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Suggest You - BACK-to-SCHOOL - 10 TIPS for Trade Shows
The Key to Great PR is PerseveranceBy Paula Gardner of Do Your Own PRI regularly seem to come across businesses that have pinned their hopes on one press release. They tell me how they sent it out with excitement in the pits of their stomachs and then felt the hard cold flop of disappointment when they didn’t get an army of journalists on the phone the very next day. And then, disillusioned, they resign their venture into PR to the past and move on to what they consider safer tactics.But what separates these businesses from the ones that do get go on to get great, continuous press is often one thing, perseverance.PR is a long-term option and takes perseverance in more ways than one.Putting the time inJust like exercise, an occasional blast of frenetic activity will have little long-term effect. What does succeed is regular, time-tabled PR activity. Take a look at your weekly schedule and ascertain how much time you can devote to PR. A morning or afternoon a week is great. Put in your diary and make it sacrosanct. If you don’t have that amount o
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 hi
Dale Carnegie wrote “When dealing with people remember you are not dealing with creatures of logic, but with creatures of emotion, creatures bristling with prejudice and motivated by pride and vanity”Selling in financial services has gone through enormous changes. In 1986 I vividly recall going for a job interview with an American life assurance company based in the UK. I still remember the language being used by the sales directors. “Punters”, “Close 50% of sales”, “Prospects”, “Don’t leave without a signature”Nowadays, thankfully, his language and those sharp practises have all but disappeared. But here’s the crux of the matter. We’ve gone too far down the regulatory route and many salespeople are forgetting the most important part of the sale…the customer, becoming bogged down in paperwork and red tape. Now my firm belief is that regulations were brought in to protect the customer and to ensure they received an honest, reliable and worthwhile service.My crusade is to put the customer back on the pedestal. Somewhere where they deserve to stay and flourish. If you
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 hig
How to Avoid Identity Theft and What to do If You're a VictimIt's time to stop talking about identity theft and do something to protect yourself.My bank just sent a new set of Visa cards with the explanation that hackers had compromised a retailer where I had used the card, ergo - new cards.Doesn't sound too bad, does it? What it means is that I now have to contact all of my "automatic" payment vendors and give them the new number. We were lucky that we didn't get any financial damage on the way through.A close relative told me this week about her experience in trying to clean up behind an identity thief who tried to open several different cell phone accounts and some other monkey business.A attorney friend tells me it took him almost eight years to clean up after someone stole his identity and wrecked his credit.How does this ID theft work? Bad guys get your name, social security number, or credit card number and start charging purchases or opening lines of credit.Some of these thieves get info from your mail box, bu
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 hi
The colours you choose to represent your business can say a lot, so are you sure the ones you’ve used in your designs are saying the right things? Certain colours are naturally associated with particular industries. Green for “green” companies or environmentally friendly associations, Blue is used for water companies or legal/financial businesses, and I guarantee Purple makes you think of chocolate! But what about the rest of them……… Red say’s powerful, passion, love, heat & strength. Virgin, Vodafone and Coca Cola all rely on Red to stand out. It’s easy to remember these companies as soon as you see red. Yellow is bright & optimistic and can suggest sunshine & warmth. The golden arches of McDonalds are recognised the world over as a welcoming place, but be careful, it can also represent cowardice! Blue,,the colour of safety, truth & dignity. Many financial associations such as Barclays us the positive hues of blue to communicate a safe and secure place to place your money! Green is the colou
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 hi
The foundation of Avon was set back in 1886 by a man named David H. McConnell. It all began in a small 20x25 ft. building in New York with the name California Perfume Company (I am unsure of the reason for naming a New York based company California Perfume Company). Since, Avon has spread all over the world with a universal appeal and as a recognizable household name.Avon Timeline:1886 Started as the California Perfume Company1897 Perfume manufacturing laboratory built (3,000 sq. feet standing at 3 stories tall now 320,000 sq. feet).1906 Has over 10,000 representatives, and has built a product line of over 116 perfumes available in many sizes, shapes, and packages. Later in the year, the first brochure is released to the public, creating an outbreak of Avon fans.1914 The California Perfume Company (Avon) begins it leap to international markets opening a distribution center in Canada.1928 The California Perfume Company (Avon) reaches the $2 million mark with over 25,000 representatives now signed up. A huge product increase, now offering
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 hi
Forward-thinking business leaders spend considerable time, energy, and financial resources determining which emerging trends and future developments will shape the business landscape. Looking to the future is both wise and necessary to keep a business on track and avoid disaster. As Jeremiah wrote regarding Jerusalem, ?She did not consider her future, therefore she has fallen astonishingly? (Lamentations 1:9, NASB). However, the bigger questions for most businesses are how to assess, understand, and respond to changes that have already occurred in the marketplace, and how to take effective action.According to an old investing axiom, a shrewd investor buys on rumor and sells on news. In business, we need to plan for the future (which amounts to buying on rumor because we cannot guarantee the future), but we must sell our products and services today based on events that have already happened. When we focus on responding to the changes that have occurred in our marketplace, we can take advantage of current opportunities that over time will create our business future.The citi
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 jus
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