are scheduled in a two week period in the middle of the summer.

Yet, even in this small window of opportunity exists the potential for profitability. There are more than a few decent sized fireworks companies out there, vying to show what a good show they can produce. Most of these companies Firework displays are a traditional part of summertime celebrations. There's something about them -- the noise, the color, the pyrotechnic glory -- that resonates with crowds. According to some experts, fireworks as we know them got started in the 10th century. That means that this basic technology has been wowing spectators for a very, very long time.

Yet when I attended a recent fireworks display, I overheard a woman saying this:

"I don't know how they do it. Every year it's the same thing, but they keep making it better somehow."

Wouldn't every exhibitor love to hear that about their booth? It appears that the fireworks companies have mastered what trade show exhibitors often struggle with: presenting the same products and services in a way that's new and exciting.

What can tradeshow exhibitors learn from the pyrotechnic pros? The answers might surprise you.

You can do a lot in a very limited time

Fireworks are not an everyday event. Most people will see only one to two fireworks shows a year, if that many. Performances are measured in minutes, not hours. The vast majority of shows -- industry estimates range close to 70%! -- are scheduled in a two week period in the middle of the summer.

Yet, even in this small window of opportunity exists the potential for profitability. There are more than a few decent sized fireworks companies out there, vying to show what a good show they can produce. Most of these companies een wowing spectators for a very, very long time.

Yet when I attended a recent fireworks display, I overheard a woman saying this:

"I don't know how they do it. Every year it's the same thing, but they keep making it better somehow."

Wouldn't every exhibitor love to hear that about their booth? It appears that the fireworks companies have mastered what trade show exhibitors often struggle with: presenting the same products and services in a way that's new and exciting.

What can tradeshow exhibitors learn from the pyrotechnic pros? The answers might surprise you.

You can do a lot in a very limited time

Fireworks are not an everyday event. Most people will see only one to two fireworks shows a year, if that many. Performances are measured in minutes, not hours. The vast majority of shows -- industry estimates range close to 70%! -- are scheduled in a two week period in the middle of the summer.

Yet, even in this small window of opportunity exists the potential for profitability. There are more than a few decent sized fireworks companies out there, vying to show what a good show they can produce. Most of these companies that about their booth? It appears that the fireworks companies have mastered what trade show exhibitors often struggle with: presenting the same products and services in a way that's new and exciting.

What can tradeshow exhibitors learn from the pyrotechnic pros? The answers might surprise you.

You can do a lot in a very limited time

Fireworks are not an everyday event. Most people will see only one to two fireworks shows a year, if that many. Performances are measured in minutes, not hours. The vast majority of shows -- industry estimates range close to 70%! -- are scheduled in a two week period in the middle of the summer.

Yet, even in this small window of opportunity exists the potential for profitability. There are more than a few decent sized fireworks companies out there, vying to show what a good show they can produce. Most of these companies ou.

You can do a lot in a very limited time

Fireworks are not an everyday event. Most people will see only one to two fireworks shows a year, if that many. Performances are measured in minutes, not hours. The vast majority of shows -- industry estimates range close to 70%! -- are scheduled in a two week period in the middle of the summer.

Yet, even in this small window of opportunity exists the potential for profitability. There are more than a few decent sized fireworks companies out there, vying to show what a good show they can produce. Most of these companies are scheduled in a two week period in the middle of the summer.

Yet, even in this small window of opportunity exists the potential for profitability. There are more than a few decent sized fireworks companies out there, vying to show what a good show they can produce. Most of these companies earn the lion's share of their annual revenue during those hectic fourteen days.

These companies know that it is make it or break it time, so they pull out all of the stops. Extensive preparation is done. Things are practiced until they're perfect. When it's showtime, every team member does their best to ensure a flawless show.

Consider applying that mentality to your tradeshow participation. How would you approach exhibiting if you knew this was your only chance to market all year long? What if 70% of your sales had to come from trade show leads? What changes would you make? How would you train your people?

Know what your audience wants

Knowing what your target audience expects and desires from you is crucial. The fireworks industry caters to an audience that has certain expectations of a fireworks display: loud noise, bright colors, technical brilliance that also has an insatiable appetite for something new.

They're responded by adding new elements to the existing show: new colors, for example, or shows synchronized with music. The essential product has not changed, but it has been augmented and improved.

Tradeshow attendees h