I learned a long time ago, from one of my favorite all-time clients—David Jenkins, founder of Next Proteins—that if you want a better answer—ask a better question.

Do you know of anyone who starts out with the thought of having a non-productive show at Natural Products Expo East (Or, any other trade show for that matter?)?

Of course not.

Many companies ask the question before going to Expo East—"How can we keep our costs down for this show?" Or, "What can we reuse from last years booth?"

They're asking the wrong questions.

What if they asked: "What's it gonna take to achieve a healthy ROI at this year's Expo East?"

I know how difficult it is to answer that question. But, you have to ask it. It's the only way to come up with truly Disruptive! marketing ideas. Marketing ideas that will make a real difference!

We asked that question for a Franchise Survey company we were helping promote at a Franchise trade show. The question lead to an answer that included dressing 30 guys as secret service people and having them mass in the lobby and march to our client's booth. Yikes! Talk about a show-stopping number.

Everyone at the show knew who we were. We turned a basic 10-foot booth tucked against a back wall (how many of us have been there?) into the most dynamic presence at the show.

So as you're ramping up efforts for this year's Natural Products Expo East, remember: if you want a better answer—ask a better question.

And call the Enemy of Good Enough!