Meet expectations: Choose the right show

Meet expectations: Choose the right show

On January 2^nd, it was 80 degrees in Pasadena, California for the Rose Parade and Rose Bowl. It is said that an influx of people pack up their belongings and move to the land of sunshine after attending these events or watching them on TV. Based on a single beautiful warm sunny day they make the assumption that their life will be better by moving to Southern California.

Making the decision to exhibit at a show should be based on more than a first impression from learning the total number of people who attend that show. It is important to know who is actually visiting the show: are they your customers, and especially the potentially profitable ones?

These are some of the considerations in making this determination:

• Attendee demographics
• Exhibitor attendance
• Buying season of your customers
• Conflicting shows
• Trends and market growth in your industry
• Your past experience
• Show costs

Ruth Failer, Bronze level, CTSM

 If your objective is to have a positive Return on Investment from trade shows, then choose your show based on solid information. Extensive research before the show can save you from pouring resources into a show that will not reap rewards.

Ruth Failer to Present 'Selling Without Spewing' Educational Session at EXHIBITOR2012 - Exhibitor News Network (ENN)

 Press Release: EXHIBITOR News Network

Ruth Failer to Present 'Selling Without Spewing' Educational Session at EXHIBITOR2012 -

News from CEIR: Attendance is the key factor in choosing a show.

 

NEW CEIR RESEARCH ON EXHIBITION TRENDS – Fourth Fact Sheet Released
Factors that Drive the Decision to Exhibit

DALLAS, 29 November 2011 – The fourth fact sheet released in the new study series reveals that attendance quality of an exhibition is the most prevalent factor driving the decision to exhibit (84 percent).

Study findings also uncover that favorable ROI (54 percent) and positive past performance (50 percent) are the next most common factors considered when deciding whether to participate in an event.

"Results to this study indicate that an exhibition's reputation for delivering quality attendance is the most influential factor in persuading a company to exhibit," notes CEIR Research Director Nancy Drapeau, PRC. "In a business climate where resources are scarce, exhibition organizers are wise to allocate some of these resources to audience acquisition and retention efforts. Bringing the right audience to exhibitors and the right content to attendees that keeps them coming back positions an event for stability and growth."

Background on the Study
On 10 November 2011, The Center for Exhibitions Industry Research announced the release of results from The 2011 Changing Environment of Exhibitions Study which explores how the exhibition industry is evolving and provides key market insights on opportunities and threats.

Findings document the current and planned use of the full array of available marketing, communications and sales tactics; positioning of business-to-business exhibitions in this mix; current high priority marketing and sales objectives and perceived value of using business-to-business exhibitions to achieve them; as well as the factors that drive the decision to exhibit or pull out of an exhibition.

This document, Factors that Drive the Decision to Exhibit, is the fourth of 10 separate fact sheets that will be released with actionable suggestions on how organizers and exhibitors can use the results to enhance their business objectives.

CEIR's online research library available at www.ceir.org offers industry professionals an array of tools to assist in the planning and marketing of exhibitions for organizers, exhibitors and suppliers. Industry trend data is also a trusted source for press, consultants and the financial community.

This initiative is funded by grants from the Exhibition Industry Research and the MPI Foundation, CEIR.

Methodology: The data for this study was obtained from an online survey of marketing executives across industry sectors who are involved in marketing and promotions decisions, including deciding whether to exhibit at exhibitions. Target companies included those that exhibited in at least one business-to-business exhibition in the past two years. A total of 298 executives participated from a sample of 14,636, for a response rate of 2.1 percent.

For more information on this report series, contact Nancy Drapeau, PRC, Research Director of CEIR at ndrapeau@ceir.org or +1 (207) 332-9839.

About CEIR
CEIR serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position. For additional information, visit www.ceir.org.

Media Contact:
Susan Brower, CMM, CCP
sbrower@ceir.org
+1 (972) 687-9207

Happy Thanksgiving

Ruth Failer

Warmest wishes for a wonderful Thanksgiving.

May the upcoming holiday season prove to bring you much joy.
I am blessed to have met you, it has been a pleasure to have worked with you.

There is nothing greater than watching the success of others,

All of my best. Always.

Dedicated to your success,
Ruth

Trade Shows are Scary

What would you do if you exhibited at a two day trade show and at the end of the first day the show organizer said "pack it up and go home we can't afford to pay the show maintenance staff"?

Would you ever exhibit at any future event the show organizer produced?

How does one keep from that happening again?

An article I thought you might enjoy as much as I did.

Charge What You're Worth

By Jim Palmer

We’ve all heard the phrase “work smarter, not harder.” Well, I’m here to tell you if you’re not charging what you’re worth, chances are you’re working much harder than you need to be.

We all have God-given talents, but to be a truly successful entrepreneur, it’s important to know what that knowledge is worth. It’s equally important to not let your talents or skills become commonplace, or second nature, over time. This leads to under cutting the value of the service you provide. One thing to always remember – your customer doesn’t know what you know. Your knowledge and expertise are worth something beyond the amount of time it takes you to complete a task. If you find yourself struggling with prices and worrying that you are charging too much, get over it. You are not your customer. Provide incredible value and charge what you want to charge. Charge what you’re worth.

Your knowledge and your skills have real value. Whatever it is you do, do it well, and provide incredible service. Then be certain you are charging what you’re worth. Your expertise and skill are not as commonplace as you may think, especially if you market them correctly.

The key to substantially boosting your profits is to always provide incredible value and world-class customer service, and then charge what your products or services are worth to your customers and clients, and grow your business and your bank account.

Looking for more ways to boost your profits? You can find them all in my latest book: “The Fastest Way to Higher Profits: 19 Im mediate Profit-Enhancing Strategies You Can Use Today.” Your job as a business owner is to start nurturing, developing, and building a strong relationship with your customers. Get your copy, read it now and implement what you learn!

Jim Palmer is known internationally as the 'Newsletter Guru, the go-to resource for smart, effective strategies for maximizing the profitability of customer relationships. Jim is also the acclaimed author of The Magic of Newsletter Marketing - The Secret to More Profits and Customers for Life and Stick Like Glue - How to Create an Everlasting Bond with Your Customers So They Spend More, Stay Longer, and Refer More! Jim is also the creator of the wildly popular No Hassle Newsletters and No Hassle Social Media.

If I Say It One More Time

Off to the show again—your tenth show this year promoting your newest product. It’s the same product you’ve been talking about every hour of every show for the last few months. After a while you may feel like a robot, repeating the same words with the same tone of voice, over and over. Teachers, trainers and actors have this problem too. How do you make what you have to repeat consistently interesting and engaging?

I will be speaking at EXHIBITOR2012 in March to CTSM candidates, event planners and exhibitors on the topic of Selling without Spewing, a topic I have spoken and written on before. As a first-timer at this conference I was required to attend a speaker’s workshop. 

Our instructor Dan Lumpkin said something that will stick in my mind. When he walks out in front of his audience he tells himself that he is presenting a wonderful gift that he knows they will enjoy. His presentations reflect his positive attitude. He has such a following that some people will take any class he teaches just to be in the room with him. If you are going to EXHIBITOR, make one of your classes his.

Step 1: Think of yourself as handing the perfect present to your audience.

Step 2: Change the order of your presentation; talk about the benefits this particular person will find the most interesting first.

Step 3: Meet and connect with your prospect and find out why they are interested in your product.  Be sure you understand what their company does and how your product will benefit them.

Step 4: Ask questions and answer your prospect’s questions while discussing your product.

Step 5:  Positive thoughts will improve your outlook and your presentations will appear fresh. Use affirmations to reinforce the attitude you want to project.

5 Affirmations to Help with Your Sales Presentations

1. Prospects and customers are interested in what I have to say.
2. I am at my best at this trade show.
3. My products bring success and fulfillment to those who buy them.
4. Customers love our products and refer others to my business.
5. Prospects want the products I have to offer.

IAEE President Addresses Proposed Rules Released Recently by the Office of Government Ethics

DALLAS, 21 September 2011 - On 15 September the Office of Government Ethics released proposed regulations that would prohibit most federal government employees from attending essential trade events of the industries they are charged with regulating including most of the nation's 10,000 annual exhibitions.  Steven Hacker, FSAE, CAE, president of the International Association of Exhibitions and Events (IAEE), the trade group that represents organizers, facilities, suppliers and exhibitors of exhibitions and events in 58 nations has issued the following statement today:

"The proposed rules released recently by the Office of Government Ethics represent the latest and the most serious assault on American business, large and small, businesses that must be permitted to power and grow the U.S. economy. This reckless intrusion into commerce, if adopted, would further isolate regulators from the industries they must understand. The learning and communications that routinely take place during trade events are among the most important ways that government officials and business leaders can exchange views and ideas.

The very predictable results of this kind of Orwellian measure is to ensure that the U.S. economy will continue to be mired in uncertainty and fear that will only prolong the destructive levels of unemployment and economic malaise that have characterized the last three years.

All responsible leaders of the business community, for profit companies as well as not for profit associations, must view this latest attack by the federal government on business as a call to arms. We must come together to reject this absurd and potentially harmful set of rules or we will have only ourselves to blame."

About IAEE
Since 1928, IAEE continues to provide quality and value to its members through leadership, service, education and strong relationships. IAEE is the largest association of the exhibitions and events industry in the world, with a membership of show organizers, exhibitors and exhibition suppliers. Organizers of more than 20,000 exhibitions and buyer-seller events around the world are members of IAEE. Through the 2006 consolidation with the Center for Exhibition Industry Research (CEIR), IAEE delivers valuable industry research reports. IAEE also supports IAEE Services, the IAEE Public Events Council, The International Center for Exhibitor and Event Marketing, and the Exhibition and Event Industry Audit Commission, which are IAEE councils that provide products, programs and information to members. IAEE recognizes its strategic partners: American Airlines, ASP, Inc., Bearcom, Mexico Tourism Board, Orange County Convention Center and Visit Orlando, Vertical Nerve, Inc. and VoiceLogic. Visit www.iaee.com for more information.

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How Do You Get the Best Return on Investment with Giveaways?

In the Tips of the Trade eNewsletter article “Top 10 Ways to Choose Your Swag,” we discussed the importance of understanding your trade show, your potential clients, and your business values when choosing the best event giveaways.  Now that you have boxes of promo items sitting on your warehouse floor, you need to have a plan to make money from them. 

The giveaways should not be a surprise to your team. Everyone needs to follow the same procedures when giving out promotional products. Some suggestions for receiving a positive return on your swag investment are:

1.    Promote your giveaway in your pre-show marketing.

2.    Be sure the giveaway is in exchange for prospect information. Don’t leave them on a table for just anyone to pick them up.

3.    Ship promotional items after the show.

4.    Offer one giveaway at the show and a coordinating giveaway in a pre- or post-show promotion.

5.     Always print your contact information on the premium.

6.    Have prospects return a pre-show postcard in exchange for the giveaway.

7.    Give the swag as an incentive to listening to a demo or presentation.

8.    Buy your premiums in quantity.

Consider bringing in a trade show strategist to consult with your marketing department on the best giveaways for your money. Does your team need a Promo Products Marketing Plan? 

Ruth will work with your managers, promotional product vendors or her product resources to make the best giveaway choices and ideal Promo Marketing Plan. If you are in need of creative promotional products, she can put you in touch with her resources.

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