All exhibitors seek publicity for their products - that is one of the reasons they are attending an exhibition or trade fair: to gain publicity and exposure. Trade fairs need maximum exposure to their audience in the particular industry to which they are appealing and normally use trade journals together with quality daily and weekly newspapers, particularly those, which publish supplements or features. Direct mail plays a large part in trade and industrial fairs but not nearly as much in public events. If, however, tickets are being sent to selected retailers to distribute to their special customers in order for them to visit a popular public event, direct mail can be of value.

Firms that are frequent exhibitors will have their own specialist department to prepare their advance publicity and promotional material - usually the publicity department or their advertising agent or sometimes a specialist exhibition promotion and/or PR agency. No matter which, they will all follow a similar path. PR is the starting point for all companies exhibiting. The very fact that the company is exhibiting means that they have something they want to show or say! It may be a new range of products, opening a new factory, going into new market areas - all of these are reason enough for publicising. With internet and TV it is essential to 'sell' the producer a good idea that could attract viewers. They will not consider an approach that is too blatantly commercial, but if it has novelty appeal it will stand a chance.

Most trade journals have at least one special issue devoted to the trade fair and usually publish a floor plan with a list of exhibitors and a summary of products. Reviewers provide opinions on products and services and evaluate industry developments. Such issues usually carry a 'bumper' crop of advertisements of the companies who are exhibiting. Special issues have become a ritual at most trade fairs and exhibitors do seem to support them. Usually only one or two major publications will attract the majority of exhibitors and buyers, so choose wisely. The national and international press should also be considered if the fair is a large major event. Whatever advertising is employed attention must always be drawn to the stand number, hall and any other quick identifying landmark - such as 'facing the entrance', 'near the canteen', etc. These may seem minor details but it is essential to take every opportunity to remind readers that you are waiting to give them every attention - on your stand! Any invitation tickets or letters that are sent should mention the stand number and hall and the easiest way to find it; letter stickers are often provided by the organiser for this purpose.

A plan on the back of the invitation ticket showing your stand is helpful. The timing of the advertisement is important. With the major public events, the consumer press, newspapers and popular magazines will be filling their pages with advertisements relating to the exhibition. All of these must be considered; they might be carrying stories praising the value of your particular product. The exhibition will have its own catalogue in which all exhibitors will be included with an entry describing their exhibit. This is usually restricted to a stated number of words, but it is usually also possible to advertise in this. Many visitors to trade fairs retain the catalogue as a product guide for use in their work at a later stage, and this should be borne in mind when advertising in it.

Exhibition organisers make tickets available for exhibitors to send to their customers. List all the known users of the product into three categories :

1. Those who are regular customers already.
2. Those who are known and have been approached but up to now have not become customers for some reason.
3. Those who are known but have not been approached.

It will immediately be seen that groups 2 and 3 are clearly the people that could be most profitable and to whom a concentrated approach should be made. An effective way is to send personal letters to named individuals in group 2 suggesting that the recipients may find it useful to see the new range of products being offered for their industry. Also suggesting a time and date that you have pencilled in your diary for them to visit your stand - and enclose a personal invitation ticket. This personalised letter should be signed by a director or senior executive. Such invitations do attract a good reply ratio and experience has shown that the replies will fall into the following categories:

• 'Cannot manage the suggested time; can another date be made?'
• 'Not personally visiting the fair this year but could another person visit?'
• 'Not able to leave the office at this time; could you visit me at this office?'

All of these replies can be seen as positive and could lead to an enquiry from a newcomer. All orders from new customers are profitable! In practice it is useful to have the background notes about previous meetings. Psychologically, the prospect will be impressed that a director or senior executive has bothered to invite him by name for a special meeting to explain the products and has also demonstrated a good background knowledge of him and the company. It suggests that this is a company that cares about their clients.

There will usually be a requirement for leaflets, brochures and other descriptive or corporate material. Much of this may be drawn from stock but some special exhibition material could well be needed. Do ensure that this print material goes to people who really want it. Enquiry pads or cards should be carried by all staff working on the stand, preferably on their person - never left loose.