Chapter 1—Checklist for a Successful Trade Show
Checklist for a Successful Trade Show
Know Your Goals
Train Your Sales Staff
Interdepartmental Cooperation
Chapter 2—Planning: The Best Foundation
Plotting Your Course a Year in Advance
Selecting Shows in Which to Exhibit
Why Show It
Who to Show It To
More Trade Shows
Should You or Shouldn’t You
Tools of the Trade
Research
Timing is Everything
Got Booth?
Populating the Property
Selecting a Great Space
A Matter of Size
More Than Just Size
Location, Location, Location
Look Out!
Signing the Contract
The 12-Month Countdown!
12 Months Out – Planning to Plan
11 Months Out – Precision Planning
10 Months Out – The Exhibit
6 Months Out – Marketing
4 Months Out – Getting Down to Business
3 Months Out – Production
2 Months Out – Almost Crunch Time
1 Month Out – Getting the Show on the Road
It’s Show Time – Finally
Chapter 3—Getting and Staying Organized
The Master “To Do” List
Your Master List
Start Filling It In
Sample Master List<
Sample Budget Worksheet
Visual Props-Using a Yearly or Quarterly Planner
Using the Exhibitor’s Manual
Tracking the Budget with Master List
Trade Show Services, Shipping and Marketing Opportunities
Collateral Materials, Direct Mail, Advertising and News Releases
Exhibit Property
Chapter 4—How to Have a Great Exhibit
Looks Count
Checklist for a Great Exhibit
To Rent or to Own: The Big Question
Exhibit Crafting 101
Putting it All Together: Three Configurations
Owning Your Own Exhibit
For Sale: Where to Find Them
Choosing a Fabricator
Pump Up the Volume: Presentations
Entertainment
Live Presentations and Demonstrations
Multimedia Presentations
Main Stage Productions
A Few Words about Shipping Containers
Maintaining the Exhibit
Chapter 5—All About Graphics and Signs
Exhibit Graphics Defined
Structural graphics
Exhibit graphics
Signs
Hanging signs
Who Do You Hire
Graphic Artist and Photographer
Reprographics
Sign and Banner Makers
Banners: Who to Hire
Chapter 6—Calling All Prospects: How to Use Advertising and Public Relations to Maximize Your Trade Show Success
Determine Your Objectives
Using PR
Pre-Show News Release
Press Conference
One-On-One Meetings
The Planted Article
The Show-Site Press Kit
On-Line Press Rooms
The “Best of Show” Award
Advertising
Putting the Word into Existing Ads
Advertising in the Show Guide
Opportunities Through the Internet
Other Show-Site Advertising Opportunities
Direct Mail
Post Cards
Sending Complimentary Guest Passes
Sales Letters
Advanced Proselytizing: The Big Schmooze
In-Booth Giveaways
Mini-Conference Room
Hospitality Suites
Host a Party or Gathering
Chapter 7—The Well Trained Booth Staff
Trade Show Sales—How Not to Do It
Usurpers
Feature Creatures
Robots
On-and-Ons
Marshmallows
The Lead Gathering Story
Training the Booth Staff
Introduction
Lecture
Demonstration
Role Play
Arming the Booth Staff
Features and Benefits of Your Products
Features and Benefits of Competitor’s Products
Sample Scripts
Schedule of the Show’s Conference Events
Booth Staff Schedule
Rules, Regulations and Instructions
Important Phone Numbers and Addresses
“Managing” the Booth Staff
The Booth Staff Code of Conduct
Chapter 8—Logistics: The Unglamorous Part of Trade Show Management
The Exhibitor’s Manual Revisited
Online Exhibitor’s Manuals
Complimentary Guest Passes and Exhibitor Registration
Telephone and Electrical Services
Lights Out Request
Labor
Exhibitor Appointed Contractor (EAC)
Hanging Signs
Furniture
Drayage
Plant Rental
Booth Cleaning
Order Recap and Credit Card Information
Shipping
Set-Up and Tear-Down
All About On-Site Show Services
Chapter 9—Tips and Tricks for the Happy Trade Show Manager
Problems and Solutions
Chapter 10—Happily Ever After
Appendix A--—Glossary
Appendix B—Resources
Bonus Report #1 - Four Low-Cost, No-Cost Things You Can Do To Promote Your Business - Now!
Bonus Report #2 - The Secret of Color: Getting the Most Out of Your Ads, Brochures, Web Sites and More
Bonus Report #3 - Three Secrets of the Golden Press Release
Index