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Better timing and more attention to detail will ensure a top-notch experience.

I am deviating from my traditional focus on bare board procurement to touch on a less talked about but critical aspect of procurement: trade shows.

Trade shows are great for our business, providing valuable contacts and building industry exposure and credibility. But lately I have been disappointed in the performance of the trade show management companies. They are missing the boat by failing to work together.

Why are five large trade shows taking place within a two-week period this month? Why do management companies force their exhibitors (aka their customers) to choose between shows? Fortunately, my company has the resources to attend most of the trade shows. Last year's events were extremely productive for us, and I am looking forward to an equally profitable experience this year. But how many exhibitors will have to skip one or more shows, and how much income will be forfeited by these unnecessarily competing management firms?

And it is not just poor timing. Trade show companies are in business to make money by offering attendees solutions that will enable them to operate successfully. But one of the five September shows is limited to exhibitors with North American manufacturing operations. This means that my company, and many others, cannot have an exhibit at this show - more lost income and missed business opportunities. It should go without saying, but I will say it anyway: The global economy is here to stay. Excluding firms without North American manufacturing plants is a shortsighted and self-defeating decision by the trade show purveyors.

My company will continue to attend as many shows as possible; they are worth the cost in time and money. But I have a few suggestions to help ensure a successful and profitable experience for those who manage the trade shows, those who exhibit at them and those who attend.

Show Management

Unless the show is huge, limit it to two full days only. The additional half-day that many shows offer is not worth the time invested.

Hold a social hour on the show floor the first night, with beverages and food provided. A party atmosphere among the exhibits will "grease the wheels" of the events. Exhibitors will invite their customers, and networking between exhibitors and other attendees will generate invaluable goodwill and many business opportunities. Your exhibitors will thank you for it.

Consider holding smaller, one-day, table top shows. These are priced right, can be held in less expensive, more easily scheduled locations and are ideal for incorporating into a social event. The costs are lower and the exposure value for your exhibitors is higher.

Make sure your salespeople make it easy for exhibitors to register for a show. Do not make repeat exhibitors fill out the same paperwork year after year if you already have it on file. Let them know you value their time.

Exhibitors

Help the show help you. Invite all local or regional customers and solid prospects to attend the show. Pre-register them, then add door prizes as an inducement.

Make sure at least two of your company's employees or independent sales representatives are working your booth. Forget formal business wear and get everyone a company shirt so they can look professional and be comfortable at the same time.

Pursue prospects during the show. Get business cards and schedule follow-up appointments with prospective customers. A lead is one thing. But having scheduled appointments before the show is over is far more valuable. Do not forget your fellow exhibitors; they could be customers or collaborators.

Big booths are impressive, but the law of diminishing returns will apply. A 10 x 10' booth on a corner is a great value, and it offers easy setup and break down so you can catch an earlier flight home and save time.

Attendees

Do your homework by visiting the trade show Website and becoming familiar with the exhibiting vendors. Companies exhibiting at trade shows are usually healthy firms, and may offer new products and innovations that will benefit your company.

Bring business cards. Card scanners are great, but if there is something of interest for your company, the personal touch of a business card may mean a prospective vendor will remember to contact you for a follow-up appointment.

Find out if your competitors are exhibiting at the show. If they are, make sure you have a booth there as well.

I highly encourage trade show attendance and participation. Of all available marketing strategies, trade shows give your company great bang for the buck. Hopefully, the firms that manage these shows will improve their timing and better tailor the experience to fit the exhibitors. It's show time!

Greg Papandrew is founder and president of Bare Board Group (bareboard.com), a distributor of offshore-manufactured circuit boards; greg@bareboard.com. His column appears quarterly.