Show Time! Tuning Into Trade Shows

Question: Our business has never really tried exhibiting at trade shows but it seems like something we should look into. I'm told that unless you pick the right shows, do pre-show mailings and show up ultra-prepared, it can be a big waste of time and money. Right now we're clueless. Can you tune us in to some top trade show connections?

Answer: You're right. Trade shows can be a terrific way for a small business to get noticed. But they can also be a colossal waste of time and money if you simply sign up and show up without a plan and without the specific skills needed for trade show success. We have scoured the trade show circuit for resources that can help small business owners select shows, plan an exhibit, promote the appearance, evaluate effectiveness and much more:

• Trade Show News Network (www.tsnn.com) calls itself "The Ultimate Trade Show Resource." And they're probably right. At this comprehensive site you'll find info on more than 15,000 trade shows and conferences, listed by industry (agriculture, apparel, antiques, etc.) and great advice on trade show planning, logistics, convention centers, travel, online service providers, virtual trade shows, international shows, sales, marketing and much more. There's tons of advice available, free. Click the "Exhibitors" button at the top, then select from dozens of articles on booth design and function, displays, managing your exhibit, marketing, public relations, sales techniques, presentations and more. And if you're seeking trade show suppliers, this is the place. TSNN's Supplier Directory lists over 2,500 suppliers offering a half million trade show products and services, all in one place. Needham, MA-based TSNN is a high-octane small biz resource for anything to do with trade shows. Visit the site at www.tsnn.com; call (781) 449-0286; e-mail: info@tsnn.com.

• The Tradeshow Coach (www.tradeshowsuccess.com) is a Web site created by veteran trade show expert and consultant Susan Friedmann that includes trade show articles and educational materials for purchase. Some helpful titles ($6.95 each) include: 7 Steps to Exhibiting Success; 101 Cost-cutting Tips for the Savvy Exhibitor; 10 Steps to Making Your Show Leads Pay Off; and 62 Powerful Questions to Qualify Your Prospects. Friedmann works with some of the biggest (and smallest) companies in the world to help boost their trade show results. Exhibit Smart is a free weekly newsletter of trade show tips, sent via e-mail. Sign up at the Web site. Call (518) 523-1320 or e-mail: susan@tradeshowsuccess.com.
  
  
• Trade Show Plaza (www.tradeshowplaza.com) and Internet Trade Show List (www.internettradeshowlist.com) are two Web sites that specialize in technology-related trade shows and events in areas such as e-commerce, Internet services, telecommunications, Web development and many others. Visit the sites and search for what you need by subject.
  
  
• Although Trade Show Week is an industry publication aimed mostly at tradeshow pros, the Web site has a great deal of free information helpful to small business owners, including the latest trade show trends. The trade show directory has an especially helpful search tool that lets you locate shows by city, state and date as well as industry category. Visit www.tradeshowweek.com. For subscription info call (323) 965-5384.
  
  
• What would a trade show be without trinkets emblazoned with your company name and logo to give away? The Incentive Marketing Association - a trade group for the incentive marketing industry - is the place to get the latest how-to and reference information on everything you need to know about using incentive marketing in your trade show plan. It's a great resource for small business owners. Most information is free (although you'll need to register), and covers topics such as business on the internet, direct marketing, employee motivation, event marketing, incentive travel, new business development, trade shows and training. You'll find an incentive supplier directory, detailed case studies, how-to articles, research and more. Visit www.incentivemarketing.org. HQ: Naperville, IL. Call (630) 369-7780; e-mail: ima@IncentiveMarketing.org.