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KNOW WHERE YOU ARE

If your show is in another city, take some time to do a little research on that city. Being aware of your surroundings and enjoying the opportunity to travel will put your mind at ease, which will have an impact on the way to interact with people at the show. Obtain a map of the convention floor and the convention center to orient your booth location with emergency exits, parking garages, and most important, the restrooms! Then find maps of the area surrounding the convention center, and a full city road map. Study these taking into account your travel plans: where is the airport in relation to your hotel? Where is your hotel in relation to the convention center? You might also find some history on the event or the host city, these topics can be the springboard for opening a conversation with anyone at the show. If you meet some people during the show, and they want to meet after hours, wouldn't you like to be the one to suggest a nice restaurant?

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BRING AN "EMERGENCY KIT"

The unexpected always happens, so it's better to be prepared. Here are some simple items that can come in really handy if the unexpected occurs. Stapler, tape (duct and transparent), scissors, utility knife, fishing line, velcro tabs, asprin, antacid, first-aid kit, extra pens or pencils, pad of paper.A small tackle box or handbag with a shoulder strap full of "emergency" items is one more thing to bring to the show, but it will save you from paying a premium price for one or more of these itmes!

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THE FIRST PERSON YOU MEET AT EVERY SHOW

Right when you get to the convention center, find the show organizer or exhibit hall manager. Introduce yourself and your company, confirm the location of your booth, and ask them how to reach them if you should require their services during the show. Make note of this information, and thank them for their help. You will appreciate knowing them by name if the unexpected happens.

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BOOTH STAFFING 101

Begin training your booth staff well before the show. Educate them on what information potential clients will ask them for, and on your competition. Show them how your company can deliver a superior product or service. It is important that all your booth staff is on the same page with your marketing strategies. If a potential client visits your booth a second time and meets a second representative, will they get a consistent image of your business??

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TELL THE WORLD ABOUT YOUR SHOW

Whether you use direct mail postcards or an email campaign, your vendors, existing clients, and potential clients may not have an invitation to the show yet. Including your contacts in your event demonstrates you are genuine about your relationship, and it promotes a "team" spirit. For your potential clients, this advance notice can be the "foot in the door."

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ORDER YOUR MATERIALS EARLY

Waiting until the last minute is the worst business practice, but everyone seems to do it. Printing, specialty items, extra corporate brochures, and display graphics, are all items vital to the success of your exhibit. Waiting to order these items only increases your stress, and could cause several unnecessary rush or overnight charges. Do yourself a favor and call your suppliers now and ask about lead times. Make note of the dates, and order those items at least a week before what's recommended!

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PLANNING A "FLEXIBLE" TIGHT SCHEDUAL

After you have reviewed the show schedule and seminar times in the exhibitor's packet, block out some time to meet with your most important prospects, existing clients, and vendors. Create a call list, and schedule a specific time to meet with each of those people during the show. Leave an empty pocket in between these meetings for last-minute additions, or "spill-over" conversations.

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