If you remember the good-ole-days of 4-hour, 6-martini lunches, publication sponsored golf-outings, 12x 12-page ad schedule releases to your ad rep, and telling your exhibit house to “bury” another $50k in your exhibit program (so you don’t lose your budget) FAAA GETTT AAABOUT IT! Because not only are those good-ole-days gone, they are never coming back.
The way it is today is the norm. And it’s only going to get worse as publications lose advertisers, trade shows lose exhibitors, and the ripple effect of change affects all of us.
That’s the BAD news!
The GOOD news is that with change comes opportunity. So rather than drink alone and order another martini while you pout about yesterday, look at what YOU can learn to do today to better YOUR tomorrow and insure YOUR future value and personal contribution to your company and its bottom line.
And if THEY don’t like it… you can always add the education to your resume and take it with you.
EDUCATION is the key differentiator in business today. And the more you KNOW. They more you GROW.
Reply here, or contact this writer at 630-642-6500 and request a copy of "TRENDING to help you reduce SPENDING" and learn about 4 critical areas in which you can make SMALL changes with BIG results.
Or, simply DRINK that and go here www.monster.com
Showing posts with label trade shows. Show all posts
Showing posts with label trade shows. Show all posts
Thursday, July 30, 2009
Thursday, June 11, 2009
Today, Ethel Merman (RIP) would need to change the words of her song to... There's WOE business... like show business... Like NO business I KNEW.
Yesterday, a friend of mine told that me he visited a manufacturing show - and it looked more like a "furniture" show. Why? Because since there were soooo many exhibitor no-shows, the show manager simply filled the empty exhibit spaces with furniture as rest areas for the attendees. (Whose numbers BTW are also diminishing.)
HOW BAD IS THAT?
What is it that show managers are NOT seeing? Are they NOT seeing that ROI no longer means Regular Old Invoice? Are they NOT seeing that exhibitors can't measure anything or prove the real ROI requirement = Return On Investment.
Show organizers need to face the fact that THEY have to consider providing the education their exhibitors need to succeed, because exhibitors certainly are NOT being taught by anyone in their companies.
Education is clearly the differentiating factor in business today – and those show organizers that take on the responsibility of educating their existing customers (for retention), and prospective exhibitors (for acquisition) will survive the death spiral that plagued trade publications over the past decade.
Call me at 630-642-6500 for a copy of the recent artice "Are trade shows going where trade publications went?" And you will see what I mean.
HOW BAD IS THAT?
What is it that show managers are NOT seeing? Are they NOT seeing that ROI no longer means Regular Old Invoice? Are they NOT seeing that exhibitors can't measure anything or prove the real ROI requirement = Return On Investment.
Show organizers need to face the fact that THEY have to consider providing the education their exhibitors need to succeed, because exhibitors certainly are NOT being taught by anyone in their companies.
Education is clearly the differentiating factor in business today – and those show organizers that take on the responsibility of educating their existing customers (for retention), and prospective exhibitors (for acquisition) will survive the death spiral that plagued trade publications over the past decade.
Call me at 630-642-6500 for a copy of the recent artice "Are trade shows going where trade publications went?" And you will see what I mean.
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