Table Of ContentSECONDS TO ATTRACT!
How to Make BIG MONEY at
YOUR Next Trade Show
Natalie Rusey
SECONDS TO ATTRACT!: How to Make Big Money at Your Next Trade Show
Copyright © 2022 Natalie Rusey
Paperback ISBN: 9798796010891
The right of the author to be identified as the author of this work has been
asserted in accordance with the Copyright, Designs and Patents Act 1988.
No part of this publication may be reproduced, stored in a retrieval system,
or transmitted, in any form or by any means, electronic, mechanical,
photocopying, recording or otherwise without the prior permission of the
publisher.
All rights reserved, including the right to reproduce this book or portions
thereof in any form whatsoever.
Limit of Liability/Disclaimer of Warranty:
While the publisher and author have used their best efforts in preparing this
book, they make no representations or warranties with the respect to the
accuracy or completeness of the contents of this book and specifically
disclaim any implied warranties of merchantability or fitness for a particular
purpose. Practitioners and researchers must always rely on their own
experience and knowledge in evaluating and using any information, methods,
compounds, or experiments described herein. In using such information or
methods they should be mindful of their own safety and the safety of others,
including parties for whom they have a professional responsibility. If
professional advice or other expert assistance is required, the services of a
competent professional should be sought. To the fullest extent of the law,
neither the Publisher nor the Author, contributors, or editors, assume any
liability for any injury and/or damage to persons or property as a matter of
products liability, negligence or otherwise, or from any use or operation of
any methods, products, instructions, or ideas contained in the material
herein.
Publisher
101010 Publishing
Markham, ON Canada
Printed in Canada and the United States of America
To my two incredible sons, Thomas & Alex,
who are my inspiration every single day.
I love you more than words will ever express.
AND
To every business leader
Who is opening this book with curiosity,
open‐mindedness, and a desire to succeed.
Table of Contents
Testimonials ix
Foreword xiii
Acknowledgements xvii
Chapter 1: Rejection to Completion 1
From Theory to Reality 4
The Power of Connections 6
My “Light Bulb” Moment 7
Fly High With EasyJet 9
Connecting for Profit 11
A Feeling of “Déjà Vu” 14
Chapter 2: Don’t Confuse Information for Knowledge 15
Trade Shows Have Always Existed 17
The Trade Show Industry 19
The Most Valuable Communication Channel 21
So Why Should YOU Exhibit? 24
Chapter 3: Position Your Brand 29
The Trade Show Profit Sheet 31
Package Your Product as a “WANT” 32
Align With Your Target Market 35
Why Should I Connect? 38
Chapter 4: C.O.N.N.E.C.T. For SUCCESSTM 41
Trade Show Marketing Doesn’t Need to be Difficult 43
Reverse Engineering 44
C.O.N.N.E.C.T. FOR SUCCESSTM 46
How to Read Seconds To Attract! 52
Chapter 5: Get Your Trade Show Strategy Right 55
Why Do You Want to Exhibit? 58
Who Do You Want to Attract? 60
Select Your Trade Show 62
Trade Shows are Investments, NOT Expenses 64
Select Your Booth Location 66
Can Anyone Man a Booth? 69
Make the Reservation 71
Chapter 6: Prepare For Your Trade Show 73
Lay Out Your Blueprint 75
Prepare Your Own Exhibit R.F.P. 77
Decide On an I & D Solution 79
Let’s Get Ready to Ship 81
Create an Effective Lead Management Strategy 84
Chapter 7: Promote Your Presence 89
Importance of Preshow Marketing 91
Use Digital Marketing 93
Maximise Your Sponsorship 97
Organise Out of the Booth Events 98
Choose the Best Giveaways 99
Print Promotional Materials 102
Lure With Promotions 104
Chapter 8: Service Your Exhibit Space 105
Be Aware of Drayage or Material Handling 108
Everybody Needs Electricity 110
Stay Safe With Your Internet Access 111
Wow Attendees With Your Audio Visual 111
Don’t Forget the Carpet 113
Rent Furniture to Enhance Your Booth 114
Serve Food to Create Business Opportunities 115
Chapter 9: Look After Your Hosts 121
Travel in Peace! 123
Hotels Are More Than a Place to Sleep 125
Reenergise Your Hosts With Excellent Meals 128
Give Them Outfits They Are Proud Of 130
Stay Safe! 132
Chapter 10: Impact With Your Booth 135
Exhibits to Dream For 137
Configure Your Booth for Your Goals 139
Stand Out With Your Displays 142
Tease Your Attendees With Activities 145
Help Your Visitors Along Their Journey 147
Chapter 11: Train Your Team To Represent Your Business 153
Train All of Your Hosts, Even the Experienced Ones 155
Ace Your Lead Management System 158
Mind Your Manners 162
Keep Your Hosts Smiling 166
Chapter 12: Carry On Working After the Doors Close 169
Nurture Your Leads; They Are People 171
Establish Your Event Final Cost 174
Evaluate Your Trade Show Success 176
Let’s Speak About Virtual Trade Shows 180
Chapter 13: Scale Up Your Business 185
Get Positive, Get Daring 187
Take Bolder Actions 188
What Got You Here Won’t Get You There 189
Next Steps 193
About Natalie Rusey 201
Testimonials
“I have been in the publishing business for quite a few years now, and
I think this book is really powerful. I recommend it as a must read!
Follow the simple, easy strategies and your brand visibility, sales, and
trade show R.O.I. will dramatically increase.”
Raymond Aaron
New York Times Bestselling Author
“Rarely does a CEO have the opportunity to work with someone as
talented as Natalie Rusey. In growing my own company, Natalie was
instrumental in the growth of our trade show sales. Profound changes
in your event preparation, execution and followup are possible by
applying the simple yet powerful truths Natalie explains in what may
be the best event marketing book ever written. As a CEO and adviser
to CEOs and organisations of every size, I draw on Natalie’s techniques
in every engagement.”
Alberto Di Segni
RIPOL International Powder Coating – Group CEO
“Natalie was of incredible assistance during our visit to the Chef World
Summit in Monaco. Before our arrival she had already given us some
guidelines of how we should prepare ourselves for the event, and this
advice proved to be very useful. She had everything perfectly
organised for us from the moment we landed, and helped us to
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For bonuses go to www.SecondsToAttract.com
present our products to the right people in the adequate atmosphere.
A very successful trip and part of this is due to Natalie’s hard work and
professionalism. I can definitely recommend her services in opening
premium markets in Monaco.”
Alvaro Lugo
Gulius Mediterranean Select Products – Sales Manager
“If you’re in event participation in Monaco, Natalie is a consummate
professional of the highest degree who will professionally guide you
towards your desired objectives and outcomes. In her new book
Seconds To Attract!, Natalie takes you on a step by step journey with
easy to apply strategies to achieve increased brand visibility and
significant business growth. She has many years of experience working
with highly respected organisations and individuals, and is extremely
proficient in marketing and brand positioning to make sure your
participation is a success. It’s easy to see why Natalie is so highly
respected, regarded and recommended within her industry.”
Derick Mildred
Results Formula – International Social Media Genius
“Natalie has provided me with many new ideas and saved me money!
As an artist I am always exhibiting my paintings, and her advice has
been valuable. Natalie continues to help and reach out to me with
suggestions and better ways of doing things. Easy and friendly to work
with as well as focused and professional. Highly recommend her
courses and the consultation she provides.”
Kay Hare
Monaco Based International Artist
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