Let's take the example of the 16th annual RSA? Conference, the world's leading information security conference and exposition that was held at the Moscone Center in San Francisco in February, 2007. It had more than 17,000 attendees seeking networking and education programs. There were more than 340 exhibitors, 19 educational tracks and 220 business and technical sessions on a wide-range of topics. The keynote addresses were from Bill Gates, John Thompson, General Colin Powell and Ray Kurzweil.

The Conference also had 40+ Peer2Peer sessions, Town Hall Events with FTC Commission Debra Platt Majoras and two major exposition attractions: the Interactive Testing Challenge and Innovation Station.

?The overarching goal of RSA Conference is to arm information security

professionals with the tools they need to excel in today's industry,"

said Sandra Toms LaPedis, general manager and area vice president of

RSA Conferences, based in San Mateo, California.

This example may seem like an overwhelming challenge to the trade show exhibitor, but, according to LaPedis, there are trade show basics that can help trade show exhibitors succeed. They are:

Have a Strategy

You should meet with your peers to develop your trade show strategy. Is it to increase your database of new prospects? Or is it to close business immediately? Do you want to introduce a new product or highlight the capabilities of an existing product? Having a firm understanding of your mission at the trade show will help develop your pre-show promotion, onsite activities, and post show follow up.

Clarity in Booth Signage

Never assume that people understand what you do and how it can help them.

It is important to be clear and concise in your message. Tell your trade show attendees what you do by using trade show booth design signage that clearly states what you offer. In security, it can be authentication, firewall, networking products, etc. Do not crowd your signage with a lot of text or assume people know brand names for products. Keep it clear; and focused on attendee or prospects needs (e.g., instead of stating that your product has won several awards, point out the cost/time savings benefits of using your product).

Train your trade show booth staff to be friendly and engaging

Make sure your trade show display booth staff are informed and passionate about their product or service. An enthusiastic staff acts as a magnet to attract visitors.

Be Sure to Capture Leads

Have your trade show display staff scan visitors? business cards to get that information into your database.

Follow up on leads

Qualify leads by understanding where your attendees are in their purchasing cycle. Ask the right questions. And follow up on these leads after the trade show.

Have an Inviting Trade Show Booth Design

Make your trade show booth comfortable and open to avoid claustrophobia. Keep the flow of traffic moving and fluid.

At the RSA Conference, awards were given out to trade show exhibitors who had followed these basics. One exhibitor had a car in its booth with a broken window highlighting the importance of security. Another award was given to an exhibitor that had a fun, outgoing, enthusiastic trade show booth staff that had an extremely friendly, welcoming attitude. Awards were also given to trade show booths that had clarity of message and a well-trained staff that followed through.

By following these trade show basics, you will enjoy a trade show display experience that offers better results. This is true wherever you have your custom trade show display, custom modular exhibit or trade show booth rental, whether the exhibit is at the Las Vegas or Orlando Convention Center, the Moscone Center in San Francisco, the Santa Clara Convention Center or the San Jose McEnery Convention Center.