By: Wesley A. Ford
|Wesley A. Ford is co-founder of Immediate Impact, Inc., a multimedia company and much more. For more information how you can make an immediate impact for you or your company, go to www.immediate-impact.com. To learn more about Desktop Channels, mailto: firstname.lastname@example.org.|
Whether your objective is to close more business, or just create awareness about your company, you must get attendees to your booth.
The saying goes…work your plan and the plan will work. It works. Simple, accurate and to the point. The United States Military uses this technique every day with great success. Minor modifications have been made to focus on the tradeshow event.
Tradeshow Operation Orders
The plan "must be the logical outcome of all your considerations of the relevant factors." Operation orders follow a prescribed format, mainly to ensure that they address all important matters, but also to aid in the accurate communication of orders in stressful situations. Utilizing this format for each and every show will allow all personnel to rapidly and easily identify their respective responsibilities. Tradeshow orders include the following paragraphs:
- Situation -- a description of the show, your objectives, location of competitors
on the show floor. Statistics from previous events showing the amount of
leads generated, sales closed from those leads, etc.
- Mission -- a clear (usually) single sentence that specifies the task to
be accomplished by your company.
- Execution -- a paragraph describing the Marketing or Tradeshow Manager's
concept of the booths objectives and allocating tasks to vendors and other
team personnel. Pre-show projects to generate "buzz" and interest
are detailed. It usually includes co-coordinating instructions covering
such things as timelines, meeting dates, vendor selection, booth development
and so on. Instructions on how the booth is to operate will be covered
- Service Support -- a paragraph describing every aspect of the logistics
plan for the show. It would include such things as booth support, transportation
arrangements, and drayage.
- Post Show Follow-Up -- here the show director will describe what will happen with all the leads generated during the event. A description of techniques or technologies that will be implemented to continue the interest generated from the event.
© 2002 Wesley A. Ford
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