Issue link: http://read.dmtmag.com/i/51841
MANAGEMENT UNCORKING PR C o n t i n u e d these shows. Sometimes they just want to show the flag, as if to say: "We have no measurable plans or goals for this event, but don't want to miss it if something important happens." That's not a marketing plan; it's a recipe for failure. On the other hand, some com- Have a goal in mind for the trade shows you choose to attend. Photo: Thinkstock/ Jupiterimages predicting the results you are going to achieve. If you don't know what results you hope to achieve, how can you possibly determine if this event is worth your time, money and energy? Companies come up with some pretty lame excuses for attending 466 Devlin Road, Napa, CA 94558 Tel: (707)257-5231 Fax: (707)259-1257 www.ledcor.com/napa "Wherever we go, one constant remains: excellence. Time after time, we earn our reputation by delivering quality projects and customer service in an effort to continually exceed our clients' expectations.' International in outlook. Innovative in approach. Diversified in capabilities. Dana Estates, Saint Helena, CA panies understand that the show is a great opportunity to make more sales and media contacts. This is by far the best reason to participate in industry trade shows. It is mea- surable, contributes directly to the bigger picture, and can have lasting impact. But if this is the goal, how many actually develop a specific strategy to achieve it? And how many measure the results? Take that spreadsheet that iden- tifies the people who will be attend- ing the show, and start making some predictions about whom you will approach, what you want them to do, and how successful you will be. A show that results in 10 new retail placements, six new restau- 20 VINEYARD & WINERY MANAGEMENT JAN - FEB 2012 WWW.VWM-ONLINE.COM