Your Condensed Guide for Working a Room

Your Condensed Guide for Working a Room

by: Oscar Bruce

Working a room…if only it could be fun…or at least guaranteed productive. I am referring to that mandatory event that requires us to mix and mingle, to meet and greet.

Command performance events like a cocktail party, a business dinner, or a charity event can feel stiff and uncomfortable. Very few people actually enjoy walking into a room full of strangers.

So why put yourself through that torture? Well for one thing, Nathan Keyfitz, professor of sociology at Harvard observes, กSocial skills will be of even greater importance for economic success in the future. The most successful people will be those who can communicate and connect best.ก

Put another way, itกs free advertising, and you control the entire message. Is it sometimes uncomfortable? Absolutely, but the upside is huge. The more you put yourself in networking situations, the easier it becomes and the greater the professional, social, and personal benefits.

Here is a condensed guide for working a room:

Approach every networking opportunity with the attitude that it is going to be fun. While no single event is guaranteed to change your life, any single event could. Remember, success is measured by percentages, not perfection. Who isn’t attracted to someone who is smiling, laughing, and enjoying him or herself!

Be Prepared. Be clear about your objectives. Keep focus on your purpose in being there. Don’t be easily distracted from the outcome you have in mind.

Next, don’t wait for others to approach you. Yes, I know it is a bit uncomfortable for some, perhaps you. So think about how great you feel when someone takes the initiative to walk up to you and introduces themselves. Then you do the same.

Acquire and practice several good conversation openers. The best technique is art of asking intelligent questions that convey the impression there is depth and style to your personality. Show them that they could benefit by getting spending more time with you.

When you make an interesting contact, focus all your attention on that single person. Don’t let your eyes wander around the room. Keep eye contact and actively listen. Give that person the sense that you have been waiting all evening just to meet them. In other words, make them feel important.

Learn the art of small talk. Call it chit chat or even foreplay if you like. Its purpose is to put people at east. It starts with finding an area of common interest. This means knowing just the right questions to ask, and at precisely the right moment. Always remember, small talk doesn’t teach, preach, or try to impress. It is just light and easy conversation.

Do your homework. If possible review the names of the people attending, their spouses or partners, their affiliations. If you can recall any prior contacts, refer to that to open the conversation. That will appreciate the fact that you remember.

Finally, common sense tells us not arrive late, drink too much, dress too casually, or push your agenda excessively. Don’t glue yourself to one person the whole night just because they are fascinating, mingle.

Few things personally or professionally happen by accident. Consider going to your next command performance (thatกs what it is) totally prepared. Then watch how much fun you can have when you know why you are there, and can tell your story with style and humor, persuasively.

About The Author

Oscar Bruce is considered the ultimate personal communications guru. His dynamic books are considered field manuals for mastering conversation and confrontations. His website offers several verbal strategies that can add power to your conversations at no cost.

HIS FREE NEWSLETTER is available at http://www.oscarbruce.com

Copyright: 2005

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This article was posted on March 25

by Oscar Bruce

The Emergence of Managed Event Services

The Emergence of Managed Event Services

by: Casey Sanders

Managed event services have been around for some time, this service is quickly gaining ground as a time and money saving practice. Several conference calling vendors have offered these services for some time, and others are taking note and joining the marketplace.

Event services are basically the blending of teleconferencing, web conferencing, and conference participant management. These services allow conference participants to register via the Internet, phone, and sometimes fax. Typically marketing for these events is handled by the conference/event host, or host organization, and everything else is handled by the event registration service provider.

Why are Event services such a hot commodity? Associations, medical companies, and any other group of professionals typically attend seminars in person. These organizations are realizing the cost saving benefits of hosting events remotely, and the attendees are also reaping the costsaving benefits.

These event management services are a great way to cut the high overhead of training, certification, and seminar programs, and offer a easy to use format for participants.

What to look for in an event services vendor: Are they an established conferencing vendor, or are they new to the industry

Do they manage their event schedule to and resources so you, and your attendees get the best attention possible

What services do they offer, and how will these services work for the type of event you need hosted

Below are a few vendors to consider:

KRM

A long time provider, and industry leader in events management services.

ILinc Communications

Full service teleseminar and event registration service provider.

ConferencingWorks.com

Artices and Resources on Teleconferencing, Web Conferencing, and Distance Learning.

About The Author

Casey Sanders is the founder of conferencingworks.com. He has over 6 years of experience in telecommunications, and internet communications. Casey has helped manage hundreds of professional teleseminars and distance learning events. To learn more about managed event services, teleconferencing, and web conferencing visit www.conferencingworks.com.

This article was posted on March 06

by Casey Sanders

Press Releases for Every Occasion

Press Releases for Every Occasion

by: Bill Stoller

To many marketers, the press release is something of a กone size fits allก proposition. You want to get media coverage, you knock out a press release, send it to some journalists and sit back and wait.

Of course, smart Publicity Insiders already know that’s a prescription for failure. You know that your press release has to have a กhookก, be wellwritten and sent to appropriate journalists in an active, not passive, manner. But there’s another part of the puzzle that even savvy publicityseekers sometimes miss you can’t just write กa press releaseก, you have to write the right kind of press release.

There’s no such thing as a กone size fits allก release. Smart publicists have variations of the press release model ready to be go, depending on the occasion.

(Note: for a general introduction to press release writing and formatting, see: http://www.publicityinsider.com/release.asp

Letกs look at some releases suitable for กharderก and more timely news…

The News Release

To some folks, กnews releaseก and กpress releaseก are interchangeable. Not to me. I use the phrase กnews releaseก to refer to a release that, well, carries actual news. Let’s face it, most of what a business has to say to a journalist isn’t exactly กstop the pressesก kind of stuff. But, on occasion, something of real significance occurs. A merger, a stock split, a major new contract, winning a national award…something that’s truly timely and important. For these sorts of events, don’t mess around. Craft a solid, hardhitting News Release that’s written in pure journalistic style (lead includes กwho, what, when, why and howก, language is in 3rd person and completely free of hyperbole). Use journalism’s กinverted pyramidก most important information at the top, next most important info in the second paragraph and so on down.

Tell the entire story in the headline and subhead. Again, don’t get cute get straight to the point. The headline กAcme Corporation Selected by Pentagon to Supply Troops with Widgetsก is far better than something like กGuess Who’s Making Widgets for Uncle Sam?ก or something กcleverก like that. In the subhead, fill in some details: ก$18 Million Contract Largest in Company’s Historyก. Talk about getting straight to the point! You’ve just given the journalist the meat of the story before she’s even read your lead.

Add a กdatelineก (Akron, OH) at the beginning of your lead (first) paragraph. In the dateline, use your company’s home town (or the location where some news has broken. You can be a bit creative here, if it helps maximize your impact. For the above example, you can dateline it Washington, DC and say that ‘the Pentagon today announced that it has selected an Akron company…ก).

In distributing the release, use email, fax, distribution service such as PRWeb or PR Newswire, or even overnight courier. The goal is to get it into journalists’ hands on the same day you distribute it.

Executive Appointment Release

Most businesses send out a brief release and headshot when someone new is hired or a major promotion is made. That’s fine, and it will get them in the กPeople on the Moveก column on page 8 in the business section. It’s an ego stroke for the employee, but that’s about it. Savvy publicity seekers use the Executive Appointment release to generate real publicity. Here’s the key don’t just announce that someone’s been hired or promoted. Rather, explain why the move is significant to the company and perhaps the market as a whole.

For example, Jane Smith has been hired as your company’s new director of sales. Not so exciting. However, the reason you hired her is because she came from a major online retailer and is planning to overhaul your sales system to compare with the state oftheart systems used by the big guys. Hmmmm…that’s a lot more interesting. So why not tell the media about it?

The key ingredient is context. Your headline may still look like that of a typical Executive Appointment release (Acme Names Jane Smith New Director of Sales), but starting with the subhead, you begin your journey off page 8 of the business section and onto page one (Hiring of Key Figure in Online Sales Explosion Marks Important Shift in Acme’s Sales Strategy). Ah, now you’ve entered the realm of news, not business as usual. And a sharp business editor will see that a local company is doing something far more significant than just making a hire.

Dateline the release, fax (or even messenger), email or regular mail it over to your local business editor and follow up with a phone call. Offer Jane Smith for interview, too.

The Media Alert

The Media Alert is a deceptively simple creature. It’s essentially a memo from you to TV, radio and newspaper assignment editors, city desk editors and others who decide whether a particular news event is worth covering. They’re used to alert the press about news conferences, charity events, publicity กstuntsก and other events.

The point of the Media Alert is to, in just a few seconds, tell a journalist about the event, how to cover it and why it’s important that the media outlet, in fact, covers it. Most publicists are pretty good on the first two points almost all media alerts do a decent job of telling what the event is, where it will be held and what time it starts. It’s the third aspect the กwhyก that will make the real difference, though. And it’s the thing most publicists do a lousy of job of conveying.

First, a word about format. Use standard press release headings (contact info, กFor Immediate Releaseก and headline). The rest of the document should be a few paragraphs, spaced at least three lines apart from one another. The first paragraph, should begin with What: and continue with a one or two line description of the event (WidgetFest 2004, a celebration of young minds). Next paragraph, When:, after that Where:

Now here’s the key paragraph,

Why You Should Cover WidgetFest 2004: The brightest young minds from around the region will gather to present their inventions, as Acme Corp. celebrates the state’s top high school science students. The event will be a visual feast, with a host of awe inspiring inventions, many colorful, active and exotic, on display. As part of the event, more than $10,000 in scholarships will be distributed to budding Einsteins by John Smith, Ohio’s Science Teacher of the Year.

The key? This line: ‘the event will be a visual feast, with a host of aweinspiring inventions, many colorful, active and exotic, on display.ก I just spoke an assignment editor’s language, telling him that this will provide lots of cool visuals, making for great video or photos. The bit about the scholarships and the Science Teacher of the Year assures him that this won’t just be a promotional stunt. So what are we offering? A nonpromotional, feelgood event with great visuals. Just what an assignment editor is looking for.

About The Author

Bill Stoller, the กPublicity Insiderก, has spent two decades as one of Americaกs top publicists. Now, through his website, eZine and subscription newsletter, Free Publicity: The Newsletter for PRHungry Businesses http://www.PublicityInsider.com/freepub.asp heกs sharing for the very first time his secrets of scoring big publicity. For free articles, killer publicity tips and much, much more, visit Billกs exclusive new site: http://www.PublicityInsider.com

This article was posted on January 04

by Bill Stoller

17 Tips for Bringing Your Event to Life

17 Tips for Bringing Your Event to Life

by: Susan Friedmann

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 employeeกs retirement, an incentive event for companyกs 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 itกs a product launch where you want to create an aura of enthusiasm and excitement, youกll 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, chefsก 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 itกs 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 youกve 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). Avoid the brainwork and check out http://www.party411.com/themes.html for the easy way out.
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, murdermystery 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 entertainersก 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 lowvolume 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. Sitdown 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. Itกs best to have a backup 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 bitesize morsels that guests can easily eat with their fingers or a fork. Save money by opting for a few choice hors dกoeuvres 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 A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: ขMeeting & Event Planning for Dummies,ข working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

[email protected]

This article was posted on May 26, 2004

by Susan Friedmann

Networking Top Tips

Networking Top Tips

by: Gill Fernley

1. Join several networking groups and attend as many of their events as possible. Regular attendance builds up good relationships very quickly.

2. Try and make sure you talk to at least one new person at each event you go to don’t just stick with the people you already know.

3. Don’t expect that you will walk into a networking event and come out of it with a job or a new client. Networking takes time and patience.

4. Sticking your business card under the nose of everyone you meet is guaranteed to annoy them. Don’t go into your sales pitch straight away and always try to talk with someone rather than at them.

5. Show a genuine interest in other people and what they do and get to know them as people rather than as business opportunities.

6. Don’t disregard someone who doesn’t seem to be of immediate ‘use’ to you. You never know who they know or how they might help you.

7. Manners cost nothing so treat everyone as you would wish to be treated yourself. People buy from – and recommend! – people they like.

8. Be natural, be yourself and enjoy the opportunity to meet and learn from other business people.

9. Don’t be afraid to walk up to someone and start talking. They are there for the same reasons as you are and will probably be grateful that they didn’t have to make the first move.

10. At the end of the day, everyone is there to meet new people and make new contacts so don’t be afraid of politely ending a conversation with someone and moving on to someone else – they won’t be offended.

11. When giving someone your business card, you may want to consider giving them two – one to keep and one to pass on.

12. Try and find something you can do for the people you are talking to. Do you have a contact you can pass on that might help them with a problem they have? Do you know a good supplier who is just what they are looking for? People will remember you as friendly and helpful.

13. If you make a good contact at an event, make sure you follow it up. Send them an email, make a quick phone call – it doesn’t matter how you do it but always, always follow up.

14. Don’t forget about online networking. Join some business forums, put up some posts. You’ll start to recognise some names and you may find that they are going to an event you will be attending which gives you a head start as you know someone already before you walk through the door.

And finally Listen! If you only take one tip away from this article, it’s got to be this one. If you’re too busy trying to think about what you’ve got to say next, you might just miss a golden opportunity. You’ll learn a lot more by listening and people will be impressed with someone who has obviously paid attention.

In summary, forget the sell, sell, sell take the pressure off yourself by approaching the event as a fun opportunity to meet likeminded people and always remember that you get back what you give.

Happy networking!

About The Author

Gill Fernley and Justin Baker are the founders of Six Degrees Business Network, a group organising networking events with a social slant in the UK. You can find out more at www.sixdegreesnetwork.co.uk.

This article was posted on October 05, 2004

by Gill Fernley

The Top Ten Rules of Effective Networking

The Top Ten Rules of Effective Networking

by: M.E. Callan

Many of us are discouraged by the networking events that we go to. We feel swamped by people just looking to get money from us, and we rarely feel as though the event was worth our time.

Yet networking should be one of the best ways to bring in new business. The key is learning to network correctly.

Even those of us who enjoy networking should remember the following tried and true rules of effective networking.

1. Give, then Get.

If you approach a networking meeting with a ขwhat’s in it for me?ข attitude, you will be just like all those sharks that have kept you away from networking to begin with. Go to a networking event looking for opportunities to help others. When you give this way, your ขgetข is always bigger.

2. Please, No Fishing.

Don’t be that person who offers a cold, limp fish as a handshake instead of a firm grip. Loosen it up just a little for shaking a woman’s hand, but never go soft. Otherwise, the people you meet will remember you not for all the great things you had to offer, but for your weak handshake.

3. Direct Eye Contact.

Don’t ever stare at someone, but always make sure to meet his or her gaze. A person who continuously averts his will be seen as someone with something to hide.

4. Dress Professionally.

The old adage about making a first impression is still true. As a rule of thumb, dress one step above what you think everyone else will be wearing. It can never hurt you to look as good as the next best dressed person in the room.

5. Have a 30 Second Commercial.

Have you ever met someone at a networking event, talked to them about their business the whole night, and left without knowing what in the world they do? It happens all the time. Remember to state clearly what it is that you do and who are looking to work with.

6. Write on Business Cards.

As you meet people, write information about them down on their business cards. It’s virtually impossible to remember all those little details about the people you meet, and no one will mind if you are so interested in what they have to say that you are taking the time to write it down.

7. Create a Cataloguing System.

As soon as you get back to your office, file your new business cards in an accessible way. I recommend that clients staple business cards to 3×5 cards and then write down all of the pertinent information you can. Include on the 3×5 the name of the person, where and when you met her, what she looks like, and what you talked about. Next time you see her, she will be very impressed that you remembered so many details.

8. Nice Meeting You Cards.

It is never a bad idea to send a new contact a quick card that says ขnice meeting you.ข Include your business card as well in case they have misplaced the one you gave them at the networking event.

9. Follow Up!

This step is crucial. If you have told a contact that you would help them in any way, be sure to follow up immediately. Do this consistently, and you will be seen as a man of his word. Don’t follow up on your promises, and you will be seen as unreliable and untruthful.

10. LISTEN.

The number one rule of networking is to listen. In fact, you should only be speaking about 30% of the time. We all love to talk about ourselves, and if you give your contacts the chance to do that they will think quite highly of you without even realizing why.

Following these rules of effective networking should not only make your experiences more enjoyable, but will help you bring in new business leads time and time again.

About The Author

M.E. Callan is principal of Commonwealth Marketing, a firm that specializes in marketing for professional services. Recognized as an expert in the industry, Callan has been published nationwide and has been the featured speaker at national seminars. Find out more at Commonwealth Marketing.

[email protected]

This article was posted on June 12, 2003

by M.E. Callan

10 Beer Budget Event Marketing Tips

10 Beer Budget Event Marketing Tips

by: Sharron Senter

Are you planning an event or participating in a trade show any time soon? If so, consider the following 10 lowcost marketing tactics before mailing your payment.

Event Marketing Tactic #1 Is the purchase decisionmaker attending the event? Are you certain? Letกs say you sell gifts that help increase employee moral and you’re considering exhibiting at the National Association of Human Resources annual conference. Is your decisionmaker attending? Who attends this event HR directors, managers or VPs? Perhaps all, or a small percentage of all three attend. If your decisionmaker is a human resources director, then youกll want to make sure the event management company can provide you statistics supporting what percentage of the participants have directorlevel titles. You need to drill down to your target audience. Itกs not good enough to say that itกs a human resources related event; rather, is the job title you’re targeting attending? And if so, what percentage of the attendees hold this title? I recommend at least 5060% before spending any money.

Event Marketing Tactic #2 What valueadded benefits is the venue [trade show organizer] making available to your business? Will they allow you access to the attendee mailing list so you can implement a premailing promoting your oneday trade show special, as well as the location of your booth? Well organized events, at minimum, provide a list of attendees after the event so exhibitors can follow up. More organized events provide participant contact information BEFORE the event as well as after. Other valueadded benefits to inquire about include: being included in participant email distributions promoting the event, as well as an advertisement in the event show guide.

Event Marketing Tactic #3 Target your event qualifying questions around the กwho?,ก instead of the กhow many?.ก

Event Marketing Tactic #4 Giveaways should be relevant to your business. Don’t give something away for free just for the heck of it. Who cares if you collect 10,000 names because you ran a really cool promotion giving away a free 48ก TV. If you’re a personal chef, what does a TV have to do with your business? Nothing! [Unless you’re Emeril.] Therefore, youกve just collected 10,000 NONqualified leads. Instead, as a personal chef you could try, กSign up to receive our special report, กHow to Live Like the Rich; Tips to Hire an Affordable Personal Chef.ก One can assume the majority of business cards deposited in your fish bowl have an interest in personal chefs.

Event Marketing Tactic #5 Location, location, location. If prospects can’t see you, then you’re wasting your time. Don’t be fooled into purchasing a cheap booth at a lastminute special, such as กOne booth remaining at 50% off.ก Chances are no one will be visiting you, since your booth will be tucked away hidden from all eyes. The most ideal locations are found at the entryway to the event and near the pathway to the food stations and restrooms. Corner booths between major walkthroughs are ideal.

Event Marketing Tactic #6 Some of your most qualified event leads come from networking with other exhibitors. Therefore, secure the exhibitorsก list several days before your event. At minimum, you want to know what competitors will be there so you can mystery shop. Whatกs more, you want a plan outlining what exhibitors you intend to approach to either pitch your services, or secure an informal partnership. Prepare your plan and your salesspin before the big day!

Event Marketing Tactic #7 Would you like to participate in more events but don’t have the budget? Try approaching complementary exhibitors and ask if theyกd be interested in sharing booth space with you. Split the costs. Moreover, you can cover for each other when you need a break. Or, look around for hidden advertising money. If you’re a distributor, perhaps youกve accrued MDF funds [Market Development Funds] a.k.a. advertising coop money, unbeknownst to you. Many companies will allow resellers to spend MDF funds to pay for event booth fees.

Event Marketing Tactic #8 Save yourself a lot of time and only approach event passersby who make eye contact. People who don’t look at you or your booth are not looking for a reason. Remember, you can only speak to so many people at an event, therefore utilize your precious time wisely. Target those who make eye contact.

Event Marketing Tactic #9 Make sure you’re allowed to display signs, posters, banners, etc. Treat your signs as miniature billboards. No more than six words and make sure it can be read from at least 10ก away.

Event Marketing Tactic #10 Don’t pay full price. Remember, almost everything in life is negotiable, including booth fees. Always ask for a price reduction; youกll be pleasantly surprised. Printed advertising and/or booth fees are just a starting point for negotiations.

P.S…..Stand up, don’t chew gum and try not to talk too much to the other people working your booth. The latter makes you appear unapproachable. Finally, your attire should be slightly better than what you believe attendees will be wearing. For example, if you’re attending an event whereby most of the attendees are engineers, don’t wear a threepiece suit!

About The Author

Sharron Senter is a New Englandbased marketing consultant, speaker, writer and founder of Senter & Associates, a marketing communications firm that helps small and homebased businesses deploy lowcost online and offline marketing strategies. She’s well known for her free weekly emailed marketing tips found at http://www.sharronsenter.com

This article was posted on June 26, 2003

by Sharron Senter

Use Events to Market on the Internet

Use Events to Market on the Internet

by: Garland Coulson

Having difficulty knowing what to offer people online? Worried that your prospects are too bombarded by sales pitches to pick yours out from the hundreds they get every day?
Try something different – an event!
Events have a number of benefits over standard marketing approaches. Some of these benefits include:

Events are perceived as informational and are often more accepted than sales pitches.
Events generate a sense of urgency as they are scheduled on a certain date with a registration deadline.
By sending an event email, you can reach people’s inbox, a place they look at nearly every day. With a web site, people have to remember to visit.
Regularly changing events give people a reason to come back to your web site.
Regardless of whether the event is held online or offline, an event can offer a better opportunity to build relationships than email, mail, phone or a web site visit.

Building your list
To market your events well, it is important that you regularly build a list of people interested in what you offer and the events you create.
Make sure your web site invites visitors to sign up for your newsletter and event schedule. Ensure each contact with a client or prospect ends with an invitation to join your mailing list.
You can easily manage your subscriber system, send broadcasts and create professional looking invitation, event schedules and newsletters using an affordable service like Constant Contact.
Tips for promoting an offline event
Here are some tips for promoting your offline event:

Be sure to tell people the benefits of attending.
Offer something interesting to get them to come out.
Include the address, time, contact info for more information and how to register (if required)
Provide a link to a map so they can easily find it.
Include a ขrefer a friendข link so they can pass the invitation on to others.

Tips for promoting and holding an online event.

You can hold online web conferences or other events using a system like Voice Café. Voice Café lets you bring people together with audio, video and PowerPoint presentation capabilities.
If you are using a web conferencing system, try to get people to log in early and test the system. This will ensure they get the best experience from your event.
Find web sites and newsletters that reach your target market and post or advertise your event in them. A free place you can advertise events online is The Ryze Network. The Ryze Network is an online community of over 20,000 people that lets you participate in discussion groups, connect with others and list events.

Event ideas
Here are a few ideas for your events, whether they are online or offline.

Offer contests and door prizes
Have a guest speaker or a way that people can connect with experts
Offer ขhow toข demonstrations
Open houses and customer appreciation days
Free food is often a draw. Or unique food – I used to go to an ethnic festival primarily to try the different foods, even though the food wasn’t free.
Provide information and resources
Entertain – Include hypnotists, magicians, clowns, singers, dancers, etc.
Inspire – Offer inspiration speakers and stories
Let them network – One unexpected benefit of my both my offline and online courses is that my students meet each other and often start doing business with each other or form strategic partnerships.

So add some urgency to your marketing – schedule and promote a memorable event!

Permission to publish this article on your own web site or in your newsletter is granted as long as the complete article is used and the final paragraph and link to our site is intact. Our affiliates have permission to change the final web site link to their text affiliate link.

About The Author

Garland Coulson, ขThe EBusiness Tutorข is an acclaimed speaker, author and coach in the field of Internet marketing for small business and home business. For more information, visit The EBusiness Tutor web site at www.ebusinesstutor.com or call tollfree in North America at 18664130951.

[email protected]

This article was posted on July 08, 2004

by Garland Coulson

Creating Event Magic through Planned Video Product

Creating Event Magic through Planned Video Production

by: MarieClaire Ross

Once upon a time, there was a young, stressed out corporate events planner called Tanya. She was organising a largescale event for her firm’s biggest client.

In the midst of organising the guest list, Tanyaกs boss told her that the client had requested some video footage be edited together to open the event. It had to be done in a hurry.

Tanya asked her boss, ขWhat do they want the video to tell their audience?ข

ขOh, they don’t have any messagesข, said her slightly panic stricken manager, ขthey just want to show footage that was taken years ago that seems relevant for their new launchข.

Tanya knew nothing about video production. She didn’t even have the time to find out. After quickly talking to a few production houses, she chose one that was close by that had quoted a cheap price.

The production house was able to quickly edit the footage together in one day. They did what she said, but deep down she knew she really had no idea what she wanted or why the video was being made.

The video opener was used to kick start the event. Tanya noticed that nobody seemed enthralled by the vision and that some people started talking half way through. Luckily, the client and her boss seemed happy with the result.

A couple of months later, Tanya was out at a networking function. She met another corporate event planner who told her how well video had been used at their events. Tanya was amazed and asked what they were doing.

ขThe most important thing we do is spend the time working out what the video has to doข, said the vibrant woman. ขThen, we make sure that it ties in to our theme and our communication objectives. If you just edit together a collage of pretty pictures, all you’re doing is creating a meaningless video that doesn’t connect with people. People get bored because there is no clear messageข.

‘Next time’, she advised, ขspend the time working out what the video needs to do, before getting anything made. Work out the objectives with your client and refuse to just make anything just for the sake of it. Otherwise, all you’ll do is waste their moneyข.

There are lots of event planners and PR account managers like Tanya who are put into this situation.

Tight deadlines, lack of clear client direction, little knowledge of how video can be used and minimal budget all compound to make it really difficult to create a video that pulls people in.

The secret is skilled strategic planning. All this requires is spending some time working out the objectives.

First of all, what is the event all about? Is it a company celebration or an awards night? Is it a product rollout or a publicity event? What problem does the video need to solve? These days, the need for return on investment is imperative. By having some defined goals, you will have metrics to measure the success of your video.

Second, describe the audience. Does it include sceptical buyers or excited employees? How likely are they to take home your message?

And last of all, what are the main communication messages? Do you want your audience to learn about the success of others? Or do you need them to be sympathetic to your messages?

When you have important messages that need to cut through, you need to get out the big guns.

The Use of Emotion

Want to get a message across that won’t be forgotten? Then, remember this formula. E+I=C. Emotion plus Information equals Communication.

Using the right blend of emotion and information is a powerful way to get people to listen to what you have to say. And want to hear more.

If you really want to captivate a large group with a message, you have to grab them with emotion. Otherwise, you’ll have a bored and noisy bunch who will turn to the alcohol for entertainment far too early in the night.

For special events, create a video that has an emotional angle to the set mood and tone. Use video to inspire, motivate or excite.

Communicate with Stories

Story telling is a powerful way to pull people in and listen to what you have to say. Let’s face it; we all know how relaxing it is to chill out at the movies or in front of the television to watch stories about other people.

There are many ways to tell your story in a corporate environment. Show reenactments, use historical footage and photos, interview people and use engaging case studies. Make use of video testimonials.

The Gift of Music

Music has a way of touching the soul like no other type of communication. Used properly it can make people laugh, cry and feel inspired.

Used badly and it will turn people away.

At an awards night I once attended, a motivational video was displayed that featured greyhound racing highlights throughout the year.

It pulled out all the tricks in the book action shots, overanimated titles, emotional winners and screamingly bad 80’s guitar music. The type that instantly made you think of bad hair, leery jumpsuits and ridiculous makeup. The result was an audience who stopped watching and spent the rest of the night complaining about it.

The only other caution with music is that everyone wants to use commercial tracks. This music requires expensive licensing fees and permission from the artist. Royalty free or production music are often the best choices. A good producer will be able to choose the right music for your production.

So if you are an overworked Tanya type, who needs to produce a video in a hurry, just remember that you are wasting your time and money, if it has no specific message. Spending a couple of extra hours working out what the video needs to do will create an enjoyable and successful event that people will remember for years to come.

(c) MarieClaire Ross 2005. All rights reserved.

About The Author

MarieClaire Ross is the Director of Digicast Productions a fullservice, concepttocompletion video production facility specialising in videos that connect with your audience. She can be contacted on 0500 800 234 (Australia wide) or at [email protected]. The website is at www.digicast.com.au.

This article was posted on August 20

by MarieClaire Ross

Using the Media Effectively

Using the Media Effectively

by: Susan Freidmann

The media has the power to influence your tradeshow efforts whether it be in television, radio or print. Your job is to target your endeavors to create a positive company image and brand awareness of your products/services. How do you do that? Outlined below are 27 important points to help maximize your tradeshow effort.

Before the show

1. Define and select your target audience so that you can tailor your message directly to the needs, concerns and interests of your prospects.

2. Ask show management for a comprehensive media list complete with contact name, address, phone number and email address of all trade, business and local press, radio and TV stations. Also ask them about their media plan for the show.

3. Find out which publications are planning a show edition and their deadline for press releases. Realize that many of the trade journals work several months in advance.

4. Build a working relationship with the press. Get to know the editors and writers. Volunteer to be a resource for them. Ask about particular stories they are working on and consider information you may have to help them.

5. Realize that editors are in interested in timely newsworthy information; industry trends, statistics, new technology or product information; interesting material, such as, doityourself tips, techniques, or strategies; useful advice; human interest stories, including celebrities you have coming to the show.

6. Investigate other media possibilities not covering the show who might still be interested in information. For example, chamber of commerce magazines/newsletters; local and regional business magazines; industryspecific newsletters; cable television or local talk radio programs.

7. Understand the do’s and don’ts of press kits. A press kit should include interesting and timely information; a onepage company bio sheet corporate structure, executive staff chart, sales figures; complete product information specs, distribution methods, pricing; good product photos; key contacts. Don’t include outdated, false or exaggerated information; photos of your CEO or top executives.

8. Minimize your press kit information so that it is lightweight and easy to fit into a bag or briefcase. If your company is relatively unknown, be creative with your press kit folder, for example bright neon colors or graphics attract attention. Save on fancy, expensive folders as they do not impress the media. Exciting newsworthy information is what they want.

9. Reserve press conferences for major announcements, new product introductions, but only if they are truly new or improved, or general industry trends what’s hot and what’s not. The media get very upset attending a press conference which is poorly organized and where nothing newsworthy is shared.

10. Post your press kit online to make your company news available to the media, industry experts and consumers before, during and after the event with Online Press Kits from PR Newswire. Online Press Kits increase traffic to your trade show booth and extend your reach far beyond the exhibition floor when you let all important audiences access your press kit information. Your corporate information is always at hand and lives on long after the event.

11. Mail, broadcast fax or email press releases about your product/service focusing on what’s new. For example, highlighting a new application or new market. Wherever possible include statistics. Always have a contact name and number along with your booth location.

12. Arrange interviews with editors several weeks prior to the show. The media will usually decide at the last minute whether or not to attend. Continue to send them updated information and photos so they remember your company name. Look for specific angles to interest the different media.

13. Have a plan in case a crisis occurs immediately prior to the show, for example, your CEO resigns, or there is a takeover bid for your company. Be prepared with answers to the media’s and visitors’ awkward questions.

14. Use your website to display useful advice as well as promoting your show participation. Make an offer on your website for visitors to collect important information, such as an executive report, when they visit your booth.

During the show

15. Keep the press office wellstocked with your press kits. Also keep some press kits in your booth in case the media stop by.

16. Have a media spokesperson in your booth at all times, even over the lunch hour. Be prepared to explain your product and its importance in easytounderstand, nontechnical terms.

17. Keep show management informed of newsworthy information for the show daily, and also in case reporters call in looking for story ideas.

18. Heighten visibility and create positive publicity through sponsorship opportunities.

Various media covering the event may automatically include sponsors names and/or photos, which can often generate coverage that might otherwise not be available.

19. Ask show management about opportunities to conduct presentations, seminars, or workshops. As a speaker, you are perceived as an industry expert. Some conferences request proposals to be submitted many months prior to the event.

20. Have a handout for your presentation with company contact information clearly marked on all pages. Have a page outlining what your company does. During your session offer something for free a copy of the presentation, a special industry report, checklist, or tip sheet, and have participants come to the booth to collect it.

21. Use newsletters, special reports, audio cassettes, books/booklets, or computer discs/CDS as effective giveaways. These have a high perceived value and are more likely to be kept. Make sure they contain valuable industryrelated information.

After the show

22. Send postshow press releases reporting trends, statistics or information on significant newsworthy information/orders that resulted from the show.

23. Collate all publicized articles and media coverage before, during and after the show, and send them to top management and your sales force. Include the best articles in mailings to customers and prospects.

24. Create a state of the industry report based on your observations at the show and send it out or offer it free to prospects/customers responding to a postshow mailing.

25. Send your customers and key prospects an audiocassette tape of your presentation or interesting interviews that took place during the show.

26. Include valuable show information in your company newsletter.

27. Encourage readers to contact you by including an offer and how to get it. For example, you could have readers contact you for a copy of your newsletter, free booklet or free information/report.

Finally, remember that your target audience are information seekers, always on the lookout for advice, ideas and information to help them. Your information must appeal to your target audience’s selfinterest while at the time promoting your own.

About The Author

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: ขMeeting & Event Planning for Dummies,ข working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

[email protected]

This article was posted on February 19

by Susan Freidmann

Sponsorship: A Key to Powerful Marketing

Sponsorship: A Key to Powerful Marketing

by: Susan A. Friedmann

Sponsorship is the fastest growing form of marketing in the U.S. It is still very much in its infancy, especially in the trade show arena. With this in mind, you can find unlimited opportunities to broaden your competitive advantage by increasing your credibility, image and prestige in sponsoring events attracting your target market.
Some trade show promotional opportunities include sponsorship of the press room, an international lounge, a speaker or VIP room, an awards reception, educational programs, banners, badge holders, audio visual equipment, display computers, tote bags, shuttle buses, napkins and drink cups.
So, why should your company be interested in sponsorship? When done well, it offers significant opportunities for distinct marketing and competitive advantages, as well as showing support of the event.
What is sponsorship?
Sponsorship is the financial or inkind support of an activity, used primarily to reach specified business goals. According to IEG’s Complete Guide to Sponsorship, กSponsorship should not be confused with advertising. Advertising is considered a quantitative medium, whereas sponsorship is considered a qualitative medium. It promotes a company in association with the sponsee.ก
A large number of events these days use sponsorship support to offer more exciting programs and to help defray rising costs. Sponsorship allows you to reach specifically targeted niche markets without any waste. In addition, it is a powerful complement to other marketing programs, in addition to having a dramatic influence on customer relations.
Why sponsor?
Sponsorship offers the possibility of achieving several goals at once. According to Schmader and Jackson in their book, Special Events: Inside and Out, a company can benefit from sponsorship in many ways, such as:
1. Enhancing Image/Shaping Consumer Attitudes
Often companies are looking to improve how they are perceived by their target audience. Sponsoring events that appeal to their market are likely to shape buying attitudes and help generate a positive reaction. Coca Cola, for example is always looking to generate a positive influence of their products in the minds of their consumers and as such regularly support events they feel can influence consumer opinions.
2. Driving Sales
Sponsorship geared to driving sales can be an extremely potent promotional tool. This objective allows sponsors to showcase their product attributes. Food and beverage companies often use sponsorship to encourage samplings and sales.
IEG’s Complete Guide to Sponsorship cites Visa’s fundraising effort around its sponsorship of the Olympic Games and the U.S. Olympic Team. They promoted their association by offering to make a donation to the team each time consumers charge a purchase to their card. American Express used a similar strategy by donating to needy causes with their กCharge Against Hungerก campaign. As a result, both companies experienced a significant rise in sales volume.
3. Creating positive publicity/heightening visibility
Every sponsor is seeking wide exposure in both electronic and print media. Positive publicity helps create heightened visibility of products/services. Various media covering the event may include sponsors names and/or photos. In addition, the kind of media coverage a sponsor may get is often unaffordable if the company were to think of purchasing it, and if it were available. To maximize this objective, it is important for the sponsoring company to have a comprehensive media campaign to augment the regular media coverage promoted by the organizers. Sponsorship can often generate media coverage that might otherwise not have been available.
4. Differentiating from competitors
The mere act of sponsoring an event, especially an exclusive sponsorship, is a significant way to create competitor differentiation. Your company name has the opportunity to stand out head and shoulders above the competition. This is particularly helpful if your company wants to combat a competitor with a larger ad budget. Sponsorship allows smaller companies to compete with their industry giants.
Target audiences often perceive sponsorship in a positive way. They see you as making a greater effort to support the event, often allowing more or better activities to take place as a result of your sponsorship.
5. Helping with good กCorporate Citizenก role
Another powerful sponsorship objective allows companies to be viewed as a กgood neighbor.ก To be seen supporting the community and contributing to its economic development is extremely powerful and creates enormous goodwill.
6. Enhancing business, consumer and VIP relations
Sponsorship that offers hospitality opportunities is always very attractive to companies.
Perks may include special exclusive networking settings such as VIP receptions or golf tournaments – opportunities to meet key customers and solidify business relationships.
It is important to evaluate each opportunity and look for ways it could tie into your marketing objectives.

About The Author

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: ขMeeting & Event Planning for Dummies,ข working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

This article was posted on July 25, 2004

by Susan A. Friedmann

Avoid the Duds: 10 Strategies for Selecting ‘the P

Avoid the Duds: 10 Strategies for Selecting ‘the Perfect Speakerก

by: Susan Friedmann

Today, more than ever, the success of meetings relies heavily on the strength of program content and presentation. Nothing can spoil a meeting more than hiring the wrong speaker. That’s because speakers do more than just convey the overall meeting message. You look to them to provide insights, awareness, and cuttingedge information in an energetic, motivational, entertaining, and professional manner. What more could you ask for? Well, the right speaker can emphasize an important message, offer inspiration, help people cope with new assignments, and lead the way towards change.

Selecting the right speaker for your event is one of the most important, yet daunting elements for creating a successful meeting. Your speaker can often make or break the event. If he bombs, your reputation not only takes a severe nosedive, but you also have the pleasure of dealing with the barrage of complaints from a disappointed audience. Yet, if he does well, you can walk away with many of the accolades, compliments, and of course, the rave reviews. By now, you probably realize that this massive responsibility is not to be taken lightly.

Raise Your Expectations

The skill to selecting a great speaker is determining what combination of education, motivation, and entertainment best fits your function. Then set out to find a perfect match. But keep your expectations high, since nothing can spoil a meeting faster than booking the wrong speaker. The following 10 guidelines should help you keep your focus and also keep you away from the ขduds.ข

1. Know the program objectives. Before you can start looking for the right speaker, you must know the program objectives. Begin with the end in mind. What are you looking to achieve? Is this an annual meeting, a training program, an incentive gettogether, an awards celebration, or another type of event? This will probably be a committee or management decision, rather than one you will have to make. But you may have to make an intangible concept tangible.

2. Understand the audience’s needs. Along with the program objectives, consider the needs of your audience. Does your group need industryspecific or technical information? Will a mix of motivation and entertainment serve your group’s purpose? Today’s audiences are generally younger, more educated, more diverse, and more sophisticated than in the past. They want content. They want to learn, but they also want it to be fun, so consider the audience needs and exactly what they expect. Consider surveying your audience. Ask them what they want or what skills would most help them in their jobs. For example, sales people may ask for advanced selling skills, but managers may request teambuilding programs.

3. Check for reputation. With countless speakers out there vying for your business, how can you possibly determine which one best meets your needs? Many speakers produce highly professional or glitzy marketing materials to help sell their services. You must look deeper than simply scanning a few brochures and ask pointed questions to find the right fit, such as What experience does this speaker have? How familiar is this speaker with this industry? and, Who else has used this person?

4. ขTest driveข your prospects. If you don’t have the opportunity to preview a speaker in person, then the next best thing is to request a video or audio recording of a previous presentation. A session that was recorded before a live audience gives you a better sense of a person’s real ability.

Watch or listen carefully to how the speaker builds rapport and interacts with the audience. Ask yourself if this person would be right for your group. Is the combination of education, motivation, and entertainment appropriate for your needs? Does the speaker have a message that is appropriate, timely, and relevant to the theme or purpose of your event? Does it conform to your company’s philosophy and policy? Do you feel the speaker is genuine and has the expertise to deliver a solid presentation?

5. Don’t be starstruck. If you are considering celebrity speakers, make sure they can speak! TV personalities do a great job on the air, but sometimes have little public speaking expertise, and you should be aware that the skills needed for being on TV and for speaking live are very different. However, many wellknown personalities make excellent speakers and can add enormous value and clout to your event. Politicians and sports, media, or entertainment celebrities often share life experiences, offer advice, or have an inspirational message to impart.

6. Be wary of grandiose claims. Speakers who claim to be all things to all people are probably desperate for work. Avoid them. True professional speakers, on the other hand, usually have certain areas or topics of expertise. They would much rather refer potential business to a true expert than jeopardize their reputation by trying to do a program outside of their knowledge zone. Also, beware of the charismatic and fluffy speaker as your audience wants good, solid takeaway value.

7. Provide and ask for good information. Reputable speakers want to find out as much as possible about the meeting objectives, the audience, industry challenges, and so on in order to tailor their presentation to the group. Share information on your organization and audience to help the speaker design a program to fit your specific needs. provide them with newsletters, catalogs, or any other publications that highlight industry trends, key people, industry jargon or buzz words, and insider news and views.

Also include as much information as possible about the size and demographics of the audience such as age, gender, and positions.

8. Ask for an outline. Ask prospective speakers for an outline of the presentation to make sure they will be covering the material as you discussed. This will clearly lay out what’s expected as verbal communication is subject to being misunderstood or misinterpreted. Seeing exactly what speakers plan to cover in the sessions should help to ensure that the material is tailored to your specific needs.

9. Maximize opportunities. Look for ways to maximize opportunities with your speakers. Discuss different ways they can add extra value and be a significant resource to help improve your meeting’s success. Brainstorm ways that you feel they can assist you in planning, preparing, promoting, and presenting. Some suggestions include serving as an emcee, conducting special sessions or roundtable discussions about current issues for select groups such as company executives or the board of directors, and participating in a spouse program.

10. Trust your instincts. Through your communication with the speaker, you will quickly form an opinion or have a feeling about this person. First reactions count here. ขI like this personข or ขI don’t like this person,ข or ขI feel comfortable or uncomfortable working with this person,ข are strong indicators. These responses usually comes from your gut — a very trustworthy organ. Have confidence in your instincts and trust that socalled sixth sense. If you experience any kind of negative feeling, think about looking for someone else or get another opinion from a colleague. You want to make sure that you can work with this person and that both of you are on the same wavelength.

The true objective of hiring a professional speaker hinges on establishing a partnership where a mutually beneficial relationship grows and flourishes. When this happens, you know you’ve chosen well.

The Perfect Match

Overwhelmed with the plethora of speakers to choose from? You may want to turn to a speaker’s bureau for advice and guidance. A good bureau should act as a consultant and partner to help your event succeed. Even though many hundreds of bureaus are out there, the numbers pale in comparison to the thousands of speakers. A bureau’s sole purpose is simply to make your job easier and provide you with solutions. They want to find the best possible match for your event within your price range. So, where do go looking for one of these bureaus? Here are a few places to start your search: the phone book, chambers of commerce, convention and visitors bureaus, the Internet, industry colleagues, and friends.

A Final Note:

Look for CSP (Certified Speaking Professional) or CPAE (Council of Peers Award for Excellence) designations. Both these are conferred by the National Speakers Association and are considered the speaking professionกs international measure of professional platform skill (http://www.nsaspeaker.org).

Armed with these guidelines and resources, your search for the perfect speaker will be more fruitful. And with a little effort and some time, you will connect with a speaker who will fulfill your goals— one that will be both inform and enlighten. Your audience will thank you.

About The Author

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: ขMeeting & Event Planning for Dummies,ข working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

[email protected]

This article was posted on August 26, 2004

by Susan Friedmann