That's show business!

, the IT world's biggest trade show, is upon us once more, ushering in a new season of marketing conferences and sales events.

Our survival guide, compiled by battle-hardened conference veterans, tells you all you need to know for the forthcoming show season.

GETTING THE PLANNING RIGHT
Understand your objectives
"A stand at a show can be very expensive and so objectives for being there need to be very clear," says Stella Christodoulou, associate director, marketing, Comunica.

"Whether it's to collect names and addresses of prospects, to launch a new product or service, to increase brand awareness, or even to reposition the business, once aims have been set, all planning should be geared towards meeting them.

"Part of the planning process involves asking the organiser how they will attract new visitors. They should supply a detailed media plan covering the promotional campaign they are implementing.

"Only then can businesses set about looking at shows which have the right profile of attendee."

Be consistently creative
"Your stand must be designed, built and themed for maximum effect to encourage your prospects and suspects to engage with you," says Lorraine Emmett, managing director of strategic PR and Marketing consultancy, Emmett & Smith.

"Small does not mean you cannot make a significant and lasting impression, it simply means you have to be a little more creative.

"Themes consistently carried through do not need to be expensive but can create a dramatic impression and can provide obvious incentives. For example, say your concept is 'balloons'.

"Think balloon-shaped invitations, popping balloons to get the one with a £100 voucher in side, a balloon-ride competition, branded balloons to take away. Go for one simple idea and make it very engaging and memorable."

Position is good, concept is better
"Position can make a huge difference. However, the concept or hook designed to draw people to the stand is more important," says Stella Christodoulou of Comunica.

"Keep the messages you want to get across simple, and position will be less critical."

Stop press!
"To maximise your media exposure, it is important to produce an at-show news release before the exhibition, describing what you are exhibiting and including details of any important company announcements," says Lorraine Emmett.

"Distribute this release to journalists and publications attending the show at least four to six weeks before the event. This will mean you hit the monthly publications before or during the show, as well as any Show Daily.

"All of which serves to increase your profile and maximise pre-event coverage."

STAND AND DELIVER
Sort the wheat from the chaff
"You have a limited amount of time to find the maximum number of visitors with real budgets and a real need for your products or services," says Allan Shriver, head of marketing, Techland Group.

"Sort the tyre-kickers from the genuinely interested by asking visitors if they have a project coming that needs your solution. Ask if they have a budget for this type of project."

"If a visitor is interested, quickly suggest a follow-up visit from a salesperson, but don't spend more time than you have to get that appointment. It's unlikely you'll close a deal on the stand from a cold contact, so don't try."

Look to your leads
"At the end of each day, review the best visitor contacts of the day and how you hooked them - what worked, what didn't," says Shriver.

"Keep your sales leads secure while on the stand; take them off site every evening."

Prep your people
"Make sure your stand staff understand that they are there for ONE purpose only - to get as many follow-up sales appointments as they can," says Shriver, "and that they are ALL walking advertisements for your company, so must act and dress accordingly.

"Have (at least) one person designated as a 'pointer' to sort visitors - asking what technology they are looking for, or if they have an interest in the business benefit - and then to 'point' them to the correct salesperson on the stand."

Always pop next door
"It's vital to meet your neighbours before the show starts to coordinate activity and presentations so that you don't steal each other's thunder," says Mike Fletcher, new media manager at Parity.

Clarity is everything
"Don't let potential sales walk on by your stand because they can't tell that you're selling what they want," says Allan Shriver.

"Make sure that sales staff talk in terms of business benefits, not marketing speak or techno-babble."

Get the giveaways right
"Novel giveaways are not essential, but something with your website url on it may help in future when you least expect it," says Shriver.

"Choose something that is likely to stay in your visitor's office, that won't get given to their kids like a novelty pen or cute stressball or toy."

NETWORKING NOUS
Don't overlook anyone
"Don't dismiss anyone, even if you think they might not be a relevant contact," warns Mike Fletcher.

"If you present articulate ideas to someone, they'll often pass information on to a colleague who may be interested in your offering."

I'll never forget whatshisname ...
"In the embarrassing event that you should forget someone's name, try to take a look at their name badge or simply ask for their business card," says Heather White, founder of The Magic of Networking.

"Should someone else join the group and look to you for introductions you could suggest that, as the room is very noisy, it would be better for everyone to introduce themselves."

After the event ...
Time to evaluate, says Lorraine Emmett. "Ask yourself: did you get the right sales leads? Did you present your company as a dynamic and worthwhile business supplier/partner/employer? Did you secure media coverage?

"If not, work out why, or ask for help from an expert, and do it differently and more effectively next time. If you did, let everyone in your team know what a great job you are doing and brainstorm how you can do it even better next year."

NEVER BEEN TO CeBIT BEFORE?
"From a PR point of view, CeBIT is both a nightmare and an exhilarating experience," says seasoned CeBIT attendee Chaz Brooks, of Chazbrooks Communications Ltd.

Top tips include:

• Book accommodation as soon as you can. Some stay as far away as Bremen and Berlin, both nearly two hours from the showground. One popular option is to stay in B&B accommodation in the town with a local family, but although this is convenient, it can be unpredictable. Aim south-east of the show; the traffic is a lot lighter from this direction. Or stay somewhere you can get a train direct to the Messe (showground).
• Try to do something different to stand out from the others - gimmicks, free gifts for the media etc.
• Don't expect to line up too many meetings, the show is too big for this. You can always take your client to the press bar (armed with euros of course).
• Drop in a press pack to the CeBIT News (the show's English-language newspaper) in person as soon as you get to the show.
• Allow plenty of time to get from one meeting to the next: it is a mile from one end of the showground to the other.

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