One of the truly gratifying aspects of my profession is the warm feeling I get when a client tells me that I have made a positive difference in their trade show program.

To be able to guide and direct a company from the first questions about shows through the completion of a successful show takes a lot of planning and patience. Firms that realize that trade shows don't just happen, but are the result of long-term strategic planning, will always be successful in their efforts to gain productive results from trade shows.

Alas!... a large number of first-time exhibitors are not successful. As a matter of fact 40% of first-time exhibitors do not return to the trade show arena! Why do so many companies "stick their toe in the water" and then pull back? The answer is simple. A great majority of those 40% have no idea why they are going in the first place... are not prepared... or don't understand the dynamics of the trade show world.

Let me share a story. Recently, I received a call from a company wanting to know if I knew where they could "get an exhibit board or something". When I asked when it was needed, I was told they had just decided to go into a show that would start in two days. After a few more questions, I learned that the show was in another city and that they had been offered a "great deal" on exhibit space (the show was in trouble and the sales staff was desperately looking for bodies to fill empty booth space) and although they had never participated in a trade show before, the opportunity was too good to pass up. (I'd bet their company cars are Edsel and Tuckers.)

I was determined to find out just how far these people were willing to go in this pursuit of a "great deal". I asked what they planned to do at the show and was told that they would be selling their products, collecting business cards to build a database, and introducing a new version of software. All of these are legitimate objectives for a trade show.. but not all at once.

"What tools are you planning to use (other than the "exhibit board or something")?, I asked. I was told that they were having some literature and other "stuff" run off at the local quick printer and they had some pens to give away at the booth. When I asked about staffing, I learned the boss and his wife could handle the booth with no problem. I offered my services (for a fee) but was politely informed that this was a "no brainer" and they could handle it. I gave them some helpful hints and let them know I would be available to talk if they wanted to review the show with me.

I knew another firm that was going to be in the dame show, so I was able to track the performance of my novice show business personalities. The results were not productive, professional or pretty. The company looked like a whale in the desert. They were not prepared and it showed.

This is not a tall tale! This is a true story. This firm is very real and they are still in business. I called them a week after the show to enquire about their success and to see if I might be of service to them. I was told that the show was not a "good show", and that they had concluded that shows really don;t work anyway. They are one of the 40%.

I have always bee amazed by firms that will spend dollars to save pennies, do no planning, fail, place the blame on someone else, and then conclude that it had been a bad idea in the first place.

One of the truly grating aspects of my profession is the disheartening feeling I get when someone tells me trade shows don't work.

Since i am not one to be pessimistic, I see some good that comes from this. The 40% are potential clients... Whoopee! I love this business!