Array
(
    [_id] => MongoId Object
        (
            [$id] => 58c2e39a4170e207338b45a3
        )

    [abstract] => It’s a question that has plagued event marketers for decades: what happens behind the scenes in the companies you work with to pitch your product or service?
    [app_label] => decisionbriefs
    [content] => 

By Ellen Campbell-Kaminski 

It’s a question that has plagued event marketers for decades: what happens behind the scenes in the companies you work with to pitch your product or service? Why are some projects green-lighted and others that seemed a “sure thing” canceled altogether? This question was recently posed at the EDPA ACCESS 2016 annual conference. The good news: it is possible to demystify this issue with a better understanding of how companies operate and decision-making models.

Consideration One: Get a better understanding of the organizational characteristics of the company.

Think about a particular client and ask yourself: which resources are dedicated and which are shared? Exhibit managers and Event marketers are typically shared resources, managing multiple priorities and the (often conflicting) expectations of internal stakeholders.

Many of these individuals are drowning in data and responsibilities. So, what are they looking for? It’s a partner that is:

•    Empathetic - Most people just want to be heard and understood. 
•    Proactive - Help keep them on track by reaching out about upcoming projects well in advance.
•    Solution-Oriented - Always offer new ideas and suggestions for improvement.

Also, think about who in the organization is responsible for achieving revenue targets. Larger organizations tend to be highly matrixed which often means that multiple people have revenue goals and often there are both vertical and horizontal and shared goals.  This can lead to conflicts, especially when one group is not performing according to plan.

Understanding organizational structures and how different divisions are performing can help predict when last minute changes to the tradeshow plan are likely. For example, when a division is underperforming, you might get last minute requests for extra demo stations. Tracking and researching your clients and their philosophy is the best way to become familiar with how an organization operates. 

This is best achieved by:

•    Asking questions - Ask key contacts and senior leaders how the company is doing, on a regular basis. Are new products in the works?
•    Reading the company’s annual report
•    Tracking data and news

Click Here To See Consideration Two: 

[content_id] => 10 [created] => 2017-03-10 00:00:00 [file] => [full_permission] => [group_id] => 531112d44170e2ae1b8b82ef [label] => how-to-understand-what-goes-on-in-the-boardroom [leads_form_intro] => [logo] => images/decisionbriefs/featured/58c2e39a4170e207338b45a3.jpg [media] => Array ( [images] => Array ( ) ) [owner] => Array ( [ref] => Array ( [$ref] => groups [$id] => MongoId Object ( [$id] => 531112d44170e2ae1b8b82ef ) [$db] => enterprise ) [label] => exhibit-concepts [name] => Exhibit Concepts ) [permission] => 0 [status] => 2 [title] => How to Understand What Goes on in the Boardroom [updated] => 2017-03-10 12: 35: 37 [vocabulary] => Array ( ) [vocabulary_categories] => Array ( [0] => service [1] => product ) [meta] => Array ( [published] => 2017-03-10 00:00:00 [updated] => 2017-03-10 12: 35: 37 ) [source_collection] => content )

How to Understand What Goes on in the Boardroom

By Ellen Campbell-Kaminski 

It’s a question that has plagued event marketers for decades: what happens behind the scenes in the companies you work with to pitch your product or service? Why are some projects green-lighted and others that seemed a “sure thing” canceled altogether? This question was recently posed at the EDPA ACCESS 2016 annual conference. The good news: it is possible to demystify this issue with a better understanding of how companies operate and decision-making models.

Consideration One: Get a better understanding of the organizational characteristics of the company.

Think about a particular client and ask yourself: which resources are dedicated and which are shared? Exhibit managers and Event marketers are typically shared resources, managing multiple priorities and the (often conflicting) expectations of internal stakeholders.

Many of these individuals are drowning in data and responsibilities. So, what are they looking for? It’s a partner that is:

•    Empathetic - Most people just want to be heard and understood. 
•    Proactive - Help keep them on track by reaching out about upcoming projects well in advance.
•    Solution-Oriented - Always offer new ideas and suggestions for improvement.

Also, think about who in the organization is responsible for achieving revenue targets. Larger organizations tend to be highly matrixed which often means that multiple people have revenue goals and often there are both vertical and horizontal and shared goals.  This can lead to conflicts, especially when one group is not performing according to plan.

Understanding organizational structures and how different divisions are performing can help predict when last minute changes to the tradeshow plan are likely. For example, when a division is underperforming, you might get last minute requests for extra demo stations. Tracking and researching your clients and their philosophy is the best way to become familiar with how an organization operates. 

This is best achieved by:

•    Asking questions - Ask key contacts and senior leaders how the company is doing, on a regular basis. Are new products in the works?
•    Reading the company’s annual report
•    Tracking data and news

Click Here To See Consideration Two: 

Exhibit Concepts, Inc.

http://bit.ly/2jY4MPN

Designers and Builders

700 Crossroads Court
Vandalia, Ohio 45377
Jeff Korchinski

800-324-5063
JKorchinski@ExhibitConcepts.com

Request info

Approach for Trade Shows: 5 Key Steps
Approach for Trade Shows: 5 Key Steps

When you are relatively new to a pre-existing events team or program, it can be overwhelming to get a handle on all the different number of trade shows, show acronyms, venues, assets, internal and external partners, products, brands and sales professionals. Taking a “program approach” and organizing your shows and assets into tiers can help you stay focused, concentrate on your objectives, control spending and will probably help your peace of mind.

Read more

How to Budget for International Trade Shows
How to Budget for International Trade Shows

So, you want to take your domestic trade show to an international audience. Or perhaps you’re already participating in international trade shows but you want to expand your program to additional cities. Regardless of the stage of your particular program, there is great value in understanding how trade shows operate internationally because it can be very different than in the United States.

Read more

10 Crucial Steps to Prepare for a Successful Trade Show - Part One
10 Crucial Steps to Prepare for a Successful Trade Show - Part One

You’ve made the decision to attend a trade show and you’ve allocated a lot of your marketing budget to the event. So, what steps can you take to make this a successful investment?  There are many variables and complexities involved in exhibiting so preparation is a crucial component of the overall process.

Read more

The Vertiv Trade Show Progam: an End-to-End Solution
The Vertiv Trade Show Progam: an End-to-End Solution

When the new Vertiv brand was unveiled to customers, it was

Read more

Face-to-Face & End-to-End Marketing
Face-to-Face & End-to-End Marketing

The old saying is true: You only get one chance to make a first impression.  These days, we also know from experience that good branding is important and goes far beyond an eye-catching logo. While branding is definitely about the visual identity of your company it also encompasses your verbal identity: how you talk and write about the company is crucial. For your reader (AKA current/future clients), this communicates your brand personality and what your company values are likely to be, should they choose to hire you. It’s crucial to consider the physical spaces your target audience is likely to encounter your brand, in the same way we think about logos, fonts, tone, and voice.

Read more

On Twitter
  • Ever heard of a program approach for trade shows? Hear how it works and the 5 key steps to its success, on the blog… https://t.co/IIBbX6mAaK
  • We are proud to support our local Montgomery County Sheriff's Office at the Montgomery County Fair with donated sig… https://t.co/42R8W3GHFz
  • Headed to @EXHIBITOR 's FastTrak August 22-25? Register by tomorrow, July 25 to save $300 off your registration!… https://t.co/RcIXdu2aHF
  • "Details are the difference between good stuff and great stuff." - Stephen Brewster #ExperienceECI https://t.co/GLDbkvaW6F
  • RT @NavySEALMuseum: America's heroes will forever be remembered at the Virginia Beach Oceanfront with a new monument honoring Navy SEALs! h…
On Facebook