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Casual Articles - The Paradox of International Trade Shows
I had an interesting conversation on the phone during class the other day. This took place over the course of 20 minutes or so with the class listening in on the conversation. Here are some of the details I can recall.I called on a prospect that was entrenched with another supplier. After asking and receiving his permission to speak we covered all the reasons why he liked his current supplier. At this point my goal was to pinpoint what was of importance or value to him. I asked if he was aware of the current recall of a certain part of equipment his supplier recalled. My intention was not to attack the supplier rather instead to be sure he was aware of a potential problem. He said he was aware and that the supplier had done a good job o
ARE YOU GOING FOR THE RIGHT REASONS?
What are you looking for? There are myriad opportunities to connect with lead
O.K. it’s 2006 and it’s time to make sure you are heading in the right direction. No time like the beginning of a new year to re-evaluate your goals, purpose, strategies, behaviors and ultimately your aim in life.One of the critical elements in all aspects of life is to have the proper aim. I am referring here to:A - Awareness of what is, needs to change, or can be. I - Intent. Having a clear, focused intent to change, grow, develop or modify. M - Movement. To have consistent movement or progress toward that which is congruent with your intent and life mission or purpose.Using the word AIM as a template in reflecting on your life you will find that failing to hit the target in any area of your life will
THE FIRST?
It is unique because it is foreign. If it’s your first show, it should be a real adventure. If it’s your umpteenth overseas trip, you may view it as a drag, or look at it as an opportunity to maintain and expand relationships.
THE SECOND?
It is the same as doing a show in the US.
Which is right? Both. How can that be? Because…..
The principles of trade shows are universal. There’s a practical understanding to the basics of trade shows – no matter where in the world you exhibit. Of course, there are the cultural nuances you must accept. Knowing where you are going and how to be accepted once there are critical business decisions.
In addition, there are universal standards in design, promotion, presentation and follow-up for any trade show. Your appearance and business practices must align to the actualities of the host country, industry and the international marketplace.
These are a sampling of questions you should ask as you consider starting or expanding your exposition schedule–
ARE YOU GOING TO THE RIGHT SHOW?
A show is not just a show. Each exposition has its own personality, and that changes from year to year depending on locale, exhibitors, the health of your industry and how the economy affects your clients. It is important to understand there are three Types of Shows. In the US, we tend to separate these show types - B2B Marketing, B2B Sales and B2C Marketing/Sales. In many countries, the functions and audiences overlap throughout the show, or on certain days. Align your expectations for each type of show. Consider each show a new show, not a repeat of the previous year. Then ask - is your timing right for entry into that country via that show for your products and services? How do you find the right shows? One obvious way is to ask your clients what shows they think are important.
ARE YOU GOING FOR THE RIGHT REASONS?
What are you looking for? There are myriad opportunities to connect with leads
Does Your Company Have A CVO?What’s a CVO? It’s a Chief Visionary Officer, the person who defines, communicates, and implements the vision of the company. The CVO creates the vision of what the company can become, communicates that vision both internally (to the staff and stakeholders) and externally (to clients and prospects). The CVO motivates others to see that the vision is important, worth the effort, and then tracks progress the company makes towards the achievement of that vision.Does your company need a CVO? Maybe. Not all companies need one. Your company does not need a CVO if you are satisfied with the volume of business, if you are satisfied with the velocity of growth, if you are more concerned with taking two
The principles of trade shows are universal. There’s a practical understanding to the basics of trade shows – no matter where in the world you exhibit. Of course, there are the cultural nuances you must accept. Knowing where you are going and how to be accepted once there are critical business decisions.
In addition, there are universal standards in design, promotion, presentation and follow-up for any trade show. Your appearance and business practices must align to the actualities of the host country, industry and the international marketplace.
These are a sampling of questions you should ask as you consider starting or expanding your exposition schedule–
ARE YOU GOING TO THE RIGHT SHOW?
A show is not just a show. Each exposition has its own personality, and that changes from year to year depending on locale, exhibitors, the health of your industry and how the economy affects your clients. It is important to understand there are three Types of Shows. In the US, we tend to separate these show types - B2B Marketing, B2B Sales and B2C Marketing/Sales. In many countries, the functions and audiences overlap throughout the show, or on certain days. Align your expectations for each type of show. Consider each show a new show, not a repeat of the previous year. Then ask - is your timing right for entry into that country via that show for your products and services? How do you find the right shows? One obvious way is to ask your clients what shows they think are important.
ARE YOU GOING FOR THE RIGHT REASONS?
What are you looking for? There are myriad opportunities to connect with lead
In recent years gift baskets have become extremely popular, with an increasing number of options available, plus a number of speciality baskets, such as golf enthusiasts, new baby and gourmet baskets. Another type of basket in great demand is the corporate gift basket.In choosing corporate gifts, a company has to decide what it is trying to achieve in giving the gift at all. Like any marketing decision (and let's be honest, this is marketing), the choice needs to take into account costs, purpose and likely benefits, as well as any possible adverse reaction if a bad choice is made. So, your corporate gift basket, if that is the general choice you make, should be appropriate not just to the recipient but the level and importance of the bu
These are a sampling of questions you should ask as you consider starting or expanding your exposition schedule–
ARE YOU GOING TO THE RIGHT SHOW?
A show is not just a show. Each exposition has its own personality, and that changes from year to year depending on locale, exhibitors, the health of your industry and how the economy affects your clients. It is important to understand there are three Types of Shows. In the US, we tend to separate these show types - B2B Marketing, B2B Sales and B2C Marketing/Sales. In many countries, the functions and audiences overlap throughout the show, or on certain days. Align your expectations for each type of show. Consider each show a new show, not a repeat of the previous year. Then ask - is your timing right for entry into that country via that show for your products and services? How do you find the right shows? One obvious way is to ask your clients what shows they think are important.
ARE YOU GOING FOR THE RIGHT REASONS?
What are you looking for? There are myriad opportunities to connect with lead
Are you launching a new product or website? Announcing a new book, movie or seminar? Then you’ve probably created a press release – sharing the: who, what, when, where, how and why of your special newsworthy item.However, there is a lot more to a press release than just creating one. Perhaps the most important aspect of a press release is the distribution. The purpose of a press release is to gather media attention. Online there are many places to post your press release. However, if you’re on a low project budget, the cost can be prohibitive – ranging from the hundreds to even thousands of dollars.Below, I’ve gathered several sites, forums and lists that will allow you to distribute your press release for free!Places to P
ARE YOU GOING FOR THE RIGHT REASONS?
What are you looking for? There are myriad opportunities to connect with lead
This is a story about a man and three dogs.I walk a lot - usually for about half to three-quarters of an hour most mornings. I see a guy with two dogs quite a lot. We chat a little occasionally.Of the two dogs (I know I said three, so hold on a bit), one is a light brown lurcher and is quite friendly and the other is a beautiful black labrador. He is 'nippy' as my co-walker tells me, so I have been a bit careful of him, but I always try to stroke him too. Whilst I have always been cautious of dogs, I have always tried my best to make friends with them, wherever I have gone (and no, I don't have a dog, and yes, I probably would like one!)My friend has now gained a third dog - another black labrador
ARE YOU GOING FOR THE RIGHT REASONS?
What are you looking for? There are myriad opportunities to connect with leads, partners, clients, reps, dealers, distributors and agents. The more you understand how business works in that part of the world and within your industry, the more you should network and target your markets prior to leaving Virginia. Use the pre-show months to get to know each other and build trust. We Americans have a tendency to rush into relationships; our overseas partners may take much more time.
ARE YOU INFLUENCING THE RIGHT PEOPLE?
There is great value in spending time and money for pre-show research and promotion. Networking skills are expanded via online research, discussion lists and asking your business associates. Appreciating the pecking order – social and business – and how decisions are really made by your target markets can cut your sales time dramatically.
ARE YOU SENDING THE RIGHT MESSAGE?
We’ve all heard stories of the misguided, arrogant or oblivious foreigner who rubs the hosts wrong. We tend to assume everyone loves us and speaks English. Wrong. Take time to understand the value of promotion in native languages and current cultural vernacular. Use professional translation services – carefully checked so you know what everything says – for all signs, graphics, letters, promotional materials, demonstrations. Hiring local multi-lingual talent is always appreciated for initial and qualifying conversations at the show.
ARE YOU SENDING THE RIGHT PEOPLE?
First impressions are critical and Your Staff = Your Company, both on and off the floor. Take staff selection seriously. This is the time to be smart, not stingy. Search your options for the best company representatives. Write a job descri
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