Creating a Memorable Trade Show Event

With an ever-increasing number of events occurringwith a jazz band and had the famous Paul
outside the trade show floor, the job of a trade showPrudhomme's K- Paul restaurant cater the affair. Each
event planner has become a real challenge. With soguest left with an autographed Prudhomme cookbook
many get-togethers to choose from, the trade showmaking the experience special.
event planner needs to create enticing venues that willIn Washington, D.C. they reserved the Fords Theater
attract the often weary trade show attendee who(where Abraham Lincoln was shot). The VIPs got
has canvassed numerous trade show exhibits duringgroup tickets to the theater performance and, after
the day.the show, they had a dessert reception with cast
Of course, getting VIPs to networking events can be amembers in a private meeting room upstairs. Everyone
hat trick. In order for the trade show exhibitor to put hishad time to chat over dessert, liquors and coffee. The
her best foot forward, then, they need to have notinvitations were designed as Playbills adding to the
only a professionally produced event, but one that isshow biz evening.
highly memorable. But how do they do this?In Atlanta, the invited guests toured Margaret Mitchell's
According to Karla Krause-Miller, Director, Cappa andGone With the Wind museum that showcased replicas
Graham, Inc., a professional event planning company inand memorabilia from the movie. They then walked
San Francisco and Silicon Valley, it is critical to create aacross the street to the Fox theater, a beautiful 1920's
trade show social gathering that not only dazzles buthistoric home, and were treated to a catered fine
also provides essential networking opportunities. Heredining experience upstairs in a lovely, ornate private
are a few of her event planning tips:meeting room.
The main rule is to create an experience -not just anIn San Francisco, the company reserved a couple of
event. You must make it memorable by adding aprivate decks on one of the largest yachts in the Bay
"celebrity touch" or a special enticement.-the San Francisco Spirit. They hosted a sunset dinner
Rule number two is to incorporate the atmosphere ofcruise with fine wines and gourmet dining on the
the trade show host city into your special event,beautiful San Francisco Bay with the skyline of San
whether it is San Francisco, New Orleans, D.C. orFrancisco aglow.
Atlanta.The sponsors made sure that these events all stayed
Rule number three is to allow time for face- to- facewithin FDA guidelines for entertaining professionals in
interaction and networking.the medical industry.
Rule number four -you don't have to spend vast sumsRemember, if you follow the basic rules for trade
of money in order to have a grand experience.show event entertaining, your visitors will have a
Finally, no sales pitches allowed during entertaining -memorable experience. This will enhance your trade
make the evening relaxing and fun without obligation.show exhibit or your trade show display rental
By way of example, Krause-Miller sites four creativeexperience as you will be able to network with your
events that that the former Nellcor Puritan Bennettguests in a casual way after they have visited your
medical equipment company held during the Americantrade show display.
Society of Anesthesiologists Conferences. In additionThis event planning advice holds true wherever you
to having a 20' x 30' custom island trade show booth,have your trade show exhibit or trade show display
the medical equipment company held successfulrental, whether the show is at the Las Vegas
special networking receptions for VIPs.Convention Center, the Moscone Center in San
In New Orleans, Nellcor rented a French QuarterFrancisco, the Santa Clara Convention Center or the
museum home and hosted an event in its courtyardSan Jose McEnery Convention Center.