Trade Shows Got Rhythm

By Julia O'Connor

ClickPress.com

There’s a unique rhythm to a trade show whether it is four hours or 14 days long. Time is short, action is compressed, and corporate expectations are high – sometimes too high. The rhythm of a show depends on the location, show sponsor and management, educational components, the industry, the economy – and most of all – the energy of your exhibit, staff and buzz. Marketing plays a major role in determining the rhythm a company puts into its trade show efforts.

Though the fall trade show season is just around the corner, there is still time to register for Camp Sho-M-Sel-M, Trade Show Training programs, August 22-23 in Las Vegas. Julia O’Connor, TSTi president, says “Camp is the Everything You Need to Know in Just 2 Days program, designed to educate managers and staff who have bottom line responsibility for shows.” During Day One, Camp explains how to determine the rhythm before, during and after the show, and has a major focus on marketing questions and problems such as -- ... Do you know this year’s six design trends for exhibits? Seven quick ways to save exhibit money? How to select a theme? ... Did you send out a postcard or e-mail that said "We’re in Booth 2345 – come visit us"?

Do you ask folks to fill out a prize card to bring to the show? Boring. Where is the incentive? ... Is your give-away a "done-away-with" item? Are you cheap or do you know how to save money? What are this year’s hot items? What do you to with the left-overs? ... Did you spam from purloined lists yet forget to notify your clients? Is the show listed on your site? Did you invite people to make appointments before the show? Is there a photo of your exhibit – so folks know what to look for? Are you incorporating RFID and TXT in your marketing and sales? ... Who selects the staff for the show? Do they care? Easy steps to find knowledgeable and enthusiastic in-house representatives for your company. ... Do you know the magic words to include in your promotion, pre-show webinar, podcast, TXT and plain old letter? ... Do you know the Five Reasons sales folks dislike trade shows? And, how to can help win them over to be in a successful show? ...

What are you doing for post-show marketing? Oh, no - not that dreaded "Thank you for visiting us in Booth 2345 six months ago....." Day 2 focuses on the what Julia O’Connor calls the number one complaint about trade shows - the relationship with the unions. “So, we have a special event with the Exhibitor Services Contractors Association (www.ESCA.org), the trade association for the trade show unions. In addition to meeting with union officers, there will be a Behind-the-Scenes tour of the Las Vegas Convention Center.” This is the time to get questions answered, contracts reviewed and see what happens before and after the show. Camp is $795.00 per person with a special registration discount to $595.00 by August 17. Contact Julia O’Connor at 800-355-3910 or julia@TradeShowTraining.com for details. Julia (info@TradeShowTraining.com) O'Connor Trade Show Training, Inc. P.O. Box 17155 Richmond, VA 23226 Phone : 800-355-3910 Fax : 804-288-0231

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