1. KNOW YOUR AUDIENCE

• Who are you are trying to reach?
• In what frame of mind do you want them to visit you?
• What do you want them to already know when they meet you?
• What precisely do you want to take place in your meeting with them? How do you (and they) need to be prepped for that to happen?
• How can you save your audience time, and make their trip to your exhibition more productive (for them)?

2. KNOW YOUR COMPETITION

• Your most valuable coach in the run up to this exhibition are your competitors - let them help you up raise your game.
• Make it your business to know who they are, and what they are up to.

3. KNOW YOUR VENUE

• • (Tedious I know, but) Read the manual - twice. Know the show inside out.
  • Who were the big hitters of the show last year - what ideas/gimmicks were everyone talking about (You will be wanting to avoid those this year - build on them, take them a step further)
  • If you have not exhibited there before, get on the phone to people who have: get different perspectives. Cover all bases.
  • Do a recce (online or on site) of the local amenities close to the venue: restaurant, café's, hot spots - these could become alternative meeting venues for pre-appointed clients.

There are no short-cuts here, and it is not particularly glamorous work, but and there is nothing like having done your homework to give you that extra edge.