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SIX Trade   Show Marketing Mistakes:  And How to Avoid Them.

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Houston Trade Shows

Houston Trade Shows are held at the George R. Brown Convention Center which was opened on the east side of downtown Houston amid great civic celebration on September 26, 1987.

The center was named for the late Houston entrepreneur, civic leader and philanthropist George R. Brown.

Brown's Texas Eastern Corp. donated six of the 11 blocks required to build Houston's sparkling new red-white-and-blue convention center for Houston trade shows.

The new facility, which is owned and operated by the City of Houston with a price tag of $104.9 million.

The futuristic-looking new convention center was designed by a consortium of Houston architects and engineers to symbolize the building's devotion to function.

Architects were aided by an advisory committee of meeting and trade show professionals who helped in planning the new center's state-of-the-art details.

The first Houston Trade Shows Convention was held in the George R. Brown Convention Center was the American Society of Travel Agents beginning on October 11, 1987.

On July 28, 2001, ground was broken on a joint project to seamlessly expand the convention center and build an adjacent 1,200-room convention headquarters hotel.

The Brown grew from 1,150,000 square feet to 1,800,000 square feet. Three exhibit halls were added to increase exhibition space from 451,500 square feet to 853,500 square feet. Sixty-two meeting rooms were added for a total of 105.

For more information on Detroit Trade Shows click here.

Trade Show Marketing Tip

From here on in you are reading an excerpt from The World's Most Powerful Trade Show Marketing Guide.

List Your Specific Measurable Goals

Goals seem easy. You think everyone has them. BUT. I ask the question. "What are your key show goals?"

It never fails to amaze me that marketing teams don't have them.

Even worse, if I ask the same question of the 10 people flying in from around the country to participate in the show, they don't know either.

How would you expect them to maximize this marketing opportunity when they don't know what a successful outcome is?

Develop specific expected tradeshow results. State how you know you will have achieved your show results. It could read. "We expect 55 qualified sales leads from this show" or "We expect 12 media interviews" or "We expect to meet 10 new CEO's in our industry."

Be specific. Write them down. Send them out.


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