Given the breadth of this event, you may even want
to consider increasing the contingent from your home office. Include
more of the rank-and-file employees to further their education on the
industry and their contribution to the job they do.
Finally, with such a large group of salespeople in
town, why not take advantage of the opportunity to have them come in a
day early for a strategy session? In addition to setting tone and
direction for the event before you, it can be a cost-effective way to
gather the group for an exchange on field operations and day-to-day
organizational functions in general.
Putting it in perspective
Successful mega-show exhibit management builds on
the experiences of minor show participation without following lessons by
rote. Some of the elements will be the same, others will be completely
different.
The common thread in all shows? Details. Hundreds
of them, sometimes inseparably knotted together, sometimes seemingly
isolated — with nonetheless significant impact on the project as a
whole. The key to success? Pay disciplined attention to these individual
pieces without losing sight of the overall vision.
Mega-shows can be a particularly rough ride. And,
unfortunately, only those closest to it can truly appreciate the odds —
and what was accomplished despite them. On the other hand, if you master
this one, little else in the industry can stand in your way.
