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

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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.”

The pursuit of happiness. It’s guaranteed in the Constitution. So, why do so many of us find this emotion so elusive? Drugs and special diets don’t help. Self-help books product varying, transient results. Perhaps true happiness actually takes some work. But where do you begin?

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Measurement Tip #6

I have often said that the sales team is the primary customer of the marketing team.  The marketing function is primarily focused on creating sales opportunities and improving the probability of sales for the company. This is for good reason.  In most companies the pressure for sales results is constant.  The entire financial strategy for a company begins and ends with the sales forecast and sales results. That is why so many companies put such a heavy emphasis on leads, using the number of leads as the primary measure for trade show success.

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Do you consistently get passed over when a promotion comes up? Or do you feel like your coworkers aren’t really that crazy about you? Have you had these things at other companies where you’ve worked? If so, then maybe it’s time for you to make some changes — in yourself. What areas should you concentrate on?

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At almost every company, the people working there are like members of a dysfunctional family. You have the control freak, the baby, the slightly off-center aunt. And with all this dysfunction surrounding you, you may have a difficult time maintaining a balanced approach to work. The trick is knowing how to deal with the different personalities.

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We all have goals. Some of them are relatively simple, like getting through your to-do list in a single day. Others may be far-reaching, like securing a particular job or starting your own business. Whatever type of goal you’re pursuing, you’ve probably heard that the best way to attain it is by focusing all your efforts on getting there. So why doesn’t this method work?

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On today’s show floor, we’re seeing more fabric than ever before. Fabric is being used in more ways and in more applications than it ever has. Now that fabric is printed with incredibly high-res graphics, the result is fantastic designs that look beautiful on the show floor and generate interest and traffic into those booth spaces.

In fact, fabric is becoming the go-to solution for exhibit designers. Besides the design possibilities it opens up, fabric is one of the most affordable display solutions on the trade show floor!

Incorporating fabric into your next booth

Let’s look at the fun stuff — designing with tension fabric: Here are six ways you can ask your exhibit builder to incorporate fabric into your next exhibit.

1) Overhead identifiers: This is where fabric got its start — tensioned fabric is practically the norm for hanging signage and is available in a wide variety of shapes and sizes. Ways to add interest: lighting, rotation, size and shape.

2) Fabric graphics: Fabric is also an ideal material for graphics anywhere in a booth — on back walls and kiosks, over product displays, and on floor standing banner stands.

3) Walls and space definition: Tension fabric can be used overhead, with fabric panels around entire booth perimeter, some front-lit; others rear-lit as light boxes. In this way, you can define your space — an especially important consideration if there’s only one way into the booth and it requires getting past a highly policed reception area!!!

4) Ceilings: Fabric is also a wonderful material for ceilings. For example, it can be used to visually drop the ceiling height to create an intimate space or to add dimension to a large space. But remember, in the show rules, there may be fire regulations for covering ceilings. Your builder should know about these.

5) Projection surfaces: Fabric is an ideal surface for projection — both dynamic color and video. For instance, projection-type fabrics can be sewn into a display for sharp, crisp projection.

6) Conference rooms: Fabric walls can even be used to create intimate meeting spaces or secure storage areas. With fabric and extrusion wall systems, accessories such as locking doors can be added.

Fabric trends

Floor supported: In the beginning, tension fabric structures were always thought of as nice, organic shapes that flew overhead. However, now we’re seeing a change in the way people think about and use fabric. Often, you can’t even tell the difference between fabric structures and those made out of wood and laminate. Besides the cost savings you realize with a lightweight fabric solution, there are design advantages requiring fewer seams than laminates and utilizing the high-res printing available on fabric for graphics or interesting textures.

SEG graphics: Silicone edge graphics are high-resolution, dye-sublimated fabric graphics finished with a thin silicone gasket sewn into the edge that fits into an extrusion. This new technology allows you to cover expansive areas with fabric graphics. The advantages of this system are that the graphics mimic hard panels but without the size limitations of a laminate sheet, the graphics are lightweight, and the frame is minimal, putting all the emphasis on the graphics.

Integration with technology

The combination of fabric with technology can convey more information in a limited space. Plus, an innovative design grabs attendees’ attention and keeps them in your booth. How can you integrate fabric with technology?

One example is EZ Interactive, a 39-inch-by-93-inch fabric wall combined with a monitor and an electronics package including eight sensors and a computer with eight media files, completely contained within an 80-millimeter wall. To select the media you want to see, you merely wave a hand in front of the sensors, which light up briefly behind the fabric, clearly indicating what media was selected. The wall has an intuitive interface and is easy to navigate.

Light boxes, used to backlight signs or graphics, take on a new dimension when fabric takes the place of the traditional duratrans (backlit display print). And with specialty silicone-edged rear-projection fabric fit into a frame, fabric can become a video monitor for live action in the booth.

The uses of fabric are virtually limitless, and more are being discovered every day. Explore its possibilities — and very real cost-savings — the next time you design or redesign your booth. You won’t be disappointed.

Christopher Fordham is a senior account executive at Moss Inc., the company that developed the product segment of tension fabric structures. His experience with fabric began 18 years ago, while working for the company that pioneered digital fabric printing technology. There, he saw some of the first fabric prints and helped develop the market for fabric graphics. During his tenure at Moss, he’s been a part of multiple projects that have defined new uses and applications for frame and fabric.

— Juanita, Events Manager

Not as long as you’re Santa to someone

The holidays are a time for giving. But when it comes to the office, the question can be giving to whom? Our readers say:

•   Keep the secret Santa.
•   Be Santa to those in need.

Keep the secret Santa

Although, on the surface, the secret Santa seems like simple gift giving, it can be a good deal more.

Rebekah Lawrence, Tradeshow and Events Planning for American Airlines, reminds everyone of the real purpose of the tradition.

“The secret Santa increases interaction in your group and provides holiday fun. A charitable donation is commendable. But unless it’s done in a way to incorporate the team doing something together (like working in a soup kitchen or wrapping gifts for The Salvation Army), it doesn’t replace the secret Santa. It can also make people feel ‘forced’ to give to charity, which they may already do on their own anyway.

“Consider doing a silly gift exchange instead of secret Santa, and include it with a holiday lunch or afternoon party. Make it really cheap by requiring all items come from a dollar store or setting a low spending limit. This brings everyone together for some fun, without spending a great deal on gifts. I hope you find a perfect solution through someone’s response!”

A sales director believes this year the secret Santa may be more important than in the past.

“People have little to be excited about these days. They’re overworked and worried about their job security and increasing bills. Taking a little time away from the stresses and enjoying a small gift exchange with co-workers is a nice way to bond. Keep the gift exchange, and let people donate to charities in a separate event.”

An anonymous reader thinks it’s downright un-Christmaslike to dump Santa.

“You’re definitely a Grinch! If you want to suggest contributing to a food bank or charity, do it as a separate function. Don’t take away the fun traditions that go along with the holidays.”

Be Santa to those in need

Other readers are of the opinion that giving to those less fortunate is more in keeping with the spirit of the season.

Steve Chasin, senior graphic designer at MC², explains how to present the idea of this new tradition.

“Make your suggestion to the head of HR and allow that person to send out a mass email for a vote. (An anonymous vote will prevent anyone from knowing who voted for what, so no one is named the Grinch.)

“Broadcast the results of the donations via photos or short, recorded messages from the recipients. Seeing a child receive a toy or hugging a new stuffed animal is much more fulfilling than seeing the expressions on people’s faces when they open secret Santa gifts that are neither wanted nor appreciated. Giving for the holidays should focus on children, instead of adults who think it’s fun to purchase either gag gifts or just ‘anything’ without thought, to get through the process.”

An anonymous reader also has suggestions on how to sell the concept.

“I can’t imagine anyone having a philosophical problem with giving to charity in these uncertain times. Try to get some support among your co-workers, and then go to the boss with your idea as a group. Even better — make him think you got the idea from him in some way. He’ll love getting to look like the charitable guy.”

Deborah R. Herr, writer/consultant with Deborah Herr Marketing, shares her experience with a shift in giving.

“As an independent consultant, I stopped tearing out my hair to find just the right gift for each client. Let’s face it, they really didn’t need what I was giving them, but they were polite. I now send a donation to Heifer International, a nonprofit that helps people around the world feed and clothe themselves and others with a gift of animals — think chicks, ducks, sheep, etc. Everyone on my list has applauded this choice. Speak with your HR department as a start toward a gift-free holiday.”

Your plate of things to get done is overflowing. Your phone is ringing. And you have to go to an interdepartmental meeting that’s going to take up a big chunk of your day. You may not be able to do much about your responsibilities, but you can remove some of the stress you feel. Could it really be as easy as following five easy steps?

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Just going to a trade show won’t get you the kind of attention — and the number of visitors you’re looking for. For the greatest impact, you need to make sure people know you’re there. You could spend a lot of money on publicity. Or you could let your presence be known for free. How?

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