Rock Your Trade Show

Are you looking to learn about the latest trends in the trade show event industry?  In this special ExhibitorLive episode, Nancy Drapeau, Senior Research Director at Center for Exhibition Industry Research (CEIR) shares how her organization conducts objective research to provide trade show state of the industry and trends.  CEIR is a not for profit organization and offers over 100 reports including the CEIR index which includes 14 business sectors.  Listen and hear how they provide key insights on the value of face-to-face marketing for industry stakeholders including exhibitors, attendees, associations, organizers, and suppliers.  If you want know where the industry is going this interview is just for you!

8 Trade Show Industry Trends and Insights

1. CEIR Industry Index: There is a correlation with how well the trade show industry is doing with the GDP and currently the industry is growing at a more moderate.
2. Trade Shows Continue to Deliver: Companies still see the value for the chance to have face-to-face interactions.
3. Marketing Spend Decisions: In 2017 among companies that exhibit, over 40% of marketing budgets are allocated to trade shows.
4. Digital Channels: 68% of Exhibiting companies use 1 or more digital channels for their trade show strategy.
5. Marketing Budgets Aren't Growing: The budget spend on the trade show channel has remained constant even when exhibitors have been asked to do more with less marketing budgets.
6. Top 2 Reasons Why Companies Exhibit: Sales Lead Generation and Branding remain the top activities why companies exhibit.
7. New CEIR Engagement Study: Over 900 exhibitor responded to the study which looked at what organizers are offering and what exhibitors offering for engagement.  For example: At a large equipment show, one company created a 3D Excavator and did live demonstrations at the show.
8. Engagement Gaps between Exhibitors vs. Organizers: Exhibitors see the value in new product showcases because decision makers go to see what is new.  Show organizers don't always offer a new product showcase as an opportunity exhibitors.

Face-to-Face Marketing: "People do business with People" Nancy Drapeau

 CEIR ExhibitorLive Session R604: Nancy will be speaking session on Thursday, March 1st about how engagement starts before the event: pre-event, onsite and post show and what companies are doing that works. She will be discussion why attendees go and why companies going to trade shows. Session attendees will find out what to stop doing if there activities that aren't delivering success at exhibiting.  During ExhibitorLive visit CEIR's exhibit at 404 to find more information and trends.

Resources: www.ceir.org and if anyone has a question for Nancy, reach out to her [email protected].

If you would like to take your trade show program to the next level find more tips and advice at www.rockyourtradeshow.com and reach out to me, I would love to help you!

Credits: A big thanks as always to Christy Haussler at Team Podcast for editing this episode!

Have you ever been so captivated by a great story that you lost track of time, and even your surroundings?  Park Howell, is the founder of The Business of Story, a Keynote speaker, TEDx speaker, and shares his wisdom after interviewing over 133 people on his podcast The Business of Story and helping brands tell their story through his company.  

"When you can tell a very honest, true, personal story that reflects who you are as a business leader, a brand ambassador...it connects better than any "advertising" campaign you could possibly imagine." Park Howell

Park Howell's Story Cycle Process-10 Steps to Creating a Story

1. The Back Story-What problem have you fallen in love with that your brand solves?
2. The Hero-Who are you solving the problem for?
3. Stakes-What is it that the Hero wants? What do they stand to gain or lose?
4. Disruption-Something has to Change. Why do they want this solution?
5. Obstacles- Why doesn't the hero already have this solution?
6. The Mentor-How do you help the hero solve their problem?
7. The Journey- Describe what the process is like when you help solve your hero's problem.
8. Victory-What is the first success milestone. How can you demonstrate success to your customer?
9. Moral- How have you helped your hero? What do they experience with your solution? How do you connect the belief and values and connect them with what your customers want?
10. Ritual-How do you make their story your story and build a brand ritual-how will they share your story with their world?

All of the steps are important and Park recommends that step 9 is the most important.  Figure out what is the theme that will help your hero.  Focus on what success feels like as a customer, attendee interacting with your sales reps or in a presentation to an audience, what do they want to experience?  It is different for each hero-having this clear before you start will help you make it to the conclusion of the story.

Resources:

Get Park's new e-book starting today! www.businessofstory.com.  There are free tools, a weekly podcast and other resources to help you create a brand story.

Credits: Thanks so much to Christy Haussler with Team Podcast for editing this episode.

Visit www.rockyourtradeshow.com for more insights, tips and advice from industry leaders.  If you would like to elevate your trade show program through story, reach out to me at www.rockyourtradeshow.com/letstalk

Where does Intel's Events Program Manager find inspiration? For Victor Torregroza, the world is full of experiential marketing-but not where you might expect it.  Victor shares how he finds creative innovative ideas in nature, in open markets, at museums, and even in restaurants.  If you have ever wondered how a company like Intel plans, delivers, and measures and delights at their exhibits, this episode has the inside story and more! 

Avoid FOMO (fear of missing out) and make sure to listen all the way to the end  for a first-hand account of what one of the biggest exhibitors at CES 2018 did to meet the challenge of total darkness during the black out at the show.  Discover how you can take attendee experience to a new level from an 8 x 10 to large exhibits. 

"One of the first things, I learned in the exhibit industry…is volume and scale.  You are buying that entire volume of space for your brand, for your strategy, to delight people and to really own that space." Victor Torregroza, Intel

5 Ways to Increase Attendee Interactions at Your Next Show

1. Stay human with conversations. One of the things people can forget is to maintain eye contact.  Attendees traveled far and wide to be at the show, stay present when speaking with them.
2. Ask leading questions that will start a conversation. "What are you hoping to get out of the show?" or "What is your manager hoping you will bring back from the show?" or "What solution will help you the most to win against your competition?"
3. Listen first before telling your story. Before sharing any marketing messages, find out matters most to the attendee.
4. Pause before expressing a solution. One of the most important aspects of listening and asking questions is pausing before offering a solution to the attendee's pain point.
5. Demonstrate empathy to the attendee during the conversation. Almost all attendees traveled to arrive at the event and left their personal lives behind.  Showing that you appreciate the effort made to learn information and a desire to connect on a personal level will go a long way to fostering positive attendee responses.

Victor shares not only a unique way of experiencing the world, he also gives a detailed account of what it was like to experience total darkness at the brightest trade show-CES 2018.  Be sure to listen and find out what Intel did to help attendees and their staff during one of the most memorable experiences on the trade show floor.

 Victor's Favorite Resources:

Epicurious - Since 1995, Epicurious has been the ultimate food resource for the home cook, with daily kitchen tips, fun cooking videos, and, oh yeah, over 33000 recipes.

Nature Go outside and see what is around you.

Find more inspirational tips, expert advice and ExhibitorLive interviews at www.rockyourtradeshow.com If you are listening before ExhibitorLive 2018 and want a free VIP pass, reach out to me.  See the photos discussed this episode.

 Credits: A big thanks as always to Christy Haussler at Team Podcast for editing this episode!

Have you been asked to demonstrate ROI for your exhibit program and need data that is more than cost per lead to validate your program's results? If you aren't sure how to show leadership the value of your trade show program, you are not alone. In this episode, Lynn Reves, Director of the Results Division at Exhibitus shares measurement strategies you can start using today. 

Four Ways You Can Achieve Measurable Results

1. Explore New Business Opportunities. Set your call to action strategy to be focused on the next step not the last step to converting a potential customer into a client.

2.  Focus on Client Retention. A hidden opportunity with face-to-face marketing is client retention.  Identify current customers and any that are at risk and include retaining clients as part of the value your trade program delivers.

3. Demonstrate the Value of Marketing Communications. Take advantage of speaking opportunities at a trade show and position the company as a thought leader.  Consider including elevating leadership's involvement with key customers and prospects.

4. Take Advantage of Cost Avoidance.  Look at ways to consolidate sales meetings at a national conference in lieu of a separate meeting.  Gathering global teams at a trade show reduces the cost of having a separate meeting in addition to the conference.

There are many additional ways you can expand the value of your program and  win leadership support.  Get started with this free trade show program assessment survey at www.rockyourtradeshow.com/assessment.  Encourage stakeholders in marketing and sales to take the assessment.  Information gathered in the assessment is much richer if sales and marketing take the assessment.  Exhibitus offers a complimentary evaluation of the survey results.

Want to learn more about ROI?  Visit Exhibitus in booth 1243, at the ExhibitorLive conference in Las Vegas February 25-March 1st.  You will be able to hear Lynn speak about an integrated measurement approach and so much more!  Receive a complimentary VIP pass by reaching out to me at www.rockyourtradeshow.com/letstalk

Credits:  Thanks as always to Christy Haussler and Team Podcast for editing this episode.

If you were given an unexpected 21% raise, would you ask for more?  The answer for most of us is we would be so surprised that the thought of asking for more wouldn't cross our minds.  The reality is there is a high cost when we don't ask.

This episode explores three examples of opportunities where women could have asked, and didn't and the cost that resulted by not asking.  You may see a little of yourself in the real-life examples and that is o.k.!  It has happened to all of us… where we look back and think: "if I only I had asked!"  Here is a blueprint to creating a habit of asking and the rewards that will happen when you do it on a regular basis.

6 Steps to Creating an Asking Mindset

1. Take A Look Back In Time. Think about the past five days.  Was there a situation where it didn't even occur to you to ask for something?  Perhaps you knew there was something you wanted but didn't ask?  Write down the details of the experience.
2. Take Note of How You Felt. Regret is something that we all have but it is what we do to move forward that counts.  If you are feeling wistful that you should have asked-don't worry you can change it next time!
3. Create an Alternative Storyline. Now think about what could have happened if you did ask…and how it makes you feel. 
4. Look Forward in Time. Think about the next 5 days.  Is there a meeting or opportunity in the where you may have the chance to step outside of your comfort zone and ask for something important to you?
5. Anticipate Questions In Advance. Create a play book of things you might ask for in different scenarios.  Perhaps you want to have a one-on-one with a leader in your company.  Are you looking to get stakeholder buy-in and need support?  Imagine situations where the opportunity to ask will occur and practice what you would say to achieve a positive outcome.
6. Make an Ask Success List. Each time you ask someone for something-keep a log on the outcomes.  Even if the answer to a question didn't quite turn out the way you hoped, write it down.  Sometimes the hardest thing in making progress is taking the first step.  Taking action is so important.  Keep this list on your smartphone or someplace that is easily accessible.  Refer to the list when you have doubts and it will reinforce the positive habit of asking for what you want.

This is your time. Don't leave anything on the table-ask for it.  You are worth it!

If you would like more insights about building courage, and asking for what you want, reach out to me at www.rockyourtradeshow.com/letstalk.  I would be honored to help you.

Resource: Check out episode 30 on Negotiations and the steps you can take to get to yes.  For more advice, and insider marketing tips visit www.rockyourtradeshow.com

 Credits: As always-a big thanks to Christy Haussler and Team Podcast for editing this episode!

Have you ever wondered what inspires designers to develop face-to-face exhibit environments?  In this episode, Matt Beck, Design Director at Exhibitus shares a behind the scenes look at how he finds inspiration (it might surprise you!) and how to bring the unexpected and delight your target attendees.  Find out how to use Design Thinking to connect with your customers at your next trade show event.

4 Ways to Use Design Thinking In Your Trade Show Program

1. Create the unexpected. Matt shares how creating the right design is like giving a gift to a loved one and seeing their excitement when they find exactly what they were looking for-and in the case of face-to-face marketing the gift is the experience they have when the solution to their problem is revealed to them in a trade show exhibit.
2. Design Thinking is Simple. It all starts with empathy and starting with your target attendee to create a framework from the end goal to be beginning process that yields the optimal results.
3. Early Collaboration is Key. Engage designers early-sometimes way early- in your process to really get the most out of the end result.  Designers are a resource and extension of your marketing team and can help turn potential customers into life-long fans if they have the opportunity to be integrated into the planning process.
4. Find inspiration in small places. You don't have to have a big exhibit space to yield wow results.  In fact, Matt shares how in smaller inline exhibits, there is optimal focus and it gives designers an opportunity to solve challenges in a restricted space

 In addition to having a design thinking focus for his team, Matt is embarking on a second year of speaking at ExhibitorLive.   He shares how everyone has fear at some point of speaking publicaly. For many people having public speaking on your career resume is something that will help in ways beyond honing presentation skills.  It leads to great connections and inspiration and creative ideas.

Design is only one component of the integrated marketing approach and to help you find the right solution, visit www.rockyourtradeshow.com/assement to take your free program assessment.  You will receive a report and a one on one review with Lynn Reeves, Director of the Results Division at Exhibitus.  The answers may surprise you and you can use the information right away in your program.

If you would like to attract, connect and engage with your target attendee, reach out to me, I love to hear from you.

Resources: The Fountain Head by Ayn Rand and Abstract on Netflix

Credits: A big thanks to Christy Haussler from Team Podcast for editing this episode!

Are you looking to take your healthcare trade show program to a new level this year?  Listen to 10 industry insiders in this Best-In-Show episode.  Whether you need to find your "why" for being in healthcare marketing, or want your sales reps to boost their engagement with attendees, this episode includes inspirational advice from trade show exhibit leaders and associations.  

10 Experts Share Trade Show Marketing Ideas

1.Carol Fields, Senior Manager, Congress Management Edwards Lifesciences

'Why' Healthcare Exhibiting "It is one of those industries, where even though people are with companies that are bought and sold often times you find people on the other and maybe you were on the exhibit company side, and now you are on the vendor side.  People try to stay in this industry any way they can."

2. Stacy McManus, Director, Corporate Alliances & Exhibition        Operations at American Thoracic Society

How Associations Use Technology to Help Exhibitors "We added Beacon technology in attendee badges with heat            mapping and are able to provide more precise demographic            information of who is in the hall and where are they going."

3. Christine DiDomenico, Event Marketing Strategist, Contractor, Freelancer

Proven Strategy to Win Leadership Approval  "I took one piece of paper, after collecting the issues and put them in 3 buckets, Must Do, Nice to Have and Out of the Box…having it simply on one page made a big difference…over a period of time we ended up executing almost all ideas you can see how they all beautifully integrated together."

NeKeta Argrow, Senior Manager Event Operations & Strategy at American Express Global Business Travel

What You Need to Do to Become a Speaker "If you want to be involved in a speaking opportunities it is really about networking and not being afraid to ask the question.  If you go to a conference and you feel there is a topic that is compelling when you get the notification for papers, submit a topic."

Sue Huff, Director Global Conventions at Medtronic, Inc.

Managing Teams during a Merger "The most important thing, the legacy company take off previous hats, take the best of the best and look at all the processes we have.  When we brought the team together we had a meeting within 2 weeks, let's share your current process, learn from it, what cool things are you doing and use as an organization."

 Cindy McCormick, Associate Director, Convention Marketing at Novo Nordisk

Creating a Pop-Up Sales Territory: "This is a new field, it is only active for 3 days, it is like a new territory, here are your sales goals…you make it fun for them and they want to win."

Gregg Lapin, Director of Meeting Services at American Association of Diabetes Educators, President-elect HCEA

Attendee Collaboration: "Attendees want to learn, touch and feel.  We are seeing more and more hands on demos for devices, apps, and technology."

Don Schmid, Lead Global Congresses at Pfizer

International Exhibiting: "The General Data Protection Regulation (GDPR) is Europe's new data protection privacy law for Europe is not just for healthcare there are 27 countries participating.  There are major penalties for violating the law…with fines up to 4% of your gross revenues."

Janet Aguhob, Senior Conventions Planner at Allergan

What Governs Healthcare Marketing:  "A good place to start are the big 3, the OPDP (Office of Prescription Drug Program), the second is the PhRMA code and the last is Physician Payment Sunshine Act. All three of these govern all of healthcare marketing and we need to deal with them on a daily basis."

Laine Mann, Director Global Congresses at Pfizer and HCEA President-elect

Tapping Into Your Brave: "It was a very difficult decision, but it happened very quickly…within a 3 week period, I got a Visa, packed up my life and moved alone to go to Australia for a year". Find out what happened next in this interview.

Stay up to date with the latest marketing, trade show and leadership trends at www.rockyourtradeshow.com

Gratitude:  A big thanks to Carol Fields, Stacy McManus, Christine DiDomenico, NeKeta Argrow, Sue Huff, Don Schmid, Gregg Lapin, Janet Aguhob and Laine Mann for sharing their advice, insights and inspiration!

Credits:  Thank you to the amazing Christy Haussler and Team Podcast for editing this

Are you looking at your career goals to achieve the best year ever? In this interview, Roz Usheroff talks about 7 deadly traps that really limit us from achieving our true potential. We don't always realize how we limit ourselves, opportunities and future with actions and thoughts that get in our way of achieving success. Roz shares her expertise of working with Fortune 500 companies worldwide applies how she helps her clients to the advice and insights in this interview. This is your time, feel inspired, stop falling into these traps and unleash your true potential!

How to Recognize and Banish 7 Deadly Traps

1. The Superwoman Trap. Women in this trap own the belief that they must be all things to everyone.  They continually set new goals and standards, raising the bar daily for themselves.  There is no such word as "no" because they believe that they can do the impossible.  Burnout is high for women in this trap.
2. The Good Girl/Likability Trap. Women have a strong desire to be liked by others and often seek the support of others, inserting into their conversation approval-seeking phrases such as; "Okay? Ya know? Right? Do you agree?"  Women will also use apologetic words to be liked.  "I'm sorry" seems to be a common language with this trap.
3. The Opinion Trap. A carry-over of the Likability Trap is the Opinion trap.  Many women soften their message by expressing it as their 'Opinion' and not as fact or a firmly held belief.  Fearing what will happen if they say how they truly feel about a subject or share fully their thoughts or opinions, for fear they will be rejected. 
4. The Bossy Trap. Women often worry that if they are too assertive, they would be described as bossy - or worse, aggressive. Women are often reluctant to be seen as too assertive, fearing that we will be perceived negatively.  Because women also worry about being too pushy, they wait for it to be their turn to speak, which often limits an opportunity to promote their idea, service or product. 
5. The Dr. Jekyll and Ms. /Mr. Hyde Trap. Women have the tendency to take things too personally, emotionally react (internally or externally) resulting in loss of credibility.   For example, at the beginning of a meeting, a woman will demonstrate calm, poise, enthusiasm, etc. – all positive traits.  However, if the same woman is made to feel devalued, her mood and demeanor changes dramatically.  This may result in her withdrawing, appearing aloof, or annoyed, confrontational and defensive.  This behavior will cause her to be viewed as "emotional" rather than professional. 
6. The Perfectionist Trap. Women who fall into this trap set standards that can never be met. They are never satisfied unless they do everything with perfection.  They judge others in a similar fashion. Because perfection is not always clearly defined, these women live with the expectation that perfection is the way to live life.
7. The Imposter Trap. Notwithstanding expertise, experience and wisdom, women live with the fear that they are imposters and their inadequacies will be exposed one day. This causes them to worry about being humiliated, demoted or terminated. As a result, a woman may not take a stand for what she believes in, speak up with confidence or take greater initiative in meetings.  Worse yet, women don't apply for new career opportunities unless they feel they have 100% of all the qualifications.

Recognize yourself in any of these traps?  Don't worry!  Listen to the full interview and hear how you can overcome them and move forward this year and become empowered.

Take Action!  New Year, New You-Art of Wow with Roz Usheroff.  There is limited space, and if you act now you may be one of the lucky ones to walk away with an incredible new outlook for 2018.

If you would like to find more interviews like this one, please visit www.rockyourtradeshow.com where you will find tips, advice and downloads to help empower your personal and professional lives.

Credits:

Roz Usheroff has appeared on national television - NBC, CBC, BTV and has authored three books, the most recent, "THE FUTURE OF YOU: Creating your Enduring Brand".  Her greatest joy is in coaching women on how to toot their own horn with presence and confidence and position themselves for success.

I would like to offer my sincerest gratitude to Roz for providing the content for this episode and blog post!

Thank you as always to Christy Haussler and Team Podcast for editing this episode.

Have you ever thought about how taking on a volunteer role can help more than your career? Get a behind the scenes look at putting on events for a large nonprofit in this interview with Ruth Martin. She shares her "why" for volunteering and the many benefits of leading the programs and events committee for the Chicago Healthcare Businesswomen's Association (HBA) board. As you look at the New Year and what you want to achieve, consider how volunteering may be exactly what you need to take your personal life and your career to the next level.

5 Ways to Maximize the Benefits of Volunteering

1. Choose the Right Activity. Think about an area in your career or personal life that you would like to expand experience in-whether it is expanding your circle of friends or learning a new skill.
2. Find the Right Organization. Some of the things to consider are the organization's programs, location of events and members.  If you are looking to network up and need to find mentors or help selecting a sponsor, make sure the organization has the right mix of people to help you reach your objectives.
3. Schedule Volunteer Time. In our busy world, scheduling the amount of time you can commit to a volunteer role will help you stay on track for completing the role.
4. Stay Engaged. Even if you don't have time to volunteer in one particular month, staying connected with your committee is important to fostering relationships and ensuring that you have opportunities to volunteer for a role in the future.
5. Keep Filling up Your Cup. One of the hidden benefits of volunteering is the sense of euphoria you feel when you do something for others.  It has been called the "helpers high" and has been proven to increase our overall sense of well-being.

If you want to learn more about volunteering, listen to the full episode and discover your spark to try volunteering.  As we head into the new year, if you have questions about how you can get involved, volunteer and expand your personal network, reach out to me, I would love to help connect with you!

Expressing my personal gratitude to all the friends and leaders from the Healthcare Businesswomen's Association (HBA) who have been guests on the show!  Your leadership, experience and insights help empower our listeners to take action and achieve personal and professional success.

For more interviews like this one, check out www.rockyourtradeshow.com.  And if this episode was helpful I would be so honored if you would share it with a friend or colleague today!

Resources:

Healthcare Businesswomen's Association

Ruth Martin

Credits: Thanks as always to Christy Haussler and Team Podcast for editing this episode!

Are you in marketing and need to develop a plan for a maturing product?  In this interview, Debbie Davis, Vice President of Global Marketing, provides a comprehensive blueprint of how to take a mature product and create a new marketing program that will enhance value, solve challenges and give sales reps new innovations to share with customers.  Debbie describes how her team developed a solution for customers who needed to collect data and track ROI for product effectiveness and was able to win leadership support.

6 Steps to Transforming the Life of a Product

1. Start by changing the focus of the message to be solution driven. Consider ways that other products can be leveraged together across categories and services to offer greater features together.
2. Look for ways to help sales reps continue to have opportunities. Look for additional features that weren't considered before to help reinforce existing customer loyalty and stay ahead of the competition.
3. Share data proof points on the value proposition. In the short term if you are in healthcare, using scientific studies and customer case studies to help support your idea and in the long term and are at a lower cost point than quality improvement studies and clinical studies which are take longer to complete.
4. Create a road map. Identify unmet customer needs and what the next generation technologies might be able to be used to produce a more consumable model for sales and leadership.
5. Prepare an evidence plan. Use the information you have gathered and before presenting any ideas, be sure the plan is tailored to key stakeholders. Include a focus on the return on investment.
6. Enable Customer Driven Solutions. Debbie shared how her company created an online tool that customers could partner with the company where they could collect data on their own and use the clinical and financial metrics to generate charts and data over time. 

A benefit of enacting a customer centric plan focused on additional features and solutions is that product loyalty increases when they feel personally invested and they ownership and validate proof of concept.  Integrating innovation and a solution that hasn't yet been tried before can be a key differentiator in staying ahead of the competition.

Favorite Resource: The Culture Map by Aaron Meyer

Like what you heard? Find more episodes on Marketing and Leadership visit www.rockyourtradeshow.com

A big thanks to Christy Haussler and Team Podcast for editing this episode!