I've just returned from my annual trek to the Society of Automotive Engineers (SAE) conference and exposition. I look forward to this each year because it is an opportunity to gauge the sophistication of exhibitors. Each year the level seems to rise and this year was no exception. At the same time, there are always those exhibitors who spend sinful amounts of dollars only to walk away, scratch their heads and wonder why they didn't get the results they had planned.

A successful show experience involves much more that lots of money being spent on space, decorating and people. A totally successful show requires a blending of all the necessary elements: objectives/goals, exhibit space, exhibit design, staff knowledge and training, pre-show promotions, exhibit activities and post-show tracking.

One additional element needed for success is an appreciation by top management (CEO types) for the role trade shows play in the attainment of corporate goals. This healthy attitude toward exhibit events is more valuable than the total show budget. Without support from the top, the job doesn't seem to get finished.

As I walked through the show, it was easy to recognize those firms with top echelon support. One exhibit in particular caught my eye. It was produced by 3M and contained all the elements for success.

My attention was drawn to the marquee in front of the exhibit. As attendees entered, they found themselves in a movie theater setting complete with candy counter staffed by attendants offering free samples in a 3M bag. The walls of the theater were lined with back-lighted movie posters which one could view in 3D with glasses provided upon entering. The posters, describing 3M products, were takeoffs on real movies: "Honey, I Shrunk the Tubing", "101 Options", etc.

Once seated, patrons were treated to a short corporate video on the movie-size screen, followed by one of four "live presentations" on 3M product lines... all very professionally done. After the presentation, a well-trained staff was available to answer any questions from visitors. Visitors left with a sense of accomplishment for time spent in the booth and 3M staffers were pleased with the response. A real Win-Win situation!

It is important to point out that all this did not just "happen" It was part of a show blueprint that included specific objectives and projected results... and lots of planning.

Prior to the show, 3M sent a promotional mailing on each of the four live presentations to prospects they felt would be interested in a particular product. Included with the material was a movie ticket... a different color for each product line. Prospects were asked to bring their ticket to the booth to participate in a drawing... nice way to track effectiveness of pre-show promotion, not to mention a reason to go to the booth. The redeemed tickets will be used to determine product interest and follow-up with prospects after the event.

It was obvious to me, as well as many other visitors to the 3M booth, that they had their act together. 3M will not be one of those firms scratching their head this year... they will be busy patting themselves on the back.

Good shows require creativity, planning... and support from the top.