No point in having a show if no one is going to turn up - or at least, if miserable turn-out means all the effort and resources put into it have been virtually wasted.

Pre-publicity and promotion is essential if rewards are to be fully reaped, but that involves more than placing a few adverts or dropping a mention into the company newsletter.

At Mercury we drum up interest with an advance campaign of diary notes, spin-off stories, media interviews - including sound and screen - and buoyant messages.

It is carefully timed and integrated to ensure all outlets - monthly, weekly, daily, trade and non-trade - get ample advance information and the stories keep going out in a steady stream.

Naturally every mention contains what, where and when and carries strong, upbeat, corporate quotes.

But we focus on seeking out fresh angles to stimulate interest anew and ensure the show isn't simply consigned to the coming events column.

That not only sharpens interest among potential exhibition-goers but titillates the media appetite, meaning they are more likely to turn up to cover the occasion themselves.

So the effect lasts long after the curtain comes down - all part of the Mercury service!