Today, more than ever, the success of meetings relies heavily on the strength of program content and presentation. Nothing can spoil a meeting more than hiring the wrong speaker. That’s because speakers do more than just convey the overall meeting message. You look to them to provide insights, awareness, and cutting-edge information in an energetic, motivational, entertaining, and professional manner. What more could you ask for? Well, the right speaker can emphasize an important message, offer inspiration, help people cope with new assignments, and lead the way towards change.

Selecting the right speaker for your event is one of the most important, yet daunting elements for creating a successful meeting. Your speaker can often make or break the event. If he bombs, your reputation not only takes a severe nose-dive, but you also have the pleasure of dealing with the barrage of complaints from a disappointed audience. Yet, if he does well, you can walk away with many of the accolades, compliments, and of course, the rave reviews. By now, you probably realize that this massive responsibility is not to be taken lightly.

Raise Your Expectations

The skill to selecting a great speaker is determining what combination of education, motivation, and entertainment best fits your function. Then set out to find a perfect match. But keep your expectations high, since nothing can spoil a meeting faster than booking the wrong speaker. The following 10 guidelines should help you keep your focus and also keep you away from the “duds.”

1. Know the program objectives. Before you can start looking for the right speaker, you must know the program objectives. Begin with the end in mind. What are you looking to achieve? Is this an annual meeting, a training program, an incentive get-together, an awards celebration, or another type of event? This will probably be a committee or management decision, rather than one you will have to make. But you may have to make an intangible concept tangible.

2. Understand the audience’s needs. Along with the program objectives, consider the needs of your audience. Does your group need industry-specific or technical information? Will a mix of motivation and entertainment serve your group’s purpose? Today’s audiences are generally younger, more educated, more diverse, and more sophisticated than in the past. They want content. They want to learn, but they also want it to be fun, so consider the audience needs and exactly what they expect. Consider surveying your audience. Ask them what they want or what skills would most help them in their jobs. For example, sales people may ask for advanced selling skills, but managers may request teambuilding programs.

3. Check for reputation. With countless speakers out there vying for your business, how can you possibly determine which one best meets your needs? Many speakers produce highly professional or glitzy marketing materials to help sell their services. You must look deeper than simply scanning a few brochures and ask pointed questions to find the right fit, such as What experience does this speaker have? How familiar is this speaker with this industry? and, Who else has used this person?

4. “Test drive” your prospects. If you don’t have the opportunity to preview a speaker in person, then the next best thing is to request a video or audio recording of a previous presentation. A session that was recorded before a live audience gives you a better sense of a person’s real ability. Watch or listen carefully to how the speaker builds rapport and interacts with the audience. Ask yourself if this person would be right for your group. Is the combination of education, motivation, and entertainment appropriate for your needs? Does the speaker have a message that is appropriate, timely, and relevant to the theme or purpose of your event? Does it conform to your company’s philosophy and policy? Do you feel the speaker is genuine and has the expertise to deliver a solid presentation?

5. Don’t be star-struck. If you are considering celebrity speakers, make sure they can speak! TV personalities do a great job on the air, but sometimes have little public speaking expertise, and you should be aware that the skills needed for being on TV and for speaking live are very different. However, many well-known personalities make excellent speakers and can add enormous value and clout to your event. Politicians and sports, media, or entertainment celebrities often share life experiences, offer advice, or have an inspirational message to impart.

6. Be wary of grandiose claims. Speakers who claim to be all things to all people are probably desperate for work. Avoid them. True professional speakers, on the other hand, usually have certain areas or topics of expertise. They would much rather refer potential business to a true expert than jeopardize their reputation by trying to do a program outside of their knowledge zone. Also, beware of the charismatic and fluffy speaker as your audience wants good, solid take-away value.

7. Provide and ask for good information. Reputable speakers want to find out as much as possible about the meeting objectives, the audience, industry challenges, and so on in order to tailor their presentation to the group. Share information on your organization and audience to help the speaker design a program to fit your specific needs. provide them with newsletters, catalogs, or any other publications that highlight industry trends, key people, industry jargon or buzz words, and insider news and views.

Also include as much information as possible about the size and demographics of the audience such as age, gender, and positions.

8. Ask for an outline. Ask prospective speakers for an outline of the presentation to make sure they will be covering the material as you discussed. This will clearly lay out what’s expected as verbal communication is subject to being misunderstood or misinterpreted. Seeing exactly what speakers plan to cover in the sessions should help to ensure that the material is tailored to your specific needs.

9. Maximize opportunities. Look for ways to maximize opportunities with your speakers. Discuss different ways they can add extra value and be a significant resource to help improve your meeting’s success. Brainstorm ways that you feel they can assist you in planning, preparing, promoting, and presenting. Some suggestions include serving as an emcee, conducting special sessions or roundtable discussions about current issues for select groups such as company executives or the board of directors, and participating in a spouse program.

10. Trust your instincts. Through your communication with the speaker, you will quickly form an opinion or have a feeling about this person. First reactions count here. “I like this person” or “I don’t like this person,” or “I feel comfortable or uncomfortable working with this person,” are strong indicators. These responses usually comes from your gut — a very trustworthy organ. Have confidence in your instincts and trust that so-called sixth sense. If you experience any kind of negative feeling, think about looking for someone else or get another opinion from a colleague. You want to make sure that you can work with this person and that both of you are on the same wavelength.

The true objective of hiring a professional speaker hinges on establishing a partnership where a mutually beneficial relationship grows and flourishes. When this happens, you know you’ve chosen well.

The Perfect Match
Overwhelmed with the plethora of speakers to choose from? You may want to turn to a speaker’s bureau for advice and guidance. A good bureau should act as a consultant and partner to help your event succeed. Even though many hundreds of bureaus are out there, the numbers pale in comparison to the thousands of speakers. A bureau’s sole purpose is simply to make your job easier and provide you with solutions. They want to find the best possible match for your event within your price range. So, where do you go looking for one of these bureaus? Here are a few places to start your search: the phone book, chambers of commerce, convention and visitors bureaus, the Internet, industry colleagues, and friends.

A Final Note:
Look for CSP (Certified Speaking Professional) or CPAE (Council of Peers Award for Excellence) designations. Both these are conferred by the National Speakers Association and are considered the speaking profession's international measure of professional platform skill (http://www.nsaspeaker.org).

Armed with these guidelines and resources, your search for the perfect speaker will be more fruitful. And with a little effort and some time, you will connect with a speaker who will fulfill your goals— one that will be both inform and enlighten. Your audience will thank you.

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.

The trade show floor is full of different types of people with different agendas. Some people have specific goals for attending the show; others do not. As an exhibitor your observation and questioning skills will be your key to determining who may be a viable sales prospect. Familiarize yourself with the various visitor types likely to frequent the tradeshow floor.

1. Definites. If you have done a thorough job of preshow marketing, definite prospects and customers will visit your booth.

2. Demonstration Junkies. Watch out for passers-by who are attracted to your booth by a demonstration or other activity. These could be valuable prospects or time wasters. Ask a few short, open-ended questions to find out.

3. Curiosity Cats. These types could be curious about anything – what exactly your company does, a graphic, who designed your booth, and so on. Do not spend too much time with someone who is just interested in the design and construction of your booth or intricate details about your graphics.

4. Paper Lovers. Some people love to collect literature or just take any piece of paper no matter what it is. Are they attending the show to research the market for a boss? If so, they may be an influencer worth pursuing.

5. Eyeballers. These types are usually extremely friendly; they smile and their whole body language says, “please talk to me.” Questioning will determine whether or not they are prospects worth pursuing.

6. Jeopardy Gigolos. Winning contests is their passion. They are always ready, willing and able to drop a business card into a fishbowl for any kind of drawing. Contests that require more than just a business card to enter will help deter these types from finding their way onto your follow-up lists.

7. Keepsakers. Any kind of giveaway attracts these types. They may even want more than one for family, friends and colleagues. Keen questioning will ascertain if this visitor has potential.

8. The Disinterested. Some people in the crowd will simply not be interested in what your organization has to offer. They often let you know in no uncertain terms through their body language; for example, walking by purposely avoiding eye contact or chatting with a colleague. Waylaying these types will only upset them.

9. Hawks. These people attend shows for the sole purpose of selling you their products or services. Publication advertising representatives are a prime example. They are unlikely to be prospects, but you never know. If floor traffic is slow, it may be worth asking a few questions, if only to find out who they could refer you to.

10. Job Seekers. Trade shows are an excellent place to network and look for organizations who may have present or future job openings. As with Hawks, you may want to spend time with them during slow, unproductive periods.

11. Nonentities. These types could be underlings in their organization sent to do some specific research. Never underestimate them. They may be extremely strong influencers. In addition, they probably know whom in their organization you need to contact. Time spent with them could be invaluable.

12. Snoops. Beware of the competition! These types often give themselves away by knowing too much or asking precise questions. Make sure that you do more questioning than talking so that you lessen the chances of giving away valuable information.

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.

30 Tips for Keeping Meeting Expenses to a Minimum
by Susan Friedmann, CSP

Money makes the world go ‘round. And when it comes to meeting planning, money can probably get you whatever you want. However, few event planners have the luxury of an unlimited budget. Your boss may like to drink champagne on a beer budget. In other words, the person may caution you to spend less, but expect miracles at the same time.

Preparing and managing a realistic budget is serious business, but to score “big boss” points you also need to be a savvy negotiator and cost-cutting aficionado. To help you on your way, here are 30 tips in a variety of different areas to keep your meeting expenses at a minimum without losing quality you strive for.

1. Keep your budget flexible. Be prepared to build in a contingency of 10 percent into your total budget to take care of any unexpected expenses and emergencies. Unforeseen or overlooked costs such as overtime, overnight mailings, phone and computer hookups or speaker substitutions could skyrocket your budget.

2. Check all invoices. Question anything on your invoices that doesn’t compute against the written quotation. Scrutinize your hotel/facility and food and beverage invoices while on-site. Ironing out discrepancies in person is much easier than over the phone.

3. Limit authorization. Only a select few should have the authority to charge items to your master account at the hotel. Make sure the hotel has a list of these people, and refuse to pay for charges signed by unauthorized personnel.

4. Review accounts daily. To avoid any major surprises or heart failures when you see the final bill, review your accounts with the facility on a daily basis. It’s easier to spot errors or make necessary changes if costs are escalating in certain areas.

5. Schedule during low-usage times. If you have the flexibility, consider scheduling your meetings during low seasons or days of the week when the facility is less busy. Booking near holidays such as Easter, Memorial Day, and Labor Day might definitely be to your advantage.

6. Ask for the best rates. Do your research. Check out the rack rates, corporate rates, AAA discounts and so on, and compare them to the group rates you’re being offered. Call the toll-free reservation desk for information.

7. Confirm and reconfirm your dates and event details. Overlooking a detail may cost you big bucks.

8. Request a discount for on-site payments. When the facility doesn’t have to wait for payment because you arrange to pay immediately after the event or as the meeting is ending, they may well be open to a discount for prompt payment.

9. Be conservative with room blocks. With more and more guests using discounted hotel sites for room bookings, attrition on unused rooms can get very expensive.

10. Negotiate comp rooms. As part of your discussions with hotel management, negotiate comp or discounted rooms for speakers, staffs and or upgrades for VIPs.

11. Understand your cancellation clause. Don’t sign anything you’re not completely happy with. Be certain that your cancellation clause is reciprocal, so that both parties get the option to back out of the contract before a specified date, in case of any changes to the original agreement.

12. Negotiate set prices. To help with your budgeting, arrange to pay a specified amount on food and beverages during your entire event, rather than a rate per person, per function.

13. Consult a tax attorney. Investigate tax laws for your business location and the event location. You may be eligible for tax breaks that you’re not claiming.

14. Keep room setup simple. Wherever possible use theater style (where only chairs are used) as it is less labor-intensive than classroom-style (which includes both table and chairs), thus lowering setup costs. Also, plan to keep setups the same from day to day.

15. Check into other groups. Find out about groups holding their meeting prior to and after yours and discuss staging needs. You may find that you can save on setup and teardown if you all have the same or very similar requirements.

16. Investigate sponsorship opportunities. Find sponsors to cover as many of your program expenses as possible, especially speaker fees, audiovisual equipment, and special meal functions.

17. Investigate grants. Although it might be a time-consuming exercise, you might look into specific federal, state, local or corporate grants that might be available for holding your meeting.

18. Use industry experts. To save on speaker expenses, consider using industry experts whose companies often pay expenses. Alternatively, use local speakers where appropriate to save on travel expenses. However, check how good they are before hiring them. You may end up with a dud!

19. Avoid renting unnecessary equipment. Double check speaker needs for audiovisual equipment to avoid renting unnecessary items.

20. Keep signage simple and reusable. Consider investing in a laminating machine to make your own signs.

21. Discuss economical audiovisual setups. Limit the number of microphones needed. Check if the hotel supplies a complimentary microphone in each meeting room. Skirt a cocktail table instead of renting special carts for A/V equipment.

22. Use outside suppliers. Look outside the hotel for possible audiovisual suppliers whose prices may be more competitive than those in-house. However, the hotel may match the other supplier’s prices if asked.

23. Save on transportation. Use airport shuttles instead of taxis. If you have a sizeable group attending your event, negotiate special discounts with the shuttle bus company. Alternatively, check if the local taxicab company can provide discount coupons.

24. Arrange for one room. For smaller committee meetings that may be held during a larger conference arrange for a buffet luncheon to be held in the same room as the meeting to save on having to rent a separate room.

25. Negotiate food. Negotiate paying for food based on consumption. You can then return food without having to pay for it.

26. Minimize portions. Sever mini-Danishes, muffins and doughnuts, or cut larger servings in half. Many people (especially women and dieters) only want half to start with. Alternatively, serve a continental breakfast instead of a full breakfast buffet.

27. Opt for fewer choices. When it comes to hors d’oeuvres, go for fewer choices in larger quantities rather than a large selection in smaller quantities. And, remember to avoid the shrimp. People inhale it. There’s never enough!

28. Check for dead stock. Check if the hotel has dead stock wine available (such as wine that is no longer on the wine list). You may be able to negotiate a great price for some really good quality wine.

29. Store opened bottles. Find out if the hotel can store opened bottles of liquor from one reception and us them another reception during the same conference.

30. Open bottles as needed. As the banquet captain to open wine bottles only as needed. You pay for every bottle that’s been uncorked.

Bonus tip: Avoid salty foods during receptions as it encourages people to drink more.

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.

by Susan Friedmann

Exhibiting overseas is one of the fastest and most cost effective ways to identify the best foreign markets for your products/services.
International trade shows and fairs offer opportunities for multilateral contacts and business deals. They allow you to test your product’s export suitability; explore the strength and scope of your competition; and gain exposure to potential suppliers, in-country distributors and customers before making any sizable financial commitments. However, to effectively trade internationally, top management must commit to developing foreign markets.

More than 2,000 shows are organized worldwide each year, and approximately 150 of these events have significant global attraction. Most are held in the major trade show centers in the United States, Germany, France, Italy and the United Kingdom. The following A-Z guidelines will help to take the fear and anxiety out of your overseas exhibiting ventures:

Ask questions and thoroughly research overseas shows to find the ones that attract your target market. A good starting point is the U.S. Foreign Commercial Service (FSC), part of the International Trade Administration of the Department of Commerce. Other sources of information include banks, trade associations, foreign embassies and consulates, bi-national chambers of commerce and the Internet.

Book space early. Allocation for space is a "first-come, first-served"
basis. Applications for space need to be submitted as early as possible — 12-18 months prior to the event. Reservations are made with the show organizer or their international representative. Most of the large shows, especially the German ones, have global sales offices.

Coordinate shipping arrangements. Most international trade shows have an officially designated freight forwarder who is familiar with all the relevant details. They will handle the invoicing, arrange for licenses and declarations, prepare packing list, issue bills of lading, handle insurance and prepare all necessary documentation. A duty charge is not normally assessed on equipment, unless it is destined to remain in the country after the show ends. An international carnet facilitates importation and movement of samples and professional equipment between countries.

Determine that your product complies with international technical and safety standards. Germany, in particular, has extremely stringent laws regarding testing products to comply with applicable specifications.
Overseas companies are allowed to exhibit products at German trade fairs before their products have been inspected. Formal certification is required is necessary to legally sell your products in Germany. Certain types of merchandise are also subject to specialized safety codes and technical requirements. It is advisable to use a local consultant to help you through the compliance process.

Establish a realistic budget. Costs of overseas shows vary widely, depending on a host of variables, for example, location, exchange rates, time of the year. In addition to your display, shipping, promotional and staff costs, also take into consideration, import duties and export regulations. As a safety net, add 25% to your budget to cover unexpected costs, tipping and exchange rate fluctuations.

Familiarize yourself with overseas union policies. Strong unions exist in the U.K., France and Italy. Understand and appreciate the rules and treat everyone with respect. Offering to buy your union labor lunch or a beer, as well as tipping, often helps to minimize pilfering, loss and damage. When working with contractors, always have someone who can speak the language and give logistical instructions. Arrive at least a week prior to the show to iron out any kinks.

Get to know pricing. Your company representatives should be prepared to negotiate and agree to terms at the show. They should also be fully conversant with tariffs, the European Community’s Value Added Tax (VAT) and other tax implications, and importation and delivery procedures. When quoting prices, most buyers expect prices quoted c.i.f. (cost, insurance, freight), including duties, taxes and other charges. For a small fee, local freight forwarders will assist and prepare c.i.f. costs.

Have arrangements for credit and payment. You should make arrangements with a bank that has international banking affiliations to facilitate your banking needs. Discuss arrangements for transfer of funds, letters of credit and bills of exchange. Potential customers or representatives will expect a credit check. Individual profiles on overseas companies can be found through the World Trader’s Data Reports, available for a small fee from the US Commercial Service.

Since exchange rates fluctuate daily and can affect pricing, especially when dealing with Latin American countries, consider getting paid in U.S. dollars.

Insist on using a native-born translator. When translating copy or business communications, always hire a local translator who has technical knowledge of your products/industry. Embarrassing mistakes occur when a translation is done by a non-professional with limited knowledge of a language and little or no understanding of slang, colloquialisms and double-entendres. Prepare product/service literature, data sheets, catalogues, etc. in the principal languages of the major countries represented at the show. Remember that most countries outside the U.S. use metric measurements.

Judge the context. Some cultures are more direct and explicit in their communication. Swiss, German and Scandinavian cultures are considered low context. Their words have specific meanings. In contrast, Japanese, Chinese and Arabs are high context. Their language is often vague, inexact and confusing for English-speaking cultures to understand. Reading between the lines is a must.

Keep language simple. Many of your international business contacts will speak English. Problems occur when you use slang, colloquialisms, idioms, jargon, buzz words, lingo, officialese, acronyms, and metaphors. These are often difficult to translate. It is far more effective to keep communication, written and verbal, basic and easy for anyone to understand.

Learn to speak body language. Seventy percent of our communication is nonverbal. We communicate by the way we stand, sit, tense facial muscles, tap fingers, etc. There are also hundreds of gestures to get across almost any meaning, from greetings, beckonings, and farewells, to terms of endearment and insults. Gestures and body language, with the exception of smiling, are not universal in meaning. Be aware of the etiquette on personal space, eye contact and when, what and how to touch.

Make sure that your top executives are available. Overseas shows, particularly in European and Asian countries, are serious business as they focus on sales. Top-level management attend these shows expecting to place orders. They expect, and want, to deal with their counterparts in your company. They expect to spend time discussing technical details and will often want to close major deals on the show floor. Technical staff, sales people and in-country representatives will help form a complete team.

Nail negotiating. Negotiating in international business is extremely complex. Socializing is often considered essential to the negotiating process. Learn the cultural rules, especially as they relate to timing and how business is conducted. Patience is often a real virtue.

Offer quality and uniqueness. High quality products and services are expected, particularly when dealing with the Japanese and South Koreans. The packaging is as important as the product. If your products and services compete directly with native companies, there needs to be something unique in the technology, innovation, design, styling or image to gain acceptance in the Asian market.

Plan on having a third-party contact. Many Asian and Latin American cultures prefer to do business with people they know. Meeting the right people often depends on having the right introduction. If the person you wish to meet respects your intermediary, then chances are you too will be respected.

Question whether "no" really means "no." Much confusion, frustration and irritation can occur when different cultures communicate real meaning. In some countries, such as France, "no" can often mean "maybe" and "maybe" can mean "no." In many Asian cultures, individuals will not say "no" outright. Rather, they use subtle clues, for example, saying "It’s very difficult," or "I’ll consider it." A "yes" or a nod of the head may very well mean "maybe" or "I understand," instead of it being the affirmative response you might interpret. To avoid saying "no," Koreans in particular will often give you the answer they think you want to hear. Learn to listen to the subtleties by asking open-ended questions. It is at times like these that a cultural mentor can be particularly helpful.

Recognize the role of women in business. Research the customs of the country you are visiting as they apply to women. Although female business travelers account for one of the fastest growing segments of the travel industry, problems still exist. Be prepared to prove yourself as you may not be taken as seriously as your male counterparts. Familiarize yourself with local and regional attitudes and cultural differences about women in business. This will help to define your approach and avoid potential problems and embarrassing situations. However, business overseas is based on trust and relationships. And women, like men, are responsible for creating the necessary rapport to accomplish their goals.

Supply all your company representatives with bi-lingual business cards. In Europe and Asian societies, business cards are essential. They act like a business passport. For countries where English is not widely spoken, have cards printed on the reverse side in the local language. This is best done in the country you are visiting. Also be aware of the specific etiquette that exists, particularly in Asian countries, for presenting cards. For example, in Japan, business cards are exchanged ceremoniously using both hands and a bow. Both parties will read and study the card. It is extremely impolite to write notes on the card or shove it in your pocket.

Train your people. Make sure that the people who represent your company at overseas shows are well trained and know and understand the cultural differences of the people with whom they will interact. They should know how to greet and address visitors. Formality is the norm in Europe, whereas a more casual and friendly style is acceptable in the U.S. Understanding different business negotiating styles, conversation sensitivities, and how women are treated in business, is essential, in addition to knowing eye contact, handshakes, body posture and spatial distance differences. The key is to develop relationships of trust and sincerity as they are critical for successful business.

Use ATM’s (Automated Teller Machines) to get local currency. They give you the wholesale exchange rate of 5-10%, which is a far better rate than you would get at hotels or currency exchanges. Always try to purchase enough local currency before leaving home to pay your transportation from your destination airport to your hotel, plus a little extra for tips.

Value different decision-making processes. The key is not to sell but rather to build relationships. Decision-making differs around the world.
For example, in Asian cultures, it starts from the lower levels in the organization, and works its way up the ladder. Many times, lower level employees will visit a trade show to gather information, which they will include in a report to a higher manager. Don’t expect a decision from an initial meeting. Decisions are usually made collectively, and the process is often slow and thorough. However, once a decision is made, especially in Japan, a quick execution is expected. The key, once again, is to do your research.

Watch out for cultural differences. Know and understand the cultural differences of the people with whom you will interact. Be sensitive to color and symbols and their meanings in different countries. For example, mourning is symbolized by white in Asia, purple in Brazil and yellow in Mexico. If your product, packaging and literature are in the wrong color, you will lose sales. Red and yellow are lucky colors in China — conversely, never use red printing in South Korea. In many of the Asian countries, the number four denotes death and should be totally avoided, including products packaged in fours. If possible, avoid the number nine, as it has connotations of suffering. Seven and eight are considered lucky. Be safe and always do your research!

Expect to follow-up personally. Personal contact and immediate follow-up after the show is the best way to establish foreign buyer/seller relationships to produce future orders.

Yield to a time investment. Building relationships is a key component to doing business overseas. Behavioral differences are real. It is wise to recognize them and to make allowances when doing business. Willingness to cultivate business contacts through personal visits plays a major role in export success. Plan regular visits to your major buyers, agents, or distributors. Be available, interested and quick to react to problems or complaints.

Zero in on the fact that doing business overseas demands time and patience. It may take several appearances at trade shows before your company is taken seriously. Foreigners want to feel confident that you are sincere and totally committed to your involvement in their country.

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.

The media has the power to influence your tradeshow efforts whether it be in television, radio or print. Your job is to target your endeavors to create a positive company image and brand awareness of your products/services. How do you do that? Outlined below are 27 important points to help maximize your tradeshow effort.

Before the show

1. Define and select your target audience so that you can tailor your message directly to the needs, concerns and interests of your prospects.

2. Ask show management for a comprehensive media list complete with contact name, address, phone number and email address of all trade, business and local press, radio and TV stations. Also ask them about their media plan for the show.

3. Find out which publications are planning a show edition and their deadline for press releases. Realize that many of the trade journals work several months in advance.

4. Build a working relationship with the press. Get to know the editors and writers. Volunteer to be a resource for them. Ask about particular stories they are working on and consider information you may have to help them.

5. Realize that editors are in interested in timely newsworthy information; industry trends, statistics, new technology or product information; interesting material, such as, do-it-yourself tips, techniques, or strategies; useful advice; human interest stories, including celebrities you have coming to the show.

6. Investigate other media possibilities not covering the show who might still be interested in information. For example, chamber of commerce magazines/newsletters; local and regional business magazines; industry-specific newsletters; cable television or local talk radio programs.

7. Understand the do’s and don’ts of press kits. A press kit should include interesting and timely information; a one-page company bio sheet - corporate structure, executive staff chart, sales figures; complete product information - specs, distribution methods, pricing; good product photos; key contacts. Don't include outdated, false or exaggerated information; photos of your CEO or top executives.

8. Minimize your press kit information so that it is lightweight and easy to fit into a bag or briefcase. If your company is relatively unknown, be creative with your press kit folder, for example bright neon colors or graphics attract attention. Save on fancy, expensive folders as they do not impress the media. Exciting newsworthy information is what they want.

9. Reserve press conferences for major announcements, new product introductions, but only if they are truly new or improved, or general industry trends - what’s hot and what’s not. The media get very upset attending a press conference which is poorly organized and where nothing newsworthy is shared.

10. Post your press kit online to make your company news available to the media, industry experts and consumers before, during and after the event with Online Press Kits from PR Newswire. Online Press Kits increase traffic to your trade show booth and extend your reach far beyond the exhibition floor when you let all important audiences access your press kit information. Your corporate information is always at hand and lives on long after the event.

11. Mail, broadcast fax or e-mail press releases about your product/service focusing on what’s new. For example, highlighting a new application or new market. Wherever possible include statistics. Always have a contact name and number along with your booth location.

12. Arrange interviews with editors several weeks prior to the show. The media will usually decide at the last minute whether or not to attend. Continue to send them updated information and photos so they remember your company name. Look for specific angles to interest the different media.

13. Have a plan in case a crisis occurs immediately prior to the show, for example, your CEO resigns, or there is a takeover bid for your company. Be prepared with answers to the media’s and visitors’ awkward questions.

14. Use your website to display useful advice as well as promoting your show participation. Make an offer on your website for visitors to collect important information, such as an executive report, when they visit your booth.

During the show

15. Keep the press office well-stocked with your press kits. Also keep some press kits in your booth in case the media stop by.

16. Have a media spokesperson in your booth at all times, even over the lunch hour. Be prepared to explain your product and its importance in easy-to-understand, non-technical terms.

17. Keep show management informed of newsworthy information for the show daily, and also in case reporters call in looking for story ideas.

18. Heighten visibility and create positive publicity through sponsorship opportunities.

Various media covering the event may automatically include sponsors names and/or photos, which can often generate coverage that might otherwise not be available.

19. Ask show management about opportunities to conduct presentations, seminars, or workshops. As a speaker, you are perceived as an industry expert. Some conferences request proposals to be submitted many months prior to the event.

20. Have a handout for your presentation with company contact information clearly marked on all pages. Have a page outlining what your company does. During your session offer something for free - a copy of the presentation, a special industry report, checklist, or tip sheet, and have participants come to the booth to collect it.

21. Use newsletters, special reports, audio cassettes, books/booklets, or computer discs/CDs as effective giveaways. These have a high perceived value and are more likely to be kept. Make sure they contain valuable industry-related information.

After the show

22. Send post-show press releases reporting trends, statistics or information on significant newsworthy information/orders that resulted from the show.

23. Collate all publicized articles and media coverage before, during and after the show, and send them to top management and your sales force. Include the best articles in mailings to customers and prospects.

24. Create a state of the industry report based on your observations at the show and send it out or offer it free to prospects/customers responding to a post-show mailing.

25. Send your customers and key prospects an audiocassette tape of your presentation or interesting interviews that took place during the show.

26. Include valuable show information in your company newsletter.

27. Encourage readers to contact you by including an offer and how to get it. For example, you could have readers contact you for a copy of your newsletter, free booklet or free information/report.

Finally, remember that your target audience are information seekers, always on the lookout for advice, ideas and information to help them. Your information must appeal to your target audience’s self-interest while at the time promoting your own.

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.

Traditional marketing is changing: Customers are more sophisticated and price sensitive. They expect products and services to be delivered faster and more conveniently. And they have no qualms about switching to competitors.

At the same time, traditional marketing tools are less effective than in the past. Products are not much different from each other, pricing is quickly matched by competitors, advertising is expensive and less effective, and sales force costs are rising.

Consumers are constantly being interrupted by thousands of marketing messages, making it easy for one message to get lost in the overwhelming clutter of communications. Plus, consumers no longer have a well-defined set of products and vendors that they will consistently seek out to fulfill a need.

So how do you create, win, and dominate markets today? According to marketing guru Dr. Philip Kotler, "marketing must help the company deliver more value to the customer."

What does this mean in trade show terms? It means that you need to focus on the services both exhibitors and attendees perceive as valuable ... and deliver them with perpetually fresh appeal.

Customer Value

Customers are getting more and more value conscious. You can fulfill their expectations by constantly "thinking exhibitor" and "thinking attendee." You need to live and breathe for your customers -- they make your job possible.

Encourage your team to do whatever it takes to get projects accomplished and wow your customers. Follow examples set by Disney, Ritz-Carlton, and Southwest Airlines. If they can do it, why can't you?

Brainstorm ways in which you can continually differentiate yourselves from competing shows. Don't be shy about inviting your exhibitor advisory members to be part of your team. Insist that they evaluate your employees on the job.

Training also needs to be a major consideration. If your employees need more skills, offer to pay for specific training courses in your area or push them to pursue continuing education opportunities online.

Change

Is your show successful the way it is? Do you think you have the perfect formula that works? If you say yes, you might be heading for decline. Your team needs to fall in love with change. If you don't grow and change, you'll become stale, your competition will outdo you, and then your show will be history. Change, however, has to be in line with the essence of your show -- it needs to be relevant. Just as your attendees expect to see and experience something new and exciting from visiting your exhibitors' booths, that expectation should also define your overall show. The challenge is that results need to be visible to the bottom line.

Experimentation is the name of the game. Each year you need to introduce new ideas and concepts into your show organization and production. Change doesn't have to be drastic; small subtleties can make the difference, especially when you implement ideas supplied courtesy of your exhibitors and attendees. Make sure that you communicate these changes and let your customers know that you're listening to their suggestions.

Convenience

How easy is it to do business with you? Are your systems user-friendly? Consider every piece from the exhibitor manuals to the registration desks at the show. What can be done to make participating in your shows a hassle-free experience? Consult your vendors, staff, exhibitor advisory committee, outside consultants, and even children for ideas and suggestions. Then try them out yourself. Again, model concepts that work. Ask yourself how favorite companies might solve your particular challenge.

Use the Internet to simplify form completion and registration procedures.
Offer discounts for using the technology. Challenge yourself to constantly make the process more convenient.

Communication

Bernd Schmitt, author of Experiential Marketing, once noted, "Today's customers take functional features and benefits, product quality, and a positive brand image as a given. They want products, communications, and marketing campaigns that dazzle their senses, touch their hearts, and stimulate their minds. The degree to which a company is able to deliver a desirable customer experience -- and to use information technology, brands, and integrated communications and entertainment to do so -- will largely determine its success in the global marketplace of the new millennium."

You want to stimulate such excitement among your exhibitors and attendees that your show is an experience not to be missed. Experiential marketing is the latest trend in marketing that focuses on the experiences of customers.

In addition to dazzling your exhibitors and attendees with your show promotion, realize too that they hunger for two-way communication. They want to know that you care, that you are interested in them and their goals. Either way, the key is two-way communication, them hearing you and you listening to them.

Customer value, change, convenience, and communication all make up the essence of a powerful 4 Cs marketing approach that will help take your show and organization to another level.

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.