Government trade show promotions are a little different from their counterparts in private enterprise. Government representatives usually market their agencies rather than pushing hot-selling items. One of the main reasons government agencies set up booths at trade shows is to recruit new members.

You don't have to represent a government agency to involve yourself in government tradeshow promotions. In fact, government trade show sales are a major income source for many private enterprises. Such expos are a fantastic source for both contacts and contracts. Take the time to get out and network at government tradeshows, even if you have to let a co-employee run your booth while you're out and about. Consider the following when planning your next government tradeshow exhibit:

1. Use government tradeshow freebies to attract visitors and build public relations.

2. Find the right government tradeshows so you can keep one giant step ahead of the competition.

3. Get your government tradeshows listed online for maximum exposure and advertising.

Action Steps
The best contacts and resources to help you get it done

Improve your visibility with government trade show giveaways

Promote your organization by offering government tradeshow giveaways with your agency name imprinted on them. You can have specialty items made to fit your organization such as tote bags if you are involved in tourism; lighted whistles if your organization deals with trains, lighting or law enforcement; model cars if you are involved in fleet services or transportation. Only your imagination limits your giveaways.

I recommend: Four Star Marketing has a wide assortment of styles and colors in promotional tote bags, pens, fanny packs and other excellent promotional items. You get the best rates if you order in quantity at least eight weeks in advance. Ordering Light Up Lanyard Whistles from Gimmees with your logo attached might be just the things to promote your organization. Give them a simple twist and the whistles light up and sound off.

Find the right expo to step up your government trade show traffic

Many government tradeshows specialize in specific areas of government work. Check around to find the tradeshows best suited to your needs. Whether you are interested in communications, fleet management, law enforcement or some other government tradeshow marketing concern, you can find the right expo to get the word out about your agency.

I recommend: If you need or produce videos, check out the annual Government Video Technology Expo. It is the largest tradeshow event for the $9.4 billion government market. If you have anything to do with government vehicle fleets, you won't want to miss the Government Fleet Expo & Conference.

Maximize your government trade show traffic by ensuring your event is recognized

People hear more about some expos than others. You don't have to start or run a tradeshow to ensure that all the major government tradeshow websites list it to improve government tradeshows advertising for your unit. Check out upcoming online government tradeshow schedules and get your event posted if it isn't there already.

I recommend: One outstanding place to post upcoming government trade shows is with Visa. You can have your event placed on a four-year list of upcoming government tradeshow events at Extelligent. TSNN also has a list of upcoming tradeshow events both in the United States and abroad.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Never use slovenly personnel, or those who don't care about the organization, at a tradeshow booth. Since government trade show marketing involves an agency selling itself to the public, allow only those with a positive attitude toward the organization to staff the booth. A booth full of people who would rather be somewhere else is worse than having no booth at all.