News You Can Use

You should take your current budget you have for advertising and cut it in half. Take the other half, and use it on other marketing strategies you don’t currently employ. This has the net effect of significantly improving your marketing efforts without increasing your budget at all! In many cases, businesses overspend on ineffective advertising campaigns simply because they don’t know what else to do. By freeing up cash to explore more effective strategies, you not only control your budget but can significantly increase your sales. Try this and let me know how it worked. Send all questions on this or other marketing strategies to

Nov/Dec 2009 Q&A

Dear Mr. Hill:

I have convinced my boss after reading your newsletter for the last year that you have to invite people to your booth. That you just cannot rely on the trade show producer to invite enough people to this show and hope that some of them will stop by your booth. We are doing the e-mail blasts, and yes we are doing more than one. In fact in the last two trade shows we sent out e-mail blasts 6 times over a 4 month period and it really did make a difference with the number of people that did stop by our booth. What other ways can be used to generate additional interest to have prospects and suspects (your term) stop by our booth?
I look forward to your response

Tim K, Sales Manager
Detroit. MI

Dear Tim:
Well I’m glad some of the things that I have been preaching over the years have been of help to you. The fact that you send out your e-mail blasts on average 6 times to generate interest in a specific trade show, I think has proven to you that it’s the right thing to do. Just remember, when it comes to e-mails, keep in simple, keep it brief, and keep it focused.

There may be certain prospects that need special treatment. I know of one client that has a list of 25 people that he personally sends snail mail, and then follows up with a telephone call, and in some cases makes a visit. He has also filled out the enrollment form, and hand delivered badges to his prospects and key clients. He sells big ticket inventory systems that start at $500,000 so to him it’s worth the effort. Another client uses social media as much as possible before during and after the trade show. In fact, when it is slow at the booth, she uses her laptop to tell the people on Linkedin, Facebook and Plaxo what she is doing at that time. For example, “I am at the Medical Trade Show at the Javits Center, it has a pretty good crowd, and many of my clients have stopped by to see what’s new from my company”

She said that this has gotten people to make a concerted effort to visit the show and come to her booth.  

Keep up the good work. I hope you find these suggestions helpful as well.

To continued trade show success,
John Hill, Trade Show Coach


Find Your 
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Trade Shows at Javits Center-New York City

International Security Conference 
once a year 28.10 - 29.10 2009 

Premier Trade Event for the Hospitality Industry once a year 07.11 - 10.11 2009 

Networking, Interoperability and Internet Event once a year 16.11 - 20.11 2009 

Chemical Process Industries Exhibition every 2 years 17.11 - 19.11 2009 

International Property Investment And Development Event unknown 18.11 - 19.11 2009 

GREATER NEW-YORK DENTAL MEETING - New York International Dental Meeting once a year 27.11 - 02.12 2009 

This Show focuses exclusively on essentials for Beauty and Wellness

Check out which stands for “Keep It On Long Island” it covers a variety of business, general, social information that can be another reference site for what’s happening on Long Island.

Execuleaders - Event Calendar
Click Here!

LISTnet – Long Island
Software & Technology
Network - Event Calendar
Click Here!

Hauppauge Industrial
Association- Event Calendar
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LIFT –Long Island Forum For Technology – Event Calendar
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Long Island Association –
Event Calendar
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Association of information
Technology Professionals –
Event Calendar
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LIMBA- Long Island Mid-
Suffolk Business Action

Click Here!


Preps | Servers | Bartenders | Valet

David I. Gussin’s and great Long Island resources’ for Advertising – Networking and Web Design



November/December 2009

To My Clients, Friends, Associates, 
and Future Clients:

Since I have taken on additional responsibilities with the Long Island Advancement of Small Business,, I have reduced the number of John A. Hill and Associates, Inc. “Tips from the Booth” Newsletters. This newsletter will still contain helpful business information, as well as the latest on local, national and international trade shows. 

The trade show business is very much alive and in some areas of the United States it is going full swing again. The problems that we have in the United States with the economy have not affected many of the trade shows overseas. In fact, according to the latest TSA statistics more US companies are participating in foreign trade shows then ever before.

Since we are going into the holiday season I want to take this opportunity to thank a number of people that have made such a difference in my life besides my family. Many people including myself send out Christmas cards. I refuse to use those completely printed cards that include your printed name and greeting. I put those in the same category as the answering machines, regardless of how you sound its still a machine. I sign every card and usually include a note or a greeting. It may take a little longer but the person who receives it knows that I did more than just address it and put a stamp on it. 

Thanksgiving is the time to give thanks, and I believe we all have a lot to be thankful, especially for our men and women in the military and homeland security. I want to thank my clients and business associates for their business and support. I especially want to thank the people that make up the Board of Directors of the LIASB. It is truly a team effort. They are small business owners who are in the trenches everyday. Doing what they need to do to grow their business. They bring that same level of commitment to the board, and I believe that is what makes the difference, and what the LIASB is all about. Most of these people I have known, or worked with over the years. Many of these business people have appeared in my newsletter and have presented good information about their products and services, and how they can be of help to their clients or prospects. 
With the economy the way it is many people that I have spoken to can’t wait for 2009 to end, and as I do, look forward to 2010 with hope and anticipation that it will be better.

As you read my newsletter, and you like what you read I would like to hear from you. If you think there are other items that I should add I would like to know that too. If you get this, and it is not of interest please take the time to past it on to the person in your organization that is responsible for trade shows. It has been my intent to present in my newsletter good information that will be of help to my readers. I will continue to write this newsletter as long as I have interested readers and I feel that I can contribute meaningful and helpful information to my readers. 
I wish you all a wonderful Thanksgiving to be shared with your family and friends, a Merry Christmas and a healthy, happy and prosperous New Year.

To continued trade show success,
John Hill, Trade Show Coach - Business Consultant


Guest Columnist:

Introduction: I met Andrea Feinberg a number of years ago. We have done seminars together as well as collaborated on an article for the HIA. It is always a pleasure to work with Andrea. She is a true professional, a seasoned veteran of the business world, and someone who knows what needs to be done to run a successful business. 

Andrea Feinberg, M.B.A.
Coaching Small Biz Owners to make more money by day; sleep better by night.
subscribe to the blog:
follow on twitter:
read the e-newsletter:

21 Years in Business, 1988 - 2009
PHONE: 631.642.7434
~ Cert. Professional Behavioral Analyst
~ Cert. Strategic Biz Leadership Coach
~ Cert. Facilitator, The Alternative Board
~ Cert. EQ Mentor

Marketing Maven Coaching Tele-Group; starts 11/18

So many seminars on social networking – using Facebook, Linkedin, Twitter and more; so many programs about blogging, e-newsletters and general e-marketing.

Where are the seminars on figuring out why anyone should choose these marketing tools in the first place? They may be great tools, to be sure; how do you know they make sense for your product and your audience? Remember – the only reason to engage in marketing is to connect with your ideal target audience and let them know you’re in a position to deliver the benefits they want as a result of doing business with you. Are they online? Maybe; maybe they’re at networking events, charitable fund-raisers or reading the local trade publications. If so, they’ll never find you on Twitter.

So – how about joining a group of small business owners who want to make sure they get the basics of marketing – and it’s a science, not an art – before deciding to put marketing bucks in a location that may be 21st century yet may not be where the audience is receptive to learning about your product? How about joining us once a month – from the comfort of your home or office – and learn these critical marketing basics including:

1 - the definition of marketing
2 - the difference between marketing, advertising and sales
3 - understanding features and benefits, the distinction between them and which is which 
4 - the critical question you must always answer, in every marketing event, to ensure you're on the money with your marketing plans
5 - the importance of consistency in everything you to reinforce the power of your brand and not confuse your audience
6 - why having a broad target audience can hinder effective marketing
7 - how to apply these concepts to your specific situation
8 - How to continue to parse down your audience so it gets a single, relevant message from you every time you reach out to them 
9 - What characteristics best define your target audience? 
10 - How do you test which message works best?

Is that enough in 3 months? I don’t think so; let’s throw in these important concepts too:

11- The four fundamentals that must go into every marketing activity, plan or strategy, bar none.
12- How to test your messages to determine which is most powerful
13- how to make features and benefits work together and work for you and your clients.
14- Why every business, no matter what it sells, is a service business - and that includes yours.
15- Dozens of free or dirt cheap practical, effective marketing tools.
16- the 22 immutable laws of marketing
17- a discussion of guerrilla marketing, how it differs from traditional marketing and how it may be a relevant option for you
18 - how to deliver customer benefit at the same time you're marketing your services
Perhaps more importantly than these discussion points, you'll have a group of similar-minded individuals who'll hold you accountable to your monthly marketing goals and, you'll come out with a realistic, viable plan to apply to your business, its services or products.

Will you join us? Your investment: $99/month, your serious intent to improve your marketing, 2 hours a month to share with us and the time you need to implement your plans and truly market your business and what it can do to benefit your buyers!

Bonus: Show up in your p.j.’s and a glass of wine; we won’t care: we meet on the telephone, no cameras allowed.
Send me your response - we start on November 18th - and we'll get started immediately with a template for your marketing calendar. No need to fill out forms or reveal information online; let's have a brief, personal conversation to help you really understand how to make the science of powerful marketing work for you. 

And by the way, I blog, I tweet I use auto-response tools and sell e-programs; it's because it's where I find my market and if that's where your target market is, that's what we'll put in your marketing plan, too!

I like to keep my colleges, clients and friends informed on educational business seminars I see value in. See below I think this is something that would interest you.

Long Island Advancement of Small Business
Passionate • Committed • Stable 

Join your fellow small business owners at our
Social Media 101

93% Of Social Media Users Believe A Company 
Should Have A Presence In Social Media.

Is Your Company One Of Them?

When: Thursday December 3rd
Time: 5:30 P.M. – 7:30 P.M.
Registration: 5:00 P.M.
Where: Sheraton 110 Motor Pkwy Hauppauge, 11788 (631) 231-1100
RSVP or for more details: Click Here
Cost: $25.00 members 
$35.00 non-members
(Free admission if you join LIASB at the door and pay first-year dues)


About John Hill & Associates

John A. Hill, Founder and CEO. Trade Show Coach, Business Advisor and Marketing and Sales Specialist. With over 30 years of experience developing and managing businesses, John’s roles have included National Sales Manager, VP of Sales, Director of Marketing, EVP and COO. 
He was also elected and served as President & CEO of three public companies. John provides his expertise in addressing and solving management and marketing issues to organizations worldwide. He is a recognized expert in the area of strategic
management, specializing in the maximization of trade show use as a vital element of marketing strategy.


Important note: The Tips from the Booth is not a commercial publication but primarily for my Clients, Subscribers, Prospects, Suspects and anyone interested in trade shows. I am not compensated in any way by the providers of the products or services mentioned in this Newsletter (except for John A. Hill & Associates, Inc. (H & A) They are recommended because I know them, or have used them personally, believe them to be the best or think they will be helpful to my readers. If you haven’t done so, please add to your address book.