ARTICLE 10

Any good sex guide will outline and stress the importance of foreplay as a precursor to great sex. The message is simple – if you expect great sex, you need good foreplay. I repeat – if you expect a great show, you need good pre-show promotion. Whilst different organisers participate in different activities, there is a plethora of activities you can get involved with to maximise your results.

A review of your exhibitor manual will normally highlight opportunities available for your particular show, and is normally a good starting point. Show Guides, Show Catalogues and Show Preview Guides should all carry your news and company information. In the majority of instances these are non-chargeable and a good way to get your name out in advance of the show. Ask for invitations which you can sometimes overprint with your logo and post some, give some to your sales team / agents / distributors and keep more in your reception area. VIP tickets are often a valuable way to entice more visitors to your stand. In terms of advertising, find out the schedule (discounts) and titles the organisers are using – dovetail any advertising in the issues where they are running previews / features on the show. Use flashes and banners across you ad – “See us on stand no: 666”. Be creative – why not amend your franking machine with the same info?

Do the organisers use a PR agency – use their services and pick their professional brains (and contacts). Get a press list of contacts and deadlines. If you have a company newsletter, milk the opportunity. Do mail shots and e-shots to key clients, existing, potential and past customers. Remember also the power of the Internet and make sure you have information on your website and a hyperlink from the show site to yours.

Now you’re getting the hang of it. . .