some disability insurance of his own by now! – both companies have created a brand awareness second to none. Ask the random person to identify a disability insurance company, and chances are that they’ll tell you about AFLAC. Ask them about another disability insurance company, and you’ll be lucky if they can name even one.

Key #3: Create a character. Create a ‘character’ as part of your brand image. This character should show up EVERYWHERE – including television commercials, on the literature you distribute at the show, in your signage and graphics, and potentially as stuffed animals. The Serta Sheep toys have taken on a life of their own, and each and every one of them goes out with the company name blazoned on the side. That’s humorous marketing at work. Consumers buy these secondary products because of the laugh-factor, and bring a constant advertisement into their home. The influence on subsequent purchasing decisions may be minor, but it is in fact there.

Humor can be a great way to convey your marketing message. Geico has done this very well with the “I saved money on my car insurance by switching to Geico!” series of commercials. Exercise equipment salesmen, politicians, animated characters – all have been pressed into service to recite those ten words. Using different settings keeps the audience engaged, while constant repitition drives the message home.

Key #4: Repetition counts. Remember, consumers need to hear a message at least six times before they’ll recall it easily. The trick is to keep the presentation fresh while the message remains constant.

Comedians world-wide will tell you that humor is a tough business. It’s hard to tell what will make one person laugh and another roll their eyes in disgust. However, if a joke falls flat for a comedian, they simply move on to the next joke and keep moving. If you’ve invested tons of time and money in your humor campaign, you need to know these three things:

1. It must be funny. Test the campaign on objective people. Lots of objective people. If the majority laugh, you’re golden. However, if less than half the people get the joke, drop it.

2. It must be quick. There are great funny jokes that take half an hour to tell. That’s nice. Inflict them on your relatives or when you’ve got a whole room full of trapped subordinates. Customers aren’t going to give you that much of their time. You’ve got half a minute tops to get them laughing.

3. It must reflect well on your company. Ethnic, racial, sexual, and gender based humor has absolutely no place in the corporate world. Perceived slurs – even if they are made in the guise of a joke – will travel around the world as fast as the internet can move, and suddenly your company will have all kinds of attention they don’t want.

Laughing is a lot of hard work, isn’t it? But once you’ve found the right balance, you’ll have an advertising campaign that will draw the crowds into your exhibit – and more importantly, toward buying your products and services.

Doing business in the global marketplace requires exhibiting overseas. Participating in international shows helps establish your company’s presence as a global player, and is perhaps the single most valuable tool in forging new, valuable relationships with your foreign counterparts.

But there is an element of risk in international exhibiting. While the United States enjoys a relatively high level of political stability, the same is not true around the world. Riots happen, terrorism happens, strikes happen, even natural disasters happen. Obviously, these events can not be predicted, but there are certainly things you can do to minimize your company’s exposure to risk. It is not realistic to simply avoid any location that might be potentially dangerous. One must weigh the perceived risk against the possible rewards and make a reasoned judgement call. To do that, use the MAP formula:

M: Maintain Awareness: Keep abreast of current events in your destination country. The media can be your ally in this task, although it is good to remember that the camera crews don’t arrive until there is something to film. A crisis may have been brewing for a while before something sets it off – and you want to be aware of what’s brewing.

Pay attention to local media. Do not rely solely on American television or print media to give you a perspective on what’s happening. You’ll get a clearer, more authentic version of events from either the country itself or that of nearby neighbors. Getting accurate information out of some countries is notoriously difficult – former Soviet Bloc countries, China, Korea, and some African dictatorships for example – so you’ll be forced to be more proactive in your research.

Additionally, the State Department regularly issues reports updating conditions in various locations for Americans abroad. They will also, when conditions merit, urge travelers to leave or avoid a particular destination. Make sure you check this information regularly, and take any warnings issued by the Government extremely seriously.

A: Ally Yourself: Partner with local vendors, suppliers, and customers. These people will be your eyes and ears on the ground in your destination country. After all, they live there every day, and will have valuable first hand knowledge of what is going on. This can be more valuable than any information gleaned from news reports, as local residents will be able to place things in perspective. They’ll know if the rumblings between Faction A and Faction B are elevated or are just at a regular level but in the spotlight.

While it is important to view media skeptically, as they have a tendency toward sensationalism, it is also important not to rely too much on the advice of any one foreign ally. Some cultures are structured in such a way that people will go to elaborate lengths to avoid saying “no” or having to deliver unpleasant news. This can be misleading, and give you the impression that things are perhaps better than they really are.

One last caveat: The majority of your allies have a financial stake in your show participation. Remember that they will be making judgements and giving advice with one eye on their own interests. Additionally, they may assess risk differently. People who live with the daily threat of car bombs and drive-by shootings learn to take these things in stride, while a visitor may find themselves terrified. That is why it is important to combine your allies’ reports with objective media information.

Have your allies brief you on the area before you arrive. Where are the ‘safe’ areas, and what sections of town are to be avoided? Are there local customs that you need to know? There can be regional differences within a country – metropolitan areas may be far more liberal than the rural countryside. You want your people to fit in as much as possible. Being noticed on the show floor is a good thing – being noticed as a potential target by an angry crowd outside, not so much.

P: Plan: Have a ‘worst-case scenario’ plan in place. Where will you go if the convention center is attacked? It is prudent to have an off-site go-to spot designated, even if you’ll never use it. Airports, municipal buildings, embassies or an unaffiliated hotel are all good choices for this task. Decide on a meeting spot to regroup if your party gets seperated during chaotic events.

Each member of your team should have their own travel documents with them at all times. Make sure everyone has everyone else’s contact information. A phone list may seem like one more bit of paper to manage, but it could come in invaluable if one or more individuals gets lost.

Have a code of behavior in place for your booth staff. Now, more than ever, they are acting as your company’s ambassadors. People are often highly aware of the strangers in their midst – who they are, and how they conduct themselves. It’s tempting to kick up your heels and have a wild time, especially in a strange, exotic locale – but acting like the ‘Ugly American’ can be bad for business. Worse, wild times can have fatal results. Visitors who are obviously out of their element – and intoxicated – are easy pickings for the criminal element that lurks in every city.

Using the MAP formula doesn’t ensure that nothing bad will ever happen. However, it will help your team be prepared for what might happen during your next overseas exhibit.

The early bird gets the worm. The same holds true for trade shows — the most successful exhibitors are those who start planning at least 12 months prior to the next event. Exhibiting requires a great deal of time, money, and personnel. Make the most of your resources by utilizing them at the show that best meets your marketing needs.

But how do you know what show is right for you? Here’s a hint: It’s not necessarily the one with the largest ads in the trades or the one that is offering deep-discount exhibit space. Instead, ask yourself these ten questions about the shows you’re considering, and you’ll soon discover which are right for you.

1. How well does this show fit our marketing needs?

This is the paramount question. Exhibiting at a show must clearly fit into your marketing strategy. Whether you are planning to launch a new product, expand into a new geographical region, or reach out to reinforce existing consumer relationships, every show should have a well-defined goal that is an integral part of your marketing plan.

2. When is the show?

Show timing is crucial. Not only should an event be convenient for you and your staff, it should not be in conflict with other major industry shows or events. While there is a seemingly endless supply of competitors out there, there is only a limited amount of customers. They have to pick and choose what shows they’ll want to attend. Don’t undermine your chances by exhibiting at a small show that conflicts with the larger event that ‘everybody’ goes to.

3. Where is the show?

Location is everything. Some events purposely locate at destination locations such as Las Vegas or Orlando to entice attendees. There is some validity to this strategy, although you want to watch against the tendency to attend a show because of the amenities nearby. You’re sending a team to sell your products and services, not to visit SeaWorld or gamble the night away.

4. Who comes to this show?

A show must attract your target audience. Use attendance data from previous shows to determine what percentage of attendees are likely to be interested in your products and services AND are from your major service areas. It’s no good presenting your products to an audience that you can’t sell to.

5. Who else will be there?

You will want to know which and how many of your competitors will be exhibiting at a particular show. Remember, you need to be visible to be memorable! If you are not in front of the public, and your competitors are, the public will remember your competitors and not you. However, a savvy marketing strategy might be to exhibit at a show that attracts your target audience but is outside of your immediate industry.

6. How successful is the show?

While individual success is the responsibility of each exhibitor, there is a great deal that show management can do to ensure a high quality show. Discover what organizers do to promote the show, and take a look at previous shows. Ask for a list of previous exhibitors to contact about the show and ask them for their thoughts. Would they exhibit again?

7. Has someone from my organization actually visited this show?

A first-hand perspective from someone who fully understands your marketing goals and objectives can be an invaluable tool. Do they think the show is a good fit? Ask them about show logistics. Did things appear seamless, or were there some rough edges?

8. How much does the show cost?

Participating in a show can be expensive. Make your decision only after looking at some real life figures. Add in every expense affiliated with the show, not just registration fees. How much will it cost for items such as signage, graphics, literature, travel, lodging, meals, giveaway items, etc? And, don’t forget to calculate your indirect expenses – your people’s time away from the office.

9. What kind of help will we get?

Ask show organizers about promotional assistance. Are there sponsorship opportunities to raise your company’s profile at the event? What types of media are being invited? Also, ask for audience quality information before you decide. Are the attendees the type of attendees you want to meet?

10. What return on investment can be expected from this show?

Return on investment will in part depend on what your goals are for any given show. If you are concentrating solely on lead generation, and do not plan to be doing any selling at the show, return on investment will appear to be lower. It may take several weeks, months and even years for those leads to generate sales. However, with that in mind, set a benchmark ROI, or ROO (return on objectives) that your company would like to achieve from participating in the show. Does this mesh with reasonable projections?

When a show’s a year away, it may seem like you have lots of time to get ready. But appearances can be deceiving. Twelve months is not long, especially with all the pre-show planning, training, and preparation you’ve got to do. Here is a checklist of sixteen vital items that need to be done approximately one year before you set up your exhibit:

1. Identify Where The Show Fits In Your Marketing Strategy

Every show has a purpose. Do you want to introduce a new product to a new market? Increase existing services in an existing market? Increase your visibility in a new geographical region? Reinforce existing customer relationships? Knowing what you want to achieve at any given show is vital to your success.

2. Decide Which Products To Focus On

Your company may produce dozens, even hundreds of different products. Obviously, you can’t showcase all these items at a trade show. Attendees would be overwhelmed. Instead, with one eye on your marketing strategy, select those products that need to take center stage. Remember that 70% of people attending shows are looking for something NEW!

3. Identify Your Target Audience

Ideally, every show would be attended solely by consumers desperate to buy your products and services. However, things don’t always work that way. Determine who the decision makers are in your industry, and exhibit at the shows they attend. You want to spend your time talking with the people who have the power to make purchasing decisions.

4. Identify Your Exhibit Objectives

Clearly explain to your booth staff what goals you expect them to meet during the show. Make these goals quantifiable. Examples could be number of leads generated, target sales figures, gathering marketing intelligence or educating your target audience.

5. Write an Exhibiting Plan

Writing out an exhibiting plan not only clearly deliniates what needs to be done before, during and after the show, what your exhibit team need to do, and a timetable. Include every step of the show in the written plan, leaving nothing out. Re-reading this plan will allow you to identify any items you’ve overlooked.

6. Establish an Exhibiting Budget

An exhibiting budget should include every item needed for show participation. Beyond registration and space rental fees, include charges for show services and transportation. Add in the cost of your exhibit design, signage, graphic, and display materials as well as advertising, promotion and special activities. And, finally, don’t forget your exhibit team’s travel, accommodation and meal expenses.

7. Reserve Your Booth Space

Prime real estate go fast! To get the booth space you want, remember to reserve early. Avoid ‘discounted’ spaces in out of the way aisles or near the bathroom. The savings realized won’t balance out all the attendees who never get near your booth – or worse, who go by in a big hurry with other things on their mind!

8. Pay Deposits

Check in with the accounting department to make sure deposits are paid on time. This often-overlooked item can cause all kinds of headaches, not to mention high late-payment charges.

9. Ensure Booth Design Meets Objectives

There are no one-size-fits-all displays. Make sure your design meshes with your marketing plan, helping to support current objectives while maintaining your corporate image. Booth layout is vital. Make sure it contains all the needed elements, including a ‘quiet’ place to talk with hot prospects.

10. Assess Your Current Exhibit

Give your current exhibit a critical once-over. Does it still look sharp and engaging, or is it tired, faded, and worn? Signage and graphics sometimes travel around the globe several times in a year – and they don’t always look better for it. Check flooring material for wear and tear as well as your other displays.

11. Purchase New Items as Needed

Order new graphics and signage as far in advance as possible. This way, if there are any mistakes, you’ll have time to make necessary corrections. Additionally, allowing yourself extra time gives you the room to negotiate for the best deals. As you replace worn items, make sure the old ones are disposed off – you wouldn’t want your booth staff setting up last year’s signage by mistake.

12. Order Show Services

Show services should be ordered in advance. These can include electricity, signage, audio/visual equipment, booth cleaning services, plants and flowers, telephone and computer hookups, waste removal, and furniture. You’ll be sure to get everything you need, and enjoy a substantial savings over those who wait for the last minute to order these items.

Booth staff selection is the single most important factor in your exhibiting success. More than graphics, signage, literature, giveaways, or any other variable, it is the people you put on the show floor that influence visitor’s opinion of your organization. They are your ambassadors, representing your company for the whole world to see. It is impossible to stress enough how crucial your team is to your overall success.

To ensure a top notch performance, begin preparing your booth team four to six months prior to the event. You will need the answers to the following questions:

1. How many people are needed to staff the booth?

A number of variables need to be considered. How big is your exhibit? How long is the show? Will you need employees to give product demonstrations, work the hospitality suite, teach seminars, or supervise contests? Ensure you have enough staffing to have your booth manned at all times, while giving your team a break every four to six hours. No one can be ‘on’ for twelve hours at a time.

2. Who are the best people to represent the organization?

Working a trade show requires a unique mix of skills. You want employees with excellent product knowledge, superlative people skills, killer sales instincts, and a warm, engaging personality. These people should be motivated self-starters, able to think on their feet and work with little or no direction.

3. Has staff training been organized?

To ensure success, prepare your team with all the skills and tools they need. Training should cover assessing visitor types, asking qualifying questions, handling difficult attendees, lead generation and follow up, and many other factors.

4. Has a pre-show meeting been scheduled?

Pre-show meetings play a critical role in ensuring that your team understands their goals and objectives, expected roles and duties, and is adequately supplied with background knowledge to handle any unexpected surprises. Use this time to clarify any areas of confusion and to address any staff concerns.

5. Is the booth team familiar with the products or services being displayed?

To effectively sell products, you need to have thorough, complete product knowledge. Too many times, organizations send out rookie employees who only possess rudimentary knowledge. This is frustrating for attendees, who won’t come back to find another employee who might have an answer – they’ll go to the competition instead.

6. Has a practice demonstation session been organized?

Never assume that your employees know how to use the products that they sell. It is entirely possible that they are not completely familiar with every feature, especially if you are introducing a new product. Take the time to thoroughly train your team, and have them practice demonstrating the product to familiarize themselves with the show floor routine.

7. Will a technical representative be available to answer questions?

Depending on your product/service line, it may be entirely appropriate to send a technical representative to handle specific product questions. Train this person in the basics of salesmanship, but keep their duties largely relegated to providing technical answers. Make sure they are aware of the possibility of trade show espionage, to prevent them from sharing too much information.

8. Has a dress code been established?

Well before you arrive at the event, a dress code should be established. Uniforms may be appropriate for your company, but if they are not, clearly specify what you want your team to be wearing. “Casual business” gives far too much leeway. Instead, spell out “Black trousers or skirt, white shirt, black blazer, red tie,” or the equivalent.

9. Have badges been ordered for all booth personnel?

Everyone on your team needs a badge to enter the show floor, access hospitality areas, and move freely about. Order these badges well ahead of time, so that any errors or omissions can be remedied in a timely fashion.

10. Do booth personnel have sufficient business cards?

It is amazing how many business cards you can hand out during the course of one trade show. Make sure your team is adequately prepared.

11. Has a booth schedule been planned?

A complete schedule will cover every moment from show arrival to departure. Include who will be staffing the booth, break times, technical support and assorted responsibilities. It may be a good idea to include ‘check in’ time into the schedule, so sales people acting as booth staff can check messages back at the home office and make needed phone calls. This will alleviate a great deal of staff anxiety.

12. Who will oversee booth installation and dismantling?

Often overlooked, these two items can quickly become logistic nightmares if no one is prepared to address them. Delegate two people to this detail. Many show organizers provide this service for a fee, but you may still want to have staff members on hand supervising.

13. Does that person understand the move-out procedure?

Someone has to arrange for moving the exhibit out of the convention center, ensuring it is properly packed, and coordinate shipping the whole thing back to the home office. Again, a team should be clearly delegated this responsibility, and provided with all the tools and resources they’ll need to succeed.

Trade shows are all about promotion. You are strategically planning to present your goods and services to a specially targeted audience, in order to meet clearly defined goals and objectives. To maximize your success, however, it is imperative to make promotional efforts above and beyond merely showing up at the next event. Begin these pre-show efforts six to eight months before your next event.

Here are the seven steps you need to take:

1. Decide on a pre-show promotional strategy.

How are you going to let your target audience what shows you will be attending and what you will be presenting? Options include:

- Personal Invitations
- Advertising in trade publications and local media
- Direct mail
- Telemarketing
- Public Relations
- Website
- Sponsorship

2. Plan on-site promotional activities.

This will include any efforts you make to promote your presence at or around the show. Options include:

- Airport Advertising
- Billboards
- Hotel TV advertising
- Transit Advertising
- Show Daily Advertising
- Hotel Room Promotions
- Show Directory Advertising
- Sponsorship

3. Reach out to the media.

Editorial coverage is worth its weight in gold. To entice media outlets to cover your company’s promotional efforts, you have to provide a newsworthy angle. Give the reporters something to write or talk about. Make this ‘hook’ the focus of your press kits. Press kits should be mailed before the show, be available at the show, and provided after the show to ensure maximum coverage. Two main ways to reach out to the press are:

- Press Releases
- Press Conferences

Remember to only use press conferences when you have new information to share with your target market. You will make the media very unhappy if you share old stuff.

4. Organize A Visitor Competition.

People are wildly competitive. Throw in a chance to win a prize, and you’ll have crowds flocking to your booth. Planning visitor competitions requires some careful planning. Everything that happens at your exhibit must reflect your marketing goals and objectives. Competitions should be consistent with the corporate image you want to portray. For example, a game show style trivia contest may be far more appropriate than a kareoke stage. Prizes should tie in to your products and services in an effort to attract more qualified leads. Items to consider include:

- Type of competition
- Prizes to be offered
- Compliance with local rules and regulations
- Compliance with show regulations
- Staffing for the competition
- Duration of the competition
- Role competition plays in promotional efforts

5. Decide on Giveaway Items

Giveaway items or ‘freebies’ should be more than a trendy trinket with your corporate logo on it. Ideally, these items are something that enhance your corporate image, will be used regularly by your target audience, and keep your company logo in regular view. Avoid items that will be passed along to children, such as cuddly toys, or are so insignificant that they are likely to be tossed. Four things to remember about giveaway items:

- Giveway items should reinforce your marketing message
- Make your giveaway business oriented
- Don’t be trendy! It is better to be unique and cutting edge.
- Toys and gimmicky gizmos are always, always, always passed along to children. Unless your primary buyers are still in preschool, avoid them.

6. Plan Hospitality.

As more and more companies begin to do business on a global scale, marketing strategies change. Buyers from Europe and Asia expect a certain amount of hospitality at trade shows. In fact, these features are an integral part of the International business scene. Many relationships that begin in ‘social’ environments flower into profitable business. Consider if any of the following will work for you:

- Hospitality Suite
- Meal Style Events
- Sponsorship

7. Mind the Details.

More often than not, it is the little things that can stymie the most well-intentioned promotional efforts. Attendees will easily get frustrated and walk away if what they perceive as a minor need cannot be met – and they won’t be walking away with a good impression. For that reason, make sure the following matters are attended to:

- The booth number must be clearly printed on all promotional material. People cannot visit you if they cannot find you.
- Extra supplies of literature, catalogs, and sales material should be available.
- Clear, concise, and correct information must be listed in the show guide.
- Adequate supplies of visitor tickets, free passes to hospitality suites or events, and similar items should be on hand.

It might seem a little backward. After all, why would you want to waste time and energy worrying now about things that won’t happen until the show closes? Doesn’t it seem like putting the cart before the horse?

It might seem that way, but the reality is that preparing now for post-show activities is one of the wisest decisions you can make. By clearly deliniating your plan for after the show, you’ll be able to streamline your operation, delegate people to the proper duties, ensure all leads are followed up in an effective manner, and maintain valuable business relationships. Key to this are these nine questions:

1. Has a lead taking system been organized for visitor requests?

One of the most valuable things an attendee shares with you is their questions. By asking for specific items, or special features, or novel new applications, attendees are letting you know what they are in the market to buy. However, many lead cards only record the bare minimum contact information. Make sure your team has a place to note visitor requests – and have them use it!

2. Has a daily debrief session been scheduled?

The temptation for many booth staffers is to flee the exhibit hall as soon as the show has closed, catch the shuttle bus, and enjoy the attractions of a new city. However, it is important that your team meet as a whole every evening to discuss the day’s events, enjoy any triumphs, discuss any concerns, and plan for the next day.

3. Will “Thank You” letters or e-mails be sent to every registered visitor?

In our information overload society, “Thank You” notes have become the rarest of correspondence. Yet they are a quick and easy way to let your attendees know that you appreciate their time and attention – and that you will value their future business! It’s a nice, personal touch. Delegate one or two staff members to this task, and have it done within 48 hours of the show close.

4. How will show leads be handled?

Without a system in place, lead management can be a nightmare. Some will go into the common pool, others will ‘disappear’ into booth staff pockets to be followed up independently and still others just disappear. Designate a location for all leads to be collected, and make your team aware that ALL leads need to go to this common pool. Keeping some back will skew your trade show results downward!

5. How will sales from the show be tracked?

This will differ by company, depending on the types of products or services you sell. However, there needs to be a system by which you can track sales, especially those that are directly attributable to show participation.

6. What kind of reward or recognition will booth staffers receive?

Exhibiting is tremendously hard work, especially at larger shows when your team is ‘on’ for many days in a row. Make sure to give your team a tangible reward. Yes, representing your company is part of their job – but the extra effort and preparation that goes into successful exhibiting deserves a reward. It’s nice to have a ‘known’ treat for your team to work toward, plus a ‘surprise’ to spring.

7. How will the show be evaluated?

You’ll want to know more than “Gee, we were busy every minute!” Business decisions are made with hard numbers, including the number of attendees, number of sales, number of qualified leads, and other factors. Talk with management before the show to find out what kind of information is important to their decision making and evaluation process – and make sure you come back to the office with that information!

8. Did we manage to stay within the estimated show budget?

Budgets are an invaluable trade show tool. Compare what you’ve spent to what you were supposed to spend. Are there areas you saved money – by pre-registering for show services, for example? Did you go over budget in other areas? Unforeseen circumstances sometimes push costs up, but consistently missing your targets may mean either budgets or choices need to be adjusted. Discuss which it is, and make changes as needed before the next show.

9. What other show opportunities – nationally and internationally – could be explored?

One or more of your employees should plan on attending networking events. During this time, it is a good idea to ask about other shows exhibitors have participated in. Were they pleased with the event? Will they exhibit again? Make sure this information is brought back to headquarters, where it will play a vital role as part of the first step in the next round of exhibiting.

Look at that throng of people crowding the trade show floor. People come from all over the country to walk these aisles, eager eyes flitting from booth to booth, scanning the exhibits for…what, exactly?

Research shows that the vast majority – 76% — come to trade shows to discover what’s new and exciting. Maybe it’s a new product, or an innovative bit of technology, or a snazzy new application, or even an entire company that they were never aware of before. In an ideal world, every company would be constantly innovating, creating cutting edge products at phenomenal savings guaranteed to meet the customer’s needs.

But as you and I know, business doesn’t work that way. There are years when companies struggle to survive. Other years, it takes every ounce of effort just to maintain market position. And still other times, things might be fine, but the newest innovation is six, twelve, even eighteen months on the horizon.

Is it even worth exhibiting during these times? Do the results of participating in a trade show while your company’s in a lull phase justify the costs?

Absolutely! In fact, it is precisely at these times when not participating could hurt your bottom line. Businesses rise and fall based on the strength of personal relationships. There is no better place to form new relationships and maintain and reinforce existing relationships than at a trade show.

To do this, you need to create a positive impression with your exhibit. Demonstrate something new and exciting. Give the people what they want. How can you do that, you ask, when you don’t have any new and exciting products?

Here are five focus strategies the pros use when they’re in a similar situation:

1. Focus on Features: Purveyors of high-tech or complicated products often don’t realize how little consumers know about the items they purchase. For example, take the average word processing program. It has countless features – yet how many does the everyday user know about, much less use? Realize that your buyers may not even know what they don’t know. Here’s an opportunity to offer seminars, tutorials, or other interactive options centered on the more obscure features. This way, you’re demonstrating that you value your customers and want them to make the most of your products/services. You could win their loyalty for life.

2. Focus on the Future: If the next big innovation is in sight, but you’re not ready to spill the beans just yet, you’ve got an ideal opportunity to create a buzz. Some of the most effective excitement generating campaigns say little, if anything, about the new product, yet still create an impression that something noteworthy is about to happen. Signage, graphics, and literature all declaring “It’s Coming!” let the public know that you’re excited about the new product – and that they should be too.

3. Focus on Finesse: Is there a way to make your product new and improved? You’ll sometimes see this technique that I’ve called the Proctor & Gamble strategy. Every so often, you’ll see a new and improved version of a product introduced – laundry soap, shampoo, deodorant, and so on – yet you’d have to be a chemical engineer to notice any discernable difference between the old product and the new one. Still, consumers flock to the new, even if it’s only slightly different than the product they were previously satisfied with. If you can’t change your product, what about the packaging? Glidden changed their paint can while still keeping their actual product, the paint, the same as it ever was, and saw sales rise as a result.

4. Focus on People: Great products wouldn’t exist without great people. Consider putting a human face on your operation by centering your latest exhibit around the people who make, test, or use your product. Post Cereal, Reynold’s Wrap, and NAPA auto parts have all used this strategy successfully during periods when their product line was fairly static – and then carried the idea forward, altering it as needed to introduce new products!

5. Focus on Service: Many times, we’re asking buyers to make a huge investment to buy our products. If something goes wrong, the buyer worries that they will be left holding the bag on a very expensive mistake. Reassure consumers that they’ll never be alone if there is a problem. By promoting service plans, support networks, and other types of assistance, you’re demonstrating that you’ll be there for your customer – through thick or thin!