The ropers at Annie Oakley's Real Western Dudette Ranch were all

riding high in the saddle. It was just before their first ecotourism and

adventure travel trade show in Chicago, and they just knew they would

rope in big sales. Annie and her all-woman cowpoke staff were confident thousands of

American working women were just itchin to pay $1995 or more to learn

the fine art of cattle roping and bronco busting. Annie sent her two best

cowgirls; figurin?if they could handle cattle, they could sure rustle up

some sales. The cowgirls brought to the show a couple of hay bales, a

big sign with genuine spurs dangling from it, a table clear across the

front of their booth loaded with hundreds of small snapshots of the

cowpokes in action, a four-page story Annie had hand wrote to give out.

They wore their most trail-worn chaps and their fanciest boots. Dang! Three days later, Annie's seasoned cowgirls left the show more

tired then after three-week cattle drive, ornery with their throats as dry as

dust. They had only four leads, and had made no sales. Annie was as

irritated as a stepped-on rattler; she had spent over $5,000. and was

sure it was the show promoter's fault her cowgirls were not more

successful. Proper Tradeshow Strategies Yield More Leads & SalesAnnie is fictional, but the way she fell out of the saddle is not much

different than dozens of businesses I observe, and even some I have

consulted to. I don't let the ones under my reins keep going down the

desert trail that Annie followed. You can end up more like this fictional

company. . . Tropical Bill's Eco-Amazon Windsurfing tours had not lost any clients to

Piranha during the first months of operation, and they were ready to

expand his small tour business through ecotourism and adventure travel

trade shows. Bill and his staff? goals at their first show were to raise

broad awareness for their unique trips to consumers as well as secure

travel agent representation. An expert windsurfer, Tropical Bill had little experience with promotion,

sales and trade shows and knew that, like windsurfing, it was a learned

experience. He admitted his ignorance and assumed what I call

?eginner? mind. ?ere? what Bill and his team did to improve the tradeshow results:He sought out as much advice and information as he could. Visited other tourism trade shows. Took a workshop on trade show marketing and read all he could on

the subject. His team created a solid plan on how to achieve their specific goals. They called and sent out several mailings of personalized cards

and letters to key prospects before the show offering a show special. They invested in a quality exhibit with easy-to-read graphics and

bold benefit-oriented marketing communications. Learned how-to create powerful tradeshow booths that will grab

attention and SELL MORE by reading "Tourism Marketing Success"

http://www. AdventureBizSuccess. com/tourismmarketingbook. phpBill role-played and practiced boothmanship with his most

knowledgeable and motivated team of four that were staffing the booth

at scheduled intervals. Show management was excited about Tropical Bill? Windsurfing

Simulator and gave them excellent floor placement. A follow-up sales

letter was pre-printed and sent from the office to key prospects

immediately with several new color brochures. The preparation, booth,

staff activities, offers and prospect follow-up were all well executed. Tropical Bill implemented many other strategies all covered in this

article, raised the flag to their existence, made numerous bookings,

established promising relationships with many travel agents, signed up

for representation by two large adventure travel wholesalers, and even

generated interest for a editorial story Outside Magazine. Unlike Annie Oakleys' Dudette Ranch, Tropical Bill? Windsurfing

company was now on the map, generating some cash flow and filling its

sails with some powerful promotional winds. Bill could hardly wait for

their next show opportunity. Annie was last seen commiserating around

the campfire with her cowpokes. Both outfitters knew that attendees at adventure and ecotourism travel

shows were their best markets. Both hoped to have some sales during

the show and create awareness for future bookings. Clearly different

attitudes and strategies yield different returns on investment. "Beginners

mind," planning, research, goals, and specific strategies make for happy

trails and high wind days. Don't reinvent the wheel. The resources you

need, like the Texas Rangers, are awaiting your request for assistance. Show management and trade organizations are there to help with your

success. This show, like many others, will be both an industry trade

show filled with travel agents and media as well as motivated

consumers of adventure travel related products and services. Trade

shows are abundant fishing grounds; you just need the right equipment,

training and bait. 4 Strategies for Maximizing Exhibiting Results1. Have a team-created plan. Unity provides more sales. Incorporate

your most knowledgeable and motivated staff from start to finish. When

the staff and owners share the same vision and agenda, achieving your

goals will be far easier. 2. Do pre-show mailings and phone invitations can triple attendance.

David Garfinkel and Jay Conrad Levinson in the soon to be released

book, "Guerrilla Direct-Mail Marketing" suggest to use multiple

personalized invitations promoting special offers redeemable only at

your booth. 3. Arrive a couple days before show. Tap into guaranteed opportunity.

There are unmatched opportunities to meet with media, establish sales

representation, and network with fellow adventure travel business

people. Share what has worked for you and help others. When the show

starts you'll be better prepared and rested then most. 4. Taking care of yourself will yield better results. Schedule your staff so

that everyone is smiling and well rested. Drink plenty of water. Eat well-

balanced meals for higher energy. Avoid alcohol at all times during

show. Wear comfortable shoes. Stretch your muscles while checking out

other exhibits. In 2000, U. S. consumers spent more then $300 billion dollars for travel

related equipment, travel, lodging, and meals? and with hundreds of

outfitters like Annie Oakley and Amazon Bill's. All this just to have fun!

Proper trade show marketing can be a magical and fun part of your total

marketing plan. Since 1994, Tim Warren and Adventure Business Consultants, has

helped dozen? of outdoor tourism businesses and destinations just like

you with creating tradeshow strategies that help you standout from the

crowd and sell more trips and increase arrivals. Click Here For Free

Bimonthly E-zine? Tourism Marketing Business Success - News, tips,

tools and specials that you can use to increase your travel business

success. http://www. AdventureBizSuccess. com

Author:
Tim Warren