If you have been a regular reader of this column for any length of time you have probably guessed that I derive a substantial portion of my meager income from trade shows and related activities.

There is no doubt in my mind that trade shows (both consumer and industry specific) are the most powerful tool in the marketer's toolbox. If you are not taking advantage of the awesome potential offered by this media, quite frankly you're are penalizing yourself and doing a disservice to your company.

I hope by now I have piqued your interest and perhaps even ruffled some feathers.

There is no other marketing tool that allows one to exploit all the senses of present and potential clients. What other medium can reach an audience with sight, sound, smell, touch and taste? NONE!

Okay, you say, enough of this brow beating. I use print, radio, television, direct mail and the Internet to support all of my marketing efforts. What more do you want from me?

Great start! Now, let's take a look at how you are using each of your efforts to complement one another. Do they? Does your Internet site refer visitors to your direct mail campaign? Does your direct mail drive people to visit your site? Do your radio and TV spots prepare clients for your direct mail program or your presence at a show? Does your website prepare show attendees for the message you hope to present at your next show?

Using other media to prepare your guests for their show visit is just plain smart marketing. By letting them know what to expect from you and what you expect from them will create a pool of visitors that require less time to educate and more time to sell. The tire kickers will be eliminated before they get to you. Those willing to respond to you will pre-qualify themselves as potentially good leads.

Once folks have been lured to your exhibit through the integration of other media, you will have an opportunity to reinforce your other efforts.

As much as I tout the idea of trade shows as an opportunity to appeal to all five senses, I think too often we overlook the lasting impression that can be made by utilizing the sixth sense, intelligent integration of all media, or common sense!