Six Ways to Attract a Crowd at a Trade Show

Tom Hanks, Justin Timberlake, and Hall of Fame NFL quarterback Steve Young were among the many celebrities participating in the Consumer Electronics Show (CES) in Las Vegas in early January 2006. The show floor was 28 football fields worth of space with 2,500 trade show exhibitors vying for attention in 1.6 billion square feet of convention exhibits.

More and more trade show exhibitors are finding that a great way to get noticed is to introduce an element of show business into their trade show display appearance. According to technology industry analyst Rob Enderle, Each year theyve (CES) had more of a Hollywood presence and this year is the biggest year. At the CES, Intel hosted a performance by the Black Eyed Peas, Motorola featured the Foo Fighters and Verizon Wireless had hip hopping by Yellowcard and Maroon 5.

Celebrities and celebrity look-a-likes, athletes and former pros, comics, actors, musicians, and scantily clad booth babes all are attention-getters that can draw crowds of business prospects to your trade show booth.

Clients often ask how they can add glitz and pizzazz into their trade show display experience. Here are a few things to consider:

1.The obvious first step is to hire show stoppersthis can run the entire gamut from famous celebrities to clowns on stilts. Even your smiling, energetic and well trained booth staff can do the job of attracting attention.

2.Make your trade show exhibit exciting by incorporating movement, color, lights and action. Practice what motion picture producers do when they yell into their bullhorns, Lights! Action! Gobo lights traveling across a tension fabric can provide changing color and mesmerizing interest. New technologies bring high drama to your trade show booth such as 3D video/laser image displays suspended above.

3.Display a sense of humor. Think Billy Crystal and have your trade show booth staff prepare a few funny things to say when they meet and greet attendees. Remember that humor sells and it also helps to break the ice and get your crew off to a friendly start.

4.Bring Internet access into your booth that showcases your professionally designed company website. Incorporate on a large backdrop screen robotics, holographics and waterscreen projections. Be sure to take into consideration your trade show exhibit suppliers advice and expertise on graphics, portability and trade show cost management.

5.Make your booth exhibit interactive so that you can involve people with a touch, feel, sight and sound experience. Experiential activity is better and longer lasting than passive involvement.

6.Provide exciting, fun giveawayslarge or small, everyone likes to win something. By offering a drawing on a glitzy prize perhaps a two night free stay at the luxury resort would make it fun for your trade show attendees to allow them to have the magic continue.

By thinking creatively you can take your trade show exhibit to another dimension. A show biz element brings the buzz to your trade show exhibit. And, remember, there is no business like show business.

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Why Only the Minority are Rich - 5 (The Weird Factor - Secret of Wealth Creation!!)

The Plain old Weird
I don't normally use the word weird because its meaning is too encompassing. It is one of those words that can be applied to all things, all people and all situations depending on the angle of observation. This is precisely the reason I am using it now because EVERYTHING to do with getting rich, i.e. the road to it, the inheritance of it, the use of it, the spreading of it, the earning of it and the giving of it depends on something that is weird.

What do I Mean?
Here are some synonyms for weird: strange, odd, bizarre, peculiar, uncanny, eerie, creepy, unusual. But dont misunderstand, wealth itself is none of these things, it is the journey (short or long) that takes one to it that I am describing as weird and moreover I am saying that all such journeys are weird. So let us all try to understand this weird journey. To add a little humour to our discussion, Im going to paraphrase what Rockefeller said when he was asked what the secret to wealth was. He replied: "To bed early, rise early and strike oil."

The real meaning behind this statement, to me at any rate, is that the question is absurd. There is no secret. It is not mechanical. There is no set of instructions that guarantees wealth if you follow it. This is why the road to wealth is ALWAYS, without exception, weird.

Consider the following formula that I've devised to explain this:

M = ETW O

You many read this as follows: Money equals Effort times Time times Weird minus Outgoings. The left hand side of the formula is purely materialistic whereas the right hand side is humanistic. A person puts in effort and time. We can scale the effort as a number between 1 and 10 inclusive. So anyone with an effort factor of 1 is very lazy whereas an effort of 10 means he or she works very hard. As for time, we'll make this a number between 1 and 24 to represent the average time spent on this activity in any one day.

We can apply this to anyone who is doing something to make money. Lets straight away apply the formula to someone who has an ordinary job which pays an average salary. Let E = 5 and T = 8. So for one day we have:

M = 5x8xW - O = 40xW O

But what possible number shall we give the weird factor. This really is the unknown because it is not limited to the amount of possible effort or the number of hours in a day. So what is it? Well, for this type of activity, i.e. an average job, the weird factor largely depends on the market value for that particular job. But without going into all of the different types of job and how well each pays, we can scale the weird factor to a number between 1 to 100 where 1 represents the lowest paid and 100 represents those in the highest wage bracket. But we really want a scale that can represent all people in all activities, not just the plain old employee. As it turns out, there are really only two divisions to consider. Those that work for others and those that work for themselves. So we need only consider two scales. Those with jobs as weve already stated are in the 1 to 100 scale but those who work for themselves, the scale is, and youll get a shock, -1000 to 10000. Yes, the scale must start from a negative number because working for yourself is risky which means you may in fact lose money but how much you lose is controlled largely by other parties such as creditors. At the same time the rewards are potentially phenomenal. All we have to do now is subtract the outgoings and we have found how much money we have made in one day. So getting back to our ordinary employee to whom we may attribute a weird factor of 6 gives us:

M = 5x8x6 O = 240 O

The outgoings aren't that important because this is probably the easiest factor to control since we can choose to spend or save. So for someone who does not save, the daily outgoing number is close to the earning or more if there is some borrowing involved.

In case you are still wondering where lies the secret if there actually is one, I can now reveal it. The only thing in the formula that is the LEAST in our control is the weird factor. It also explains why it is possible to have two neighbours living in the same area, earning more or less the same in their jobs, with a comparable set of financial responsibilities and yet there is a very great difference in the amount of money that each has. This brings us to a fundamental question:

Are we BORN with a high weird factor or can we influence it to go up or down by our behaviour, thoughts and actions? It is clearly an individualistic factor.

If it is fixed at birth, it has no prospect of ever changing. In other words, there is no possible chance on this planet that you can become rich if your weird factor is low. However much effort and time you put in, what ever degree of frugality you adopt, it simply will not happen.

On the other hand, if the weird factor is something that is in our control, however unyielding it happens to be, there exists the probability that we can do, think or behave in ways that can help us in our lives. I think that it is possible to devise similar formulae for non-monetary aspects of living such as love, leadership, influence, power, fame, intelligence, talent, etcetera. But let's not go off on a tangent and stay with money.

So Which Is It? Predestined Or Changeable
To answer this question we need only examine the evidence, and there is rather a lot of it if you know where to look. Youll find the answers in a place called history. But not world history. I'm talking about the history of every one of us from birth to the present moment. Let's conduct a little thought experiment using a fictitious individual's life as example. I want to present to you 5 randomly chosen scenarios out of the infinite that is possible with every one that is born on this planet. Don't forget, the individual is the same, it's only the circumstances that are different.

1. Born in 1970, went to school then to college and took business studies which culminated in a thriving business in real estate.

2. Born in 1970, went to school, dropped out, took interest in antiques, specialised and became an expert in fine art and now runs a chain of outlets.

3. Born in 1970, had an accident at 10, lost the ability to speak and longed to discover a way to help all such people and invented the speaking machine. Needless to say, wealth was only around the corner.

4. Born in 1970, lost both parents at an early age and suffered much in the hands of foster parents. This led to an internet business that drove all such people to the website which grew to something like one million hits per month. Advertising revenue came flooding in.

5. Born in 1970, left school without qualifications and took a job delivering parcels for a small local company. Within 5 years gained invaluable knowledge of the area and the business. Within another 5 years a single rival business was set up that could do the job more efficiently and more cheaply. Soon, there were branches in every major city in the country.

It certainly looks as though whatever the circumstances happen to be, this person is destined to make it one way or the other. Do we conclude then that who ever it was, the weird factor was extremely high. No. Definitely not. In every case there was something that this person wanted to do but it was never to make money. It was to help people in some corner of life or some avenue of interest. Money MUST BE, without exception a bi-product NOT the driving force. It must be SECONDARY to the activity itself. I believe that there is a hidden law which says that if you do something purely for money you will never get much of it. If you do something for other people to help them or to teach them or to make their lives a little easier in some respect, this law GUARANTEES unexpected returns and guess what - those returns might not even be financial but immense satisfaction which leads to happiness and contentment directly, instead of through wealth. And yes, happiness CAN be attained through wealth.

I firmly believe that the weird factor goes up as soon as we do something because we genuinely want to help people in some way, however insignificant it happens to be. But the greater this help is, the more number of people it affects, the higher will this factor go and there really isn't an upper limit.

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England? You Must Be Kidding

In the days that followed Englands qualification for Germany 2006, Sven Goran- Eriksson, Wayne Rooney and Michael Owen all said that they think England can win the World Cup. But, in my humble opinion yet again, although they have some highly talented and gifted players, I doubt they have a good enough team to do it. Look back at England s overall performances throughout the 2006 World Cup qualifying campaign and you can see just what the team lacks, and why England will not win the World Cup next year. A great team is built not just with technical ability (of which England have absolutely loads), fame and fortune but also passion, teamwork, commitment, tactics and personality, (all of which England desperately lacks).

You look back at the England cricket teams success in the summer and you see all of those factors mentioned above. I may not be the most ardent follower of the sport but I think Im right in saying England actually only have a couple of player in the world rankings for batting and bowling, however as a team they are formidable. Michael Vaughans intelligence, calm head and Quiet but effective leadership and Andrew Flintoffs inspiration are the keys. But you can look around at the raw passion of Simon Jones, flamboyance of Kevin Pietersen, honest workmanship of Ashley Giles and you see the way the team is built.

They played with so much strength oh character. Every time they fell behind or lost wickets certain players would step up for their team and do something special, which could be anyone at different times. Look through the England football team and youll find arrogant, self-interested individuals with all the personality of a wet fish almost to a man. These guys dont look like theyre playing for England for love or passion of the game or their country. They seem to be playing for their profile as footballers, and the next big sponsorship deal. Passion isnt about spitting anger and diving in for tackles the way Rooney and David Beckham respectively tend to do. It isnt about getting sent off as it lets your team mates and your country down.

No, passion is about running so hard, you are playing as both full-back and wide midfielder the way Cafu and Roberto Carlos did when their star player was sent off in 2002 against England. I can picture it if Svens lot were to win the World Cup. I see Beckham striking a pose with the trophy, sticking out his chest and allowing a lock of his hair to fall across his face, Frank Lampard and John Terry grinning behind him, Ashley Cole and Rio Ferdinand in the background on their mobiles to their agents demanding pay-rises com-mensurate with winning the tournament. To cut a long story short, if England wins the 2006 World Cup, Ill run semi-nude around the Merdeka Square on the next rainy day after the tournament, if, the authorities allow it of course.

A Contrast in Buyers

One of the few mementos that remained from my grandparent's estate was a deck of playing cards. The other was a finger 'nappie' cut glass bowl signed by the artist. Their seven children shared equally the inheritance and not a stick of furniture came our way. No one knows what happened to the collection of antique hand spun Christmas ornaments or which daughter in law got the Haviland china. I always meant to keep the cards in the family to hand down to my daughter (she did get the nappie), but hard times made us desperate for money to pay the bills.

A transformation deck dated 1871, these Tiffany cards were hand made. Scenes in and around the city and country depicted the various modes of clothing popular at the time. No two card were alike. People were dancing, skating, talking, shopping, walking their dogs, and playing instruments. A clever pattern of diamonds, spades, clubs and hearts were worked into the scene to allow regular play amd printed on a strong plastic for a good snap. They came with a custom leather case, stamped in gold with the owner's name (a relative). All fiftytwo cards were present plus two jokers. These playing cards could not be bought, but were given as a bonus for buying a certain amount of Tiffany wares in their New York store. I thought that somewhere a collector would love to own these unusual cards.

I discovered that the author of a book on the subject lived in a nearby town. I called and he said he would be glad to look at the cards. He glanced casually at the cards, quickly replacing them on the cocktail table. He said that they were not worth more than two hundred fifty dollars. I was surprised at the low amount, telling him of a story I read in a Life Magazine book on antiques that an exact deck was sold ten years previously for four hundred dollars. He said that he knew of that book and he believed it to be a misprint. Suspicious, I told him I would think about it. He called several times, but I wouldn't change my mind.

Back at the library, I found a source book with a list of known card collectors. I wrote to four of them, one in England, one in South Carolina and two in a western state, describing the cards and asking for an offer. The South Carolina person replied with an excited request to buy the cards for one thousand dollars. She related that she belonged to an antique card club and that the president owned such a deck, but in poor condition. She admitted that they might be worth more, but one thousand dollars is all the money she could spend. I wrote back that I would be glad to make her happy, not being a collector myself. Soon the certified check arrived, the cards were insured and sent off, the bills got paid and (almost) everybody was happy.