If you’re a trade show virgin, make your first time count. Don’t just send two company representatives to staff your booth at the International Esthetics, Cosmetics & Spa Conference when last year’s Trade Show delivered 50,000 attendees, as we were so glibly told last week. Perhaps if those are the only employees you can spare, you’d best sit this one out.

It’s clearly impossible to accomplish anything with the numbers stacked so seriously against you. I can almost hear the collective Duh! Why not try a much smaller show that limited personnel can handle?

Lead generation, as well as sales, are primary goals. If your pre-show strategy is effective and prospects make a bee-line for your booth, inadequate staff numbers will surely kill any efforts, not to mention the preparation needed to be effective when they arrive.

Sometimes you get lucky and the Media just happens by your booth. Will they be noticed? Will they be acknowledged and given the attention they deserve to get your company the type of media exposure that can make you an industry player and have your sales soar? .

Let’s put this into perspective. A one page ad in an important Cosmetic industry trade magazine costs $1700 with a recommendation of six ads for full effectiveness. A one-time, full page top consumer fashion and beauty magazine ad for this market is billed at $105,920. Can you afford to miss this Trade Show PR chance?

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