In This Issue:

• Letter from the President
• [White Paper Offer] Designing Exhibits to Support Trade Show Goals^TM
• Winner: Exhibit Rental Giveaway
• Exhibit Designs of the Month
• I&D Now Available in Las Vegas
• Trade Show Challenge
• The Trade Group^TM Continues to Grow

Introducing “Designing Exhibits to Support Trade Show Goals^TM,” the second white paper in the Trade Show 101 White Paper Series. This series of white papers is designed with every exhibitor in mind, from the rookie to the vet. Throughout 2006 we worked with countless exhibitors to help them overcome the challenges posed by the event industry. The Trade Show 101 White Paper Series explores those challenges and provides valuable advice on how to overcome them. Each white paper will focus on a different and unique challenge ranging from setting effective goals and objectives to pre-show marketing to measurement and ROI.

“Designing Exhibits to Support Trade Show Goals^TM” explores how to approach your exhibit in order to achieve your trade show goals and objectives, as well as identifies the key elements of an effective exhibit.

In last month's edition of Trade Secrets, The Trade Group^TM offered a free 10' exhibit rental giveaway for the lucky winner's show of choice in 2007. We were pleased to see the significant interest shown in the giveaway by all of the registrants, but there was only one lucky winner for this month's drawing.

The Trade Group^TM would like to congratulate Jeff Oakes of Nichesoft on winning the 10' exhibit rental giveaway drawing. Jeff can choose from The Trade Group's diverse selection of 10' exhibits for the show of his choosing in 2007. Again, we would like to congratulate Jeff and wish him and his company the best of luck at their next show.

Designing trade show exhibits to support trade show goals and objectives is one of the most critical aspects of your entire trade show strategy. It is so important that we dedicated an entire white paper in our Trade Show 101 White Paper Series to the topic. Unfortunately, however, it is often overlooked by exhibit houses as they are designing exhibits.

In this issue of Trade Secrets^TM, we want to share a couple exhibits we designed this month and point out a few tips on how we designed these exhibits to support the goals of our clients. Just as different messages resonate with different target audiences, different exhibit designs better support the goals of certain exhibitors, and vice versa. Understanding this and placing an emphasis on designing your next exhibit to support the goals of your next show could increase your trade show results by up to 30 percent.

• reduced cost
• last minute service
• limited local inventory
• emergency service
  

The Trade Group^TM is scheduled to celebrate the grand opening of our new San Antonio showroom Wednesday, May 16. The Trade Group recently purchased a 12,000 square foot office building featuring a 3,000 square foot showroom in San Antonio in order to expand our ability to highlight many of our leading-edge exhibits and displays. The new showroom, which is significantly larger than the former showroom, will house many new exhibits never seen before in San Antonio. The grand opening party will be catered and will offer free prizes and live music.

[ Click here to read more or to RSVP. ]

Most exhibitors think they know what attendees are looking for when they come to a trade show. However, if you want to know the statistical facts about the most researched aspect of trade shows, then you might be interested to find out what other exhibitors think about attendees’ wants and needs. Take our quick Trade Show Challenge to see how your knowledge stacks up against the facts.

[ Click here to take the Trade Show Challenge. ]