The first edition of The Profitable Trade Show by Michael Hough ...
is now sold out. But we are working on the next edition which we hope to publish in late 2004. Meanwhile, this web site provides practical, "how-to" information for all who produce face to face events such as exhibitions, trade shows and conferences.

Profit Tips
White Papers
Large Show Roundtable

Also Available

White Papers Index

W1 - All is Not Well

W2 - Sample of a Memo to Content Partners

W3 - Ten Commandments for Speakers

W4 - 100 Tips in 75 Minutes

W5 - All About E-Newsletters

W6 - The Other Two Legs

W7 - Five Mistakes Associations Make

W8 - 15 Attendance Promotion Tips

W9 - Ten Questions to Ask When Considering a Launch

W10 - 15 Cost-Saving Tips

W11 - 15 E-Marketing Tips

W12 - Strategic Review of a Show

W13 - Launching a New Event

W14 - Avoiding Attrition Penalties

W15 - The Case Against Audits

W16 - Co-location for Fun and Profit

W17 - Improving the Association Show

W18 - International Attendance Promotion

W19 - Helping International Visitors Obtain Visas

W20 - Fixing the Machine

Exhibition and Convention Executives Forum

Large Show Roundtable


Memo to Content Partners

Background: This association uses member volunteers as content partners (see page 110-111) to recruit, prepare and manage speakers. This memo is sent to them about ten weeks out.

Note: They send the 10 Commandments for Speakers to all their speakers. You have permission to download this and use it for your own speaker package (but please keep the reference to its source).


The Education Committee has put together an excellent Executive Conference on paper -- I want to be sure it comes off well on the ground. Last year’s program was also great on paper, but it fell down in the following areas:

  1. There was poor adherence to the overall schedule.
  2. Some speakers did not talk to the subject that was advertised.
  3. Other speakers did not keep to their schedule.
  4. There was no comprehensive hand out.

This year I ask you to help me pre conference and on site to produce the highest quality learning experience for the attendees.


  1. Work with each of your speakers to be sure they:
    1. Cover the most important content in the time they are given (typically 25 minutes per speaker, allowing 10 minutes for questions).
    2. Reflect the description given in the brochure.
    3. Coordinate their presentations with their co speakers.

    NOTE: see attached Ten Commandments for Speakers which I ask you to send to each of your speakers.

  2. I also think we should have a comprehensive handout that includes something from EVERY speaker. The due date for this material to headquarters is March 30. As a minimum we should provide their Powerpoint slides. This means they must do their presentation by the week of March 26.


One of us should be in each room for every session. Here are the room monitor duties:

  1. Get the session started on time. You can introduce the speakers if you wish, but this is not really necessary (their bios will be in the handout).
  2. Keep each speaker to the agreed schedule. If they decide to allow questions during their talk, they still have to maintain control so they complete all the material in the alloted time.
  3. Be sure each question is spoken into the portable mic -- so the rest of the attendees can hear it and so it can be recorded. Also, do not let any one attendee dominate the questions.
  4. Finish on time.


Jane Doe

Conference Manager