If you are involved in marketing for your company, you probably think the legal department is in another world... and would like it to stay there. You have more than enough to do without worrying about legal problems. I hate to be the bearer of bad news but... you are involved whether you like it or not. If you are responsible for your trade show program, you had better make sure you are involved. Knowing who is liable for what can save you and your company lots of headaches... and money!

By familiarizing yourself with the workings of the trade show industry, you will be in a better position to safeguard your interests. Here are some tips to get you started:

When you contract for space in a show, you are usually involved with the show organizer or promoter. The promoter will have a contract with the building authority. Remember: the main purpose of both of these contracts is to protect the building authority and the show promoter... not the exhibitor. The building authority wants to lay off as much liability as possible on the show promoter and they, in turn, want to lessen their liability as much as possible by passing it on to you. This is not unfair or devious. You would probably do the same if you could.

How do you determine the extent of your liability as an exhibitor? Read your contract and the rules and regulations portion of your show manual. You will be surprised at your legal exposure. Most of these contracts will contain a "hold harmless" clause that means that you will indemnify the promoter from any loss or injury to your exhibit, your staff and your clients. Don't be frightened. Be prepared.

It seems that we have a new law everyday to cover something someone thinks may happen somewhere, sometime. However, legal problems are the exception rather than the rule... 99% of shows are completed without a hitch. It is still important to know how to protect yourself as much as possible. In most cases, you can rely on two tools for limiting liability... insurance and common sense!

Insurance: You will want to cover your exhibit and its contents from the time it leaves your firm until it returns. Everything should be covered from graphics to computers to literature. You will also want to have coverage for visitors who may injure themselves in or around your booth... whether it's your fault or not... remember the contract with the promoter! Note: If you have an automobile or any other type of conveyance in your exhibit, you will probably need special insurance. This type of insurance is not expensive and is readily available from your local insurer or, in some cases, through show management.

Common Sense This is the least expensive of the two tools but, unfortunately, not always as available as we would like. Designing out the obstacles and opportunities for problems is the first way to protect yourself... i.e., don't fill your booth with clutter that can fall on someone or obstruct their vision. Keep everything on one level if possible. Many ankles have been turned or broken by one small step. Be aware of lighting and its position relative to literature or balloons. Think twice about serving exotic food or drink in your booth. Make sure demonstrations are conducted in a safe atmosphere. I could go on and on, but by now you should have a sense of how to proceed to limit the opportunity from problems to occur.

An ounce of preventitive planning can be worth a mountain of money!