We recently attended the International Building Show. The IBS hosted over 110,000 attendees from all parts of the globe and what a magnificent show it was; 2-story high displays at booths with more space than most houses and amazingly beautiful. The brochures were slick and plentiful. The products on display were beautifully arranged. However, in very few instances was it apparent that the personnel in the booths were on-purpose. Rather, they were there to answer questions and say little.

In this day and age, whom can afford to not do everything one can to capture as much attention as possible?

Trade Show exhibiting is an expensive undertaking. If you're spending $10,000 or $100,000 to exhibit, what do you need in ROI to justify your expense for being there? We ask this question all the time. Frankly, we often get a blank stare in return.

One of the most respected Trade Show experts in the business is my friend, Susan Friedmann, The Tradeshow Coach, www.tradeshowcoach.com. Susan consults and has written marvelous books about this very subject. One of her recent articles is entitled "Coming Un-Done: Five Things You Can Do To Wreck Your Trade Show Exhibit." I've added 'It's ALL Personal' comments in Italics, below.

1. Be Unprepared - Effective trade show exhibiting begins at least one year before the actual event. What to wear? Giveawars? Games? Strategy to get Targets to the booth? All of this needs forethought and plenty of time to execute.

2. Be Uninformed - Everything you need to know about the show should be contained in the manual. Skip reading this and be prepared to pay higher prices for just about everything. Order your premiums late and you'll pay a premium for your premiums.

3. Be Uninspired - Over 90% of attendees are looking for what's new and exciting. Even without a new product, your booth is new, your games are new, your giveaways are new, your uniforms are new, your brochures are new, your approach is new.

4. Be Untrained - Give your people the tools they need to succeed. You want an enthusiastic, engaged sales force, familiar with your marketing objectives and any demonstration materials. The right promotional tools can not only entice and entertain, but they can EDUCATE! Empower your sales force and drive home the message.

5. Be Unsure - Prior to the show, establish how leads will be handled. Have your Packets already prepared and send them out each night via email back to home office. Have your Premium ready to be delivered with your information in person after the show is over. Be on top of things and get there first.

Want GREAT Trade Show results? When you think about it what it takes, it all comes down to this: It's ALL Personal.

Dave Ribble, President of The Company Image, Inc./Geiger
Published in Brilliant Results, February 2006, reprinted with permission