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Entertainment! According to tradeshow research, live presentations are the third most important reason why people remember the exhibit. Numbers one and two? Booth size and product interest. If you've got a limited exhibiting budget, hiring entertainment may be a cost-effective way to attract attention to your company without springing for the larger, pricier display space.

What are your options?

Entertainment options at tradeshows are almost endless. Any form of live presentation can work, including:

. staged product demonstrations
. theatrical skit
. magician
. game show
. choreography
. video
. audio
. robot
. singers or musicians

The key is to have entertainment that acts as an integral part of your marketing message. To do this, you need to know a few things:

. What type of entertainment will appeal to your target audience?

A robot that dispenses free samples might go over big at a tech show but fall flat at a pet care industry show. Conversely, those wired types might be more puzzled than pleased by a troop of trained terriers. Know your target audience.

. How much product information do you want to convey via the entertainment?

Some entertainment formats are better than others for educating attendees about your products and services. Product demonstrations, especially those that draw participants from the audience, are a great way to get the crowd focused on what you're selling. Other acts focus on simply getting the company name and logo out there, such as a magician who uses the company's name as the 'Magic Word'.

. What is your corporate image?

Any entertainment you select should positively reflect your company's image. This goes beyond a Western Wear company selecting a country singer to entertain the crowds -- attendees will hold you to a higher standard than that. Research the acts you're proposing to hire. Some acts may not be appropriate for mainstream companies -- ask to see a video of an average performance and ask yourself how would your customer base view the images.

With those questions in mind, decide what kind of entertainment you'd like to have and who will perform for the crowds. If you've decided on live product demonstrations, you may be able to use your own staff members, but other than that, you're generally better off hiring a pro.

How to Make the Most of Your Money

Hiring a professional entertainer is an expense. Ensure you get your money's worth by doing the following:

. Identify how the presentation helps achieve your goals -- let the entertainer know clearly what you expect for them to do.

. Create promotional activities centering around the entertainment. From pre-show direct mailings to on the floor interactions with attendees, make frequent mention of the event and have an incentive that will encourage attendees to visit your booth.

. If your staff is not on stage, find ways to involve them in the presentation. Use them to gather the crowd or to capture and monitor pertinent information during the presentation. Let them know it's okay to be enthusiastic about the performance -- excitement is contagious, and you want an excited crowd.

What to Avoid

Good entertainment is expensive, bad entertainment can cost more than you will ever imagine. Protect your company's image and reputation by avoiding the following:

. Crass, rude, or offensive acts. There are comedians who do very well with off color or hurtful humor, but the risk of alienating large segments of your consumer base by sponsoring one of these acts is too great.

. Under-dressed entertainers. Scantily clad women and barely dressed men wiggling provocatively have no place at most shows. In fact, the aggressive use of "Booth Babes" has been so off-putting that some shows are banning them all together. Unless you're exhibiting an adult-themed show -- ie, one that caters to the sex industry or some travel shows -- have your entertainment keep their clothes on.

. Acts that are clearly amateur. Tradeshow audiences are harsh. They won't be tolerant of second rate acts. Hire the best you can afford for better results.

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com; website: http://www.thetradeshowcoach.com

Yet when I attended a recent fireworks display, I overheard a woman saying this:

"I don't know how they do it. Every year it's the same thing, but they keep making it better somehow."

Wouldn't every exhibitor love to hear that about their booth? It appears that the fireworks companies have mastered what trade show exhibitors often struggle with: presenting the same products and services in a way that's new and exciting.

What can tradeshow exhibitors learn from the pyrotechnic pros? The answers might surprise you.

You can do a lot in a very limited time

Fireworks are not an everyday event. Most people will see only one to two fireworks shows a year, if that many. Performances are measured in minutes, not hours. The vast majority of shows -- industry estimates range close to 70%! -- are scheduled in a two week period in the middle of the summer.

Yet, even in this small window of opportunity exists the potential for profitability. There are more than a few decent sized fireworks companies out there, vying to show what a good show they can produce. Most of these companies earn the lion's share of their annual revenue during those hectic fourteen days.

These companies know that it is make it or break it time, so they pull out all of the stops. Extensive preparation is done. Things are practiced until they're perfect. When it's showtime, every team member does their best to ensure a flawless show.

Consider applying that mentality to your tradeshow participation. How would you approach exhibiting if you knew this was your only chance to market all year long? What if 70% of your sales had to come from trade show leads? What changes would you make? How would you train your people?

Know what your audience wants

Knowing what your target audience expects and desires from you is crucial. The fireworks industry caters to an audience that has certain expectations of a fireworks display: loud noise, bright colors, technical brilliance that also has an insatiable appetite for something new.

They respond by adding new elements to the existing show: new colors, for example, or shows synchronized with music. The essential product has not changed, but it has been augmented and improved.

Tradeshow attendees have certain expectations of your booth, but they also want something new. How can you add to or improve your products, services, or presentation thereof to generate additional excitement around your display?

Understand that Audiences Change

The customers you have today are not the customers you had yesterday -- and they're definitely not the customers you'll have tomorrow. Sometimes the changes that occur in your target audience have nothing to do with your products and services and everything to do with a seemingly unrelated product.

For example: advances in high-definition televisions have dramatically impacted the fireworks industry. Forty years ago, no one was watching fireworks on television. Now, increasing numbers of people are, as high-definition televisions allow people to experience the beauty of the show without the bugs, crowds, noise, or traffic.

Firework companies have responded by creating brighter fireworks that deploy at a lower height, easier for the television cameras to capture. By working to meet the changing needs of their target audience, fireworks companies are striving to remain relevant and entertaining, rather than becoming a reminder of "what people used to do on the 4th of July".

How is your target audience changing? What recent developments have changed how they view, use, and purchase your products and services? Is this reflected in your marketing plan?

Connect with the media

In addition to the television broadcasts, fireworks companies have been surprisingly savvy about working with the media to promote their shows. From simulcasting the show's music over local radio stations (broadening the appeal to those viewers who are not at the point of launch) to blogs detailing the work that goes into a show to giving local media 'behinds the scenes' peeks at the show in progress, there's a constant effort to keep their name and company image in the public eye before, during, and after the actual show.

Apply this to your tradeshow participation. What are you doing to let attendees know they should visit your display? What are your media outreach efforts during the show? Does you stop sending press releases when the show lights go off?

Fireworks and tradeshows have some interesting points of comparability. With proper planning, promotion, and performance, pyrotechnic experts and tradeshow exhibitors can both get a lot of bang for their buck!

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com; website: www.thetradeshowcoach.com

Not all attendees are the same, and not every buyer on the floor shares these secrets. But most do, whether they'd like to admit it or not. These secrets are strong unifying factors that influence their buying decisions. If you, as a smart and savvy trade show exhibitor, know what these secrets are and tailor your exhibit appropriately, you'll come away with higher sales numbers every time.

If you could hear your attendee's deepest, most secret thoughts, they might go something like this:

Secret #1: We're impatient

Let's be real here. The boss just shipped me to Orlando from the middle of a Buffalo blizzard. The last thing I want to do is spend the entire day putzing around looking at new attachments for our Widget making machine. If you show me what I want, at a reasonable price, I'm gonna close the deal in a hurry and go hit the beach.

What this means to you: Understanding your buyer is crucial. When you know what your target audience needs, wants, and expects, it's easier to provide it for them. Added incentives and special savings only sweetens the pot, especially for the attendee who wants to get the business part of the business trip out of the way.

Secret #2: We're lazy

Sure, it sounds like a great deal. But to get that price, I've got to go log onto the web, go to the website, enter a code, fill out a questionnaire, and then go through the purchasing process? Forget that! I'll go over here to Vendor Z. I might pay a few dollars more, but I won't have to jump through any hoops.

What this means to you: If you're going to offer a show special or promotion, focus on making it user-friendly. Buyers are willing to pay more to avoid what they perceive as 'too much' work. Each market has a different threshold point, and this varies with how much potential savings you're offering. Customers are willing to give more when they are getting more in return.

Secret #3: We're Egotistical

You might not realize this, but I'm the smartest person here. And the tallest. And the best looking. I'm so gosh-darned amazing, actually, that you'll find yourself compelled to give me awesome deals.

What this means to you: It's important to give your buyers recognition. "Bonus Buys" -- windfall items 'spontaneously' thrown in when a purchase is made -- is a fantastic way to do this. Offer discounted prices on the floor model, for the 'serious buyers only'. Exclusivity sells.

Don't start the recognition at the trade show. Reach out to your clients before hand via e-mail and direct mail marketing, letting them know what special deals can be had at your booth. A little extra effort goes a long way.

Secret #4: We hate math

Ok, I don't want to look like an idiot here. But there's $25 off of Widget A, 15% off Widget A-1, and a $500 rebate if I buy now. Exactly how much is that? Is that a good deal? I hate percentages…

What this means for you: Remember the KISS acronym, especially when promoting discounts and sale prices at a tradeshow. You want to Keep It Super Simple! Rather than listing a complex set of discounts, focus on the total savings. Have printed price sheets where your booth staffers can highlight appropriate discounted prices and write in the total savings.

Secret #5: We liked to be pushed

I see that this price is only good for a limited time. I've read it on the sign. You've told me during the sales presentation. I know and understand that there's a deadline.

And you know what? Chances are I'm going to forget. And when I discover that I missed out on saving hundreds of dollars, I am going to be miffed.

What this means for you: People have to experience a piece of information six times before they remember it -- and that's in normal, everyday circumstances, not the hustle and bustle of the show floor. Remind your booth staffers to mention the deadline often. Make note of it on any follow-up correspondence, and send a reminder notice to likely prospects. The reminder nudge will spur sales.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com; website: www.thetradeshowcoach.com

If all goes well, these crucial first moments will launch a mutually profitable relationship that will last for years. On the other hand, if the impression you create is not so positive, you've kissed a lifetime's worth of business goodbye.

Beginning well's means you're half done. Once you've established a rapport with the client, once that positive foundation has been laid, the hard work of negotiating a deal and closing a sale becomes so much easier. Here's what you need to know to create a favorable first impression time and time again, over the long hours and days that you'll be at the trade show.

What's for sale here?

Your company might make computers or luxury automobiles. You might sell scrub brushes. You could retail the finest gems found on the Indian sub-continent. It doesn't really matter. When you're at a trade show, what you're selling is YOU.

Today's buyers are nervous. They've been through the dot-com bubble. They've seen Enron blow up and corporate scandal follow corporate scandal. Yet they still have to do business. How do they know who they can trust?

There will always be a due-diligence component to business, but a surprising amount of decisions are made by people 'trusting their gut.' During those crucial first minutes where you're checking out the attendee, they're checking you out. They are, perhaps unconciously, assessing what they perceive as your intentions and motivations. Few people believe that they can get a good deal from someone they do not believe to be a good person.

Key Secret: People have to 'buy' you before they can buy your products.

Can you hear what I'm saying?

Non-verbal communication plays a huge role in creating first impressions. Attendees are constantly watching. If your body language conveys the fact that you don't want to be at the show, would prefer not to engage with attendees, or are just going through the motions, they'll pick up on that and go elsewhere.

Standing at the corner of your exhibit with your arms folded tells attendees "Stay away! I'm on guard." Sitting down, flipping through a magazine, or chatting with colleagues says "I've got better things to do." All togther, it means "You're not important to me," even if you ask the attendees what you can do for them today.

Secret: People won't come in if your body language says "Go away!"

The Wall of Noise

You have to approach attendees, engage them, welcome them into your booths. Unfortunately, many staffers take this to mean that they must offer up a constant stream of conversation, from the welcoming hello to the assurances that "We'll be in touch!" as the attendee hurries to a calmer, quieter exhibit.

Talking is important, but listening is more so. Shift the focus from your own sales spiel to actually listening to the customer and you'll find your results immediately improve. Ask attendees questions, and listen to their answers. Give them your full attention. Hear what they're saying and offer appropriate responses.

The fact that you're focused on the attendee, wholly engaged with them, and committed, however briefly, to solving their problems, is one of the easiest, most effective ways to create a positive first impression. It sets a good precedent, establishing how you will do business with this client further down the road. You're laying the foundation for that positive, profitable relationship.

Secret: Focus on the attendee for maximum results.

These three secrets will stand you well in the trade show environment. Remember that to begin new relationships, you must first create a positive impression. Being mindful of the fact that people need to trust you before they do business with you, avoiding off-putting body language, and listening more than you talk will help you do exactly that. And then you'll be well begun -- more than half done, well on the road to starting a new profitable relationship.

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com; website: http://www.thetradeshowcoach.com

What happens at the tradeshow is obviously import to your success, but equally important is what happens after the show ends. This is where most exhibitors drop the ball. Differentiate your company from its peers and wring the full value from your tradeshow participation. To truly benefit from all the hard work what went into exhibiting, must ensure that appropriate follow-up activities take place.

Follow Up Begins Before the Show

Research tells us that over 80% of leads gathered at tradeshows are never followed up. That's a phenomenal number, especially when each lead has the potential to generate profit for your company.

Why do so many leads fall by the wayside?

It's because show leads have a reputation for having no substance – they’re either just cold business cards or similar basic information imprinted on a company lead card. There's nothing there to give already busy professionals a reason to follow up.

Even if the salespeople do follow up, there's only so much they can learn from a business card or bare bone information. For salespeople to view leads as being worthwhile for follow-up, they need quality information.

For this reason, it is vital that before the show you spend time going over the lead collecting process. Clarify exactly what types of information should be recorded on lead cards. Explain the importance of the information you are gathering. Make sure everyone knows exactly how to operate the card readers and use the printouts and lead cards.

Everyone working the show should know exactly what results you want to achieve at the various tradeshows you attend. Each show should have its own set of specific, clear, quantifiable, realistic goals. These goals should be in line with your company’s overall marketing objectives.

These goals give staffers something to strive for, but they also serve as benchmarks to evaluate and measure team and individual performance.

Develop a Follow Up System

To achieve and perhaps surpass your specific goals, you need a follow up system. The best time to develop your follow up system is during the planning and training stage.

Use this time prior to the show establish how the leads will be handled. For example, select a team member to take responsibility for collecting all "hot" leads at the end of each day and overnight them to the home office for immediate processing. Assign someone at the home office as a “follow-up” manager. This person takes charge of the entire follow-up process and should be someone who does not attend the show. Their job is to carry out the follow-up system that was established before the show.

Timeliness is of essence with all leads, not just the "hot" ones. Obviously you're not going to overnight every single lead back to the home office, but there are steps you can take to ensure you stand out from the crowd of exhibitors.

It is important to send something, such as a letter, email, or broadcast fax, to everyone who came by the booth to thank them and let them know when they can expect to hear from your company again. This should be done within three to five days after the show. Remember, if you don't follow up, your competitors will.

The Next Step: Accountability

Use contact management database programs to ensure your sales staff get leads that are as complete and useful as possible. Then, after leads are distributed, hold your account representatives responsible for the results.

There should be a written progress report from each salesperson at regular, predetermined intervals. This information can be used to track their performance, sales made, etc.

Some companies use performance in lead follow up as one factor in a salesperson's annual performance review. Knowing that they will be held accountable for results is a powerful motivator.

Measuring results

At the end of the day, management wants to know their money was well spent. Keeping track of your leads will allow you to measure sales directly attributable to your tradeshow participation. Recording this data will allow you to provide qualitative and quantitative analysis of the show.

For example, you can calculate the return-on-investment to demonstrate to management the effect tradeshows have on the bottom line. To measure the cost per tradeshow lead, simply divide your total show expenditure by the number of leads gathered. To measure the cost per sale, divide the total show expenditure by the number of sales.

Qualitative data, such as types of prospects who visited the booth, dates and times of their visit, products/services of interest, buying intent, and results of any pre-show promotional activity often proves invaluable when planning future show participation.

The key to tradeshow success is wrapped up in the lead management process. It starts with knowing at the outset what you want to achieve, then continues through establishing a strategy that is user-friendly, and finally the actual follow-up operation leads to bottom-line profitability. With a little forethought and planning the results will speak for themselves.

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com; website: www.thetradeshowcoach.com