| Trade show conferences are gathering spots | | | | how many people will attend, but you will |
| for favored clients, client prospects, | | | | also give your trade show booth staff an |
| industry leaders, as well as competitors. | | | | opportunity to talk with VIP trade show |
| Trade show visitors, however, have hectic | | | | visitors. |
| schedules. They are busy attending | | | | |
| educational industry seminars, networking | | | | According to Miller who has handled the full |
| with their colleagues, learning about new | | | | range of events based on clients needs, from |
| products and seeing first-hand the latest | | | | a hospitality suite at a hotel to a large |
| innovations in their specific fields. But it | | | | gala at City Hall, each organized program |
| is also important to note that trade show | | | | starts with identifying whom you want to |
| attendees have unscheduled times of the day | | | | attend. |
| and evening when they can pick and choose | | | | |
| what theyd like to do. This is your companys | | | | For example, if you plan to invite a medical |
| golden opportunity to entertain and educate | | | | group, your event planner must be aware of |
| trade show attendees about innovative aspects | | | | FDA guidelines and follow them explicitly. |
| of your company. | | | | Be aware that there may be a dollar limit per |
| | | | person that the FDA requires you stay within. |
| But how do you go about capturing the trade | | | | And if you want to attract medical personnel |
| show visitors after or before the hours of | | | | attending a medical trade show, offering |
| the trade show exhibit? Do you want to | | | | Continuing Education Credits (CEU) is a real |
| reward your targeted list of clients and | | | | plus. |
| suppliers with a special recognition outside | | | | |
| the trade show display arena? Do you want to | | | | Another key element to event planning is to |
| have your executives and sales | | | | make the meeting memorable like staging an |
| representatives get to know the power players | | | | activity that attendees could not easily do |
| of your industry to increase your sales? If | | | | by themselves. An example is to arrange a |
| you decide you want to host a rewarding and | | | | luncheon with a demonstration of special |
| satisfying event, how can you plan for a | | | | pairings of wines given by the owner of a |
| venue that your trade show display visitors | | | | prestigious winery. |
| will clamor to attend? | | | | |
| | | | Another example of good event planning is |
| These are the questions that can best be | | | | imparting an emotional message that ties in |
| fielded by the professional meeting and event | | | | with the special mindset of the group. For |
| planner. According to Karla Krause-Miller, | | | | instance, a key ingredient in making a |
| Director, Cappa and Graham, Inc., the event | | | | recognition event successful for the Chapter |
| planning company in San Francisco and Silicon | | | | Presidents of American Association of |
| Valley, the more creative the venue outside | | | | Critical Care Nurses was that they identified |
| the trade show display, the better. First she | | | | with their speakers circumstances at their |
| identifies the clients primary objectives and | | | | recognition luncheon. Rosey Grier, former |
| goals, whether they are educational, or a | | | | football player who was at the side of Bobby |
| special recognition ceremony, or a strictly | | | | Kennedy when he was shot, was the guest |
| social time. Then make the decision on where | | | | speaker at this nurses luncheon. When he |
| to hold your event-- whether it is a museum, | | | | talked about that tragic day and described |
| gallery, private home, mansion, cruise, | | | | the hectic and emotional scene that ensued |
| winery tour or even a Wax museum. | | | | after Kennedy was killed, there was not a dry |
| | | | eye in the house. |
| After you have decided on the venue, you then | | | | |
| need to find a tie-in to your trade show | | | | By thinking in terms of who your attendees |
| exhibit themeone that supports your business | | | | are, you will be able to plan an event that |
| and trade show marketing messages. Let that | | | | is appropriate whether it is close by at the |
| theme of your trade show display drive the | | | | McCormick Convention Center in Chicago, the |
| central promotional concept for your special | | | | Kaiser Convention Center in Oakland, the |
| event. | | | | Moscone Center in San Francisco, the Santa |
| | | | Clara Convention Center or the San Jose |
| Next come the invitations. Where you might | | | | McEnery Convention Center. |
| send a highly targeted list of trade show | | | | |
| exhibit visitors a hand stamped, handwritten | | | | Remember, when your company plans to exhibit |
| invitation, you might merely send an email | | | | at a trade show, if you extend your |
| blast to hundreds of trade show attendees. A | | | | hospitality outside the trade show booth in a |
| good way to build trade show booth traffic is | | | | venue that ties into your trade show |
| to request that your trade show display | | | | marketing theme, you will succeed in gaining |
| guests pick up their special event | | | | better attention, building goodwill and |
| invitations at your trade show exhibit. That | | | | standing out in comparison to your |
| way, you not only have a better accounting of | | | | competition. |