Was your last show a disaster due to September 11, the bad economy, or the general blahs in your industry? Turn this year's show around by treating it like a launch. Here are some thoughts:
Re-think the strategic position of the show including its target audience, name, logo, tag line, etc. (For more on how to do a Strategic Review of a show, go to the Buyers Only section of the web site. See below for how to access—then click on the bonus supplement "Strategic Review of a Show".)
Consider co-locating with another show and transforming yourself into a mega event for your industry.
Make this newly launched show stand out via new content, additional Product Pavilions, more supporters (associations, magazines), etc.
Increase the promotion budget. Note the average is $50 per attendee—maybe this should be $75 or $100 for the launch.
But use your promotion bucks wisely. Don't just mail more pieces to the same lists. Instead, expand the show by finding new, fresh lists and reaching them innovatively.