Patience

If there is one thing I've learned, it's that patience is a virtue when it comes to managing a trade show program.

Like a marriage, you are in it for the long haul. You can plan and plan, but things don't always fall into place as you think they will or should. Just because you asked for something from the exhibit house doesn't mean it will happen on time (more than likely, in all fairness and the wish for perfect customer service, it will). Or you get the space you wanted at that all-important big show (or the small one, for that matter). Change and detours are a way of life in the exhibit marketing business. Here are some words of advice:

Just roll with it.

Yeah, right. But really. If you can't get that space, work with what you you do get (but don't forget to ask the promoter just why--maybe they didn't get the real word on why you wanted your first choice).

Your best bet for success is to look at the big picture. Yes, the details of budget and graphics and all that are important, but be sure to look at your program broadly--how it fits with corporate and department objectives, when specific shows happen as events with regard to product releases and such, what you have to accomplish as goals over a series of shows, how a group of products interact with each other over that same course, and how your staff will work overall.

Lesson Learned: roll with the punches, be honest and look at the big picture.

TTSG

Mapping out the coming year

OK, it's slow and it seems there is nothing to do. Well, quite the contrary, get out the calendar and let's do some planning.

Each trade show program and calendar are unique, but many milestones are common. When is your keystone show? That is, what are the two or three large shows that anchor your calendar and help you shape your planning and revenue (and sales)? Let's try a few examples:

If you are in retail technology, you probably start the year at NRF (National Retail Federation) at the Javits Center in January. Fact is, if you are headed to this show, you better be ready, since it opens on January 11. FMI-Marketechnics is probably next in up May (this year in Dallas). The rest of the year is probably populated with medium-sized and smaller shows where you reach out more vertical segments of your market. Kind of a front-loaded year.

Healthcare technology probably is centered on HIMSS in February and AHIMA in October. Many smaller vertical shows fit in in March and the fall season to round out the slate.

Aviation and defense suppliers are at the Navy League (April), AUSA (October) and international air shows (Paris this year in June, Dubai in the fall and Australia in March).

Technology and data storage types rely on SNW Spring (April) and Fall (October) with Brainshare (March) and Oracle Open World (September) as pegs on the board. Add in the Microsoft TechEd series and the plan starts to flow.

Security providers and suppliers use the March Vegas-based ISC-West and September's ASIS (American Society of Industrial Security) as landmarks of horizontal business and fill in with ISC-East (August) and CardTech-SecureTech in between (along with regional ASIS' events).

So, look over your year and plot--your exhibit partners will appreciate the foresite and the projection. July and August are slow for them and for conferences and trade shows in general. Don't forget to plan a vaction for yourself and training, too (Exhibitor's show in Vegas in March and TS2 in the summer).

Lesson Learned: plan your work and work your plan. Make time your friend.

TTSG

The three basics in show planning

From the AAF speech:

There are three things you want to have as the underpinnings of your show program or approach:

1. Strategy
2. Planning
3. Measurement

If you don't have a strategic direction, it's just a space that isn't accomplishing anything. Know why you are going to a show, how it fits into your program and what it can deliver.

If you don't plan, it won't be worth your time and money nor deliver the results you deserve from all of your efforts. Trade shows and events cost maoney and take time. Plan your work and work your plan.

If you don't measure what you've done, then you won't know what to do next time. If you set clear, measurable objectives before you start, then when you are finished, you'll have something tangible that will help you understand and grow your business.

Lesson learned: be strategic, plan your approach and execute and quantify the results.

TTSG

Show planning is like moving

I recently purchased a home and I found that I'll need my trade show planning skills to help me execute this move.

It seems there are a lot of similarities between show planning and move planning:

1. Make a master list
2. Pay attention to and adhere to deadlines
3. Watch your budget

Make a master list. The ubiquitous "to-do" list is useful just about anytime you have to accomplish numerous tasks. Make the list and assign deadlines, then order the list in date order. Which leads us to...

Pay attention and adhere to deadlines. "It has to be on the truck on (date)" applies most definitely to moving as well as trade shows. If you're not ready to load out, have a contingency plan (another truck, backup plans). But be sure to not grow your costs too much, because....

You have to watch your budget. Costs can grow if you're not careful. Missing deadlines, ordering things not in the plan, forgetting to add an item to the list or adding it late.

Lesson learned: no detail is too small in moving or trade show planning.

TTSG