Everybody makes a mistake at one time or another. And how you handle the aftermath of a misstep can be critical — especially in a business setting. While your first instinct may be to lay low until the storm passes, a proactive approach will serve you far better. What steps should you take after a major gaffe?

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Making connections can play a big part in anyone’s career. That’s why so many organizations hold luncheons and happy hour meetings for professionals to get together. But you can network virtually any time, anywhere. The trick is in knowing how to do it effectively.  Do you have a plan for making most out of every networking opportunity?

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Participating — or putting on an event — has one goal above all others: getting those all-important leads. But why is it that so often, after your best efforts, those leads aren’t followed up? Perhaps the problem isn’t in the sales department but in the lack of information your leads provide. Is there a better lead form you should use?

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The one constant in the events/exhibit industry is change. And 2012 is a year that will be filled with new trends and developments. Among them will be session formats, the destination selection process, downtime activities, goodies and more. Are you ready for the year ahead?

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Most people express some dissatisfaction with their job at some point or another. The boss is too bossy. The company’s overworking you. You’re tired of being underappreciated. But, despite these factors, you want to stay where you are. You can’t change all the people and conditions at work. Yet, there is one thing you can change that will increase your happiness at work — yourself.  But how?

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Another project lands on your desk. A surprise staff meeting eats up two hours of your day. You’re just plain tired all the time. These are just a few of the things that can make it hard for you finish anything. What can you do so you can get more done?

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— Polly, Marketing Manager

It’s time for a shot of reality

Polly, unfortunately, you can’t change what happened. And you definitely can’t afford a repeat performance. Therefore, our readers suggest you:

• Limit your intake.
• Say good-bye to the booze.

Limit your intake

With just about everyone else imbibing around you, it’s understandable that you may want to fit in. If so, proceed with caution.

Debra Hindley describes how she tactfully takes part in a party.

“At company functions, it’s best to limit your intake to one or two drinks. I carry around the same drink all evening, and most of the time, I just drink sparkling water with a splash of cranberry juice so it looks like a rosé.”

An anonymous reader also believes in the old switcheroo.

“As this is a company function, you’re still at work. Would you engage in this kind of behavior during normal business work hours? I would think not. Perhaps have one drink. Then, switch to tonic water and lime so you can look the part — not act it!”

Say good-bye to the booze

After one drink, you might be tempted to have another … and another. For this reason, abstinence may be your best choice.

Will Nicholas, CMP CME, adjunct professor, WJN exhibits and events, thinks one drink is one too many.

“You’re working, so never drink, even when the event is over. You could still get a call about one of your guests or a problem that requires your attention. You need to be on point.”

An anonymous reader explains why she refrains from drinking at events.

“I may sound like a prude, but I nearly always avoid drinking any alcohol at business functions. My reasons: 1. You make many first impressions at these events. If you stay alcohol-free, you’re certain to be at your best and socially appropriate. 2. No one will think less of you for not having a drink. Most people worth your time will respect you for it and not press. 3. You’ll like yourself better the next morning, especially if you’re traveling.

“People have a habit of rating those they meet. So, when my business hat is on, no ethyl for me.”

A marketing specialist sees another upside to passing on the liquor.

“Completely avoid drinking at client gatherings. Let the clients drink, and you can enjoy the show!”

Once upon a time, event audiovisual was simple. Set up the equipment and projector, deliver your presentation and pack it up. Story over. But today, AV is far more important, integral and sophisticated.

Attendees expect content to be digital, easily shared and green. People who can’t attend an event want to have the ability to see what you have to offer remotely or at their convenience according to their own schedule, and to share it with others.

But getting the results you want — at a price you can afford — takes some effort on your part.

Determining your AV needs

The presentation format you’ll use at an event should be the starting point in choosing the AV you’ll need to rent. For a more professional-looking session — and lower cost — pick one format and ask all the presenters to use the same, either standard or wide-screen.

Which is right for you? Generally speaking, standard definition projection (4:3) is good for breakouts, smaller meetings, social events and parties. High-def (16:9) should be used for large audiences and large screens, and could be necessary if you have speakers using tablets and notebooks to present. Choose wisely. There’s a large cost differential between standard and high-definition.

If you do go hi-def, you’ll need to make sure you have HDMI (high-definition multimedia interface) cables, which aren’t part of everyone’s standard kit. Even with hi-def, tablets and notebooks don’t all have the same outputs or work the same way, and you’ll need to have all the right peripherals for each.

Better yet, have a presentation computer that’s clean and fast, and have all the presenters use it. Why? You want to avoid the risk of a game of solitaire or a personal email alert from the presenter’s computer popping up on screen for all to see. Your dedicated computer will help ensure a professional look at the event, without any careless mistakes.

If some presentations must be live from the Internet, obtain high-speed connections. Also, make sure you have the presentation saved to a USB drive or disc in case you lose your Internet connection. If possible, forgo wireless. A hard-wire connection is more reliable.

And most importantly, have backup for your most critical equipment.

Pulling together your crew

Because they haven’t given the supplier the right information up front, many planners are surprised when they get their AV bill. To keep this from happening to you, first think through your entire agenda.

Determine which technicians you’ll need. For video, that typically means techs to handle playback, record, cameras, projection and engineering. But five technicians may not be necessary for these five tasks. Can one person handle more than one of them, considering your agenda? If so, you might be able to hire fewer techs.

For audio, an engineer for the board is a necessity. A microphone assistant may also be called for to make sure each mic gets to the right person, who’ll be on each mic, etc. For lighting, you’ll need a lighting designer to design and program lighting cues, and an operator to run the lighting board. You’ll also need an electrician for the install and dismantle and sometimes during the show. Make sure when you look at labor, you understand the number of people you’ll need and what they’ll be doing.

If you’re using a hotel or conference center in-house supplier, write into your contract that you must have the same techs every day. You don’t want to rehearse with one crew and have another show up on event day. Also, you want a dedicated crew, not technicians who may be paged to help someone else set up — even if they say they won’t bill you. If the venue can’t give you this consistency, it doesn’t have the depth you need. Look elsewhere for your AV, if possible.

Picking an AV supplier

Which supplier is right for you depends on a number of factors; you should consider what kind of event it is; whether it’s being held in a hotel, conference center or your own facility; and the length of the event.

The part of the country you’re in also matters. In big markets, you’ll probably have lots of choices. In smaller markets, your options are often limited.

It’s efficient to use an AV supplier close to your venue to control trucking and travel expense, but you also need reliable, consistent service. Balance the budget and green issues.

Of course, in a union city, you may not be able to use your AV supplier’s technicians or only a limited number of them. In addition, some union and casino facilities have AV services you are obligated to use. But avoid getting contractually locked into using a venue’s AV supplier, if you can help it. You want flexibility to find your own equipment and qualified technical support, whenever the option exists.

Nailing down your AV plan

When it comes to putting together a contract with your AV supplier, remember you must provide an accurate schedule, so the supplier can give you an accurate estimate on labor. Carefully think through your agenda. For example, if you don’t say there’ll be a working lunch, early start or evening event, you could be billed for overtime.

Keep in mind very few days are eight-hour days; most of them are 10 or 16 hours. If you’re quoted a daily rate, make sure you know if it’s an eight- or 10-hour day and what the hourly rate is for OT.

Sometimes, you’ll need to pay for the lunch hours, and be prepared for four-hour minimums. Be clear as to the actual number of hours techs will be on the clock. Plan for the worst case and be pleasantly surprised if your bill comes in lower. For instance, if you estimate 12 hours and the crew is sent home after 10 hours, you’ll only be billed for 10 hours.

If your venue is a hotel ballroom, ask if the room will be empty when you plan to set up. If it won’t be, find out who’s using the room before you and how long it will take them to load out. (You’re better off if you don’t find yourself loading in while others are loading out.) When contracting the meeting space, make sure you have enough time for set up. And don’t forget to include time for rehearsals.

Plan for crew meals and breaks to avoid penalties and control OT charges. If you know you’re going to have long days, schedule eight hours turnaround time for the period from when they leave the facility until they return.

You’ll find that equipment is usually charged at a day rate. So, if the event runs three or more days, negotiate a weekly rate to save money. Be meticulous on your equipment order, and leave room to maneuver on labor.

If you’re using the in-house AV supplier, make sure your quote includes all local sales and hospitality taxes (on equipment rental), as well as service fees (on equipment rental and labor). These items alone can add as much as 20 to 40 percent to your bill. Ask what these are up front to avoid going over budget. If you’re working with an outside AV supplier, there won’t be a service charge.

Plan everything you can in advance, and don’t be afraid to ask for an update when you go from a preliminary to more detailed agenda, so you can discuss costs. Don’t expect to negotiate during or after the event.

AV isn’t just a projector on the wall anymore. A range of equipment choices are available. Make your decision on what AV equipment is right for your event and what kind of tech support you need before you ever seek out a supplier. A reputable, full-service AV supplier with a regional or national presence will be able to help you if your event travels to multiple cities. Be precise with your specifications, negotiate fairly, and the only surprise you’ll get when you receive your bill will be a pleasant one.

Susan Crittenton, MC² national director events/executive producer, is a seasoned veteran of the world of Fortune 500 corporate events, bringing to the table a wide range of talents honed by her experience with a client list that includes IBM, Delta, Volvo,  Brown-Forman, Glaxo Wellcome, The Coca-Cola Company, The Home Depot, Eli Lilly and Bank of America. In addition, Crittenton has been responsible for successful press events, meetings, tours and training programs for GE Healthcare, Johnson & Johnson, JPMorganChase, Symantec and Verizon. The executive producer for the Air Force Information Technology Conference, she is best known for her talent in problem solving, production design and deployment of new technologies for meetings and events.

Measurement Tip 9

Staff and Stakeholder surveys are one of the most valuable measurements of event effectiveness. They provide “internal customer feedback” on your events.  This feedback should be a cornerstone for any well run event marketing program.

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Measurement Tip 8

Understanding the Critical Success Factors for Event ROI

1) The right participants, 2) the right messages and 3) the right action are the three essential elements of any successful marketing event. Getting these right will deliver a positive return on your event investment and provide you with results you can measure.

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As an exhibit or event professional, your ability to communicate with vendors, customers/prospects and individuals within your company is virtually a job requirement. If you’re one of the lucky few, this is a skill that’s second nature to you. But what about if feel awkward interacting with others or have trouble getting your point across?

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Most of us have nightmares from time to time. Maybe it’s the flashback to being in school and unprepared for a test. Maybe it’s a trace memory from watching Psycho too late at night. These are bad dreams we can shrug off the next day. But what should you do when your nightmares are about work?

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Planning a trade show or event involves considering a number of factors. One of the most difficult of these to nail down is your budget. What items should you be sure to include in your figures — and how do you know how much to estimate for each of them?

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If you think back to many of the trade shows you’ve gone to, you probably remember all the waste left behind after they’ve ended. But you can make your next event eco-friendly. It’s not as hard as you may think. Plus, it can save you money. What are some of the steps you should take?

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— Lena, Exhibit Manager

Maybe it’s a matter of taste

Hiring booth babes is a hot topic in the exhibit and events arena. And our readers have a lot to say about this issue. Their viewpoints vary and, perhaps surprisingly, not along gender lines.

In a nutshell, they say:

• Find — and train — the right model.
• Voice your opinion.
• Forget it. It’s a bad idea.

Find — and train — the right model

Some readers have hired these models known as “booth babes,” and they’ve had success with them. But they warn that you can’t just look at a picture and say, “I’ll take that one”.

Terrie Holahan, manager of trade shows/events for AtriCure Inc., emphasizes the importance of training a model.

“I work with an agency to vet the right candidates for the job and develop a briefing document that’s distributed beforehand. This includes company history, contact information, goals for the show, qualifying questions for potential leads and product information. I also request that the model attend our training meetings to meet our staff and learn more about our products. By making this person a part of the team, you ensure that he or she won’t be a distraction but an ‘attraction’ who will help prequalify and draw people to your exhibit.

“Sure, it takes a bit of development upfront, but I’ve found the payoff to be worth it. Remember, you can have the best-looking booth on the show floor, but if you don’t have someone to invite people in, it’s just a nice-looking structure. Good luck!”

An anonymous reader agrees training is essential.

“We hired many models until we found the perfect two. We trained them, and they learned to ask professional questions. It worked for us.”

Chuck Klein, principal at Chuck Klein Productions, believes the type of model you hire makes all the difference.

“Having worked in corporate events for over 20 years, I’ve seen how effective attractive women and men, both, can be in garnering traffic at a trade show. The key is casting the right look and personality to suit the client and the product. Overt ‘babes’ are usually a mistake. By this, I mean models with trashy, hyper-sexualized looks and behavior. It doesn’t create friends among the women attendees, and it really doesn’t further your business agenda with the males.

“However, classy, refined good looks coupled with a well-trained, smart, outgoing model, wearing a brand-supporting outfit or costume, can be a real magnet. Correctly used, a model attracts attention and frees up corporate staff to concentrate on their duties. Great show staff is win-win in my experience and has put many of my clients on the covers of more than one trade publication.”

An administrative assistant says the type of model you choose should match your company’s image.

“What type of company do you work for? If it manufactures baby diapers, models wouldn’t be a good fit. But if it makes cutting tools, models (with training to talk about products) might be a big plus, since women speaking about ‘manly’ products could draw a crowd (both men and women). Models draw attention, but the lasting impression should be on your product.”

Stephen Patterson, senior marketing consultant for JSP Creative Marketing, is OK with hiring booth babes — but only after careful consideration.

“Lena, welcome to the age-old problem of ‘to babe or not to babe.’ In my experience, the final decision is dependent on many factors: product, target audience, company image, gender and look of the models, intelligence and training of the models, past ROI in the same situation, and the goal you must accomplish.

“Attractive models can attract sidewalk viewers. However, do they help engage in dialogue for sales and product information? Think about the bottom line, and remember your boss is your boss, and he’s ultimately responsible for trade show results.”

Voice your opinion

A couple of readers suggest you speak with your boss to determine exactly what he hopes to accomplish with these models — and then try to find a better way to reach his goals.

Monica Moore, senior marketing manager for Intermap Technologies, has seen the downside of using models and offers a tactful way for you to steer your boss in a different direction.

“Folks go to shows to get information, find solutions to problems and talk/meet with salespeople. And I’ve seen instances where using ‘booth babes’ backfired, as some men and women find it offensive and insulting to their intelligence.

“Ask your boss what he hopes to accomplish with this approach. Does he want loads of leads, many of which may be more interested in your model than in your product or service, or potentially qualified leads? Once you know his goals/ideas, you can propose what you believe is a better use of resources (use facts from industry resources). A well-thought-out plan is most certain to win.”

An anonymous reader states booth babes can work — in small doses — but still suggests you talk with your boss about hiring them.

“I was a part of a presentation with so-called booth babes, a female and male dancer/model types. They were professional in manner and costume, which was effective. Plus, they resided in the booth only for photo ops and primarily walked the show in a ‘Pied Piper’ scenario. But full-time booth babes are a distraction from the products on display. Tell your boss to get into the next century (this idea is so Auto Show!).”

Forget it — it’s a bad idea.

Other readers are more definite in their viewpoints that models don’t produce the kind of results companies are looking for.

Cindy Sargent, manager of creative services and event marketing at Finning, explains why she’s anti-booth babe.

“My company hasn’t hired a booth babe, but I’ve observed others using this strategy on the trade show floor. Yes, these exhibits did see a ton of traffic. But when I polled our employees after the show, none of our sales reps could remember the name of the company that had hired the babes. Enough said, in my book!”

Justin Gardner, inside sales associate with INNCOM, says booth babes attract a quantity of visitors, but not necessarily the quality you seek.

“Lena, stick to your guns. Models don’t draw the quality of the crowd you’re trying to reach. You may find yourself with a large quantity of visitors, but how much time will be wasted trying to qualify them during and after the show?

“At one show where I exhibited, a booth across the way had hired a model. No one who left this booth could explain a single product the company had to offer. If you hire a model, you’ll just waste money and cause yourself headaches.”

Dawn M. Studniarz, marketing and events manager for Formtek Group Inc., also believes models bring in too many visitors you don’t really want to see.

“I work in a male-dominated industry and have requests every season for booth babes, but I refuse to accept this type of ‘selling’ in our booth. In my opinion, we’re not selling sex, and although the babes may bring more traffic and attention to your booth, they won’t bring the qualified leads you’re looking for. You invest a lot of money in a show, so spend your money wisely, attract the qualified leads you want to receive and achieve your ROI.”

Susan Long-Molnar, president of Managing Communications Consulting, sees models as a waste of money — and opportunity.

“Would you send a hired model out to call on a prospective client? No. So, why would you waste an opportunity to reach hundreds of people with your key messages at a trade show you’ve probably paid a few thousand dollars to participate in? I might hire a booth babe to get people to sign up for a drawing, but everyone else in the booth would be direct representatives of the company, trained in the specific sales techniques required for this media and easily identifiable with the brand.”

Jim Savage, owner of Savage Marketing Co., thinks booth babes are superfluous.

“I may be biased because I train booth staffers, but if the staff is trained to recognize body language and how to engage the prospect, you won’t need any booth babes to get people in your booth. The challenge is to know which questions attendees will respond to — and then how to disengage to continue to properly work the show.”

An anonymous reader is adamantly anti-booth babe and offers two suggestions to keep your booth “all business.”

“I experienced this same issue a few years ago. You have two choices: 1) Do as your boss requests, but make sure the agency you use adheres to your criteria of professional appearance and standards, or 2.) Report to HR that this idea makes you uncomfortable. Your company won’t want to face a possible sexual harassment lawsuit. Luckily for me, other senior executives backed me and, after using booth babes for two shows, nixed it.”

Lena, models have been used to show off new products for decades. But whether they belong in the booth — or provide verifiable value — is up for debate. If you can live with your boss’s request, hire — and train — wisely. Conversely, if you just can’t abide the idea of a booth babe, see if you can guide your boss down another road, or explain why you think hiring models is a bad idea and stand your ground. Just don’t make your stance personal, and keep your focus on making your exhibit a success.

For a number of years, multitasking has been touted as the cure for jammed work schedules. In fact, you’ve probably tried this juggling act yourself. But can you really do multiple things well at the same time and increase productivity? Or does multitasking really result in getting less done?

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Now my gaffe is out there — companywide. Do I apologize in person? Send another email “to all”? Or what?

– Too Embarrassed for Words, Events Coordinator

(more…)

Trade show participation is proved to build brand awareness and help marketers discover new business opportunities. But the companies that fare the best — and maximize their return on investment (ROI) — are those that simply showing up isn’t enough.

This article outlines how to build a communications strategy that keeps customers and prospects fully engaged before, during and after the show.

1. Plan in advance.

The first step toward trade show success is creating an engagement timeline to support your company’s strategic marketing plan.

It’s also important to link all forms of communication (advertising, online marketing, media relations, public relations) to achieve an action-oriented goal. Make sure your messaging aligns with your overall marketing strategy and clearly explains how your products or services can benefit customers and prospects. Value-added information, such as research data or company news that will help recipients solve a specific business challenge, is also helpful.

The key is to make sure communications are free of self-serving propaganda that could alienate customers and prospects.

2. Build quality traffic.

Having a trade show exhibit doesn’t necessarily ensure quality foot traffic. Engage customers and prospects well in advance of any event, and make it clear how they stand to benefit from visiting your booth. Incentives can include special show pricing, access to exclusive research or information, or an in-booth gift (or other giveaway) that provides a meaningful experience to prospects.

Promote these incentives well ahead of time through direct mail or email and on your website, or co-promote with the trade show organizer to help boost traffic to your booth and create buzz around your participation.

When planning a preshow marketing strategy, ensure that the communication channels you choose are appropriate for your audience and industry. For example, if your target audience is young designers, then use social media, video and email. For targets such as manufacturing plant personnel, who are often away from their computers, consider traditional approaches such as direct mail or print advertising.

3. Engage on-site.

To effectively engage and interact with show attendees, invest the time and effort to train your on-site staff. Be sure to underscore how much you’ve invested into the show, and explain that staff performance will have a significant impact on its overall success. Ask for a personal commitment from all staff to reach preset sales goals. If necessary, go as far as breaking down costs by the minute, per person. Consider using an incentive program to encourage your sales team to attain your goals.

During the training process, clearly articulate the criteria your sales team should use to qualify visitors and determine whether they are high-quality leads. Give the sales staff tips on how to disengage with unqualified visitors politely but quickly.

To prepare, practice engaging various visitors; time the interactions to test efficiency. In addition, provide the staff with a list of key customers and prospects, along with protocol guidelines for ensuring a smooth process when VIPs show up.

4. Follow up.

Communication with customers and prospects shouldn’t end when the trade show closes its doors. The show itself may be just the starting point of the sale, which could happen months later.

To ease follow-up, be sure to annotate the leads (list the actions you need to take) and rate them based on your sales and closing criteria to ensure the “hottest” leads get immediate attention. That could mean providing a quote or the additional information the prospect requested, or saying a simple “thank you” to those who aren’t ready to buy your product or service just yet.

All of your contacts should be organized into a centralized database (segregated by type, if needed) to facilitate regular, ongoing communication. Use the database to share company announcements, media mentions or relevant news to show that you’re engaged with their business. And remember: Never ignore a lead. You never know who will turn out to be the most beneficial connection.

About the Author

Rob Murphy is the chief marketing officer of MC²,a nationally recognized leader in the exhibit and event marketing industry. He has been a vital member of the MC² team since the company’s inception in 1999. Rob is located in the Chestnut Ridge, N.Y. corporate headquarters of MC² where he directs all marketing efforts for the company, including the Exhibitor FastTrak seminar program and new sales initiatives.

For more information, visit www.mc-2.com or check out the new blog, MC²Talks, at http://MC2Talks.mc-2.com/. Follow MC² on Twitter @MC2_Exhibits and @MC2_FastTrak and fan MC² on Facebook at http://www.facebook.com/MC2Exhibits.

Brand marketers invest a significant amount of time and effort to establish a brand identity. They think about how their brand will be perceived by customers, what image is being portrayed and what the business stands for. The resulting brand identity is built upon with every decision made and every product or service launched.

A company’s overall communications strategy also plays a key role in reinforcing brand identity to customers and prospects. For many, this means logos, brochures, an online presence, public relations, advertising and packaging. But what about how a brand is portrayed at trade shows? Think about it. How often have you been to a trade show, seen an exhibitor and wondered: What exactly does this company do? What is this company trying to communicate to me?

Unfortunately, you’re not alone. After more than 20 years working in the trade show industry, I’ve seen that the disconnect often stems from companies treating trade shows as individual events instead of integrating them into an overarching brand communications strategy. But the sheer power of trade shows to cost-effectively connect with hundreds — even thousands — of customers and prospects makes them an important avenue for showcasing a brand.

Simply taking the time to strategize before embarking on any trade show program — and, in particular, when developing exhibit design — is the most effective approach. Here are four tips you can use to effectively maintain brand consistency at your next trade show:

1. Lead with your brand.

Having a professional, engaging exhibit is essential, but even more important is making sure it’s in alignment with your company’s strategy and priorities. Go back to those key attributes that define your brand. Is your company eco-conscious? Innovative? Dependable? Make your company’s key attribute the primary inspiration for your exhibit design. Let’s take eco-consciousness as an example, which at its core is about conserving resources and minimizing waste. The booth design should reflect this, perhaps by using lightweight, eco-friendly materials such as recyclable aluminum or energy-efficient LED lighting, which can reduce energy use by up to 90 percent. Using earth-friendly materials like cotton for graphics, or video or transfer drives in lieu of printed marketing materials, are other easy-to-implement options.

2. Get all key stakeholders involved early — and communicate clearly.

Engage your exhibit partner’s people well in advance of the show to discuss overall strategy, and let them help you formulate the best way to let your brand shine. Be open about the key messages you want to convey, and discuss ways they can be brought to life. Strategy meetings should include advertising and public relations stakeholders to ensure that messages remain consistent across all communication vehicles.

3. Identify desired goals.

An essential part of any strategy discussion is identifying the ultimate goal for your company at a trade show. Are you looking to reinforce your company’s image? Launch a new identity or product? The answer will impact your exhibit design, including overall structure, traffic flow and graphics, and how your brand is perceived by attendees. For example, if the main goal is to educate attendees about your brand, the exhibit should include demo areas, product samples and perhaps a theater for presentations. If the focus is closing sales for a product, include an enclosed conference room for private conversations.

4. Use effective messaging.

There’s a lot of competition at trade shows, and many companies think creating an exhibit that gets passers-by to say, “Wow!” is the ticket to generating traffic. While you certainly want your exhibit to have a visual impact, it’s critical to make sure that your brand doesn’t get diluted in the process. Instead, focus on creating clear, concise messages that support your brand’s attributes and will resonate with the target audience. Also, don’t focus on just the technical features of a new product. Make it clear how those features resolve a key business issue for attendees. Here’s the bottom line: When it comes to exhibit design, looks are important, but using the booth to clearly communicate the business value your company’s products or services bring to the table is what will turn prospects into new customers. The reality is that while you may think a booth is all about your company, it’s really about the audience you’re trying to reach.

The most successful brands are those that maintain a clear identity; offer powerful, compelling experiences; and deliver the right message to the right person. Taking steps to strategize and build consistency across all communications channels, including a presence at trade shows, will go a long way toward building the credibility and awareness needed to drive your business.

About the Author

Rob Murphy is the chief marketing officer of MC², a nationally recognized leader in the exhibit and event marketing industry. He has been a vital member of the MC² team since the company’s inception in 1999. Rob is located in the Chestnut Ridge, N.Y. corporate headquarters of MC2 where he directs all marketing efforts for the company, including the Exhibitor FastTrak seminar program and new sales initiatives.

For more information, visit www.mc-2.com or check out the new blog, MC²Talks, at http://MC2Talks.mc-2.com/. Follow MC² on Twitter @MC2_Exhibits and @MC2_FastTrak and fan MC² on Facebook at http://www.facebook.com/MC2Exhibits.

We all want to have friendly relationships with our coworkers. But if you have the misfortune of confiding in the wrong person, you could find all your personal and professional business becoming public information. How can you recognize a busybody at work? And what can you do about this toxic individual?

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Measurement Tip No. 7
A great tool for conveying the value of your marketing events is the payback ratio. This is the ratio of the total value of estimated revenue, cost savings and promotion value gained through event activity, divided by the event cost. It is expressed as $XX-to-$1, for example, $42-to-$1. The payback ratio serves not only as an indicator of event efficiency, but also as a useful way to compare past, current and future events.

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The PowerPoint program. At some point, almost every exhibit or event professional has put one together. Some are too copy heavy; others are little more than a string of pretty pictures. Neither option really works for a spoken presentation. How can you create a program that complements — and doesn’t compete with — what you have to say?

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Ah, the workplace. All those different personalities occupying a small space, trying to carve out their own niche. It’s no wonder sometimes conflict seems to be waiting around every corner. If you’ve tried to control the chaos to no avail, you can still salvage your own sanity. How?

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Everyone knows about smart phones. Most people know about software-as-a-service, virtual events, social media and handheld computing devices. But for event planners, these technologies deliver much more than you’ve ever imagined. Are you using them to their full advantage?

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Picking the city and venue for your next event is not something to be taken lightly. The right choices can make your event one that draws rave reviews; the wrong choices can produce devasting results. But what makes one city better than another? And what factors should you concentrate on when it comes to a venue?

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For most exhibit and event professionals, travel is a major element in their careers. In fact, when someone in a recent LinkedIn discussion asked, “How do you know you’re a trade show professional?” many participants cited things related to travel.

But how well do members of our industry travel? After all, making a business trip pleasurable takes more than making the right airline and hotel reservations. Packing effectively is also essential.

To find out how to pack the right way, eConnections spoke with Doug Dyment, founder of the OneBag website. He shares his insights.

eConnections: Were you ever in the trade show business? If so, did you travel a lot?

Doug Dyment: I was in the trade show world, but I was a tech evangelist, a spokesman for high-tech companies. I traveled a lot. It varied according to my role and the company I was working with. I was on the road about half the time.

eConnections: Did that inform your One Bag philosophy?

Dyment: It was an evolution of my situation and personality. I’m analytical, an engineering kind of guy. I think about how to do things better, to be more efficient. I thought about travel a lot because it was a big part of my life.

People knew I traveled well; I always had just a small bag over my shoulder, and they’d ask me how I did it. So, about 12 years ago, I built a website for people who want to travel lightly. It’s noncommercial, so I’m totally independent and can say what I think.

eConnections: What can trade show and event professionals learn from your experience?

Dyment: They should know they can make their lives better by learning to travel lightly. Most people don’t do this well and don’t think there’s anything to learn about travel. They just buy what the salesman shows them and pack everything they think they might need for the next two weeks.

The biggest benefit of traveling lightly is not having to check in any baggage. Then, nothing gets stolen, damaged or lost. And it’s economical because you don’t have to pay to check bags. (I haven’t checked a bag in 40 years.) It also provides you flexibility. Your bags aren’t held hostage by the airline, so if your flight is canceled or delayed, you can rent a car, get on a train or get on a different flight. Plus, it gives you serenity. You know where everything is, and you’re prepared for every situation.

eConnections: Can trade show or event professionals really get away with packing just one bag?

Dyment: For most people in most situations, yes. Deciding what to pack is a question of what works for you. The secret is a packing list. But most of the “lists” you find online aren’t what I’m talking about. You need a packing list solely for you and how you’ll travel in the future. Your list doesn’t change for different kinds of trips.

Your list is a contract you make with yourself that you will never pack anything not on the list. Of course, you should modify your list according to your needs and change it as necessary over time. Not everything on my list goes with me on every trip. But nothing goes with me that isn’t on my list. Your list is about things that can go in your bag, not what must go in.

But don’t wait until the night before your trip to make your list and try to cover every possible situation. Think about it in a quiet, dispassionate moment. I provide a detailed example of list-making on my site.

eConnections: How can a traveler pack a bag in the most efficient manner? Do the same principles apply whether the traveler is a man or a woman?

Dyment: Women and men travelers are different in a variety of ways. Most people think men don’t need much stuff, but women can limit how much they pack more easily than men. Men are more constrained in what they can wear in business situations, but women can accessorize in ways men can’t to make their outfits look completely different.

But whether you’re a man or a woman, as you get better at packing, you’ll find other tweaks that can make it easier, like reversible shirts. Becoming more efficient involves common sense. Look for unused space, like putting little things inside shoes and using packing pouches for organization.

Packing clothing is also an issue that needs to be addressed. The goal is to not take up more space than necessary without getting clothes wrinkled or creased. For instance, bundle wrapping is better than folding. I describe this on my site, but basically it means starting with something like a tiny pillow and wrapping clothing around this core object. There’s an order to doing it. People have told me they can even travel with linen using this method.

eConnections: How should people pack for airline security?

Dyment: It’s an issue of what not to pack, and this changes all the time. So, check the TSA list at least a couple of times a year.

Basically, don’t carry anything that could be a weapon, and that includes liquids. I never carry any liquids. They’re heavy and bulky, can leak and are mostly water. Find out if there’s a solid version of any liquid you want to carry. Toothpaste, shampoo, moisturizers, sunscreen and more all have solid versions that are lighter and don’t spill, and security doesn’t have a problem with them.

eConnections: What kind of electronics (computer, phone, etc.) gear should they pack?

Dyment: Look for the smallest, lightest stuff you can get away with. If you bring something, make sure it’s on your packing list; don’t cheat. And leave as much home as you possibly can. For example, if you use an iPad primarily for entertainment, do you really need it? You can get your email on the road other ways. Also, will the plugs on your electronics fit sockets overseas? Or will you need an adapter? Will you need to bring batteries? Think of all the ramifications of anything you might bring with you.

eConnections: What kind of luggage is a must-have for our readers and why?

Dyment: Many people automatically choose a wheeled bag because they don’t have to carry it, and if you’re going to be carrying a ton of stuff, you may need one. But there are disadvantages with this kind of luggage. A wheeled bag is much heavier. It has less room inside, up to 40 percent less. It’s rigidly constructed, so you can have trouble getting it into overheads. It has more elements to break and snag and is harder to pack because of the weird shapes and wheel wells, telescoping handles, and other stuff inside. That said, if you’re traveling heavy, use wheels, but don’t forget to consider external ones (folding luggage carts).

If you’re traveling light, you don’t need wheels. Your bag should be lightweight and soft-sided, with good zippers. High-tech fabrics are very strong but lightweight. The bag should also be rectilinear, shaped like a box. It’s easier to pack a cube than a sphere, and you get more in. And square corners eliminate curves and their dead spaces.

For men, the bag should have a shoulder strap that grips the shoulder. Women generally have less upper body strength and are less concerned about looking cool, so a bag with straps that you can wear as a backpack may be a better choice.

eConnections: What other tips do you have for hassle-free travel?

Dyment: There are three stages to becoming a good lightweight traveler. First, build a packing list. Second, with your packing list, look for ways to reduce weight. If you’re going somewhere cold, look for lighter-weight clothing, which can be every bit as warm. If you have things with batteries in them, use lithium batteries that are lighter and last longer. Look at every item you pack and ask, “Is there a reduced-weight version?” Third, look at your baggage. People look for the optimal bag and think it will solve their problems, but it doesn’t work that way. You have to learn first how to travel lightly and then find the right bag for you.

The secret of hassle-free travel is a very large number of little things done well. It’s about learning to pack more effectively, not just how to do more with less.

Emerging from his early career as scientist and professor at the University of Waterloo, Doug Dyment spent the next couple of decades as a consultant, corporate spokesman and technology evangelist, living in three different countries and frequenting trade shows and other presentational venues in dozens more. Being constantly “on the road,” and drawing on his analytic temperament, he learned to travel efficiently and effectively and is now recognized as the leading authority on “the art and science of traveling light.” His popular OneBag website offers a compendium of practical information for those wondering if the joy of the journey can be freed from the labor of the luggage. Dyment currently makes his living as a travel speaker and author.

The holidays bring out the best in some people and the worst in others. Some jump into them with both feet, some celebrate with reserve, and others want nothing to do with them. To keep from getting on everyone’s nerves, you need to understand and respect your coworkers’ differences. What steps can you take to do this?

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— Annette, Exhibits Manager

Let your inner professional shine through

Annette, your coworker’s behavior is totally unacceptable, and you shouldn’t be obliged to work in a hostile environment. Consequently, you must do something about this situation.

Our readers suggest you:

• Tell him how to behave.
• Play some games of your own.
• Bust him.

Tell him how to behave

The problem here is your coworker’s, but it may be up to you to help him solve it.

Bob Siekert, president/owner of RJSCO, believes a calm, direct approach is best.

“Simply say to him, ‘I don’t appreciate being yelled at and haven’t since I was a child. If you have issues I can assist you with, please talk to me in a lowered voice and calm manner. We need to maintain a business environment here. Tell me what you’re upset about, so we can address it and find a solution. I’m here to help you.’

“If this doesn’t work after repeated attempts, talk with his boss and suggest the boss control your associate’s venting on you.”

Play some games of your own

It’s always possible your coworker has more of an issue with wanting to play games than anger control, so adjust your strategy accordingly.

An exhibits manager believes that if this is true, one game calls for another.

“Just try to remember you’re only with this person eight hours a day, and if you’re truly clever, you can avoid him for a good part of that. Stay away from areas he’s in, or go to these areas when he’s not likely to be there.

“When you must have contact with this coworker, stay focused on the job at hand. Relax and stay calm; be Mr. Hyde inside and Dr. Jekyll outside. And ignore any of his outbursts. If he can’t get a rise out of you, he may stop his games.”

Bust him

With the way your coworker’s been acting, you may find it uncomfortable to be with him for a talk or some game play. In this case, it’s time for you to report him.

A marketing manager explains how to build a case against him, and why it’s so important to do so.

“Document all your past interactions with this coworker, including dates and times that you remember. If you have any more run-ins with him before you can complete this, add these to your list. Then, take your documentation to HR. Obviously, this person has severe anger management problems, and he has to be stopped before he becomes more aggressive toward you and/or others at your company.”