• Heads-up alerts to prospective visitors via direct mail or e-mail programs before the event. Create a reason for them to search you out.
• Meaningful web content about the show, company presence, and product announcements.
• Pre-arranged press meetings with meaningful messages.
• Deep-intelligence gathering of booth visitors.
• Immediate data analysis and dissemination of information gathered.
• Nightly de-briefing of days activities - pros and cons.

Experience Counts! - Few people are as successful at coordinating, managing, and executing trade shows as I.  It takes an unbelievable attention to detail, advance planning, technical knowledge, personnel motivation, desire to succeed and do whatever it takes.  It is not for the weak or faint of heart.

I have personally worked around the clock to overcome equipment failures, crawled through airport freight terminals finding our equipment, and drove a 30' diesel truck through downtown D.C. traffic to replace equipment. The trick is to know when and who (if at all) you must pay off to get your booth & equipment moved in.

You must be able to understand electrical orders, union turf battles, and how to get things done yourself. 

And everybody (including the booth) has to look fresh at 'show time'.

I have also designed major components for booths, purchased and supervised design of booths, managed transportation efforts, staged countless booths before shipping, and created the duratrans signs for light boxes to accommodate last minute changes.

In all of marketing, trade shows are the one event that CANNOT BE PUSHED BACK.  Failure is not an option.

I have hands-on experience creating data sheets, product brochures, direct mail pieces, full page ads, and other high class color pieces.  This includes conception, layout and graphics development, and film separation for printing or supplying to publisher.

My design philosophy includes "every element must work as hard as it can".  This critical approach insures a targeted, effective piece. This concept is applied whether the piece is developed in-house or by an outside agency.

Applications stories and white papers are excellent vehicles for publishing more in-depth product information.  I have authored many of these, utilizing professional layouts with graphics, sidebars, and appropriate white space.

These become excellent sources or source material for inclusion in industry publications

Advertising and direct mail can eat up a budget faster than a starving dog with no manners at a buffet.

While there are various goals in advertising (e.g. image building vs. product selling) the message should be clear, informative, and instill the reader to take some action.

"Every element on the page should work as hard as it can." 

John Moreland

Leasing a mega-list is just the beginning of the creation process.  Lists are notorious for containing duplicates and/or out of date information.  Some data-mining time on the list will pay for itself with reduced mailing costs.

Just as in advertising, every piece of information on the piece should work hard.  And, there must be a Call-To-Action.  Make the prospect take the next step - if not buy.