Rock Your Trade Show

You have an event, you have the plan, but how can you extend the message to all the people?  It sounds like a new take on an old rhyme but the truth is, it is harder and harder to grab and keep people's attention.  Dean DeLisle, Founder and CEO of Forward Progress knew this long ago and has mastered the art of connection.  In this interview we talk about how you can connect early, often and then continue the conversation with your key attendees.  Making content evergreen is not just a concept, it is a practice with Influencer Marketing for events.

5 Ways Influencer Marketing Turns Attendees Into Super Fans

1. Build Excitement. Before the event, invite speakers to get involved with attendees.  A key note speaker can take over social channels for a day and answer questions interacting in live webinar, on Twitter chats, Facebook Live and other social channels.
2. Show Sponsors Add To Packages. Create a sponsorship package that allows access to speakers before, during and post event.
3. Invite Speakers To Participate. You may need to incentivize the speaker to participate, it is worth it.   The value of evergreen engagement gives ROI on your participation.
4. During the Event: Encourage keynote speaker to do a live Facebook or Webinar to answer questions of a private sponsored group. Attendees want access and this gives them the chance to get their questions answered.
5. Post Event: Host periodic events when interactions taper off. It can be a quarterly or bi-annual event that helps attendees stay connected in a community to each other and to the key opinion leaders.  For organizers this helps retention and for exhibitors this gives a reason to follow up.

Real world results happen by implementing a plan that attracts, connects and engages early, and after the show.  Dean shares how American Family has doubled and tripled the number of people they engage with from events from using Influencer Marketing.

LINKEDIN BONUS TIPS!

Dean is a global influencer and expert on LinkedIn.  Here are three things you can do today to improve your online image

3 Online Profile Power Tips

1. Know Your Thing. Make it easy for anyone to understand what you are passionate about and make goals that tie to what it is you do.  For example if you want to attract new customers to your company-assign a number to it.
2. Know Your Target. If you looked across the table at your ideal customer-who would that be?  Visualize that person in everything you say and do, online, white papers and social media posts.
3. Know Where You Want to Go. Communicate your intention of where it is that you want to go.

Favorite Resources:

Book: "Selling the Invisible" by Harry Beckwith

Social Media Examiner

Social Media Strategies Summit

Find more information about Dean DeLisle:

Forward Progress

Social Jack

If you have question and want to know how you can use this at your next show, reach out to me, I love hearing from you!

Check out Rock Your Trade Show for more ideas and tips.  Take your online networking to the next level in our LinkedIn group!

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

Have you ever had something happen to you where you started to question yourself? This is a loaded question and yet we often don't think about the messages we give ourselves every day and how that impacts our performance.   Dove did an experiment where they placed two signs above a door-one said average and one said beautiful.  They did this all over the world and the response was the same.  Women either walked through beautiful and smiled or went through average and doubted.

Here is what one woman said: "Am I choosing because of what is constantly bombarded at me, what I am being told, or what I believe?" This test demonstrates how people see us and what we see in ourselves impacts our confidence.

Let's talk about how we can crack your confidence code-using the book "The Confidence Code" by Katty Kay and Claire Shipman as our inspiration.  Because with confidence and a slight mind shift, you will be amazed at the things you can feel, share and become at work and in personal life.

Here is what you can learn to do in this episode:

• Assess your own level of confidence
• Recognize thoughts, habits and attitudes that undermine confidence
• Identify actions you can take to increase your confidence and communicate that to others

When we recognize our current thoughts and behaviors, understand their causes and effects and resolve to developing new behaviors, the habits will form into new actions and will take you where you want to go.

Let's start with 3 common beliefs:

1. The way we see ourselves in the mirror isn't how others see us-this disconnect is limiting our ability to feel good about ourselves.
2. After we do something, say something or express something-we second guess that action-and think about it over and over and that self-assessment is holding us back from moving on.
3. The biggest challenge that women do-and my personal struggle-is the pursuit of perfectionism.

How can we help change the conversation?

1. Embrace our image and if you aren't sure how to do this-watch the Dove Real Beauty sketches – You're more beautiful than you think you are
2. Failure is your friend. When you realize how many failures mankind has made in order to discover greatness it liberates our minds and we can stop wondering "what if..." and think "now this".
3. Accept 90% is good enough. I was once this by a very wise boss and it is true but hard to remember when you are in the moment.  If you strive for 110% and resist less it hinders you in the end. Kim Feil, CEO of BizHiv described in episode 5- how perfectionism slows down progress.

Now let's talk about our personality types and how that impacts how we come off to others.  There are many combinations, introverts, extraverts, introverted extraverts and so on.  If you are an introvert and fall back on telling people "I am shy" as a reason for not participating or why you don't speak up in a meeting for fear of what someone might think.  The outside perspective of someone who is totally introverted is that you are unapproachable.  

Being unapproachable impacts how people respond in meetings to your idea because you make them nervous.  Find ways to boost how you feel to overcome your desire to not speak.  One of the easiest ways is to take up more space.  Amy Cuddy, in her Ted Talk shares that when you take up space-chemicals in your brain boost confidence-this was documented in a study she conducted at Harvard Business School.

If you are thinking-I am an extrovert or an introverted extrovert (someone who likes to be alone but can rise to the occasion socially) you still may have moments where you feel uneasy and using the "take up space" methodology for overcoming shyness works.  I use it before a presentation, speaking to an audience, networking or going to a social gathering.  Try it out and let me know what you think!

Now there is one last thing in cracking the code that we all need to do and that is banish negative self-talk.  This is that nagging voice in our heads that says "I am not good enough, not worthy or fill in the blank".  You are thinking well that is easy to say but how can I really do this? I am going to share a story about my own self doubt thoughts when I first met Katie Krimitsos.

After the event, she sent me a text that brought me to tears and it made me realize that the crazy negative thoughts were just that-CRAZY.

Here are two things you can do to help you when you have those moments:

1. Keep a log of kindness-when people send you a note of gratitude or share something that you did that was exceptional save it. Look at those words when you start to experience those negative thoughts.
2. Find a friendtor. I am so very grateful to my friendtor of two years Susan Crawford whom I met-in the Courageous Confidence Club!  We have a weekly call-sometimes more but always every week and we boost each other up.  You can do that too!

Everyone has their moments, even accomplished speakers like Brené Brown who shared that after her first TedTalk she wanted to steal the tape so no one could view it!  Thankfully she didn't and by her sharing her own vulnerability it transformed how we see ourselves and encourages us all to "enter into the arena".

Now it is your turn to do something for yourself-to take ACTION.

• Write down 3 things you want to do try differently to boost your confidence.
• Put these words in a weekly reminder to yourself in your calendar
• Check back in 90 days look back and see how different and empowered you feel.

If you liked what you heard, I would be so honored if you would share this episode with a friend or colleague.  And if you have a question, comment or need help with confidence, reach out to me.  I love hearing from you! 

Check out Rock Your Trade Show for more episodes to lift you up, and give you just what you need to rock your next show!

Credits:

The topic "Cracking the Confidence Code" was featured in a panel discussion that Natalie Benamou gave at the Healthcare Businesswomen's Association (HBA) National Conference along with Roz Usheroff, Cat Bui and Wendy White.  Natalie also led this panel discussion for HBA Chicago and HBA Michigan. The topic was developed from the book "The Confidence Code" by Katty Kay and Claire Shipman.

Dove-has many YouTube videos to help inspire women to show their natural beauty. 

Editing: Special Thanks to Christy Haussler and Team Podcast for editing this episode!

What is the recipe for making a bold career move?  Is it taking big leaps, small steps or a combination of both?  For Senior Marketing Manager Katie Lewandroski, has carved out a career that is based on an inner strength (she is a marathon runner and completed an ultra-marathon), risk taking mentality and has embraced challenges even when she didn't have all the answers.  Katie is an excellent example of how a high performer is viewed also as high potential by creatively gaining access to senior leadership, working across functional areas and seeking out mentors.

5 Ways You Can Make a Bold Move

1. Embrace challenges. Katie started out at an agency and delivered exceptional value to her clients with a "whatever it takes" attitude.  Her work ethic lead to a career opportunity working for a large Fortune 500 Pharma company, when her former client hired her.
2. Don't be afraid to ask for help. One of the key characteristics of a rising star is the ability to seek out help to fill in any gaps in knowledge or experience.  After making a big career move from agency to corporate, Katie connected with mentors in the new organization, and they gave her resources to learn everything she needed to succeed.
3. Look for opportunities to shine. Katie shared how she volunteered to be on a cross-functional committee that included all areas within the organization, procurement, finance, regulatory, sales, marketing, R&D.  The one year assignment allowed her not only to gain access to functions within the company she might otherwise not otherwise interact with, she was visible to senior leaders who saw her initiatives and applauded her ideas.
4. Go the extra 10%. Katie recognized that if she wanted the opportunity to meet with the VP of her division, it wouldn't happen during a busy work day. She decided to arrive to work at 6:30 AM when the senior leader had time for conversation.  Gaining access to senior leaders might mean arriving really early or leaving late…and it is worth it.
5. Don't look back. If you have the chance to make a move, internally, or across the country like in Katie's situation, evaluate and then go for it.  Having a Carpe Diem mindset will foster upward opportunities in your career.

Katie's philosophy on collaborating with others includes "being nice" to people you work with both suppliers and other employees.  Sounds so simple and when applied to relationships at work, it makes everyone's experience collaborating much more enjoyable.

Favorite Resources:  Tools of Titans by Tim Ferriss, Inc. Magazine and Fast Company

You can find Katie on LinkedIn and in our LinkedIn Group. and visit Rock Your Trade Show if you want to find more interviews like this one.  As always if you would like help making your next bold move, reach out to me, I love hearing from you!

Credits: Big thanks to Christy Haussler and Team Podcast for amazing editing of this episode!

Have you ever created a marketing plan and struggled with demonstrating results?  When starting a marketing plan, companies often start with this question… "What is it we want to tell the customer about our products or services?" Instead of focusing on your company first, answer the question "What is it our customers really want and how do we solve for what they need?" The difference in approach can make a big impact on results.

Does this sound familiar to you?

• Marketing success but has been inconsistent and it depends on the product division.
• You aren't sure how to align strategy and goals to results.
• Leadership is not always aware of the direct impact marketing has on sales at trade shows.

These tips will help you create the ultimate marketing plan so you can have consistent results every event.

8 Steps to Creating a Results Driven Marketing Plan

1. Start with a Pre-Marketing Plan.

       Before evaluating where you want to go, it is important to know where you            are.

• Know The Company Culture: What role is marketing planning in Sales? Does marketing collaborate closely with sales?
• Understand Leadership: How do they view face to face marketing? Do they see it as an extension of the sales process? Or do they not believe in it? If you have support for face to face
• Meet with Key Stakeholders: Get buy-in from stakeholders when you present plan and execute the plan
• Bring two groups together-sales and marketing (for added help you can take this free survey)
• Include All Segments Of Your Organization: Be sure to include Procurement and Sales in the process

1. Reverse Engineer Your Plan.

       Look at what your customers want first.

• Confirm customer pain points: What are they struggling with and how do you solve it?
• Ask for input from Sales: What were the most frequently asked questions from customers in the field?
• Create Customer Profiles: Once you know the customer concerns, put them into categories and create a customer avatar profile based on decision levels. There might be 3-5 people for each product category and the key is to know what is important to each of them.
• Decide What You are Solving For: Each customer avatar is different, be sure to include all types or you will miss out

1. Set SMART Goals.

         Goals need to be specific, measurable, achievable, relevant and time                    bound. 

• Start with what success looks like-be specific: are you looking for impressions, leads (to really track success it isn't the quantity of leads it is the number of contacts made post show that will directly drive sales), revenue, etc. If you have a long sales cycle the goal might be number of touch points with the customer, and not just one follow up interaction.
• How will you track and measure the goals that you have established. What tools do you need in place to monitor the data collected?  How will you work with sales to measure against the goals you set up
• Are the goals that you established achievable? If your sales teams need training, be sure that is part of the tactics so that you can achieve the level of follow up for example that is expected. 
• Go back to the original reverse engineering and confirm if these goals are relevant to your customer and do they tie back to the solutions for your customers.
• Establish the time frame for how the goals are measured-how soon post-show do you need to show results?

1. Establish Your Tactics to Achieve Results.

• Work with Sales leadership to create a call to action for your sales team-here is what they need to do before, during and post event.
• Establish The Environment: Each size exhibit environment should allow attendees to easily understand your solution and why it matters to them.
• Engagement Tools for Your Sales Team: Help sales reps by giving them unique ways to Attract, Connect and Engage with the target audience.
• Make sure the tactics in place link to the SMART goals you established.

1. Align Strategy and Measurement to Key Stakeholders

• Make sure product managers, sales, marketing and finance are all aligned.
• Offer strategies to train the onsite sales team. Share observations from the show floor and recommend ways the sales reps more effective. 
• The pre-plan of getting leadership input and support really has an impact at this stage. Sales Reps will rise to the occasion when they know that their performance matters to leadership.

1. Create A Budget Plan

• Follow internal budgeting procedures-tack if the budget tie back to an overall yearly budget or to a specific budget.
• Adjust metrics to reflect the show. Not all face-to-face environments include sales; for some it is about image and impressions.
• Evaluate performance based on the metrics. Demonstrate how the data ties back to the goals even if sales didn't happen at the show or post show, it is important to have a "why" for attending the show related to the budget spend.
• Post show perform a budget audit and review how close the end result stayed on track. Identify areas that may have increased or decreased the total amount.

1. Host Strategic Planning Meetings

• Bring together all of the stakeholders. Reiterate goals and calls to action to achieve the plan.
• Include agencies so they are able to support marketing goals and objectives.
• This meeting serves as a checkpoint to ensure alignment of all stakeholders and agencies.

1. Share Success

• Send out a post-show survey to all participants of every event.
• Hold a post-show meeting with stakeholders and discuss the strategy, goals and results.
• Schedule quarterly meetings with leadership to demonstrate your marketing plan's success.
• Include data from post show survey from the event: what worked, where there is room for improvement and share how goals and metrics are achieving the desired results.

Be sure to visit Rock Your Trade Show to get the free download of this plan!  If you have a question or would like help with your marketing plan please contact me, I love hearing from you! As always, if you liked what you heard, please share this with a friend or colleague.

Editing Credits:

Thank you to Christy Haussler and Team Podcast

Have you wondered how groups on LinkedIn and Facebook can help your events?  Katie Krimitsos, Entrepreneur, Coach and Host of the Biz Women Rock podcast and has a massive community group on Facebook.  She shares everything you need to know about creating a group on Facebook and LinkedIn.  Turn your once a year event into an Evergreen experience by giving attendees a place they can go to share ideas, best practices and get advice in a group.  If you want access to attendees after your event-this is the episode for you!  

11 Power Tips to Starting a LinkedIn and Facebook Groups

1. Use your corporate or association page as the foundation. Leverage people who already visit the corporate page and invite them to join your group page.
2. Designate a person to be responsible for the group. Whether you are considering a group on Facebook or LinkedIn both have a very dynamic element.  It is important to include a real person talking to the members.
3. Allow Members to post questions so you can see what is top-of-mind. Engagement from members allows the group administrator to not be the only one who posts questions
4. Members posting questions allows real access to each other. Imagine after a conference, if attendees could stay connected to one another and continue learning together
5. Ask questions people want to answer. Think about getting as many people to engage as possible by giving them a place to share their opinions.
6. Market Research is a benefit of having a group. Get immediate feedback and use the information of what is important to members to help make your next event even better.
7. When you share content (whether it is a white paper or blog) think about the person reading it. Start by asking a question like- Do you go through this?  
8. Engage Members to Respond to Posts. One way to do this is by tagging people in the group if they are mentioned in a question or answer.
9. Promote the group where your community livesalready.  If you have a corporate page on LinkedIn or Facebook you can use that page to promote information about joining the group.
10. Ask savvy business people to share ideas and advice.  Invite speakers from your event to join the group and be active so group members feel like they are getting added value from the conference by hearing from speakers.
11. Incentivize People to Join. If you are an Association or host a User Conference, you can offer discounts on upcoming events only for people inside the group.

 Case Study: How One Conference Uses a Facebook Group to Attract, Connect and Interact With Attendees

Situation- Creating a Community Podfest is a global conference that hosts over 500 Podcasters every year.  The organizers wanted to form a community using Facebook as the platform and created a Facebook group for people who attended the event.

 Challenge- How to Encourage Engagement Once the group was created, the goal was to get people to engage during and after the conference.

Solution-Share Real People Stories and Photos At the closing ceremonies, photos were posted from conference including screen shots of people enjoying themselves, in sessions and networking

Social Sharing Call to Action- During and post event, attendees were invited to join the event group.

Evergreen Engagement Throughout the Year - As speakers were booked, an announcement was sent out to members inside the group.  To gain access, you needed to be a member of the group. 

Key Learnings:

• Get people excited about the event include during the conference – ask attendees to share an idea in the group – and keep the group as a singular place to connect with other attendees.
• The group became a place for attendees to share a Facebook live broadcast and post in the group and on their personal page.
• After the event kept keeping people engaged - use group to ask questions and encourage people to get answers in the group.
• By having a group, Podfest is able to promote next year's event
• Establishing Brand ambassadors who actively posted in the group helped engagement
• Attendees were able to feel a part of the event through the social interaction in the Facebook group

 Starting a LinkedIn or Facebook Group Do's and Don'ts

Do: Establish a culture right away

Do: Decide what the culture and overall vibe of the group should be

Do: Know when or if you ever allow members to promote their business

Don't: Allow spam or over self-promotion

Don't: Permit things to happen in the group that challenge the vibes 

If you liked what you heard in this episode, or have a question, reach out to me, I love to hear from you!  And if you have a question for Katie, check out our LinkedIn Group-she is there and happy to answer questions!

For all the latest podcasts and resources, be sure to visit Rock Your Trade Show!

Episode Resources: Find out more about Katie, and the amazing community she has created with these links below!

Biz Women Rock Facebook Group

Biz Women Rock Elite

Biz Women Rock Podcast

Favorite Resource: App Voxer- voice messaging system 

Credits: A big thanks to Christy Haussler and Team Podcast for editing this podcast!

Have you ever gone to a conference and felt like it was a total WOW start to finish?  What made you feel that way?  In this episode, Breanna Jacobs, Vice President Conference Producer at Global Strategic Management Institute.  Her company has hosted over 6,000 attendees from 50 countries from 4,000 companies and educates over 90% of Fortune 500 Companies.  This interview is for anyone hosting a user conference, educational summit or national sales meeting.

4 Ways to Get Attendees to Connect, Interact and Return

1. Offer Value Through Education – Evaluate how much of the content that you are sharing at your event can be implemented right away by an attendee. When the people attending your conference take action and see results they not only will feel they experienced value their success will translate into the success of your event.
2. Have a Powerful Speaker Lineup – Attendees want real world expertise shared by leaders who have walked in their shoes. When speakers can infuse personal stories that resonate with the audience, the take away is that the attendee's challenges are understood and they have solutions that they can take back to their company.
3. Include Planned Networking – Many attendees coming to an event for the first time may not know anyone at the conference. Planning specific ways they can engage with each other is key to making them feel as if they are part of the community. One strategy Breanna's events include are small table discussions to kick things off so attendees can meet others interested in the same topic and have the opportunity to interact with them.
4. Create A Community – Offer a place where attendees can interact post-event. One of the most popular platforms for this is in a Facebook or LinkedIn group.  Continuing the dialogue will also help your organization to see feedback, identify any areas where the attendee is getting stuck on a topic and gives you the chance to connect with your target attendee after the event.

Everyone has a story of how they entered into the event industry.  Breanna shared that she started 6 years ago and hasn't looked back since.  If you have a question for Breanna or want to find other liked-minded people, join our LinkedIn group!

Check out Rock Your Trade Show for all the best tips and industry insider advice.

Favorite Book: Breanna shared her favorite book is "Tools of the Titans" by Tim Ferriss

Resources:

You can find Breanna Jacobs on Twitter @breannajacobs and on LinkedIn

Her company GMSI hosts many events.  Here are links to the ones discussed on the show:

Brand Strategy Conference

Social Media Strategies Summit

Social Media Marketing Speaker Download

Credits:

A big thank you to Christy Haussler at Team Podcast for editing this episode!

Have you ever wondered how things works in Procurement?   Therese Marzocchi Jardine, Senior Vendor Account Manager with Microsoft Events and Studios demystifies sourcing, procurement and purchasing in this week's interview.  She also gives a snapshot into how to effectively write and manage an RFP, what not to do when responding to an RFP and how Microsoft preserves their brand at events.

In large organizations, Procurement and Purchasing have very different roles.  If you think of ordering products, Purchasing is the group that is the inventory buyer.  Procurement on the other hand, is strategic within an organization and is a resource for marketing and other areas.  Therese shares how Procurement supports stakeholders with what she calls six pillars of procurement outlined below.

6 Ways Procurement Helps Stakeholders Achieve Success

1. Strategic Sourcing-evaluate different suppliers and includes them on a roster to for stakeholders to choose from.
2. Help to drive RFP and RFI-develop the questions and input them in a platform like Ariba.
3. Supplier Relationship Management- compliance with privacy, manage the MSA process, verify that that companies are credit worthy
4. Mitigate risk-work on policy compliance and look for areas on contract that may pose a risk
5. Active role in Purchasing Payment Solutions-oversee a project is submitted for payment
6. Special Programs Management- vendor sourcing and more specialized skill set for unique projects

If you are preparing an RFP, Therese shares important tips to remember:

"The point of the RFP is to get the best response to the questions."              -Therese Jardine

5 Key Things to Consider When Creating an RFP

1. Pair it down to what you need to know-Think about what you need to know to make your program successful-"do you care how many employees they have?"
2. Put together a good scope of work-provide as much detail to the bidders as possible so they fully understand the details of the project.
3. Limit questions to 3 or 4 total.If you have a good scope of work the number of questions should be very short.  Here is an example "Give me one or more examples of events that you have supported and your top three learnings."
4. The weight of a question is dictated by the scope of the project. It is more about the feedback of how questions are answered and the event details and what is needed than the actual number assigned to a question.
5. For Suppliers:Answer the question in the question-restate where question is asked don't reference back to other questions

Power Tip: Do not request Financial Statements in an RFP.  Part of Procurement Supplier Relationship is to make sure the supplier is credit worthy before they receive an RFI or RFP.

If you are new to events, or on the procurement side of the business-Therese has these tips everyone should know about hosting an event.

Three Things You Need To Know About Hosting Events

1. The good news is this is a relationship business. The bad news it is a relationship business.
2. In events, we shake hands once and hug forever more.
3. "There is no bacon like show bacon". If you are hosting an event and find there is a satisfaction problem with the food-increase the amount of bacon.  There is a myth that show bacon tastes better- check it out at your next event there is usually more than one kind of bacon served at an event-crispy, softer, hickory smoked etc.

Show Bacon Facebook Page

You can find Therese Marzocchi Jardine on LinkedIn - LinkedIn Tip-state why you are interested in connecting don't send a generic request.

Microsoft Events-find out more about all of events both hosted by Microsoft and where they will be at trade shows.

Favorite Resources: 

PCM IT Solutions and Services 

The Sleep Revolution by Arianna Huffington

Credits:  A big thank you to Christy Haussler at Team Podcast for amazing editing of this episode!

Lydia Rohn is Vice President Human Resources at QuadMed Employer Onsite Health and Wellness Centers.  She has a unique perspective having worked in HR for one of the largest exhibit companies as well as going through massive change in mergers and acquisitions for large healthcare organizations.  Many marketers and trade show event managers don't interact with HR regularly and aren't sure how to engage with this internal resource. Lydia shares how creating a partnership with HR is key not only to helping your career but to your company overall.

5 Things Marketers Need To Know About HR

1. Marketing can help HR with the Employment Brand and Communicating the message out to candidates. When a company is recruiting and looking to attract top talent, marketing is the strategic resource that can help with how the company image appears on hiring websites like Glass Door.  Clear messaging is also important and the first impression future employees have when they visit your website could be the differentiating factor on whether they are interested in opportunities.
2. Marketers need to network across the organization. Collaborating with HR is an opportunity to offer solutions and get visibility right away throughout your organization.  Approach HR with ideas on how you can help with focus groups and other data driven solutions that can help attract the best talent to your company.

"Change is a constant- sooner you accept that the better" – Lydia Rohn

1. HR can help resolve conflicts. Take advantage of your internal resource and use the internal expertise to find common ground between different stakeholders.  Finding shared values and goals is the place to start and having someone you can bounce ideas off of is very helpful when you are trying to get to YES on an approval of a project.
2. Navigate big change by staying close with HR. When you have a strong relationship with key HR leaders they can help you evaluate things like the direction the company is taking, if there any gaps in the future plans and how to decide if the gap is too big whether you need to pursue alternative career options.  You will feel in control of your destiny when you know the full picture and HR is the department to help empower you to make decisions.  Always remember you are in control don't be reactive be proactive
3. Supporting HR Opens Doors For Your Future. Many people wonder what do people in HR look for in a candidate.  When Marketing offers strategies for recruiting, it is an opportunity to learn things like behaviors the company is looking for, the insights they want people to have before they interview and how to communicate the culture of the company.  You can take that knowledge and use it for future internal and external opportunities.

 "The more versatile we can be the better - there is no one size fits all"     -Lydia Rohn

 Lydia also shared important tips for anyone looking to make a career change.

Job Search Power Tips:

• Before interviewing, educate yourself about the company by networking with people within the company. Going on a website and learning the basic "about" information doesn't provide the real story about a company's culture.
• Join organizations that have members from the companies you are interested in pursuing for a new job opportunity.
• When you go to the interview, present 2-3 ideas of how you could help the company in marketing that they haven't thought of and you will be seen as a WOW candidate
• Think outside of the box for opportunities-what are your passions? Look for ways to integrate your passion in your career. Expand your mind look how you can connect what interests you to other opportunities.
• As much as a company is looking at you as a candidate, you need to look at the company and evaluate their culture- What kind of feel do you get when you walk in the door? What does top leadership look like is there diversity are there women?

First impressions of how people approach you from the time you enter the building are important.

Now that you have prepared for the companies that interest you-should you use a recruiter?

Recruiter vs. Going it Alone

• You need a recruiter and you also need to be your own business development networker to look for career opportunities
• Companies don't always share everything with a recruiter-you need to look for
• Networking is crucial to be top of mind with decision makers
• Think about all the places you go outside of work-your network is much broader than you think including your community, school, neighbors, places of worship and more. 

Inspiration for volunteering and being a Servant Leader: Lydia feels that when she is helping others it is part of her personal development.  Studies show that there is a positive physiological response when you mentor or coach others and her giving back is part of her wellness plan.

Favorite Resources:  LinkedIn  Crain's Chicago Business 

 Favorite Book: From Values to Action by Harry M. Kraemer

Quadmedical.com- QuadMed provides primary care through onsite clinics for employers with over 750 employees

Lydia Rohn on LinkedIn

 If you questions visit LinkedIn group Rock Your Trade Show  or on the podcast website Www.rockyourtradeshow.com

 Credits: A big thanks to Christy Haussler from Team Podcast!

This episode is celebrating the incredible guests that have been on the podcast and shared so many valuable tips and insights.  I have taken the top pieces of advice from 15 leaders so that you can have it all in one easy to find location.  If you want to hear from any of these experts go to Rock Your Trade Show where you can find all of the podcasts. 

Best of the Best Expert Tips and Advice from 16 Leaders

Karen Chupka, Senior Vice President CES

"You need to be able to answer in 30 seconds or less-how are you solving someone's problems". (Episode 001)

John Taylor, Vice President of Public Affairs, LG Electronics

"Before investing in a show, attend first and if you are a smaller exhibitor look at the layout of the hall plan to see how where you would be on the show floor". (Episode 002)

Jim Harris, Disruptive Innovation Speaker and Author      

"Don't tell me…show me"-demonstrate how your product works in a unique way.  An example is how Intel at the CES show showed models who were demonstrating their medical wearable technology. (Episode 003)

Christ Krimitsos, host of over 1700 events including Podfest and Producer of "The Messengers" documentary

"You make your event 'sticky' by starting your event with a power networking experience that includes a plan for your staff to help attendees interact and feel like they are getting value." (Episode 004)

Kim Feil, CEO BizHive and six time CMO of fortune 500 brands like OfficeMax, Walgreens and Dr. Pepper 7Up

"Be seen as a leader by acting as a leader with a solid simple vision.  And remember that you will be judged not by what you do but by how you do it." (Episode 005)

Randy Acker, President and COO of EXHIBITOR Media Group

"Trust is so important: Buyers don't buy a piece of equipment off the internet-face-to-face marketing is based on trust and the trade show floor gives the opportunity to have these meetings. (Episode 006)

Jodi Devlin, Vice President, General Manager Acute Care at Mallinckrodt

"Invest in yourself: Join an organization that has networking opportunities and practice networking". (Episode 007)

Robyn Sayles, CEO and Founder of Launching Your Success

"Describe Your Personal Brand in under 3 seconds by answering:  Who are you? How do you add value? Demonstrate how you are different. Stay true to your personality and practice in front of a mirror so words flow effortlessly". (Episode 008)

Leah Woomer, Director of Marketing at Parchmont

"Networking can help you meet others who are as passionate as you are about the event industry and when you find your people, it can feel magical".  (Episode 009) 

Natalie Benamou, Division Vice President Exhibitus and Podcast Host Rock Your Trade Show

"Boosting attending engagement is a five step process: Identify your ideal customer avatar, determine what is most important to each customer avatar, create a story, include an unexpected experience and have a call to action." (Episode 010)

NeKeta Argrow, Event Marketing Architect

"Increase your visibility within your organization by getting involved in industry related associations and find speaking opportunities." (Episode 011)

Corinne Renteria, has had a career at Fortune 500 medical device companies in many diverse marketing roles

"If you want to create an atypical position within your organization, talk with your boss and find out if there are any options to modify your role with a flexible schedule." (Episode 012)

Tara Lynn Foster, Leadership Development Speaker, Consultant and Coach

"Confidence resides with a solid foundation and understanding 'Who Am I? What do I want? Why do I want it' knowing the answer to these questions empowers you to make the right decision." (Episode 013)

Natalie Benamou, Division Vice President at Exhibitus and Podcast Host

While there were many great time saving tips, the app I use most and recommend is www.canva.com (Episode 014)

Stacy McManus, Director of Corporate Alliances & Exhibition Operations at the American Thoracic Society

"Listen to feedback from exhibitors.  ATS has an exhibitor meeting that includes all sizes of exhibits and categories who meet with association leadership to share feedback at the show." (Episode 015)

Alicia Tillman, Chief Marketing Officer, SAP Ariba

"The most prepared and most highly skilled team is always going to win the game, they are always going to win the championship." (Episode 016)

Natalie Benamou, Division Vice President at Exhibitus and Podcast Host

"Creating a personal advisory board is like building a house; you need a foundation, pillars and a roof and you can't skip a step to achieving the desired result.  Foundation is based on Joining, Volunteering & Engaging.  Pillars are based on Connections, Confidence, Investing in Yourself and Being a Servant Leader. The Roof is creating your advisory board from the connections you made during the building process.  The peak is joining a mastermind. (Episode 017)

Cathy Skala, Vice President of Transformational Change, Baxter

"Ask the right question before presenting your ideas to leadership: What do you need to know in order to make this decision?" Follow this up with "I asked each of you what is important for you to make this decision.  Here is what I heard…" (Episode 018)

If you found this information helpful and want to learn more about any of these topics, reach out to me at rockyourtradeshow.com/let's talk

And if you want to hear the full episode of any of these experts check out www.rockyourtradeshow.com

Credits:

Thank you to Christy Haussler and Team Podcast for their amazing editing!

Have you been working on a larger project but aren't sure how to anticipate what leadership will think about your solution?  Find out how you can take your proposals from Maybe to Yes with Cathy Skala, Vice President, Transformational Change at Baxter.  Cathy shares how culture has a big impact on the way companies process information, whether they make decisions quickly or are slow to embrace change.  If you want to be included in final decisions, increase your value and be viewed as a key strategic leader this is the episode for you.

5 Strategies to Help You Get to Yes!

1. Ask the right question: If you are preparing for a major presentation, and you want to be sure your vision is aligned with leadership, ask this question: "What do you need to know in order to make this decision" - Cathy Skala. By finding out what is important to the stakeholders you are able to meet and exceed their goals and objectives.
2. Align yourself with a leader who shares your vision: Not all decisions are made in a group, in fact many discussions happen after the initial proposed solution. If you aren't able to be present in the final discussion, make sure you have a leader who understands the benefits of your proposal and is able to articulate them in the final approval discussion.
3. Present ideas clearly: When you begin your presentation, avoid the temptation to jump in to the facts and data right away. Provide a summary of the opinions of the group, especially if you have different departments assembled like procurement, marketing, sales, and finance.  Try using this phrase, "I asked each of you what is important for you in making this decision.  Here is what I heard…"-Cathy Skala.  Next describe using their objectives how your solution meets those goals.
4. Understand your culture: Every company has a culture and within large organizations, departments also might have their own subset integrated into the greater whole. When you understand how your area makes decisions, it becomes easier to prepare in advance and avoid leadership sending you in a different direction when you are asking for approval.
5. Increase your value and visibility: When leadership has heard your name mentioned, or seen how you perform outside of your role, it will help them believe in your solution.  Volunteer within your company, ask to be assigned to a multi-function role, serve on a committee and better yet lead a committee.  All of these tactics will change colleague's perception about believing in your recommendations.

The larger the project, the bigger the budget, decisions become more complex.   And if you are experiencing change within your organization, all the more reason to implement these 5 tips today. 

If you like what you heard in this interview, or have an idea for a new episode, reach out to me, I love hearing from you. 

Recommendations:

Cathy shared that she suggests "Unstuck" by Keith Yamashita and Sandra Spataro .

Cathy Skala is on twitter @cathyskala and on LinkedIn and her company is Baxter.

Find great resources and other interviews at www.rockyourtradeshow.com

Credits:

Podcast Editing: A big thank to Team Podcast and Christy Haussler!