Benefiting From a Regular Exhibiting Workout Written by Susan Freidmann
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Fitness Level 2 - You occasionally stretch most of major muscle groups This level is designed for exhibitors who want more of a challenging exhibiting workout to increase their market strength and flexibility. As with level one, make sure that you devote time prior to each show with a thorough warm up - planning your tradeshow strategy. Strength component: Building strength in your major muscle groups involves weight training and cardiovascular work. You know you are making headway when upper management supports your program. This means that you fully understand their corporate goals and objectives and can integrate them into your exhibit marketing strategy. Aerobic component: The goal is to get your heart rate into target zone and sustain that pace for an extended period of time. This means that you need to direct your pre-show promotional workout to those people who you really want to actively walk into your exhibit, find out more about you and do business with you. Think in terms of multiple, distinctive promotional programs directed at various target groups. Flexibility component: An exhibiting company’s range of motion will vary depending on its age, activity and structure. Good news is that your degree of flexibility can always be increased. Take time to find out what your prospects want and like so that you can tailor your marketing activity accordingly. Fitness Level 3 - You always stretch major muscle groups This level is designed for serious exhibitor who wants to build marketing endurance, strength and muscle tone. Strength component: Your people make up strength and backbone of your exhibiting presence. They represent everything your company stands for, so select best. Prepare them well beforehand. Make sure that they sell instead of tell; don’t try to do too much; understand visitor needs; don’t spend too much time; and know how to close interaction with a commitment to follow-up. Aerobic component: Public relations is one of most successful ways for pumping blood into your tradeshow activity. Build media relations, prepare press kits, investigate speaking opportunities and consider sponsorship opportunities Flexibility component: Reduce possibility of sales injury and market muscle soreness with a flexible and timely lead-management plan. Make your sales representatives accountable for leads given to them, and then measure your results. ConclusionNo matter what your fitness level is or what your exhibiting goals, your company will look and feel better when you regularly participate in an exhibiting workout program. To be successful, you must incorporate it into your daily marketing strategy.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.
| | Exhibiting WizardryWritten by Susan Freidmann
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Many of history’s greatest discoverers and inventers happened across their major discovery quite unexpectedly. Often, they were looking for something else. Remember Christopher Columbus set out looking for India, and lo and behold, look what he found! What are two most unexpected things that might mysteriously happen during your next exhibiting experience? Put magic into your thinking When you ask yourself "what if" questions you stretch your thinking and plant seeds for creative new ideas. What if ghosts and goblins were to roam show floor? What if exhibit booths could fly around show hall positioning themselves right in front of your major prospects? What if people wearing special glasses were only attendees able to see your exhibit display? What if you tried this exercise? Slay a dragon Dragons elicit fears and fears often stand in way of you doing new and creative things. So many exhibitors fear uncharted territory. You fear unknown and you fear failure. Take time to look at those fiendish creatures that hold you back from being and doing all you can before, during and after show. What dragons can you slay? Learn from others There are countless people and situations you can learn from. The key is being open and receptive, and in essence, being prepared to be a lifelong learner. Look to past and learn from historical figures, borrow ideas from innovators, learn from others’ mistakes, use ideas from patterns and cycles in nature. Where can you look for some magical theory? Transport people to another place J.K. Rowling performed incredible magic transporting people around world to enchanted magical world of wizards, spells and mythical beasts. In fact there is a wealth of folklore, mythology and history that shimmers beneath surface of her stories. How can magic you dream up transport your exhibiting program to another level? Go where others fear to tread When you exercise courage to do something different, you take a risk. You have a risk muscle that you keep in shape through regular exercise. It takes courage, a pioneering spirit and a sense of adventure to overcome scary stuff and seek out unknown opportunities. How can you exercise your risk muscle? Believe in your success Thomas Edison once said, "The value of an idea lies in using of it." Believe that creative ideas you conjure up will bring you untold successes. Now all you need do is wave your magic wand to put them into action. Which ideas will you start with? The moral of article is to never get caught without your wand, as you never know when you might need it!
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.
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