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Susan's Articles


MARKETING RESEARCH (1)	BRANDING (1)
Booth Staff & Training (3)	Exhibits (2)
PUBLICITY & PUBLIC RELATIONS (1)	MARKETING MANAGEMENT (1)
TRADE SHOW MARKETING (6)

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Assessing Trade Show Sponsorships: Smart Move or Waste of Money? Participating in a trade show is expensive. From the minute you express interest in exhibiting at a show, you're flooded with sponsorship opportunities. All sponsorship opportunities are valuable -- to the right exhibitor. There must be a good match between the exhibitor, their goals and objectives, and the results the sponsorship can deliver. Avoid Booth Staff Duds: Thirteen Essential Questions You Have To Ask Booth staff selection is the single most important factor in your exhibiting success. More than graphics, signage, literature, giveaways, or any other variable, it is the people you put on the show floor that influence visitor’s opinion of your organization. Begin at the Beginning: Secrets for Success You never get a second chance to make a first impression. Beginning well means you're half done. Once you've established a rapport with the client, once that positive foundation has been laid, the hard work of negotiating a deal and closing a sale becomes so much easier. Countdown to Success: Twelve Things to do Twelve Months in Advance When a show’s a year away, it may seem like you have lots of time to get ready. But appearances can be deceiving. Twelve months is not long, especially with all the pre-show planning, training, and preparation you’ve got to do. Dirty Little Secrets: Five Things Trade Show Attendees Don't Want You To Know Look at the show floor. Check out the attendees. They look ordinary enough -- but they have secrets for successful selling. Dirty little secrets that they'd never tell anyone, not even under duress. These secrets are strong unifying factors influencing buying decisions. If you, as a smart and savvy trade show exhibitor, tailor your exhibit accordingly, you'll come away with higher sales every time. Just a Click Away: Using the Internet to Facilitate Your Market Research Market research is one of the most valuable selling tools a show organizer has. With the Online Expo becoming more and more of an industry presence, here are five techniques that augment traditional market research methods. Make Some Noise: Seven Super Promotion Steps Trade shows are all about promotion. You are strategically planning to present your goods and services to a specially targeted audience, in order to meet clearly defined goals and objectives. Media Darlings: The Top Ten Do’s and Don’ts of Working with the Press Many exhibitors don’t know how to work effectively with the media. Exhibitors wring their hands in despair when not a single word about their new products show up in the trade publications. It’s a no-win situation – but it doesn’t have to be! Preshow Planning Equals Success: 10 Essential Questions You Have To Ask The early bird gets the worm. The same holds true for trade shows -- the most successful exhibitors are those who start planning at least 12 months prior to the next event. Exhibiting requires a great deal of time, money, and personnel. Show Me the Money: Maximizing Tradeshow ROI What happens at the tradeshow is obviously import to your success, but equally important is what happens after the show ends. To truly benefit from all the hard work what went into exhibiting, must ensure that appropriate follow-up activities take place. Strong Arm Sales Stop Success Cold By engaging attendees in conversation, questioning and listening more than talking, and truly focusing on solving the attendee’s problems, you are far more likely to make a sale the attendee is satisfied with. Train your team to have a needs-focused approach... The Power of Podcasting: What Exhibitors Need To Know What's the most precious commodity in the world? The most precious commodity in the world is not something you can mine, or harvest, or hoard in safety deposit boxes. The most precious commodity is something you have an almost endless supply of. Wagging the Dog : Plan Ahead for What Happens After the Show Preparing for post-show activities is one of the wisest decisions you can make..... By clearly deliniating your plan for after the show, you’ll be able to streamline your operation....., and maintain valuable business relationships. Key to this are.... What To Do When Nothing’s New: Five Strategies for Success There are years when companies struggle to survive. Other years, it takes every ounce of effort just to maintain market position. Is it even worth exhibiting during these times? Do the results of participating in a trade show while your company’s in a lull phase justify the costs?.... Absolutely! In fact, it is precisely at these times when not participating could hurt your bottom line.... What’s In A Name? The Six Essential Elements You Need To Know Selecting a name for your new business is not easy. A name does more than identify your company. It tells customers who you are, what you do, and more than a little about how you do it.

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