shows can lead to long term business relationships.
According to Monica Mobley, CMP, Premier Meetings by Fernley offers some important guidelines for developing a trade show. First, start with a clearly defined mission for the show by asking the question, “What strategic purpose will this trade show serve?”
Mobley said it is important to customize marketing efforts to attract the appropri- ate audience in terms of exhibitors. “Don’t just fill up the space with booths,” she said. “Be sure they’re the right booths for your attendees.”
Brian Pagel of Kitchen and Bath Group at Emerald Expositions provided tips from an organizer’s perspective. “A great trade show really comes down to the total experience, which includes a combina- tion of site selection, market representa- tion and event experiences intermingled with the traditional show floor activities.”
In 2012, Forbes published an article by Ken Krogue titled “The 12 Command- ments of Incredibly Successful Trade- shows.”
In it, Krogue outlined key points in get- ting the most out of a trade show and how to work “smart” for a better return on investment.
Among the highlights of the article was his recommendation never to go to an event where you can’t generate more leads than you will need in order to offset the cost of attending.
He also suggests keeping every contact and lead from years past, and advises reaching out six weeks ahead of a trade show to create opportunities long before the show even begins.
Lenora Kruk-Mullanaphy has extensive public rela- tions experience in the hospitality industry, having
worked for the Atlantic City Convention and Visitors Authority and with Morton's The Steakhouse.
lmullanaphy@gmail.com
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40 November December 2009 Expo Mid-Atlantic EVENTS Magazine 41
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