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Before you leave for that all important trade show, make sure you've
made this list and checked it twice.
1. Make all last minute calls to ascertain that booth, products, promotional
literature, etc. have arrived at the show site.
2. Call airport, train station, rental car company and hotel to confirm
arrangements.
3. Go over your show objectives so you have them memorized, and will
know if you're
meeting them.
4. Make sure that all of your sales follow-up packets are put together,
or will be put
together while you're at the show.
5. Brief booth staff on proper etiquette, dress, and, of course, how
to best make an
at-show sale, or qualify a prospective customer. Make sure booth staff
is aware of the
show objectives, and how to best meet them.
6. Pack carefully and thoroughly:
- business cards (bring twice as many as you think you'll
need)
- cell phone and/or pager
- mini tape recorder (for keeping track of ideas)
- laptop and/or hand-held organizer
- itinerary of client meetings, special events, educational
sessions, etc. (make sure key people at the office have a copy of
this, too)
- contact information on where key clients and/or vendors
are staying
- contact information on where booth staff are staying
- plane or train tickets
- credit cards/checks
- comfortable shoes
- first-aid kit
- aspirin
- show materials (directories, tickets, invitations, etc.)
- appropriate show attire (perhaps a logoed golf shirt,
or denim shirt)
- trade publications, reports and memos to read on the
plane
7. Check your e-mail and voice mail for any last-minute
problems, concerns, etc. Make
sure all of those that might try to contact you have been notified of
your plans, or
will be redirected to someone who can answer their questions in your
absence.
8. Go over ongoing projects or important orders with the people that
will be manning
the office while you're away.
9. Do a last minute check of suitcase and briefcase to make sure you
have all of the
necessary items.
10. Straighten desk, so that upon your return you can dive back into
projects in the
order in which they need to be handled
11. Make a to-do list for things that must be done your first day back.
Alyson Hendrickson Wentz, CAS, is a freelance writer specializing in
articles about marketing with promotional products. She spent six years
on the editorial staff of The Counselor magazine, the preeminent publication
for the promotional products industry, and earned the Certified Advertising
Specialist (CAS) designation from the Promotional Products Association
International.
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