http://guruknowledge.org en-us http://guruknowledge.org N/A daleking@guruknowledge.org Mon, 06 Oct 2008 14:51:34 -0400 20 http://guruknowledge.org/articles/1589/1/Eight-Effortless-Exercises-to-Improve-Tradeshow-Performance/Eight-Effortless-Exercises-to-Improve-Tradeshow-Performance.html Tradeshow exhibitors have something in common with the rest of humanity: We’ll do what is easy, but avoid 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. daleking@guruknowledge.org (Susan A. Friedmann, CSP) Thu, 29 May 2008 00:00:00 -0400 http://guruknowledge.org/articles/1588/1/Good-Shows-in-Bad-Times---Exhibiting-When-Your-Industry-Is-In-Crisis/Good-Shows-in-Bad-Times---Exhibiting-When-Your-Industry-Is-In-Crisis.html Right now, chances are you'd rather be in any industry than mortgages and home loans. A few months ago, pet foods were on the hot seat, and a good while before that, high tech was under a laser beam of disgruntled scrutiny. daleking@guruknowledge.org (Susan A. Friedmann, CSP) Thu, 29 May 2008 00:00:00 -0400 http://guruknowledge.org/articles/1295/1/Show-Me-the-Money-Maximizing-Tradeshow-ROI/Show-Me-the-Money-Maximizing-Tradeshow-ROI.html I hear it all the time: Tradeshows are a waste of time and money.  We stand around, selling our hearts out, and what do we have to show at the end of the day?  Nothing.   Well, that's the result you should expect, if you're like most exhibitors, and neglect the most crucial aspect of tradeshow participation: Follow Up.   daleking@guruknowledge.org (Susan A. Friedmann, CSP) Mon, 03 Mar 2008 00:00:00 -0500 http://guruknowledge.org/articles/1294/1/Thats-Entertainment-Adding-Some-Show-Biz-to-Your-Tradeshow-Exhibit/Thats-Entertainment-Adding-Some-Show-Biz-to-Your-Tradeshow-Exhibit.html What makes one tradeshow exhibit memorable and another so-so?  What can exhibitors do to get attendees talking after the show?  What can motivate visitors who may have had no previous intention of visiting your booth decide that they definitely have to stop by?   daleking@guruknowledge.org (Susan A. Friedmann, CSP) Mon, 03 Mar 2008 00:00:00 -0500 http://guruknowledge.org/articles/1179/1/Teach-Your-Exhibitors-a-Lesson--Exhibitor-Education-that-Works/Teach-Your-Exhibitors-a-Lesson--Exhibitor-Education-that-Works.html Do you view educating exhibitors as a necessary evil? ? Or do you view it as a means of investing in your exhibitors, something that sets you and your show apart and increases the probability of a greater return on your exhibitors' show investment? ? Which position most accurately characterizes your perspective? The latter is the one that you should both accept and embrace, as it is a key component of ongoing show profitability. daleking@guruknowledge.org (Susan A. Friedmann, CSP) Fri, 25 Jan 2008 00:00:00 -0500 http://guruknowledge.org/articles/1178/1/Just-a-Click-Away--Using-the-Internet-to-Facilitate-Your-Market-Research/Just-a-Click-Away--Using-the-Internet-to-Facilitate-Your-Market-Research.html Market research is one of the most valuable selling tools a show organizer has.  Up to the minute, accurate market data arms you with the type of valuable information you need to ‘sell’ your show to potential exhibitors, including who is attending your show, how well your exhibitors did at last year’s show, and what type of sales numbers resulted from participating in the event.  Savvy exhibitors -- those that can contribute meaningfully to the success of your show -- will want to know this type of information.   daleking@guruknowledge.org (Susan A. Friedmann, CSP) Fri, 25 Jan 2008 00:00:00 -0500 http://guruknowledge.org/articles/744/1/Dirty-Little-Secrets-Five-Things-Tradeshow-Attendess-Dont/Dirty-Little-Secrets-Five-Things-Tradeshow-Attendess-Dont.html Look out there on the show floor.  Check out the attendees.  They look ordinary enough -- but they have secrets.  Dirty little secrets that they'd never tell anyone, not even under duress.  Successful selling at trade shows depends upon two things.  One is your products and personnel: How good are your products and services, and how well do your people represent them.  The second has nothing to do with you at all.  It has everything to do with secrets. daleking@guruknowledge.org (Susan A. Friedmann, CSP) Mon, 19 Feb 2007 00:00:00 -0500 http://guruknowledge.org/articles/743/1/Niche-Marketplace-Demands/Niche-Marketplace-Demands.html Right now, the business world is a-buzz about Chris Anderson's latest book, The Long Tail.  Even if you haven't read it, chances are you've heard of it: the best-selling business book that predicts the future of business lies in selling less of more.  Niche marketing, Anderson posits, isn't just tomorrow's trend -- it's today's reality.   The idea has caught on, and in a big way.  Many companies are entering niche marketplaces -- tailoring some or all of their product line to meet the needs and desires of a specific target audience. Doing so will allow companies to dominate certain segments of the marketplace, resulting in small but very profitable pockets of income. Perhaps your firm is doing exactly that. Perhaps they're about to. daleking@guruknowledge.org (Susan A. Friedmann, CSP) Mon, 19 Feb 2007 00:00:00 -0500 http://guruknowledge.org/articles/742/1/The-Secret-Weapon-Every-Savvy-Exhibitor-Should-Use/The-Secret-Weapon-Every-Savvy-Exhibitor-Should-Use.html It's time for a visualization exercise.  Are you ready?   Picture this:   You're standing, with your booth staff, in your exhibit at a large tradeshow.  This is one of the best shows you regularly participate in as it attracts a sizeable number of your target audience.  Your team is prepared.  Your display looks terrific.  You've got interactive demonstrations, you've sponsored a speaker, and your giveaway items convey your marketing message, appeal to your target audience, and are in plentiful supply.   Looks good, right? daleking@guruknowledge.org (Susan A. Friedmann, CSP) Mon, 19 Feb 2007 00:00:00 -0500 http://guruknowledge.org/articles/741/1/No-Brainers-27-Low-or-No-Cost-Ways-to-Improve-Your-Next-Tradeshow/No-Brainers-27-Low-or-No-Cost-Ways-to-Improve-Your-Next-Tradeshow.html There are lots of ways to improve your team's performance at tradeshows. From snazzy new displays to intensive training to rewards and incentives for top producers, it's difficult to even count the myriad ways What's not difficult is to realize that some of these improvement methods come with hefty price tags. Don't despair. There are many ways to pump up performance without breaking the bank. In fact, I've collected 27 low or no cost ways to improve your next tradeshow: daleking@guruknowledge.org (Susan A. Friedmann, CSP) Mon, 19 Feb 2007 00:00:00 -0500