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Digg it UP - BACK-to-SCHOOL - 10 TIPS for Trade Shows
As small business managers, we juggle limited resources in a quest for success. To an extent, when we focus on success in one area we forego attention elsewhere. Limited money and time mean we must choose from seemingly endless -- and often conflicting -- advice and recommendations from marketing service providers; management and marketing consultants; and internal experts. This creates a dilemma. How do you choose which recommendations to embrace and which to pass by?Consultants, marketing service providers, and/or other departments within your company will eagerly give advice from their viewpoints. You will hear the benefits of focusing on "___" (fill in the blank with appropriate specialty). This is not a bad thing; it is their job to sell you on the advantages of their specialties. It is your job to probe for the downsides and tradeoffs.Different PerspectivesBack in my brand management days, it was sometimes frustrating when individual departments could not grasp The Big Picture. The graphics department and the outside ad agency wanted to focus strict
STAND UP TO PLAYGROUND BULLIES = PICK YOUR BATTLES
During the trade show process, there will be times when you think something is not fair, or is too expensive or really inconveniences you. Sometimes, it is because you do not understand the contracts and the flow of how a trade show is put together. When in doubt, just ask for an explanation. You do not have to take “That’s the way it is...” for an answer. Find the top level of authority and make your concerns known. A losing battle for the current show includes contracts signed which obligate you to use certain labor pools at certain rates. You can make your views know for next year, but this year it is in stone. On the other hand, if you find a competitor next to you (this happens very rarely as show management is very conscious of this potential squabble), ask that one of you be moved. Make sure your complaints are legitimate. When you pick the right battles, you should win. Otherwise, you are just a whiner or a gossip.
PICK YOUR SPORTS = EXTRACURRICULAR ACTIVITIES
Trade shows are seldom just a time to set
For many of us, telecommuting seems like the ideal situation. You wake up, shuffle over to your home office, work at your own pace. You take a break when it suits you, you end your day when you're ready to. You can rearrange your work schedule to fit around your personal life.Or can you?What motivates most people to seek telecommuting is the need for a balance between work and play. Ironically, it's often this desire for balance that leads people to the realization that telecommuting is not for them.Take Meg Rottman. Now the President of her own Public Relations company, StylePR, Meg once thought that telecommuting was the perfect solution.At the time, she was working as a Fashion Editor for a company located in New York. Since she was on the West Coast, and her job didn't require her presence in an office, she felt it was a natural fit to work from home."At first, it seemed like a great opportunity," says Meg. "Ultimately, I found that I didn't have 'work time' and 'play time'. It morphed into just
Whether you have children attending for the first time or finishing university, it Is always hectic to get into the back-to-school routine. And, if you do not have school in your family, there might be your own remembrance of the excitement of starting afresh and learning something new.
This is a great time to review your trade show program in the same way you prepare for school.
PICK YOUR SCHOOL = INDUSTRY
A business school question - Are you a railroad or a transportation company? In other words, what business are you in? If you consider your industry a railroad, you will be concerned with rolling stock, laying track and logistics. If you consider your industry to be transportation, you will consider the railroad as a method of transportation - the same principles apply whether you run rail cars or airplanes. There is an engine, a carrier compartment, and now most importantly, cutomer focus. Railroads have to lay track, airlines have to have airfields, so there is difficulty in physically moving to meet customer demand. But railroads adapted by allowing piggybacking - truck trailers on flatbed rail cars. Airlines serve more markets with the hub and spoke system. You should look deeply into your own industry and determine customer focus for the next 12 weeks and 12 months.
PICK YOUR CLASSES = SHOWS
While your firm is part of an Industry, in times of unsettled business there are two avenues you can take to garner more sales. One is to hunker down and bore deeply into your niche, the other is to expand into other industries. In both cases, you may want to look at trade shows beyond the ones you have on your current docket. For example, if going deeper into your industry niche, you can consider local or regional shows, international expos, or shows which focus on discrete research in your niche allowing you an intellectual advantage. If expanding into other industries, you have a wide range of choices but the advice is to research, research, research before investing.
PICK YOUR TEACHERS = FIND THE BEST FOR YOU
Not all executives of Fortune 500 companies went to an Ivy League or MIT caliber school, but considering the vast number of colleges and universities, a disproportionate number of these executives are graduates of the elite universities. Translated to trade shows, that means you should align yourself with well regarded shows, organizers attuned to forward thinking, and professional organization and management.
PICK YOUR MAJOR = MARKETING MESSAGE
When you declare a major, it is your intention to complete the requirements and pursue a career in that field. People remember that you started off in theatre, switched to psychology, graduated in medieval history and then became a salesman. At a trade show, you do not get a second chance to change your marketing message. All the promotion before the show, the exhibit and goodies need to revolve around The Message. In essence, a trade show is not the time to change majors, confuse people and say “I really don’t know what I'm doing here.”
PICK YOUR BOOKS = MARKETING TOOLS
A trade show is not an isolated marketing event but a continuum of your marketing efforts, so you will not be limited to books. Along the way, your marketing tools are selected for the best impact on the right people, whether you use print, video or the Internet. Once you understand the demographics of your audience, you use the right medium for the message. For example, a firm with a high-tech operation will expect to see detailed information about your firm on your web site - it is the first place they will look A low-tech firm will expect print materials and detailed manuals. And, yes, there are still people who do not trust computers and will never use the electronic goodies in your life as appreciatively as you do.
PICK YOUR CLOTHES = EXHIBIT
We always want to look our best. Just as your clothes are a representation of your personality, your position in a firm and your sense of style (how you view yourself), so too is your exhibit a representation of your company. It’s the first physical impression many people have of your firm. It tells attendees at a glance if you’re an ordinary company or a daring one. If you are high fashion (which may mean expensive and faddish) or if your firm has strong traditional roots. People absorb not only the color and the design of your exhibit but the language of the signage and the image of your graphics. They look at the presentation of the information you have available - whether it’s simple brochures or high tech interactives. And they judge you both in a overall sense and by subconsciously picking apart those segments which they either strongly like or dislike.
PICK YOUR FRIENDS = STAFF
You do not always play with your buddies, but you do want to be in a group which balances strengths and weaknesses to get the job done. Selection of the right trade show staff is the most important factor in the success of a trade show. If your exhibit is an award winner design but your staff is bored, cannot answer attendee's questions or is boorish, most people will walk away. Time is too short for the attendee to teach your staff proper trade show etiquette and sales techniques.
STAND UP TO PLAYGROUND BULLIES = PICK YOUR BATTLES
During the trade show process, there will be times when you think something is not fair, or is too expensive or really inconveniences you. Sometimes, it is because you do not understand the contracts and the flow of how a trade show is put together. When in doubt, just ask for an explanation. You do not have to take “That’s the way it is...” for an answer. Find the top level of authority and make your concerns known. A losing battle for the current show includes contracts signed which obligate you to use certain labor pools at certain rates. You can make your views know for next year, but this year it is in stone. On the other hand, if you find a competitor next to you (this happens very rarely as show management is very conscious of this potential squabble), ask that one of you be moved. Make sure your complaints are legitimate. When you pick the right battles, you should win. Otherwise, you are just a whiner or a gossip.
PICK YOUR SPORTS = EXTRACURRICULAR ACTIVITIES
Trade shows are seldom just a time to set
The South African Small and Medium Enterprise (SME) sector is the new target for technology companies seeking to sell products and services. However, what does this turnaround in attitude mean for the small business owner?In the past SMEs were seen as too small, with limited resources, requiring too much investment in time and back-up support from vendors. Also, it took too many small transactions to generate the same revenue that a large corporate or government contracts would make. So, the focus was on winning large government tenders and winning corporate clients, which brought in huge revenues once the contract was signed.As for SMEs, it was much easier to sell them products and services that almost fit, and if the match was not so prefect, that was just too damn bad. You get what you pay for, and SMEs were seen to be paying little.However, circumstances are changing and recently a number of ICT companies (ICT), such as Telkom, Cisco Systems, Acer and Dell have publicly stated the SME sector is a recognized growth market and they are developing ICT products and
PICK YOUR CLASSES = SHOWS
While your firm is part of an Industry, in times of unsettled business there are two avenues you can take to garner more sales. One is to hunker down and bore deeply into your niche, the other is to expand into other industries. In both cases, you may want to look at trade shows beyond the ones you have on your current docket. For example, if going deeper into your industry niche, you can consider local or regional shows, international expos, or shows which focus on discrete research in your niche allowing you an intellectual advantage. If expanding into other industries, you have a wide range of choices but the advice is to research, research, research before investing.
PICK YOUR TEACHERS = FIND THE BEST FOR YOU
Not all executives of Fortune 500 companies went to an Ivy League or MIT caliber school, but considering the vast number of colleges and universities, a disproportionate number of these executives are graduates of the elite universities. Translated to trade shows, that means you should align yourself with well regarded shows, organizers attuned to forward thinking, and professional organization and management.
PICK YOUR MAJOR = MARKETING MESSAGE
When you declare a major, it is your intention to complete the requirements and pursue a career in that field. People remember that you started off in theatre, switched to psychology, graduated in medieval history and then became a salesman. At a trade show, you do not get a second chance to change your marketing message. All the promotion before the show, the exhibit and goodies need to revolve around The Message. In essence, a trade show is not the time to change majors, confuse people and say “I really don’t know what I'm doing here.”
PICK YOUR BOOKS = MARKETING TOOLS
A trade show is not an isolated marketing event but a continuum of your marketing efforts, so you will not be limited to books. Along the way, your marketing tools are selected for the best impact on the right people, whether you use print, video or the Internet. Once you understand the demographics of your audience, you use the right medium for the message. For example, a firm with a high-tech operation will expect to see detailed information about your firm on your web site - it is the first place they will look A low-tech firm will expect print materials and detailed manuals. And, yes, there are still people who do not trust computers and will never use the electronic goodies in your life as appreciatively as you do.
PICK YOUR CLOTHES = EXHIBIT
We always want to look our best. Just as your clothes are a representation of your personality, your position in a firm and your sense of style (how you view yourself), so too is your exhibit a representation of your company. It’s the first physical impression many people have of your firm. It tells attendees at a glance if you’re an ordinary company or a daring one. If you are high fashion (which may mean expensive and faddish) or if your firm has strong traditional roots. People absorb not only the color and the design of your exhibit but the language of the signage and the image of your graphics. They look at the presentation of the information you have available - whether it’s simple brochures or high tech interactives. And they judge you both in a overall sense and by subconsciously picking apart those segments which they either strongly like or dislike.
PICK YOUR FRIENDS = STAFF
You do not always play with your buddies, but you do want to be in a group which balances strengths and weaknesses to get the job done. Selection of the right trade show staff is the most important factor in the success of a trade show. If your exhibit is an award winner design but your staff is bored, cannot answer attendee's questions or is boorish, most people will walk away. Time is too short for the attendee to teach your staff proper trade show etiquette and sales techniques.
STAND UP TO PLAYGROUND BULLIES = PICK YOUR BATTLES
During the trade show process, there will be times when you think something is not fair, or is too expensive or really inconveniences you. Sometimes, it is because you do not understand the contracts and the flow of how a trade show is put together. When in doubt, just ask for an explanation. You do not have to take “That’s the way it is...” for an answer. Find the top level of authority and make your concerns known. A losing battle for the current show includes contracts signed which obligate you to use certain labor pools at certain rates. You can make your views know for next year, but this year it is in stone. On the other hand, if you find a competitor next to you (this happens very rarely as show management is very conscious of this potential squabble), ask that one of you be moved. Make sure your complaints are legitimate. When you pick the right battles, you should win. Otherwise, you are just a whiner or a gossip.
PICK YOUR SPORTS = EXTRACURRICULAR ACTIVITIES
Trade shows are seldom just a time to set
There are many events outside of the workplace that can negatively impact workplace productivity. A major holiday and major sporting events (like the Super Bowl, World Cup or NCAA Basketball Tournament) are a few of these possible distractions.As people begin to think about, talk about and focus on these events, their focus may leave their work. Think about it: how many tournament brackets are filled out on office time? How much Christmas shopping gets done online at the office every year?This change of focus can lead to significant losses of productivity. As leaders we can’t remove the distractions – the events will still occur. Our job instead is to do what we can to recognize and take advantage of the situation however we can.I suggest the GAME approach to maintaining focus and productivity in the face of these outside distractions. Let me explain.G – Gauge the real level of interest.A – Acknowledge the potential distraction.M – Motivate employees by maintaining high expectations through this time.E – Enjoy
When you declare a major, it is your intention to complete the requirements and pursue a career in that field. People remember that you started off in theatre, switched to psychology, graduated in medieval history and then became a salesman. At a trade show, you do not get a second chance to change your marketing message. All the promotion before the show, the exhibit and goodies need to revolve around The Message. In essence, a trade show is not the time to change majors, confuse people and say “I really don’t know what I'm doing here.”
PICK YOUR BOOKS = MARKETING TOOLS
A trade show is not an isolated marketing event but a continuum of your marketing efforts, so you will not be limited to books. Along the way, your marketing tools are selected for the best impact on the right people, whether you use print, video or the Internet. Once you understand the demographics of your audience, you use the right medium for the message. For example, a firm with a high-tech operation will expect to see detailed information about your firm on your web site - it is the first place they will look A low-tech firm will expect print materials and detailed manuals. And, yes, there are still people who do not trust computers and will never use the electronic goodies in your life as appreciatively as you do.
PICK YOUR CLOTHES = EXHIBIT
We always want to look our best. Just as your clothes are a representation of your personality, your position in a firm and your sense of style (how you view yourself), so too is your exhibit a representation of your company. It’s the first physical impression many people have of your firm. It tells attendees at a glance if you’re an ordinary company or a daring one. If you are high fashion (which may mean expensive and faddish) or if your firm has strong traditional roots. People absorb not only the color and the design of your exhibit but the language of the signage and the image of your graphics. They look at the presentation of the information you have available - whether it’s simple brochures or high tech interactives. And they judge you both in a overall sense and by subconsciously picking apart those segments which they either strongly like or dislike.
PICK YOUR FRIENDS = STAFF
You do not always play with your buddies, but you do want to be in a group which balances strengths and weaknesses to get the job done. Selection of the right trade show staff is the most important factor in the success of a trade show. If your exhibit is an award winner design but your staff is bored, cannot answer attendee's questions or is boorish, most people will walk away. Time is too short for the attendee to teach your staff proper trade show etiquette and sales techniques.
STAND UP TO PLAYGROUND BULLIES = PICK YOUR BATTLES
During the trade show process, there will be times when you think something is not fair, or is too expensive or really inconveniences you. Sometimes, it is because you do not understand the contracts and the flow of how a trade show is put together. When in doubt, just ask for an explanation. You do not have to take “That’s the way it is...” for an answer. Find the top level of authority and make your concerns known. A losing battle for the current show includes contracts signed which obligate you to use certain labor pools at certain rates. You can make your views know for next year, but this year it is in stone. On the other hand, if you find a competitor next to you (this happens very rarely as show management is very conscious of this potential squabble), ask that one of you be moved. Make sure your complaints are legitimate. When you pick the right battles, you should win. Otherwise, you are just a whiner or a gossip.
PICK YOUR SPORTS = EXTRACURRICULAR ACTIVITIES
Trade shows are seldom just a time to set
By following a few rules of good design, and using Microsoft Office’s document formatting features, you can create smart proposals to make your first impression the right one. Whether you are pitching your product or service to a multi-national firm or to the start-up down the street, a professional image can make all the difference. In this article, we look at how you can use the formatting features within Microsoft Office to create professional proposals and quotes that put your best foot forward. Using Microsoft Word, we’ll walk through some of the formatting tips and tricks used by designers to give documents a professional layout and appearance (and you can do it all yourself for a fraction of the price a designer would charge.)Begin with the content To start, we need to look at what makes a proposal stand out. The content of your proposal should clearly state who you are, give a brief summary of your company’s experience and detail the products or services you plan to provide, as well as the cost of these products or services.Once y
PICK YOUR CLOTHES = EXHIBIT
We always want to look our best. Just as your clothes are a representation of your personality, your position in a firm and your sense of style (how you view yourself), so too is your exhibit a representation of your company. It’s the first physical impression many people have of your firm. It tells attendees at a glance if you’re an ordinary company or a daring one. If you are high fashion (which may mean expensive and faddish) or if your firm has strong traditional roots. People absorb not only the color and the design of your exhibit but the language of the signage and the image of your graphics. They look at the presentation of the information you have available - whether it’s simple brochures or high tech interactives. And they judge you both in a overall sense and by subconsciously picking apart those segments which they either strongly like or dislike.
PICK YOUR FRIENDS = STAFF
You do not always play with your buddies, but you do want to be in a group which balances strengths and weaknesses to get the job done. Selection of the right trade show staff is the most important factor in the success of a trade show. If your exhibit is an award winner design but your staff is bored, cannot answer attendee's questions or is boorish, most people will walk away. Time is too short for the attendee to teach your staff proper trade show etiquette and sales techniques.
STAND UP TO PLAYGROUND BULLIES = PICK YOUR BATTLES
During the trade show process, there will be times when you think something is not fair, or is too expensive or really inconveniences you. Sometimes, it is because you do not understand the contracts and the flow of how a trade show is put together. When in doubt, just ask for an explanation. You do not have to take “That’s the way it is...” for an answer. Find the top level of authority and make your concerns known. A losing battle for the current show includes contracts signed which obligate you to use certain labor pools at certain rates. You can make your views know for next year, but this year it is in stone. On the other hand, if you find a competitor next to you (this happens very rarely as show management is very conscious of this potential squabble), ask that one of you be moved. Make sure your complaints are legitimate. When you pick the right battles, you should win. Otherwise, you are just a whiner or a gossip.
PICK YOUR SPORTS = EXTRACURRICULAR ACTIVITIES
Trade shows are seldom just a time to set
It may or may not have occurred to you how important it is to measure the innovation of your own business. However, if you do not look into the efficacy and processes within your company, there is no way for you to know how well your organization is truly running, and in which areas improvement is needed. Of course, if you want to measure the innovation of your business, you will need to have a technique to use to gauge the different elements to be considered.Traditionally, these elements have consisted of counting defects, measuring costs, and tracking cycle times. Today, as we understand businesses processes better, it has become a bit more involved but no less achievable.With improvement strategies such as Six Sigma – a set of techniques developed by Motorola that focuses on the process of improvement within a business – there are ample measures available to recognize if your business is achieving its potential, or if it is lacking on one or many levels.There are primarily five areas of measure for innovation, which include:1. Performance – your compan
STAND UP TO PLAYGROUND BULLIES = PICK YOUR BATTLES
During the trade show process, there will be times when you think something is not fair, or is too expensive or really inconveniences you. Sometimes, it is because you do not understand the contracts and the flow of how a trade show is put together. When in doubt, just ask for an explanation. You do not have to take “That’s the way it is...” for an answer. Find the top level of authority and make your concerns known. A losing battle for the current show includes contracts signed which obligate you to use certain labor pools at certain rates. You can make your views know for next year, but this year it is in stone. On the other hand, if you find a competitor next to you (this happens very rarely as show management is very conscious of this potential squabble), ask that one of you be moved. Make sure your complaints are legitimate. When you pick the right battles, you should win. Otherwise, you are just a whiner or a gossip.
PICK YOUR SPORTS = EXTRACURRICULAR ACTIVITIES
Trade shows are seldom just a time to set up an exhibit, showcase your products, and leave. Increasingly, trade shows are bracketed by educational sessions, social events, informal networking time and fund-raising. Golf and tennistournaments are fashionable either as a fund-raiser or just social time. Firms will entertain clients during the non-show hours by utilizing a hotel Hospitality Suite or an off-site venue.How easy it is to overload your calendar, overfill your glass and plate, and think your only job is to have a good time. Wrong! You are your company's representative, so whatever behavior you demonstrate is what people perceive as acceptable by your company. It’s best to be on your best behavior.
PACK YOUR LUNCH = TAKE CARE OF YOURSELF
When you’re on the road, it is easy to fall into the grab-a-bite routine as you rush through the airport. Or the I-deserve-this- dessert syndrome as you dine alone waiting for the next plane. Too much sugar, too much booze and too much stress take their toll whether you are going to or coming from a show. Experienced business travelers have these words of wisdom -
* Listen to your normal body clock as much possible
* Acknowledge when you need rest
* Drink lots of water and fluids
* Don’t drink alcohol when flying
* Maintain an exercise routine, even if it’s just walking around the airport
* Wear stylish and comfortable clothes - don’t look like you just came from the gym. You will be more quickly accepted and get better service when you dress professionally
* Pack lightly. There are no naked people where you’re going - there’s always a store
* Have an emergency kit with you. Whether you have a headache, you arrive at the hotel past room service hours, or you feel lonely, take care of yourself. You should take a medicine kit, pocket knife, small flash light, snacks, extra ID and pictures of the family.
Going to school for the first time is scary but then it becomes routine. Keep a little bit of that first-time fear in your trade show routine. It will make you more aware of your surroundings and opportunities.
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