PCA Magazine Show Issue 2021

52 PCA The Magazine | SHOW 2021 PREMIUMCIGARS.ORG N A Prepared Booth Is a Profitable Booth | BY JARR I D TRUDEAU, Vice President of Sales, Kristoff Cigars The Industry NAVIGATING PCA can be like drinking from a firehose. Manufacturers and retailers work hard all year building relationships and buying right so they can be prepared for the show from both a budget and strategy standpoint. As a new exhibitor, it’s easy to be overwhelmed by the prospects of cost justifying and executing the processes around the show effectively. Hopefully the following tips and tricks will make it easier to navigate and ease some of the stress around exhibiting. The first (andmost important) piece to nail when preparing for the show as an exhibitor or an attendee: organization. PCA provides a ton of resources toward this end, whether it be interactivemaps released in advance of the show, the companion app during the show, and event schedules for all of the legislative and organizational business (and parties, too). As a new exhibitor, the show should be predictable and set up well in advance of the opening day. Appointments are amust with key accounts to be sure you can dedicate the time a key account