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