'r#jt,3lll"o,,', - Parachute Industry Association

EXHIBIT HALL PLANS
Patti Chernis
What Do You Do Now?
So you've already reserved your booth space for the '97 Syrnposium, and its 9 months away, so
what do you do now?
Create a Plan
Your company will be investing money, time and personnel to parlicipate at the trade show
portion of the Syrnposium. lt makes sense to develop a plan of action to make sure those investments
pay off.
ln developing a trade show plan you will need to develop a strategy and set goals and ob.iectives.
You will rreed the cooperation and commitment of various deparlrnents in your contpany. Make sure
that everyone is aware of the objectives and of whatthe company is investing.
Your nrarketing department plays a key role in having a successful show. Be sure and keep thern
infbrrned about Symposium deadlines, promotion deadlines, and sponsorship oppor-tunities.
Ilaving a tagline inviting people to visit your booth inserted in any company ads that are
scheduled to run is an inexpensive way to increase booth traffic. llave news releases sent out on any
new products tlrat will be introduced at the Symposium.
Setting deadlines and keeping them is a good way to save time, money and headaches. For
example, you can save hundreds of dollars by having everything ready for one shiprnent well before the
event.
Its a good idea to do some booth training fbr your people before the show. Making sure that
your personnel know the answers before the questions get asked makes your conlpany look good.
Lead fbllow-up is very important in a show plan. You can generate hundreds of leads at the
Symposium but they are worthless unless you have a lead follow-up plan. Studies shorv that leads
generated at trade shows are generally sold with only one follow-up call.
You haven't rented your booth yet? This isn't something you want to put off, only 30 are lefi!
Take tlrat step todaY.
I{uve u great Svmpo.s'ium!
I)ara Ne'uvs[]rief - De cenrber 1996
97EX}IIB,DOC