You know your marketing program needs a shot in the arm. You've tried everything in the book (except trade shows) from advertising specialties to Zulept trade shows to Zulu dancers to get your product noticed. You know that if you could just bring everything together in one nice package, you would be a hero.

You'd like to participate in a trade show but the boss says no shows. For whatever reason, many marketing people run into this attitude daily. As I have said before, trade shows get about as much respect as Rodney Dangerfield, from uninformed bosses.

How do you go about convincing your boss that shows are not only acceptable but a crucial component of a strong marketing program?

Do your homework. Review your present plan. Acknowledge both strengths and shortcomings. Document what is working and what is not. Identify reasons for strengths and weakness in the plan. Establish a need for options.

Acknowledge a need. Once you've completed your homework, go to the boss and discuss your findings. If you've done a good job, it should be a short step to getting agreement that its time to look at some options.

Become empowered. Now it's time to request a little time to research your options. Since you are already doing everything but shows, the bulk of your efforts should be geared toward finding out all you can about trade shows as a marketing tool. There is an abundance of information at your fingertips. The Center for Exhibition Research, has completed a two-year study entitled The Role of Exhibitions in the Marketing Mix. The International Association for Exposition Management can guide you to information on the effectiveness of shows and the Trade Show Exhibitors Association will provide you with additional resources. Lastly, find out why the boss is anti-show and address those concerns.

Articulate your ideas. Armed with your research and a plan to integrate shows into your program, it's time to go to the boss to buy in. You are now a real live salesperson. Don't panic yet. Think about it -- the boss has already acknowledged that there is a need to review other options. He has empowered you to look into the matter and is now willing to meet with you, so you have an open audience. Detail how you will position the shows as part of the overall marketing plan, how the show will complement and strengthen existing elements and the anticipated results.

Execute the plan. If you've done your homework properly, by now the boss should be begging to work the booth with you. You can maintain a level of enthusiasm by periodically up-dating everyone involved.

Give it away! Selling new ideas can be a gamble. But those who are willing to risk some short-term uncertainties are usually rewarded with long-term gains. Maybe in ensuing years, the boss will take you to his show.