Marshall Yard:

We all know layoffs are running rampant. And in the trade show industry…when clients readily pull the marketing plug to “save money”…more and more engineers, designers, carpenters, account managers and salespeople find themselves bellying up to the unemployment line.

…so waddya do now?

Whether spurred from boredom, distraction or a lack of challenges, we all become complacent (however fleetingly) at some point in our careers. And who sticks out like a sore, expensive thumb when the economy takes a nose dive? Complacent employees.

So shake off the dust and go back to your roots. How’d you get this far? If you’re in sales, you likely made a lot of cold calls…and those cold calls turned into clients. If you’re a designer, you probably impressed those clients with fresh, innovative concepts. And if you’re the guy (or gal) that manages these clients, your knowledge, work ethic and attention to detail made you an invaluable resource.

Your clients need more help than ever before. Some are debating not only HOW to go to a trade show but WHY. They (your bread & butter) need you to be extraordinarily cognizant of their unique marketing objectives and financial needs. Most importantly, your clients need you to help them return on their investment.

Make the cold calls, pay attention to logistics and hone the creativity that landed you this job in the first place. Your clients will come back.