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It's Only Common Sense: It's Show Time

Editor's Note: To listen to Dan's weekly column, as you've always done in the past, click here. For the written transcript, keep reading...It's that time of year again; time for IPC APEX EXPO. Mercifully, it's back in Las Vegas--the land of inexpensive hotels and millions of places to eat and visit. May the show never leave Vegas again!

This show, our industry’s largest by far, is one month away. Have you prepared yourself to put your best foot forward during the last week of March? Isn’t this the exposition to end all other North American expositions? The one we've been waiting for? Are you ready? If not you’d better get off the dime and on the stick--it’s time to prepare for the most effective showing you’ve ever had.

As I do every year, here are some tips and guidelines to think about when preparing for the show. This week, I'm talking to those of you who are exhibiting, those who have laid down your hard-earned cash for a booth at APEX. (Next week, we’ll address those who plan to walk the show.)

Those exhibiting had better get to work. First, set goals: What do you want to get out of the show this year? Do you want to find reps? Do you want to meet with customers? Do you want to meet new potential customers? Do you want to check out new equipment or products? If you’re smart, you’ll want to do all of these things, which means you’d better start setting up meetings right now. Create an hour-by-hour schedule for the three days of the show and then fill it in with meetings with all the right people. And don’t forget meals. Make sure you book as many breakfasts, lunches, and dinners, as well.

If you're introducing a new product or service and want to drive as many people as possible to your booth, send out e-mail invitations, written invitations, hell, engraved invitations--whatever it takes--to get  interest up and make visitors want to come to your booth and see what you’re up to.

Use media as much as possible. Most of our industry trade pubs have special sections so exhibitors can tell the world about their products or services. Take full advantage of the opportunity.

Write press releases and publish them in all the trades and make sure these press releases include your booth number so everyone will know where to find you.

Pre-arrange interviews with the trade magazines, both in print and video. This will prove very valuable for inclusion in your marketing in the upcoming months. An interview is a great way to get your message out and it’s a gift that keeps on giving when it comes to your branding efforts, especially in social media.

Be prepared. If you were at the show last year, you should've made a list of the things you need for your booth, everything from water to Velcro and scissors to business cards and brochures and giveaways. And don’t forget the candy--everyone loves candy! If you don’t have a list, just think about it for a minute or two and create one. A good checklist will save you time and money once you're at the show.

Don't forget the courses, classes, and seminars. Check out the course listings online at www.ipc.org. There are also numerous press conferences, guest speakers, and a great keynote speaker.

Finally, make sure your booth is open and friendly, and that you're there for customers and potential customers. It’s great to visit with your friends and fellow salespeople, but please make sure your booth doesn't feel like a private party that potential customers don't want to crash.

And, for crying out loud, act like you care. Act like you're interested. I don’t want to see anyone sitting in the back of a booth reading the latest Patricia Cornwell thriller. Your company has spent a small fortune to exhibit at this show, so don’t waste that investment by acting like you couldn't care less. In fact, and this is a threat, if I see any one of you sitting in the back of your booth reading a book, I’m going to take your picture and post it in one of my columns.

Get ready to have some fun while doing business. Get your act together and hit the road to Las Vegas. Make sure you squeeze every possible advantage and opportunity you can out of IPC APEX EXPO this year. It’s only common sense.