ONCE UPON A TIME, there were three Knights. They were the Knight of Marketing, the Knight of Sales and the Kinght of Exhibits.

Though they were adjacent in the same country, each had a fiefdom that was defended with tenacity and guile. When the King agreed to participate in a Royal Market Event, the three Knights vied for position and glory.

The Knight of Marketing sent messengers to the vast lands to herald the goods of the Kingdom, to entice seekers of good deals and buyers with real money, to visit the Royal Enclave. Riders went out, pamphlets were delivered and subjects spread the word to come see the Kingdoms wares. The Marketing Fiefdom was secure.

The Knight of Sales planned to receive the gold and loot from the Event. This Knight drew his Knaves together and said We must band together. We are the most important fiefdom because we strive to know of those who might possess gold and loot to give to this Kingdom, rather than a neighboring Kingdom competing for such wealth and fealty. The Sales Fiefdom was secure.

The Knight of Exhibits was expected to be the Bridge to fill the Gap between the Knights of Marketing and Sales. His role was equally important as he coordinated the Event, designed the enticing Tent and cleaned up after the horses. The Exhibits Fiefdom was secure.

THE KING WAS SAD. The Event occurred. The Tent was lovely. The messengers spread the word. The appearance of gold and loot was disappointing. The Knights were called in to report to the King.

What went wrong? FIEFDOMS DO NOT EQUAL GOLD

This Event was a marketing event part of the continuum of letting the people know about products and services. It was not just One Event. It was an opportunity for the entire Kingdom to be judged and receive gold and fealty for months to come.

Competition among fiefdoms divided the final goal. Communications amongst these three or any number of Knights is the key to success at any Event.

The King wanted to expand the influence of his Realm, but Knights of Fiefdoms may have diluted the message because of ego. The magnitude required to overcome the individual ego of the Knights requires not only the Kings impart, but also a round table of effort by every level involved.

LESSON LEARNED

An Event of the Realm is very important to the King and eventually all his subjects. The King does not want to be a Micro-Ruler but expects all Knights to be cognizant of the importance of the Realm over the individual Fiefdoms.

IN OTHER WORDS People come to a trade show to see the Company, not the Individuals employed by the Company.

Julia O'Connor

In one way or another, Julia has always been in sales. From the time her mortified mother found out that, as an enterprising 5-year-old, she was peddling homemade pot holders to the neighbors, to her current expertise in trade show marketing, she has been interested in results. And in order to get the results she wants, she will guide, train and teach.

Her careers range from public and professional education design, to freelance advertising-public relations, to real estate investment portfolio management.

Since 1982, Julia has been working with clients in trade show marketing. And, when she asked clients, "why are you going to that show?", she found most did not know. Time to teach.

After years of informal instruction, Trade Show Training was incorporated to provide structured training ranging from trade show basics to the ergonomics of exhibit design. She designed Camp Sho-M-Sel-M to improve sales staff performance in the trade show environment.

She holds degrees from The University of Georgia in Advertising, an MA in Mass Communications from The University of Iowa, and an Indiana University MBA in Marketing. She is a frequent speaker on marketing, networking, entrepreneurship and trade shows.