What Are the Different Kinds of Feature Stories?

The Profile

A profile is an article about an individual, and the profile article is one of the staples of feature writing. No doubt you've read profiles in newspapers, magazines or websites. Reporters do them on politicians, CEOs, celebrities, athletes, and so on. Profiles can be done on just about anyone who's interesting and newsworthy, whether it's on a local, national or international level.

The idea of the profile is to give readers a behind-the-scenes look at what a person is really like, warts and all, away from their public persona. Profile articles generally provide background on the profile subject - their age, where they grew up and were educated, where they live now, are they married, do they have kids, etc.

Beyond such factual basics, profiles look at who and what influenced the person, their ideas, and their choice of vocation or profession.

If you're doing a profile you'll obviously need to interview your subject, in person if possible, so that in addition to getting quotes you can describe their appearance and mannerisms. You should also watch the person in action, doing what they do, whether it be a mayor, a doctor or a beat cop. Also, talk to people who know the person you're profiling, and if your profile subject is controversial, talk to some of his/her critics.

Remember, your goal is to create a true portrait of your profile subject. No puff pieces allowed.

The News Feature

The news feature is just what it sounds like - a feature article that focuses on a topic of interest in the news. News features often cover the same subjects as deadline hard-news stories, but do so in greater depth and detail.

And since feature articles are "people stories," news features tend to focus on individuals more than deadline news stories, which often focus more on numbers and statistics.

For instance, let's say you're writing about the increase in heart disease. A deadline story on the topic might focus on statistics showing how heart disease is on the rise, and include quotes from experts on the topic.

A news feature, on the other hand, would likely begin by telling the story of one person suffering from heart disease. By describing he struggles of an individual, news feature can tackle big, newsy topics while still telling very human stories.

The Spot Feature

Spot features are feature stories produced on deadline that focus on a breaking news event. Often news features are used as sidebars to the main bar, the main deadline news story about an event.

Let's say a tornado hits your town. Your main bar will focus on the five W's and the H of the story - the number of casualties; the extent of the damage, the rescue efforts involved, and so on.

But with the main bar you could have any number of sidebars focusing on certain aspects of the event. One story might describe the scene at an emergency shelter where displaced residents are housed. Another might reflect on past tornadoes in your town. Yet another might examine the weather conditions that led to the destructive storm.

Literally dozens of different sidebars could be done in this case, and more often than not they would be written in a feature style.

The Trend Story

Is there a cool new look in women's fall fashions? A website or tech gadget that everyone's going nuts over? An indy band that's attracted a cult following? A show on an obscure cable channel that's suddenly hot? These are the kinds of things that trend stories zero in on.

Trend stories take the pulse of the culture at the moment, looking at what's new, fresh and exciting in the world of art, fashion, film, music, high-technology and so on. The emphasis in trend stories is usually on light, quick, easy-to-read pieces that capture the spirit of whatever new trend is being discussed. In other words, if you're writing a trend story, have fun with it.

The Live-In

The live-in is an in-depth, often magazine-length article that paints a picture of a particular place and the people who work or live there. Live-ins have been done on homeless shelters, emergency rooms, battlefield encampments, cancer hospices, public schools and police precincts, among other locales. The idea is to give readers a look at a place they probably wouldn't normally encounter.

Reporters doing live-ins must spend a fair bit of time in the places they're writing about (thus the name). That's how they get a real sense of the place's rhythm and atmosphere. Reporters have spent days, weeks and even months doing live-ins (some have been turned into books).

Wedding caterers to help cook up the most fulfilling wedding ever

Organizing a wedding is never an easy job. It comes with a whole range of responsibilities, and what makes it worse is the fact that since there are so many people involved and invitees expected to show up at the wedding- nobody can afford to go wrong. Some of the most glaring mistakes to avoid include going wrong with the decoration, music, or food- especially food. 

This is because food is something that depends greatly on individual choices and tastes. Also, in case the food does go wrong, there is nothing that can be done at the last moment to correct the mistake. You simply have to go with it and watch your guests eat the disaster recipes in embarrassment and shame. The only way to make sure this does not happen on your special day- select your wedding caterers very carefully.

To find the right caterer start by looking up popular names or the famous wedding caterers who are either recommended by your close ones- or even better- who seem to have a good company profile and have worked for big events and companies. For instance if you find a caterer who has been involved in something as popular as master chef live, or has done event catering for huge events organizations by internationally known companies- you know that this is the caterer to count on! 

The next thing you must do is to check the menu and see if they cover all the popular food items- ones which are not 'experimental-new-dishes' , and ones that your guests would gladly have. Once you feel like they have everything you want- starting from the popular starters like soup and cocktail, to desserts like the cheesecake, head over to get a taste of what they serve. If everything fits in perfectly- you know you have got the caterer who can spice up your party! 

Having a good caterer, who can assure you that the food at your wedding will be taken care of diligently and completely, can actually help you in more ways than one. For instance, knowing that you don't have to worry about those hog roasts being cooked at the kitchen, besides taking off a very heavy load off your shoulders, also in turn gives you plenty of time and space to work on other important wedding arrangements. And who can deny the fact that having good food always means that no matter how the rest of the party goes, at least it will end well with well fed happy guests for sure! 

These days, the well established catering companies are also capable of providing you help with event management, waste handling and recycling, and even staff appointment to help deal with all the food related issues. At additions costs, you can even search for caterers who can employ their own resources to help you get the best crockery on hire, and stylish chairs tables and other furniture with furniture covers.

So find the perfect caterer who makes the job of organizing a wedding much easier for you and allows you to find time for more than just worries. After all, wedding is the best time to let your guests know how exclusive you are and what better way to do that than by throwing the most 'delicious' wedding with the best wedding caterers ever!

What Defines Creative Design?

Creativity is one of the gifts given to human beings. By using creativity, one can come up with quick solutions to a problem that has remained unsolved over a long period of time. Creativity is not only used to solve complex problems but to also come up with unique designs that has never been attempted anywhere.

One of the major factors that have a great influence on creative design is the ability to think out of the box. Thinking out of the box results in some innovative design. This may be a little bit difficult to start with, but over a period of time, it will become a habit. Two other important elements associated with creative design are the form and the purpose.

The main motivation for creative design is the need to come up with creative solutions or creative designs. When the purpose or the problem for which the solution is being worked upon is vague, then it’s difficult to visualize a correct form for the design. Thus the client has to very clear on the purpose for which this creative design has been attempted.

When the designer has a better clarity of purpose, better will be the creative thinking process. The creative thinking process actually lays the groundwork for achieving that particular solution or design. The thinking process consists of a series of smaller activities to be accomplished, which when integrated together will result in the final design.

In order to lay out a creative thinking process, one has to have a series of small ideas, which need to be integrated together to complete the final creative design. These small ideas are really important to the overall final design. While coming up with small ideas, one has to always keep in mind the purpose for which the design is being attempted. All the ideas should directly or indirectly lead to the solution for the problem. If the small ideas are in no way related to the main purpose, then one has to ignore these ideas and come up with ideas that are coherent with the purpose for design.

When these small ideas are distinct, the final solution will also be quite distinct. In order to come up with great ideas one has to be relaxed and should be free from stress. When the person feels completely relaxed without having any worrisome thoughts, they tend to come up with exciting ideas.

Entertainment Contracts: Need to Know Information

It is always recommended to use the entertainment contracts – both for performers and clients.  While (fingers crossed) your event should go as planned – anything can happen and you want to be covered.  You don’t want any unpleasant surprises leading up to, or on, the day of your event.

Below are a few of the questions about your event that you should ask your entertainer before you sign a contract.  The answers to these questions will likely form the basis of your entertainment contract:

How much time will they need to set up? 

While you’ve established the date and time of the performance, you may not have discussed what time the performers need to arrive to set up. Once that time is determined, you’ll need to clear it with the venue and make certain that they’ll have access to the venue’s event coordinator during that time, in case they have any questions or problems. Most likely, you will be busy during this set-up time; so it’s important that someone at the venue is available to them.

Which of their group members will be present at your event? 

When you first picked this band you were probably impressed by the specific group of performers that you saw performs either live or on video. However, it’s important that you verify which of the band, DJ or ensemble members will actually be present at your event.

Will the performers consume alcohol at your event? 

This is really a question for you. You need to determine your comfort level with this issue. Remember, they are working for you…do you want them drinking on the job?

What will they wear at your event? 

You should find out what their standard attire is for your type of event and make sure that it fits in with what you envision. If your event is black tie, they should know this in advance. On the other hand, if you’re having a more casual event, you probably don’t want your entertainers in tuxedos.

What is the performer’s cancellation policy?

This is a two-way question: they could cancel or you could cancel. It’s important to understand what happens in both scenarios. In the case of a performer cancellation, you should select a certain number of days prior to your event that you can live with. For example, you might decide that they can cancel the contract up until 14 days before the event. While this is not something you even want to think about, it’s obviously important you allow ample time to find a suitable replacement. Naturally, you’ll want to be sure that if they cancel, that they’ll return your deposit to you.

There are a couple different scenarios if you cancel:

1.    If they’re requiring that you pay a non-refundable deposit, then the performer will need to select a date by which you can cancel and not be further obligated to pay the balance.
2.    If you’re paying a refundable deposit, then the performer will select a date by which you can cancel and receive a refund for your deposit.

What form of payment will they accept for the balance? 

You don’t want to be surprised on the night of your event when the performer asks for a certified check. So, be absolutely sure that you ask this question! Cash, money order, certified check, personal check, and credit card are all possible options.

Do they have personal injury and property damage liability insurance? 

Before you ask this question of the performer, you should discuss with the venue what they require or recommend. Ask the performer to provide their proof of insurance BEFORE signing the contract.

What are their space and electrical requirements?

Understanding how much space the performer needs as well as their power requirements is really important because it affects what the performer brings to set up. This will also determine where they set up, which needs to fit in with the overall layout of the space. Ideally, you’ll have a meeting with the performer and the event coordinator at the venue prior to your event – you can certainly discuss these details during this meeting.

Will they provide the sound and lighting systems? 

The answer to this question varies from performer to performer – and could be affected by the venue’s existing sound and lighting systems. So, find out what, if any, sound and lighting systems are available at the venue, and make sure that the performer’s systems are compatible.  This is another important item to discuss at the meeting with the venue.

Are they available for overtime? 

Months before your event, the idea of paying your performer for overtime might sound totally crazy when you carefully pore over every budget item. But, on the night of your event when the party is in full effect, you might say, “to hell with the budget” and ask them to play for another hour or two. So, we advise that you find out beforehand how much overtime they’d be willing to provide and at what rate.

Once you’ve discussed all of these questions with the performer, you’ll be better prepared to sign the contract that they send. You should make certain that the answers they provided during your conversation are consistent with what you see in the contract.

Understanding the consumer mindset - Tips for advertising

Advertising works at the exact instant it is experienced. Advertisers must understand how consumers relate to the advertising in terms of their interest in purchasing the product at the moment they see the ad. Most people fall into three stages of interest in any product or service at any given time.

Passive stage: most people are not in the market for most products most of the time. Their attitudes are passive, and it is likely that they will not notice the advertising. At best, advertisers can hope to generate enough interest in their brand so that the consumer will consider their product when it is time to make a purchase.

Acquisition stage: at this stage people have decided they need a product, and begin to collect information pertinent to their purchase decision. When consumers are in this phase, they are receptive to product facts and brand information. The amount of time consumers spend in this stage depends on the size and importance of the purchase, i.e. automobiles and toothpaste.

Decision stage: consumers now enter the decision stage when they will decide on their final choice and make the purchase. In this stage, they are extremely susceptible to price and value-related information, which is very often communicated at point of sale, or by point-of-sale extensions.

Effective marketing must account for each stage of the purchasing cycle, allocating resources to maximize the potential impact of the advertising on target customers as they move through the stages.

In terms of the advertising component, a strategic decision must be made as to which stage of the purchase each aspect of an overall campaign should target. This can be determined by addressing the following three questions concerning the target audience for the specific piece of advertising - as opposed to the broader target for the product.

Question 1:

Is the advertising directed at people who are actually not interested in the category, product or brand (passive stage), but who will, at some time in the future, be actively seeking out product information? In this case, the advertising should do nothing more than persuade the audience that it would make sense to consider brand x (awareness advertising). Although awareness advertising is essential, it is generally not a predictor of product sales.

Question 2:

Is the advertising directed at people who have decided they need a product (acquisition stage), and are now trying to learn which brand would be best? This advertising should focus on specific product advantages, differences and benefits.

Question 3:

Is the advertising directed toward people who know what they want, are aware of the advantages and benefits of the product, and are now looking for a trigger to help them make their final choices (decision stage)? Here the advertiser must close the sale by convincing the target customer that this is the time and place to make a commitment.

Research should be directed towards understanding the purchasing process: what the "passive stage" audience finds interesting about the category that the brand can latch on to; what "acquisition stage" consumers really want to learn that only the brand can tell them; and what are the added-value triggers that will close the sale for "decision stage" consumers.

Steps Involved in Writing the Evaluation of an Event

Event Evaluation :

Event evaluation is necessary to make you and your team more efficient and effective, the next time you organize an event. It is all about finding your mistakes and learning from them.

Event evaluation should be done immediately after the event is over or the next day. Conduct a meeting with your team members to evaluate your event.

                                 

Step 1: Determine the extent to which event and advertising objectives have been achieved.

If you are not able to achieve your event and advertising objectives through your event, then no matter how much people enjoyed the event or how much popularity your event got, it is a complete failure on a commercial level.

Step 2: Get feedback from your clients and target audience. 

One good way of getting feedback is through feedback form. To make sure that your clients give you feedback, make the feedback form part of your Exit pass form. The exit pass form is required to get exit pass for security clearance, to remove exhibits from the facility.

To get feedback from target audience/ guests, make feedback form part of your gift voucher. A guest can redeem the gift voucher only when he/she fills the feedback form and give it back to an attendant. These tactics are required to get feedback, as people are generally reluctant to give any feedback in writing.

You can ask following questions in your feedback form:

Q1) Did you enjoy the event? If no, then please state the reason.

Q2) What do you like most in the event?

Q3) What do you like least in the event?

Q4) What are the problems you faced during the event?

Q5) What could have been done to make this event better?

Q6) How do you rate the various services provided by us (please check one of the option):

Hospitality:	Excellent, good, average, poor
Catering:	Excellent, good, average, poor
Transportation:	Excellent, good, average, poor
Management staff behavior:	Excellent, good, average, poor
Management staff services:	Excellent, good, average, poor

Q7) Would you like to participate in our next event?

Note: Your questionnaire should not have more than 10 questions. You don't want to irritate your guests. Ask only relevant questions and keep the questionnaire short to 5-6 questions. Of course the type of questions you will ask may change from event to event.

And don't forget to mention the following line in you feedback form: "Thank you for taking the time to complete this feedback form”.

10 Years of Event Changes: Then & Now

What a difference a decade makes. Strategies, tactics and processes that just ten years ago reigned supreme, now look a little out of sync, when viewed through today's event lens.

THEN (pre-2001):

Predictable Event Planning Cycles: 12 months out, do this. 9 months out, do that. As one event cycle ends, the next one begins. Sometimes there's overlap, but it's more the exception than the rule. Efficiencies increase through repetition, which helps drive down risk and cost. Planners take pride in documenting every last step, because they know that's the secret to future success.

Paper Rules: Despite mainstream email and Internet use, the majority of communications are still paper-based. Months in advance, we choose paper, ink, card stock, envelopes and such for event invitations, registration forms, post cards, name tags, agendas, hand-outs, etc. Templates from the last cycle are tweaked by designers. Fax machines churn nonstop with registrations and change requests and data entry clerks struggle to keep up with the volume. Digital registrations enter the mix, but they are nowhere near mass market levels.

Strong Focus on Rates, Dates and F&B: Negotiating competitive rates, right-sized room blocks and contract concessions are top properties. It's what separates the good planners from the great ones. Filling room blocks and steering clear of the attrition monster are concerns, but it's not keeping people up at night, just yet. Food & Beverage is creative, but attendee palates are less sophisticated. A few tweaks of last year's menu tends to satisfy most.

Steady Attendance & Steady Teams: Annual Conference attendance from year to year holds steady with modest gains year over year for most. There will always be those parachute attendees who bounce in and bounce out and challenge forecasts. There's solid collaboration going on within event teams, because staff changes happen less frequently. That team steadiness drives efficiencies, performance gains and cost savings even higher.

Ten years later, the picture changes dramatically. Some things improve, while new challenges emerge. Primary drivers for these changes include 9/11, rapid advances in technology, the Internet revolution, social media, the economy, four generations in the workplace, global audiences and job market concerns.

NOW (2011):

Event Cycles Are Ongoing & Less Defined: As organizations scale down teams, planners are working more meetings simultaneously. There's also more activity going on before and after our crescendo events. Those who leverage technology effectively manage to rise to the top, while those who clutch old timelines and processes struggle.

Digital Rules: The vast majority of all marketing, promotion and registration is now happening online, and this change is driving tremendous savings and time efficiencies for both event organizers and attendees. Digital also supports growing interest in green initiatives. Online portals and mobile apps become popular, as attendees appreciate finding everything in one place, that's accessible 24/7 from anywhere in the world AND searchable. iPads, smartphones and other devices stir up more interactivity, before, during and after events. This surge in "all things digital" sets the stage for more accurate and robust reporting, helping planners to better gauge and respond to changes on the fly. With advances in social media, loyal attendees become an outstanding channel for event promotion. Unfortunately, disgruntled attendees have a voice in this forum, too.

Shift to Online Booking  & Planning Tools: The site selection and bid process accelerates, as event organizers move to more efficient, online booking tools to consolidate steps and streamline the venue RFP and bid evaluation process. Attendees also gain easier access to book rooms outside the block, so planners create clever value-adds to keep them booking in the block. Cooking shows, magazines and home gourmet cuisine steps up expectations on the F&B side, too.

Fluctuating Attendance & Changing Teams: The economy sparks attendance volatility, making it more difficult to predict and respond to demand changes. Contracts that were negotiated years earlier get revisited and sometimes, renegotiated. Planners start providing clear ROI metrics, helping potential attendees do a better job of pleading their case internally to gain approval to attend events. Virtual audiences and hybrid meetings take hold. What was first perceived to be an attendance threat becomes a revenue accelerator, when handled by web savvy planners. Event teams strive to accomplish more with fewer players and challenges continue as people float in and out in an uncertain job market.

Before Your Event - Market Your Event Through Twitter & Other Social Media Platforms

There are many ways in which you can use Twitter to raise awareness. Many conferences and events have their own hashtags, such as #smss10 or #metweetup. There’s no magic to creating one—just start using a hashtag in all your related tweets and encourage other people to do the same when talking about your event.

To encourage people to tweet out your hashtag and spread the word, sweeten the deal with a free pass, door prize or other giveaway for one lucky hashtag-er.

If your event is large enough, give it its own Twitter account such as @Blogworld or @socialmediaFTW, which serves as a customer service “hotline” and adds credibility to the event.

Mix up your event tweets by varying the message.

Constantly tweeting that your event is coming will annoy some of your followers, so mix it up: use tweets to announce new sponsors, speakers, an open bar, or to ask questions that might help shape the event.

Finally, ask for people to share your event with the simple phrase, “Please RT!” You’ll be amazed at the results. Just don’t overdo it; you don’t want to look desperate, do you?

After the tradeshow tips:

§  Follow up! Attendees are saturated with presentations and vendor pitches, so there’s a 99% chance they've forgotten about you. Yes, even if they took your oh-so-memorable swag or your fabulously-designed brochure. It’s up to you to follow up and remind them who you were, and take them up on their offer to get a demo, trial the software, or look at a draft of an article you want published.

§  Apply what you learned about selling. You talked to hundreds of people, pitching a hundred different ways, with mixed results. What did you learn? Some questions to get you started:

§  Which one-liners got people’s attention, and what did people not relate to?

§  How can you incorporate the successful one-liners in your home page?

§  How should you change your 2-minute demo?

§  What were people saying about your competition? What were your best retorts?

§  Apply what you learned about your software. Having to demo the product 50 times always churns up invaluable product information. Some questions to get your started:

§  What features did people ask about which you already have, but it wasn’t obvious?

§  What features did people keep asking for which you don’t have?

§  What part of your demo seemed to drag because your workflow wasn’t easy enough?

§  What part confused viewers because the interface wasn’t obvious?

§  What terminology made no sense to newbies?

§  What did people hate about your competitors, and how can you maintain that advantage?

§  What did people love about your competitors, and how can you close that gap?

Destination Wedding Planning Tips

Destination weddings don't have to be a nightmare. Sometimes they can be a lot easier than preparing for a wedding at home. It is important to prepare early and think ahead. You probably are on unfamiliar ground and need to do a lot of research. Remember; never assume anything, especially when dealing with foreign countries. Ask a lot of questions and think all aspects through carefully, especially if you will have a dozen or more people flying out to celebrate with you. Of course, you can keep it even smaller, just you two, and elope to some exotic location alone. Eloping to a tropical resort can be especially easy since many resorts will perform a ceremony for free or really inexpensive. Below are some useful hints to consider for planning destination weddings.

Who Pays?

Make out a wedding budget. The first question you need to ask yourself is how many guests are you going to invite and who will pay for what? Can you afford to foot the entire bill? Travel, lodging, food, entertainment? If so, do you want to? Once you have established a realistic budget, chosen your destination, resort and wedding package, it will be clearer how much you can spend on guest expenses. Be upfront with guests when inviting them, being specific as to what you will be paying for, so that they can accept or decline based upon their financial ability to commit.

Informing the Guest -

Give guests plenty of time to plan for your wedding, especially if it is a long distance for them. They may need to request time off or save money.This may be your wedding, but it is also their vacation. As soon as you make your destination and resort decisions, inform your guests so that they can start planning. Be understanding of people who are unable to come to your destination wedding. It is not easy for everyone to get the money or time off to join you.

Wedding Coordinator -

Hire a wedding coordinator or planner from the destination. He/She will be knowledgeable about the local vendors, marriage procedures and destination facts that can simplify your planning process. Many resorts come with an onsite wedding coordinator, which makes it even easier to plan your wedding. If not, choose someone who is easily accessible, with internet access, so you don’t have to call her long-distance all the time. Ask your wedding coordinator for suggestions that can help personalize your wedding and incorporate local traditions or customs, which can make destination weddings more memorable.

Look for Deals - 

Many resorts are trying to make it easier for couples to plan destination weddings. Look for deals on rooms, airfare, wedding packages or anything else you need. Keep in mind that certain items you may expect to be inexpensive at the location may actually be more expensive; so be open to options and suggestions from the locals.

Resort Selection - 

Choose a resort that fits your style, wedding preferences and guests. Exotic weddings in remote locations can be a real dream, but you need to consider everyone participating. It is important for everyone at the wedding to be comfortable with the resort or destination. Do you want children at your wedding? Have you chosen an adults-only resort? Consider each person on your list while planning. Once you have the details, be sure to inform guests, and offer other accommodations for guests who might not be able to afford your resort. This is also a good time to find a destination wedding specialist, who can help with arrangements that meet your needs and the needs of your guests. 

Marriage Laws - 

Find out early what types of rules and regulations apply for your preferred location. You should be aware of this before booking in case there are conflicts that you would prefer to avoid. Marriage licenses in some countries can take much longer than expected or may require you to arrive early to process information.

Shipping Preparation - 

Getting everything to your wedding destination and back home can be a huge hassle. Plan early what you will need to bring and take home to optimize your space. Find out what is available at the destination that may be easier to purchase after arrival, like the attendant or bridesmaid gifts. Or purchase something small and meaningful. Utilize your close family and bridal party by asking them to bring certain items for you. Having to ship boxes can become expensive, so get the most out of your airline baggage allowances. Request that wedding gifts are sent to your home or to a relative rather than brought to the wedding destination.

Arrive Early - 

If time and money allow, arrive at your destination a few days or a week early. This could be nice alone time for you and your fiancé. You can also have more time to finalize any last minute details, get a good look at your ceremony site if you haven’t already seen it and get to know the local customs and people. This extra time will relax you before guests start arriving, allowing you to be a prepared and charming host.

Welcome Baskets - 

Putting a specialty basket in guests’ rooms is a wonderful way to thank them for flying out to your wedding and will start your wedding festivities off on the right foot. Put a bottle of water and light snack in the basket for a nice surprise after their plane ride, along with some local goodies or souvenirs.

3-6 months before the tradeshow tips

§  Have a goal. Although there are many benefits of attending a show, you need a primary goal. A goal helps you make the decisions below and provides a yardstick for whether the tradeshow was “successful,” and therefore whether you should do more. Examples:

§  Make a sale on the tradeshow floor.

§  Get at least 20 genuine prospects.

§  Talk with 10 industry leaders.

§  Find 10 good recruiting prospects.

§  Find 3 serious investors.

§  Ask potential customers 3 specific things (market research).

§  Schedule a vendor presentation. Most shows allow vendors to give presentations, sometimes for a fee. Always do this. Even if just 20 people come to your talk, that’s 20 people you get to talk to in depth for 45 minutes — far more valuable than talking to 100 of people at your booth for 5-60 seconds. Some people frequently get a few sales just from the presentation.

§  Decide on your main message. Just like your home page, you get 3 seconds to convince someone to stop at your booth. You’ll need this message elsewhere (e.g. banner) so you need to decide what it is early on. Remember the goal is to get people to stop, not to explain everything about who you are and what you do! Boil it down to a single, short sentence.

§  Pick your booth. Booths go fast, and location does matter. Booths next to the bathroom are good even though they’re “in the back” because everyone’s going to hit the head. Booths near the front doors are good. Booths nearer to the center of the room are better than the ends. Booths at the ends of isles are good because you have a “corner” which means more traffic and your stuff can spill out over the edge.

§  Design your banner and handouts. Printing takes longer than you think because you’ll need to iterate. The colors on your screen aren’t the colors on their paper. The Pantone colors you selected for your banner won’t look the same as the samples. The sales guy you see at the counter screws things up. You need time to iterate and complain. And to find the right person.

§  Find the techie in the back of the print shop. The first person you see at the sign shop is typically the sales guy, who knows nothing about Adobe InDesign, DPI, CMYK, vector vs. raster, or anything else important to making your stuff come out properly. Ask for the techie and talk to her directly.

§  Plan on at least 3 people. You need two people at the booth to allow for busy times, to restock items, and to take breaks. Then you need another who can be walking around and going to meetings. Doesn’t have to be a strict separation of powers, just need enough people to do all of the above simultaneously.

§  Finish all the travel arrangements. Airplane tickets, hotels, rent cars. Fares are cheaper and there are no last-minute surprises with things being full.

§  Decide how your booth will be different. Attendees will see a ton of booths, all essentially identical. A logo, a banner, some “clever” phrase, and 8 adjectives like “fast” and “scalable.” Snore. You have to do something different. It doesn’t have to be amazingly unique, just different.

§  Buy shirts and other swag. With customization (i.e. your logo on a shirt), it can sometimes take a while, so get this done early. At least have a “tradeshow shirt” it’s the law.