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