Event Planners & Planning Articles

Every company on the tradeshow floor has a few things in common. They all want to capture attendee interest, and lure them into the booth with the new, the exciting, the irresistible. They're all facing similar challenges: short attention spans, myriad shows, and increased competition from every corner of the globe.

However, there's one extra special way that savvy exhibitors can differentiate themselves from their competitors. The company that has the best understanding of their target audience - their wants, needs, problems, and challenges - has the ultimate advantage in the exhibiting forum. It is these companies that take the time to learn about their customers - and more importantly, their customer's customers - that succeed on the show floor and beyond.

Since the marketplace changes so rapidly, this is crucial. For the first time in recent memory, there are four active generations engaged in the commercial sphere. This is a radical change which means a lot to your customers - and of course, to you.

In previous years, buying power was concentrated within a narrow range of years: the vast majority of commercial behavior took place within a forty year span, beginning as one graduated high school and grinding to a halt upon entering retirement. In this environment, a mass market, one-size-fits-all visibility strategy worked fairly effectively.

Those days are gone. Today's consumer can be a member of one of at least four generations, beginning with the pre-pubescent teens and extending right up to the infamous baby boomers. Companies are targeting themselves to six year olds and seventy six year olds: obviously each requires a different approach from them, and ultimately, from you.

It's important to remember that not only are end customers member of these generations, but that attendees are divided among these four generations. If your marketing prowess has you experienced in marketing to one given group, it's critical to take a step back and reassess your strategies. Techniques and strategies that will appeal to one group will quickly turn another group off. It's essential that you know both who you're trying to reach and what the best way is to connect with them.

Here's a snapshot of each of the four groups and what you need to know to position yourself appropriately:

1. Millenials:

The youngest attendees on the show floor, Millenials were born after 1977. Incredibly media savvy and skeptical, Millenials take almost nothing on faith. You have to prove yourself to them - and you need to do it quickly. More than any other generation, Millenials expect an environment of instant, verifiable information.

This group responds well to short, focused presentations, heavy on the benefits, short on the sales fluff. Educational presentations, seminars, and speakers who offer real value will draw Millenials.

At the same time, brand loyalty is almost unheard of among this group. If you want to create a lasting relationship, it will be one where you constantly have to bring your game to the table. Proving and reproving yourself as the best choice for any given transaction is the name of the game.

2. Generation X:

Gen Xers were born between 1965 and 1976. After a lifetime of being disappointed by media stars, public figures, and personal heros, Gen Xers have learned to rely on no one but themselves. They expect to work hard for what they have - and they expect you to work hard for them.

Expect to spend more time developing a relationship with Gen Xers. You're encountering a mindset that initially distrusts most things, but is willing to work with you to reach mutually agreeable points.

Personal connection is important to Gen Xers. They like to be recognized as individuals, and place great emphasis on forming connections with colleagues and peers. This is where your individual staffers really have to shine: if they don't 'click' with the Gen X attendee, you're going to lose the sale.

3. Baby Boomers:

What hasn't already been written about the Baby Boomers? This self-obsessed generation has examined itself ad infinitum, and in the end declared itself pretty darn good. Idealistic and self-motivated, Boomers have a strong passion for career and individual advancement.

Appeal to Boomers with benefits-focused presentations that frame the material in terms of how it will improve individual lives. Boomers like to view things in context - where do your products and services fit into the larger picture? Present the Boomer with the answer to that question, and you'll carry the day.

4. Traditionals:

Traditionals are slowly disappearing from the tradeshow floor. Many have entered retirement, or are seriously contemplating doing so. Born before the end of WWII, Traditionals value the success of the team over the individual. Self-sacrificing and hard working, Traditionals respond well to authoritarian figures who explain "The Best Way" or "The Ideal Solution" to any challenge.

One more generation has a definite presence on the show floor, even though you're unlikely to see them wondering the aisles, just yet. They're too busy enjoying recess and studying for fourth grade exams.

This is the burgeoning "Tween" market. Defined loosely as the years between 8-12, Tweens command incredible spending power in the nation. If you're marketing your products/services to attendees who serve this market, it would be very smart to make yourself familiar with this dynamic, ever-changing segment. Keep in mind that while Tweens have a great deal of disposable income, at the end of the day it's their parent's money paying for the purchases. Close contact to your customers and by extension, their customers, will help you walk that fine line that can ultimately lead to profitability.

The wide range of ages and viewpoints in the marketplace today is unlike anything previously experienced. Savvy exhibitors make themselves familiar with the generations most interested in their products and services and do everything possible to present themselves appropriately.

Are you ready? Let's hope so: none of the four generations outlined above, much less the Tween market, are known for their patience!

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: "Meeting & Event Planning for Dummies," and "Riches in Niches: How to Make it BIG in a small Market" (May 2007). http://www.thetradeshowcoach.com & http://www.richesinniches.com

Labels: Event-Planning

Working at Invitation Consultants, you tend to become an etiquette expert, simply because consulting with brides regarding etiquette is a part of our job! After awhile, you can see some frequently asked questions emerge. I decided to ask our staff for a list of commonly asked questions that we hear often and give our best answers, so that you have all the information you need to order your invitations. Here are some of our most common questions to help you with your invitation etiquette!

How do I let my guests know who is invited?

You can use the invitation envelope for this. If your invitations come with inner and outer envelopes, you would address the outer envelopes using proper names, ex. Mr. and Mrs. John Smith. On the inner envelopes, you would use the informal names of the people you would like to invite only, ex. John and Judy. If your invitations have only outer envelopes, you would again use the proper names for addressing. However, if you are inviting the family rather than just the parties that the envelope is addressed to, you could use "and family" in addition to the proper names.

How do I inform my guests that my wedding and reception are adults only?

Traditional etiquette states that you should not use "No Children Please" or "Adults Only" on your invitation or respond card. However, we have seen this often on respond cards and ven invitations. We recommend addressing your invitations to only the parties who you wish to invite. However, if you would like some extra assurance, ask a family member to spread the word. Another option is if you have a wedding website that you are referring your guests to, you can list your request there.

How do I honor those who are contributing to my wedding in the invitation wording?

You have the option of using any family members contributing to the wedding as the hosts of the wedding. The first line of your invitation would read "Mr. and Mrs. Michael Miller request the honor of your presence." Sometimes, complicated family situations make using this wording impossible. If this is the case for you, you may want to consider honoring family members in another way, such as thanking them on the wedding program for all of their support.

How do I let my guests know that we would prefer money for our honeymoon instead of a traditional wedding gift?

This is another instance where traditional etiquette fails to show a proper way to do this, at least on your invitation. We recommend going about this in a different way, such as asking a family member to spread the word or posting on your wedding website (if you have one) that monetary gifts are perfectly acceptable.

How do I know what to put for my "RSVP by" date?

That depends on your wedding. Are you having a destination wedding? If so, chances are that you are going to need to know far in advance how many people are planning to attend. Another thing to consider is when your reception location needs to know the guest total for your reception. If none of these factors come into play, we recommend having the guests RSVP 4-6 weeks before the wedding date.

How do I let my guests know that the ceremony is private, but they are invited to the reception?

You would need to be very specific in your wording on your invitation. You would want to say that you are going to be married in a private ceremony, but invite your guests to attend a reception in honor of your marriage. You would include all necessary information, such as the date, time and location.

Because each person has different wants and needs for their wedding, you may be wondering about your personal situation and how to put this into words on your invitation. Most invitation companies (including Invitation Consultants) offers their customers help, via phone and email. Don't hesitate to ask!

By: Jennifer Strahan

Labels: Event-Planning

Babylon Productions is proud to offer Toronto Limousine Service in the Toronto area and beyond. Our Toronto limousines are available for corporate clients. Offering prompt pick up and drop off for corporate accounts. Why not travel in style and rent a Toronto limo. Whatever the occasion, be it the prom, going out for dinner, setting up for a wedding party or a baptism, Toronto limousines services can make your night or event that much more enjoyable!

We have an incredible fleet of Toronto limos to choose from. Select from a variety of Toronto stretch limos, SUVs, luxury coaches and sedans offering services for corporate events, weddings, parties, proms, and concerts. Toronto limos are convenient and reasonably priced, serving all areas within the GTA and more. Toronto limousines offer the comfort and dependability of transportation and professional and courteous Toronto limousine drivers. When ordering a Toronto limo from us, you can be sure to receive the finest service at an affordable price.

If you have a certain style of limo that you are looking for, be sure to book your Toronto limo in advance. You can book a Toronto limo online or you can give us a call. It's important to know what type of Toronto Limousine you want. Things such as style, colour or size are important. Toronto limo services offer an endless selection of limos from older brands to new styles. Select the perfect Toronto limo for your event. Do you prefer a standard Toronto limo or a luxury limo? Select from various models of Toronto limos ranging from SUVs, Hummer limos, or Corvettes. Don?t forget to determine your desired seating capacity to ensure you have room for everyone in your party. Be sure to ask about special Toronto limo features such as a TV, VCR, DVD player, telephone, sound system, sunroof, or even a Jacuzzi. Pop a bottle of champagne if you like! Renting a Toronto limo can be a great experience!

By: Rafi Michael

Labels: Event-Planning

Every moment at a tradeshow is important. This includes, of course, all of the time you're on the show floor. Add to that the time you're not actively exhibiting but are on or near the floor - visiting other exhibits, grabbing a bite to eat, or en route to your hotel room. You only have a limited amount of time to represent your organization to the gathered attendees, so you want to make the most of every minute.

That's why networking events, such as dinners or organized off-site outings, are so important. Even though these events are primarily in social in nature, they're the ideal place to start or reinforce relationships with your clients and potential clients.

However, networking events can also create high levels of anxiety, especially among exhibitors who don't know what they're expected to accomplish or how they're supposed to conduct themselves to make the most of the opportunity. You don't want to flub it - nor have your team flub it for you.

Here are ten tips your team needs to know to shine like stars - even when they're not on the showfloor!

1. Relax

Breathe in, breathe out. Repeat as needed. If you're nervous, take some time to meditate, center, or do whatever you need to do to calm yourself before getting to the event.

People come to networking events to get to know you in a social setting. The focus is on fun and conversation: two areas where most people can shine without stressing themselves out.

2. Listen more than you talk

There's nothing in this world people love more than talking about themselves. At the same time, there's nothing rarer than a good listener. Stifle the impulse to talk, talk, talk and focus on being a good listener. Ask the person you're with about themselves: what they do, what hobbies they enjoy, and so on. Keep it personal and light - you don't want to come off like you're conducting an interrogation.

3. Take your time

This tip is especially pertinent if you're at a show overseas. Most Americans rush through everything, including eating and having a good time. There's really no rush. You're not going to collect a prize for being the first one to clean your plate. Take your time, and eat slowly.

4. Stay sober

Even though it's a casual setting, the people at the networking event will be judging you and your company by how you conduct yourself. Remaining sober will make it much easier to create a good impression. Skip the alcoholic drinks - especially if your guest opts not to visit the bar. Fewer people are drinking these days, and no one will raise an eyebrow at a coke with a slice of lemon in it.

5. Forgo fancy food

You may have gourmet tastes. This isn't the time to show them off. Order simple, easy-to-eat food. You don't want to slop sauce on your shirt or wrestle with claw crackers in front of someone you hardly know. After all, they might not remember your sparkling conversational skills - but they'll always remember that you dumped the stuffed shells in your lap!

6. Be nice to the waitstaff

Waiters, servers, waitresses, bartenders and all the other people who work the facility where the networking event is being held are people too. It behooves you to treat them as such. Be polite and courteous, even if you don't think anyone is watching. This is especially true if something's gone wrong - a mistaken order, cold food, or any of the million other things that happen in a restaurant. How you treat the *little* people says a lot about how you can be expected to treat the *big* people.

7. Shut off the cell phone

Your intention for the evening is to get to know the people you're with. You want their time and attention. That means it's a good idea to shut off your cell phone - there's nothing ruder than constantly interrupting a meal to answer the phone and expecting them to hold on while you chat.

8. Skip the gossip

Badmouthing your competition is the sure sign of an amateur. Avoid the temptation to dig up dirt on your industry colleagues or indulge in idle gossip. It's far too easy to pick up a negative reputation for indulging in this kind of behavior - not to mention the risk of alienating peers and colleagues you might someday need on your side.

9. Leave the literature behind

Don't bring brochures, catalogs, or samples to the networking event with you. If it turns out that the people you meet at the networking events are interested in these things, they'll either make a point of picking them up from you at the show, or you can arrange to send it to them. On the other hand, you want to make sure you have a good supply of business cards on hand so people can get in contact with you.

10. Pick up the tab

If you're the one entertaining, pick up the tab. Sometimes you'll run into guests who can't accept - their employers forbid them from accepting free meals or other gifts - so just follow their lead. Otherwise however, pay for the meal. It's a nice gesture that shows you value the relationship.

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows.

Labels: Event-Planning

If you truly want to create a buzz and lasting memories on your wedding day or for your corporate party, be sure to hire the right wedding musicians or corporate event band. Forget the DJ and go with a live band. There is nothing like the sound and excitement of a band when all their instruments come together in perfect harmony.

Wedding and corporate dance bands abound, but there are only a few that will actually "bring down the house". You want a band and its musicians to electrify your audience. Good bands can feel the level of excitement in an audience and adjust their music accordingly. A good wedding reception band or corporate dance band should also be able to play a good range of music, from the most current songs on the radio to songs encompassing the last 50 years. If a band can mix in some of their original music, you keep things interesting and your audience can enjoy the best of both worlds.

If you can find a band that has played with famous musical talents, for celebrities, Fortune 500 companies or dignitaries, you will get the added bonus of a very professional and highly respected band. This will also make your party "The Party" to attend, and your event will be talked about for years to come. Remember that a good band?s ability to entertain is only rivaled by their ability to get the audience up on the dance floor.

If you are fortunate enough to locate a 10-piece band, they will take your audience to an even higher level of entertainment. Of course a good singer will make the band "pop", but the musicians themselves will really fascinate the audience with their instruments. The secret is to find a band whose ensemble is lively, entertaining and produces a spectacular musical performance.

The best way to interview a potential band for your wedding or corporate event is to do some of your own research ahead of time. This means visiting a few bands while they are playing a gig. Also, ask for recommendations from people who have hired a band before. If you can visit a band at several venues, you will get a real good idea of how they will sound at your event. In addition, a band that has played together for many years without a lot of turnover is a big plus. This will likely guarantee you and your guests a great experience.

In a nutshell, a wedding or corporate event band should be lively, at least 10 pieces if possible and have a good pedigree. There is no substitute for experience and when you find a band that meets your criteria, you will be glad you did your research.

About the Author: Chris Murphy is a freelance writer who enjoys writing about subjects of interest to readers.

Labels: Event-Planning

Tradeshow exhibitors have something in common with the rest of humanity: We'll do what is easy, but avoid what those things we find to be or perceive as difficult. It doesn't really matter what sphere we're talking about: human nature dictates that more often than not, we seek out the smoother path, the gentler grade, the easier climb.

So in order to appeal to human nature and improve your tradeshow performance, I offer you this: Eight Effortless Exercises you can do with your team. Nothing here is particularly difficult, yet all are devastatingly effective. If your team can implement what they learn during these exercises on the tradeshow floor, I can guarantee that you'll be very pleased with the result.

1. Go Over the Goals

Booth staffers function best when they have full knowledge of what as an organization, you're trying, to achieve at the show. A show where you're launching a new product and want to raise brand awareness is, in some ways, a fundamentally different exercise than a show where you're simply attempting to reinforce existing relationships and move as much product as possible. Meet with your team and spell out exactly what you hope to accomplish. This is a good time to let them know what you expect on an individual as well as an organizational level.

2. Play Trivial Pursuit

How well does your team know your products and services? How about your company's structure, organization, and public image? You might be surprised. Test your team with a friendly game modeled after Trivial Pursuit or Jeopardy. Instead of random trivia questions, use questions centered on your products and services. Make sure these questions range from the everyday - detailing features and benefits - to the relatively off-topic - are your products manufactured in the country? If not, where, and under what conditions? This exercise will reinforce product knowledge and help your team be prepared for whatever questions come their way.

3. Body Language Bingo

This is a fun exercise. Snap pictures (or use pictures you already have) at a tradeshow and industry event. You want images of people slouching, eating, ignoring attendees, chatting with peers, and otherwise behaving badly at shows. (I wouldn't recommend using pictures of your own people, in the interest of company harmony, but that's up to you!)

Create little bingo cards detailing the bad behaviors, and distribute them to your team. Display the images on a screen and have them identify problem behaviors. Again, this will reinforce to your team what they shouldn't be doing. For a little fun, give the first person to call "Bingo" a prize.

4. Sew Their Pockets Shut

Ok, you don't really want to sew their pants pocket shut - but consider distributing double sided sticky tape that your staffers can use to close their pockets. This will encourage them to keep their hands out of their pockets, a behavior that tradeshow attendees consistently identify as unattractive and off-putting.

Remember to play fair. Give your booth staffers something productive to do with their hands to overcome the natural tendency to fidget. Often, having something official to do with their hands relieves a lot of anxiety.

5. The Name Game

Relationship building is easier and more effective when you use the other person's name. Study after study has shown that people universally respond positively to hearing their own name, as long as it doesn't seem affected and forced.

Do role playing exercises focused on learning the other person's name and working it naturally into conversation. To make it more realistic, have both parties wear fake 'show badges' with a name that's not their own.

6. Do the Demo

Before the show, have your team members actually practice the demo you expect them to perform during the show. This gives them time to familiarize themselves with the equipment - critical, as many salespeople generally aren't 'hands on' with the merchandise - and become comfortable demonstrating it.

7. Teach the Technology

If you're using card scanners or other lead gathering technology, schedule a time to actually teach your team how to use it. You want your team to be proficient with the equipment and not spend valuable, limited show time trying to figure out how to work the scanner.

8. Finesse Follow Up

Maximize the return you realize on the show by following up on every lead. Delegate responsibilities before the show and introduce an element of accountability: simply by letting your team know what they're expected to do and when they're expected to do it, you'll see a marked increase in return.

You see? That wasn't so hard! These effortless exercises don't require much in the way of equipment or money, just a little time. Considering the impact that enhanced tradeshow performance can have on your bottom line, isn't it worth it?

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows.

Labels: Event-Planning

Continual improvement is a goal for many exhibitors. Knowing that tradeshows can play an integral role in a company's marketing campaign, they're committed to doing the best job they can this year - and a better one next year.

To continually improve, you have to have a very clear and concrete idea of where you are right now. An objective measurement of performance is the only way to plan for and achieve an improved result at subsequent shows. It serves as your baseline.

How do you get this baseline measurement? It's a two part process, incorporating both measurable and intangible criteria. The combination of these two criteria gives you the most comprehensive picture possible of your performance.

Let's start with the measurable criteria. These are your goals and objectives, spelled out in black and white. If you say that you want to do $X in sales or collect Y number of leads, then you can compare your results against your goal. It's simple. You met your goal, you exceeded your goal, or you fell short.

However, there are other factors in tradeshow performance to consider. These are the intangible, hard to measure things that affect your show: staff performance, booth design, general ambiance, and a host of other criteria. You need to know how you're performing before you can improve that performance.

Where can you get information on these intangible criteria? After all, there's no magic ball where you can look and see how you did. Tradeshow exhibiting is not like Monday Night Football, with cameras tracking every move and instant replay only a moment away.

This is where a mystery shopper's services can be critical. By providing an objective, focused analysis of your exhibit, a mystery shopper can pinpoint weaknesses, identify strengths and on occasion, offer suggestions for improvement.

It's important to take the mystery shopper's report into account. However, it is not the only point of view you'll want to consider. Often, valuable information can come from your booth staffers themselves. During your end-of-day debriefing session, go over what worked, what didn't, and what challenges arose during the day. Take time to meet with your staffers a short time after the show as well - giving them time to reflect upon the event and gain some perspective may yield up new insights.

Another source of information might be your customers. Offer your best accounts - and some new clients that you want to reinforce your relationship with - an opportunity to critique your team's performance. This can be done as a simple e-mail survey or during a follow up phone call. Often, an attractive incentive item can persuade people to share their opinions with you when they would otherwise keep quiet.

You may wish to offer an anonymous comment area on your organization website as well. Some people may very well have commentary to make, but fear to say anything as they feel it may jeopardize a profitable business or professional relationship. If you do this, be prepared for commentary that's markedly harsher than you'd otherwise get - people will say things behind the cloak of anonymity that they'd never dare voice otherwise. If you offer an anonymous option, though, you have to be fair about it - no sneaky tracking of IP addresses to later ferret out who said what!

Combining the mystery shopper's report the information garnered from your staffers and customers will give you the most comprehensive picture of the intangible factors that influence show performance. Coupled with the measurable criteria, you've got your baseline measurement.

Collecting this information is only the first step. You have to consider what the information is saying and decide how it will influence your future actions. For example, if you find that you've fallen short on the number of leads that you want to collect and your intangible criteria indicates that you had surly booth staffers reluctant to engage with the public, you've got a clear cause and effect relationship spelled out for you -and an obvious point indicating where training is needed. Additionally, these reports have historical value: comparing this year's reports with previous years will show you in black and white how the team's performance has evolved over the years and the clear value of your training efforts.

Data in isolation is useless. If you're going to compile for reports just for the sake of compiling reports, don't bother. However, if you're going to use this information to identify problem areas and take actions to improve performance, you'll find your efforts well rewarded.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows.

Labels: Event-Planning

To be effective, corporate pursuit should be exhilarating, bonding experiences that can be enjoyed by all members while asset clear spotlight and staying true to the organization's goals. When planning or select a corporate amusement, try to chart the event at an off-site situation. Professionals who specialize in corporate entertainment and squad structure would be able to provide numerous valuable fun activities to develop a particular team?s performance.

Administrative conference centers provide facilities such as meeting rooms, training rooms, panel rooms, and consultation rooms that are fully furnished with executive chairs, inner processing unit chairs, conference tables, sofa, and easels. They are also equipped with a wide choice of acoustic/ocular equipments such as overhead projectors, LCD projector, DVD player, VCR performer, Cable TV, and stage microphone.

Team building, leadership quality, and dissimilar management accomplishment are what most corp are concerned about. Driven by a motive to maximize the out-put from the employees, corporate events are planned to hone these attainment of their employees. Indoor and outdoor corporate events are designed in a way that is entertaining as well as rewarding for culture experiences.

The basic requirement for control a corporate occurrence is a step-by-step disciplined to see through various tasks from set off to finish. There are many corporate event management companies gift professional military. They will work with the company contact one-on-one to make sure all of the needs and desires of the company are met when putt together an event.

In the end, choosing to use a corporate affair planning examination is no different than any other production decision. You hand over the employment to those that have the greatest resources to accomplish the task. When it come up to fitting a company event to its idea, a professional event planner can turn your company thanks feast into a motivating, rewarding and inspirational team building event that will kick your next quarter into high gear.

Labels: Event-Planning

It is not enough just to have a written contract when you are hiring a vendor or a professional. You have to make sure important details are part of it, and that you understand exactly what is and isn't included in the service you are buying. If your photographer said he would include an extra photo of your parent, make sure it is spelled out in the contract. If the limo company said, there is a bottle of champagne included with the service get it in the contract.

Even though most of the time, vendors do as they say, you should never assume anything. You owe it to yourself to include the important details in your contracts. Your written contract is your legal leg to stand on in case something goes wrong. You should have a written contract for all vendors including, reception venue, photographer, limo service, wedding cake company, caterer, florist, and more.

The written contract should include many important points such as:

Date of service: You need the wedding reception venue to be available on a certain date, not a day before or after.

Time of service: It is not enough to have the limo to arrive on the correct date; it is essential that it be on time. Be sure the exact time of service is noted in the contract. The wedding reception hall should be reserved for so many hours, depending on the contract. The cake should arrive within an acceptable time frame. Keep in mind time and date is equally important.

Be specific about the place. If your reception is held at a resort, make sure the name of the room is in the contract.

If cleaning, setup and break down is part of the service.

Whether or not the negatives are included with the service has to be in writing.

Cancellation policy should be part of all contracts. You have no control of the future, so make sure there is reasonable cancellation policy.

Contracts are an essential part of your relationship with your wedding vendors. What exactly should your contract include is up to the vendor you are hiring and the service they provide, but the information above should be a good starting point in your research.

Author: George Meszaros

Labels: Event-Planning

Selecting a name for your new business is not easy. A name does more than identify your company. It tells customers who you are, what you do, and more than a little about how you do it. Your name differentiates you from your peers, peaks customer interest, and invites further investigation - if you do it right.

I didn't do it right. At least, not at first.

All entrepreneurs make mistakes, and I made one of my first ones right off the bat. Thrilled with the fledgling business I was starting, this precious enterprise so near and dear to my heart, I christened my company Diadem Communications. Diadem means crown- a fitting name for what I felt was a crowning achievement.

What does Diadem say to you? Does it evoke thoughts of me coming into your company, training your sales team to be the best booth staff ever, ensuring that every single trade show you attend turns out to be amazingly successful? Does it make me sound so good that you just can't wait to hire me?

No. It doesn't say that to me either. And even worse, it didn't say that to any of my potential customers. Going by name alone, no one would be able to determine the least bit of information about me, my company, or the services we offer. The name said nothing, and it did nothing for me.

The name had to go. More importantly, it had to be replaced by something effective. How do you come up with an effective name? Consider these six elements:

An Effective Name:

1. Tells Who You Are: Your name should reflect your identity. This is an essential aspect of branding. You'll be promoting this name, getting it in front of as many eyes as possible as often as possible. How do you want the public to think of you?

For some, that means integrating your personal name into the name of your business. This is very common in some professions: legal, medical, and accounting leap to mind.

Others prefer a more descriptive name. One successful small baker runs her business under the name "The Cookie Lady" because that's how her first customers identified her. It's doubtful that most of the customers even know her first name (It's Pat) but everybody in her market knows "The Cookie Lady".

2. Tells What You Do: It's incredible how many company names give little, if any indication of what type of work the organization actually does. Take the following examples:

- Smith and Sons
- Hulbert Brothers
- Only One

Can you tell me what any of these companies does? Of course you can't. They're relying on customers already knowing who they are (a tricky proposition for new businesses!) or by having their name found in 'context', such as a yellow pages or on-line business directory.

3. Tells How You Do It: Words are very powerful. By carefully selecting what words you use in your name, you can convey a great deal about your company's image. Consider the names of three different massage and bodywork centers:

- Champlain Valley Therapeutic Massage
- Clouds Above Massage
- Speedy Spa

All three companies are providing the same service: massage therapy. Yet the first appears to favor a more medical approach, the second, a dreamy, luxury approach, and the third focuses on fast service.

4. Differentiates You From Your Peers: Your company name is the first opportunity to tell customers how you differ from the competition. This can be done by emphasizing what makes you unique, pinpointing what aspect of your products and services can't be found anywhere else - or that you do better than anyone else.

Consider the massage therapy example we looked at in number three. Each organization clearly has a different focus and approach to their customer base. They're attracting different types of clients, who are seeking fundamentally different approaches. All of which is conveyed in less than five words.

5. Peaks Customer Interest: Creating customer interest is an art and a science. Think carefully about your target audience. What qualities of your services are of the greatest import to your customers? What kind of words are likely to appeal to them?

Emphasize the important qualities in your name. For example, busy homeowners are drawn to the inherent promise of speed offered by "Bob's Instant Plumbing" while a reader in search of a good mystery will gravitate toward "Crime Pays Books".

Word choice is also important. Two yarn shops can both specialize in specialty fibers, but the one who labels themselves "All Hemp All the Time" will draw in a decidedly different crowd than the one named "Natural Beauty: Organic Yarns".

6. Invites Further Investigation: Customers are funny creatures. What one group finds to be funny and engaging turns another group off. You want your name to be inviting and approachable - as those qualities are perceived by your target audience.

The best example of this may be seen in the individual investor segment of the financial services industry. Charles Schwab has spent years cultivating a classic, formal image - but now that the consumer base is changing from 'old people with money' to 'everyone with a 401K', Charles Schwab has launched the "Talk to Chuck" campaign in an effort to be more approachable.

Make sure your name doesn't intimidate customers away! Some industries are more formal than others, but adopt pretension at your peril.

After following a series of simple step-by-step instructions to match my corporate identity with my service offering, I came up with the quintessential name: The Trade Show Coach. This name instantly tells customers what I do - assist companies with trade shows - and a little of the manner in which I do it - coach, rather than dictate, direct, guide, or organize.

See the difference? So did the buying public, some of who quickly became my best customers. The same thing can happen for you - if you pick the right name.

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.

Labels: Event-Planning

When a show's a year away, it may seem like you have lots of time to get ready. But appearances can be deceiving. Twelve months is not long, especially with all the pre-show planning, training, and preparation you've got to do. Here is a checklist of sixteen vital items that need to be done approximately one year before you set up your exhibit:

1. Identify Where The Show Fits In Your Marketing Strategy: Every show has a purpose. Do you want to introduce a new product to a new market? Increase existing services in an existing market? Increase your visibility in a new geographical region? Reinforce existing customer relationships? Knowing what you want to achieve at any given show is vital to your success.

2. Decide Which Products To Focus On: Your company may produce dozens, even hundreds of different products. Obviously, you can't showcase all these items at a trade show. Attendees would be overwhelmed. Instead, with one eye on your marketing strategy, select those products that need to take center stage. Remember that 70% of people attending shows are looking for something NEW!

3. Identify Your Target Audience: Ideally, every show would be attended solely by consumers desperate to buy your products and services. However, things don't always work that way. Determine who the decision makers are in your industry, and exhibit at the shows they attend. You want to spend your time talking with the people who have the power to make purchasing decisions.

4. Identify Your Exhibit Objectives: Clearly explain to your booth staff what goals you expect them to meet during the show. Make these goals quantifiable. Examples could be number of leads generated, target sales figures, gathering marketing intelligence or educating your target audience.

5. Write an Exhibiting Plan: Writing out an exhibiting plan not only clearly delineates what needs to be done before, during and after the show, what your exhibit team need to do, and a timetable. Include every step of the show in the written plan, leaving nothing out. Re-reading this plan will allow you to identify any items you've overlooked.

6. Establish an Exhibiting Budget: An exhibiting budget should include every item needed for show participation. Beyond registration and space rental fees, include charges for show services and transportation. Add in the cost of your exhibit design, signage, graphic, and display materials as well as advertising, promotion and special activities. And, finally, don't forget your exhibit team's travel, accommodation and meal expenses.

7. Reserve Your Booth Space: Prime real estate go fast! To get the booth space you want, remember to reserve early. Avoid 'discounted' spaces in out of the way aisles or near the bathroom. The savings realized won't balance out all the attendees who never get near your booth - or worse, who go by in a big hurry with other things on their mind!

8. Pay Deposits: Check in with the accounting department to make sure deposits are paid on time. This often-overlooked item can cause all kinds of headaches, not to mention high late-payment charges.

9. Ensure Booth Design Meets Objectives: There are no one-size-fits-all displays. Make sure your design meshes with your marketing plan, helping to support current objectives while maintaining your corporate image. Booth layout is vital. Make sure it contains all the needed elements, including a 'quiet' place to talk with hot prospects.

10. Assess Your Current Exhibit: Give your current exhibit a critical once-over. Does it still look sharp and engaging, or is it tired, faded, and worn? Signage and graphics sometimes travel around the globe several times in a year - and they don't always look better for it. Check flooring material for wear and tear as well as your other displays.

11. Purchase New Items as Needed: Order new graphics and signage as far in advance as possible. This way, if there are any mistakes, you'll have time to make necessary corrections. Additionally, allowing yourself extra time gives you the room to negotiate for the best deals. As you replace worn items, make sure the old ones are disposed off - you wouldn't want your booth staff setting up last year's signage by mistake.

12. Order Show Services: Show services should be ordered in advance. These can include electricity, signage, audio/visual equipment, booth cleaning services, plants and flowers, telephone and computer hookups, waste removal, and furniture. You'll be sure to get everything you need, and enjoy a substantial savings over those who wait for the last minute to order these items.

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.

Labels: Event-Planning

One of the major objectives of any trade show exhibit is to create a lasting impression in the attendee's mind. After all, if a visitor can't remember you, how can he give you his business? You also want to create a positive impression, and unfortunately, that's harder to do than the negative equivalent.

Which brings us to humor. People love to laugh - and they like other people to laugh with them. Witness the almost constant flood of jokes and cartoons that flit across the internet: Proof that humor cannot be stopped. You'll often find that people go out of their way to remember great jokes, where they'll never, ever stop to jot down the details of an eye-catching graphic. This makes humor an invaluable marketing tool - if you can make it serve your corporate objectives.

Some of you are dismissing this idea out of hand. "There's nothing funny about my product!" I can hear you saying. Well, what's funny about rental cars? Beer? Car insurance? None of these items are inheriently funny, yet companies in all three sectors have effectively used humor to fix their products in the public eye.

It is important to remember that your trade show campaign should be fully integrated into your marketing plan as a whole. If you are using humor in your television and print media, bring it to the show floor. However, if you are known as a stoic and conservative company, playing for laughs at the convention center will fall flat. Consistency in corporate image is key.

What can we learn from companies that have successfully used humor? There are four key lessons.

Avis Rental Cars "We try harder" campaign centers on humorous scenarios highlighting what would happen if a rental car company wasn't willing to go the extra mile. They film ridiculous situations, such as an attendant handing out books to customers waiting in long lines, and contrast them with the bright, efficient service a customer could expect from their company. It gets a chuckle - but you'd better believe that when a weary traveler is eyeing the rental car company kiosks at the airport, an image of that book-toting attendant flashes through his mind.

Key #1: Exaggerate the norm.
Contrast exaggerated examples of industry 'norms' with how your company excels. A restaurant chain that serves large portions could highlight the much smaller servings to be had at the competitor's. Wendy's did this very effectively with the "Where's The Beef?" campaign in the Eighties. Be careful not to explicitly or implicity identify your competitors, or you'll be hearing from some very angry lawyers.

Remember the Budweiser frogs? How about the lizards? Or the donkey that wanted to be a Clydesdale? Each of these campaigns was phenomenonally successful, yet only tangentially related to the product at hand. Each approach was slightly different. Frogs croaking Bud - weis - er can be inheriently funny, especially if you've already had a few brews yourself. It also appealed to the coveted young drinker demographic, as studies have shown an intense brand loyalty among drinkers, generally established in the early twenties. The lizard campaign capitalized on the wry, sarcastic humor enjoyed by Budweiser's target audience. The donkey campaign tied into the traditional Clydesdale imagery, a strong if staid marketing tool.

Key #2: Know your target audience.
Jokes that appeal to one demographic may not work with another. Gen Y shoppers have especially sharp funny bones, and may appreciate dry wit. Tie in your classic marketing efforts whenever possible.

Geico and AFLAC have recently done very well with their talking animal ads. By using the same animals over and over to reinforce the marketing message - after all, that poor duck could surely use some disability insurance of his own by now! - both companies have created a brand awareness second to none. Ask the random person to identify a disability insurance company, and chances are that they'll tell you about AFLAC. Ask them about another disability insurance company, and you'll be lucky if they can name even one.

Key #3: Create a character.
Create a 'character' as part of your brand image. This character should show up EVERYWHERE - including television commercials, on the literature you distribute at the show, in your signage and graphics, and potentially as stuffed animals. The Serta Sheep toys have taken on a life of their own, and each and every one of them goes out with the company name blazoned on the side. That's humorous marketing at work. Consumers buy these secondary products because of the laugh-factor, and bring a constant advertisement into their home. The influence on subsequent purchasing decisions may be minor, but it is in fact there.

Humor can be a great way to convey your marketing message. Geico has done this very well with the "I saved money on my car insurance by switching to Geico!" series of commercials. Exercise equipment salesmen, politicians, animated characters - all have been pressed into service to recite those ten words. Using different settings keeps the audience engaged, while constant repitition drives the message home.

Key #4: Repetition counts.
Remember, consumers need to hear a message at least six times before they'll recall it easily. The trick is to keep the presentation fresh while the message remains constant.

Comedians world-wide will tell you that humor is a tough business. It's hard to tell what will make one person laugh and another roll their eyes in disgust. However, if a joke falls flat for a comedian, they simply move on to the next joke and keep moving. If you've invested tons of time and money in your humor campaign, you need to know these three things:

1. It must be funny. Test the campaign on objective people. Lots of objective people. If the majority laugh, you're golden. However, if less than half the people get the joke, drop it.

2. It must be quick. There are great funny jokes that take half an hour to tell. That's nice. Inflict them on your relatives or when you've got a whole room full of trapped subordinates. Customers aren't going to give you that much of their time. You've got half a minute tops to get them laughing.

3. It must reflect well on your company. Ethnic, racial, sexual, and gender based humor has absolutely no place in the corporate world. Perceived slurs - even if they are made in the guise of a joke - will travel around the world as fast as the internet can move, and suddenly your company will have all kinds of attention they don't want.

Laughing is a lot of hard work, isn't it? But once you've found the right balance, you'll have an advertising campaign that will draw the crowds into your exhibit - and more importantly, toward buying your products and services.

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.

Labels: Event-Planning

Survey the crowd at any trade show, and one trend immediately makes itself apparent. Attendees are getting younger. The infamous Baby Boomers are preparing for retirement, and Gen X'ers have moved into upper management positions. Now we're exhibiting for Generation Y.

The members of Generation Y were born between 1977-1994. It's a huge demographic, with over 68 million individuals, 40% of which are already employed full-time. While it's always unwise to indulge in sweeping generalizations, this generation has consistently exhibited one primary characteristic: They're trendsetters. Gen X'ers have shown a remarkable tendency to mimic Generation Y's embrace of everything new, and the Baby Boomers are eager to follow along. If you can attract Generation Y's attention, you'll get the other two groups as well.

How do you attract Generation Y? It may be trickier than you think.

For one, Generation Y is skeptical. They don't trust anybody. They grew up knowing that the media exists only to sell products, that news can be spun, and that the same set of numbers can be used to prove that Enron is thriving and viable or completely bankrupt.

The following four keys will help you attract this interesting and powerful target audience:

Key #1: Provide Proof. Any claim that you make must be backed up with real-world, viable proof. Any arbitrary set of statistics won't be enough anymore. Generation Y wants to know where you got your numbers from - and don't mind at all if they've been audited. It's hard to get Generation Y's attention. They've grown up saturated with media. The average person in this age group is engaged with some form of media - tv, radio, podcasting, internet - almost 19 hours a day. They often, 'multi-task' - checking e-mail while watching television or listening to a podcast while reading the morning paper. Your regular exhibit booth with a video clip playing on continuous loop and piles of brochures simply is not going to cut it.

Key #2: Provide Entertainment. This group expects to be entertained. They know their attention is a valuable commodity, and they want something in return for it. Think outside of the box to find creative ways to engage this crowd. Remember to consider more than audio and visual stimuli - to get Generation Y, you need to engage ALL of their senses. While we used to caution about over-stimulating attendees, that's not necessarily a danger with this group. They are more than ready to interact with you on many levels all at once. That being said, Generation Y is not content to simply sit back and passively watch. They want to be engaged in their environment, fully immersed in the activities going on around them. Given a chance between watching a product demonstration and actually trying the product out, Generation Y will choose to try it themselves every time.

Key #3: Encourage Participation. Hands-on, direct product contact will appeal to Generation Y. This may not be practical for every exhibitor - after all, if you sell earth-moving equipment, you can hardly let attendees drive a front-end loader down the aisle - so be sure to explore tech-savvy alternatives. Could you have a 'simulator', similar to the type used to train pilots? Remember, Generation Y is used to viewing the world through a set of virtual tools. Provide a new experience using these tools. Finally, Generation Y expects to be recognized as unique. Individuals crave and desire recognition, and are very sensitive to how they are treated. They don't simply want to be acknowledged, they want to be acknowledged as special.

Key #4: Value the Individual. Even in the brief time your booth staff has to talk with each attendee, they can create the impression that they value the individual. Active listening, noting and using the attendee's name, appropriate eye contact, and positive, reinforcing statements will make the attendee feel as if the booth staff are genuinely pleased to meet them. This will definitely appeal to the individual who fears being one of the faceless crowd.

Incorporating these keys into your exhibiting strategy does not mean you have to throw out everything you've done up to this point. Exhibiting is a constantly evolving art. As you approach each show, consider what elements you can improve to appeal to Generation Y. Staff training should focus on this new up and coming generation, so they are adequately prepared to represent your company to a whole new set of eyes.

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.

Labels: Event-Planning

That's what every company wants to be, especially now when stock markets worldwide are falling and threats of recession loom large on every horizon. Management is being urged to 'cut the fat'. Many times the powers that be interpret this to mean eliminating staff training programs and drastically cutting marketing. But they're making a mistake. Instead of trimming fat, they're amputating the very muscles a company needs to stay competitive in today's global marketplace.

Now is the time to make sure that you're exercising your marketing muscles efficiently and enough. Regular workouts are important when times are flush and sales brisk, but they become vital during economic downturns.

Let's take a look at five strategies to exercise your marketing muscle, how they relate to your trade show participation, and how all are vital to your company's physical fitness.

1. Go to the Gym: You can do your workout anywhere, but it's better in the gym with the proper workout equipment. In the same way, you can be a contender in the global marketplace without attending trade shows - but how effective will you be if no one sees you in the global marketplace? Companies can not buy your goods or services if they don't know you exist! Trade shows signify an essential marketing strategy when it comes to visibility. Exhibiting demonstrates that you are a serious player in the industry. Staying in the public eye is imperative if you want that public to remember who you are!

Make the commitment to keep trade shows one of your major promotional tools.

If financial circumstances make this difficult, consider down-sizing your booth - but don't abandon the show completely! Doing so creates the public impression that your firm is in financial trouble - the kind of bad 'buzz' no one wants - and that your competitors will happily spread!

2. Set long-term goals: It takes more than one spin class to shed twenty pounds, and you wouldn't expect bulging biceps after an hour of free weights. But that's exactly what many companies expect from their marketing and training routines.

Neither will provide a miracle quick fix, but as part of a regular, planned, organized campaign, training and marketing will, in time, produce impressive results.

If on the other hand, you only concentrate your energies on training and marketing when things are good, and discontinue those exercises during down times, your results are likely to mirror your actions. Developing a consistent marketing and training strategy that you can stick to, no matter what the economic circumstances, will help you keep an optimal operational equilibrium.

3. Critique your workout routine: We all get into ruts, in the gym and in business. How often do you stop to take the time to examine what your companies is doing - and more importantly, why? Upon examination, many of your corporate actions may be done out of habit rather than because they are productive and profitable.

This applies to trade shows in two ways. First, take a close look at the shows you attend. How do they really fit into your marketing strategy?

Ideally, attending a show should attract large amounts of consumers from your target audience. If you're at a show that doesn't do this, ask yourself why. Are you there just because "We've always gone to ABC show"?

Are you attending just because your competitors do? If your target audience is not attending, you and your competitor are both wasting money at that show - let them throw their money away alone! Cut non-producing shows out of your exhibiting schedule. Instead, put all your energy and resources into exhibiting at more profitable events that attract your target audience.

Employees who are normally careful with company resources tend to go a little crazy at trade shows. Excessive employee spending is a seldom-discussed problem, but one of the most common ways for a company to bleed green at a show. Combating this can be as simple as reserving rooms at a moderately-priced hotel, setting per diem expense allowances, and enforcing employee accountability for expenses. Watch out for the 'entitlement' mindset - "I'm entitled to a steak and lobster dinner at the most expensive restaurant in town because I'm at the trade show." If employees know they'll have to explain any questionable purchases after the fact, they'll be less likely to splurge on your dime.

4. Find good workout buddies: Spending time in the gym can be infinitely more productive if you exercise with a motivated, skilled partner. The same is true for marketing. Here, you are counting on your employees to be the skilled, motivated partner.

When the employee-employer relationship is truly a partnership, both sides will have common goals and ideals. Everyone will be working together to achieve these goals - and what better place to showcase this than the trade show floor? Your booth staff represent your internal customer-service team. They act as your company ambassadors, representing the entire company with everything that they do. Their attitude, body language, appearance, and knowledge help create a lasting impression that attendees will take away with them. Make sure your employees are prepared by providing excellent training and making sure they clearly understand what is expected of them. Training shows your employees that you value their contributions, and demonstrates to the world at large that you care about what image your company is presenting.

5. Keep good workout buddies: We're a mobile society. People move an average of seven times in their lives, oftentimes great distances. Therefore, companies are often hesitant to spend money on training. What's the sense, they ask, of making this investment when the staff are likely to leave, taking their skills with them?

Life is full of risks. When you go jogging the first time, there's the risk you might stumble and skin your knee. You might wrench an ankle. You might fall into a sudden sinkhole and wind up in traction. But when you weigh the rewards of physical fitness - the increased sense of well-being, the health benefits, and the trimmer physique - and the relative likeliness of the risks - you see it is clearly worth it to go jogging.

The same thing holds true with employee training. The benefits of a fully-trained, top-notch staff clearly outweigh the chance that one or two may leave. Employees leave for a number of reasons, and it is in your power to minimize some of them. For example, employees may leave because of frustration, stress, or a feeling of being under-valued. Perhaps they don't feel they have enough authority, growth opportunities, or direction.

Providing training can remedy some, if not all, of these reasons, and help you retain quality employees.

These five strategies will help you transform your company into a lean, mean profit machine. Keep those marketing muscles working and they'll be less likely to be trimmed away as "excess fat".

About the Author: Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY. Author of "Meeting & Event Planning for Dummies," working with companies to improve their meeting and event success through coaching, consulting and training.

Labels: Event-Planning

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 of 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!

Xpect 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.

About the Author: Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY. Author of "Meeting & Event Planning for Dummies," working with companies to improve their meeting and event success through coaching, consulting and training.

Labels: Event-Planning

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, 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 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 advantageous.

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 in 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.

About the Author: Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY. Author of "Meeting & Event Planning for Dummies," working with companies to improve their meeting and event success through coaching, consulting and training.

Labels: Event-Planning

Your job as an event planner doesn't stop with the meeting in the company boardroom. You may be called upon to organize an employee appreciate event, an awards dinner, a product launch, the celebration of a company milestone, a gala recognizing a longtime employee's retirement, an incentive event for company's sales force, a fundraising event, a holiday celebration... the list goes on and on.

One key to a successful special event is to seek out entertainment or decorations that are unique and fun to spark conversation among guests. As you begin envisioning your event, picture the mood you want the environment to create. For example, determine whether you want to create a jubilant, celebratory atmosphere or one that is more serious. The ambiance you aim for depends a great deal upon the type of event you're having. If it's a product launch where you want to create an aura of enthusiasm and excitement, you'll likely lean toward an exhilarating atmosphere. If you're organizing an event for your employees and their spouses, perhaps you want the mood to be somewhat romantic.

Whatever you decide, the following seventeen tips will help you shape and enhance the atmosphere with the entertainment, decorations, and food you choose.

1. Think outside the box when planning the atmosphere at your event. Novelty is the key to your success. Give your guests something to tell their friends about!

2. Create a fun, interesting, and exciting ambiance using special stage settings, lighting, special scenery, music, ice carvings, flowers, centerpieces, candles, balloons, colored linens, printed menus, a photographer and gift items. Budget determines much of your wish list turns into reality.

3. Consider all sorts of amusements - strolling musicians, chefs' demonstrations, palm readers... anything out of the ordinary.

4. Keep in mind that your entertainment doesn't have to come in the form of people. An elaborate coffee bar or startlingly beautiful champagne fountain will have your guests raving.

5. Vary your decorations depending on the type of event you're throwing and the venue you choose. Find out whether the facility has house decorations that it's willing to provide at no additional charge.

6. Check all decorating plans with the venue in advance since many have restrictions on what they allow you to do in their establishment.

7. Create a theme especially for a large event to help make it more memorable. In addition, it helps make it easier to organize programming, food, décor, and other accessories. Carry out your theme before, during and after the event for true ambiance and memorability.

8. Cut down on decorating costs by choosing a themed venue and then building your event around the décor rather than molding a venue to the theme you've chosen. For example, find an elaborately decorated ethnic restaurant, and then provide the musicians and entertainers from the appropriate area of the world.

9. Select a theme that fits your group and complements the tone and content of your event. But don't have a theme unless you're prepared to follow through with it.

10. Ask for theme ideas. If you're at a loss, consider having a competition soliciting ideas from your target audience. Your best ideas often come from others. But, remember to offer a fun incentive.

11. Consider choosing a theme from the most popular categories, namely: Fashion (e.g. The Roaring Twenties), History (e.g. A Renaissance Fair), Politics (e.g. 4 th of July Celebrations), Popular culture (e.g. An Evening with Dr. Seuss) or The arts (e.g. A Night at the Oscars).

12. Choose appropriate entertainment for your group. Participants look forward to the entertainment segment of a program. They want to have fun, enjoy themselves, and let their hair down, particularly after stressful and demanding sessions. Options include: Music (e.g. live, disc jockey or even karaoke), Spectacle (e.g. magician, juggler, comedian or mine), Theater (e.g. dinner theatre, murder-mystery experience or corporate theater), Games (e.g. treasure hunt, or a game show), Video or slide show.

13. Make certain to view a demo video before hiring talent. Watch for the entertainers' performance quality and the audience reaction. Check out their references and ask specific questions such as: Would they hire them again? How flexible, reliable and easy to work with are they? Make sure that their act is a good fit for your audience.

14. Find out whether the entertainers need extra staging, lighting, or décor to create the right ambiance. Special requirements add to your bottom line - watch out, this could get expensive. Be sure that the venue approves any special requests. For musical entertainment discuss various options, such as low-volume background music, light entertainment during the meal, and lively dance music. Discuss how the entertainers involve the audience in their act. People enjoy both passive and active involvement.

15. Sit-down affairs work best when you include some form of entertainment. However, if you want something a bit different, look at alternative areas in the hotel, such as an indoor patio or pool area. Naturally, a plan revolving around an outdoor pool is contingent on the weather. It's best to have a back-up plan just in case the heavens decide to open. Buffets and barbecues also work well, but watch the price tag. These kinds of food functions often require extra labor, which automatically means additional dollars.

16. Don't serve anything messy for any event where food is served while guests are standing and mingling. Limit your cuisine to bite-size morsels that guests can easily eat with their fingers or a fork. Save money by opting for a few choice hors d'oeuvres in larger quantities rather than a large selection in smaller quantities. But remember to include some interesting vegetarian selections in your menu for guests who don't eat meat.

17. Make sure you have enough bartenders and liquor when serving alcohol at your event. You don't want to run out of beverages in the middle of the party or have long lines of grumbling, thirsty guests. Consider whether you want to limit your guests to certain selections, eliminating expensive liquors and specialty drinks.

About the Author: Written by Susan Friedmann, CSP (Certified Speaking Professional), The Tradeshow Coach, Lake Placid, NY, author, "Meeting & Event Planning for Dummies," works with exhibitors, show organizers and meeting planners to create more valuable results from their events nationally and internationally.

Labels: Event-Planning

So you've been asked to do the company event, and here you are without a degree in Event Planning.

Anyway, it happens, and even if you thought it would be fun, when faced with the task, it can be daunting. You are about to become the conductor of a large orchestra. Here are some ideas from my years as an event planner.

FIRST THINGS FIRST

Find out your budget. If they didn't think about that - the money, you know - you'll have to jump ahead and make your plan so you can provide a realistic request for money.

With or without a large budget, you can do a great event. More on this later.

If there's a history, get your predecessor's file.

THE NETWORK

If you're in a loop, in other words if you get out, go to parties, trade shows, luncheons, anniversary banquets, and charity balls, you have enough information. It's just a matter of connecting the names, and your gut instincts will tell you where the yentas are that can provide this.

Failing that, book your event in a reputable hotel and get with their Catering Coordinator. She'll have a full rolodex of great leads for you!

Other sources for information are any good PR firm, or the 'designer' florist or stationer in your town. These people are often event-planners in disguise.

THE ELEMENTS

These are the basic elements to an event: Food, Liquor, Master of ceremonies, Speaker, Entertainment, Program, Photography, Invitations, Decorations, Door prizes

And you may need seating chart and table markers, and in some cases insurance and a Health Deptartment permit.

EXPERIENCE? VOLUNTEER

Churches and non-profits offer a plethora of opportunities for practice. That's how I got started - working with the pros. They weren't being paid, but if you're putting on a Charity Ball for 1,000 people that brings in $100,000, you're a PRO.

I went and hung out. Got on a committee, then headed a committee and worked my way up. The Mavens were grateful for help, and, like anyone else with serious responsibility, they parceled out projects to me as my abilities warranted. A true apprenticeship.

Keep your eyes and ears open, and you'll learn the political side of it, which is tricky. You'll also learn the things you really need to know, like for heaven's sake don't ever be the one who manages the seating chart the night of the event. It's hideous! Assign someone who's firm but pleasant, or just naïve enough to agree.

TACT

Of course everything you do, you do with tact, and you've worked to develop your emotional intelligence competencies, which is good, because you're going to need them.

How so? Because this can be the original "Little Red Hen" thing. Everyone has an idea, and wants this and that, and no one wants to do the work. I remember the CEO who called me in a week before an event to announce there had to be one of those big cakes with all the candles brought in. Hmmm.

ASSIGN & DELEGATE

Delegate any task you can. For an idea of how to organize this, take a look at a program from a big event, or those ball flyers. They'll list all the committee chairs.

SAVING MONEY

There are many ways you can get things for little or no money. Entertainment, for instance. If you look around town, you'll find groups who perform for the love of it, and they can be quite good.

Remember that children always "work." They can be as bad as bad, and that much more adorable. I had a group of kids perform free) when I did a New Orleans Jazz Brunch. I had a professional jazz band lead in with "When the Saints Go Marching In" and the children, dressed in Mardi Gras costumes, ran around throwing coins, confetti, and streamers.

Throwing confetti? I had a hotel Event Coordinator agree to let us bring in men on motorcycles if we agreed to clean up any oil spills.

You truly never know!

There's also a serious Boys' Choir in S.A. I've used, and they were worth what they charged.

Stay away from amateur comedians. Bad humor is irretrievable and so is your reputation.

EXPECT THE WORST

Because it will happen. I've had every volunteer fail at some point - no decorations, no program ... You just have to learn how to cope. If decorations person fails, buy a pretty floral arrangement for each table. If there's no money, buy that crepey paper and "wrap" each table like a gift.

HAVE A TRANQUIL FRIEND

Your nerves may be a bit on edge. I remember the maitre d' who saw me about to decompensate at set-up time, who took me in his arms and said, "Let's dance," and waltzed me around the mess in the ballroom that was bad and getting worse.

I remember the chef who told me at set-up time that he couldn't possibly serve this in less than 3 hours, "Surely you jest." Lucha was there. She went into the kitchen with him and came back 30 minutes later saying brunch would be served in 50 minutes.

KNOW YOUR CEO

Some need to be briefed on how to run the show; some don't.

SPEAKERS?

Ready sources for speakers are ministers, community leaders, university professors, and professional speakers. And hey, ask the mayor. You never know!

DONATIONS

Getting door prizes is easy. Send out form letters or make phone calls to business owners telling them they'll get promotion in the program. Restaurants will kick in dinners, airlines will give tickets, hotels will give golf packages. These places have budgets for this kind of thing. They'll also foot printing costs.

PROCESS

Process after the event and keep things in a file. You'll want to remember what worked and what didn't.

About the Author: Susan Dunn, MA, Personal Life Coach. Relationships, events, emotional intelligence, transitions, career. Coaching, Internet courses, teleclasses, ebooks. I train and certify EQ coaches.

Labels: Event-Planning