One of the most important marketing issues in any business is smart participation in events. Regardless of who you are at an event, be the exhibitors or visitors of the event, this is a book that is purposely designed to furnish you with what you need to know. In this book, you will learn to look at this subject from different angles and how to take advantage of the event opportunities as an exhibitor to reach your goals. In this regard, you learn practical strategies from someone who has used them in practice.
The document provides guidelines for organizing and running events, covering topics such as planning, timeframes, managing sponsors and guests, room layout, etiquette, and post-event management. It recommends starting event planning 24 months in advance for large conferences, including booking venues and guests, and 8 weeks in advance for smaller dinners. Guidelines are provided for creating flyers, selecting sponsors and venues, inviting guests, preparing rooms, introducing speakers, and table etiquette. Forms and checklists are also suggested for effective event preparation and management.
Eventsage Event Planning Guide: The Method Every Successful Planner UsesTara Boddington
This document provides an overview of the key considerations for event planning according to the 5 W's - Why, Who, What, When, and Where. It discusses establishing a clear objective or "Why" for the event. It then covers determining the audience or "Who" will attend. Next, it outlines many details that fall under "What" such as event type, name, theme, budget, food and beverages. It also discusses selecting an appropriate date and time or "When" to hold the event. Finally, it provides guidance for choosing the right venue or "Where" to host the event. The document emphasizes establishing a clear vision and understanding audience needs to ensure event success.
This document provides lessons on event planning based on the author's experience. It outlines key areas to consider when planning an event, including understanding the audience, choosing an appropriate location, managing the venue logistics, developing a theme, handling food and beverages, creating a budget, planning for the day of the event, and cleaning up afterwards. The author emphasizes the importance of addressing details, having backup plans, and securing necessary supplies, facilities, and permissions in order to ensure a successful event.
Achieving effective results from visiting events requires goal setting and planning. Otherwise, getting the desired result will be based on chance.In this book, like other books in the "Smart Business" series, you will learn to look at the subject of visiting the event from different angles. You will also learn to take advantage of the opportunities associated with each event and use them to realize your business goals.
This document outlines 10 key steps for planning a successful event: 1) establish goals and objectives, 2) organize a team to handle details, 3) set a date while considering timing factors, 4) brand the event with a compelling theme and name, 5) create a master plan covering all event aspects, 6) determine administrative processes for planning and tracking, 7) identify and establish partnerships and sponsors, 8) create a publicity plan, 9) establish a budget, and 10) determine how to evaluate if the event met its goals. Following these steps helps ensure all necessary details and processes are in place to organize and run the event smoothly.
Event planning involves 10 key steps: 1) establish goals and objectives, 2) organize a team, 3) set a date, 4) brand the event with a name, tagline and logo, 5) create a master plan covering all logistical aspects, 6) determine administrative processes for tracking details, 7) identify sponsors and partnerships, 8) create a publicity plan, 9) establish a budget, and 10) determine how to evaluate the event's success. The document provides an overview of best practices for planning events from the initial goal-setting stage through evaluation.
Looking to get kids interested in engineering? Host a Discover Engineering Family Day at an area museum or school. This presentation will walk you through all of the steps involved.
The document provides guidelines for organizing and running events, covering topics such as planning, timeframes, managing sponsors and guests, room layout, etiquette, and post-event management. It recommends starting event planning 24 months in advance for large conferences, including booking venues and guests, and 8 weeks in advance for smaller dinners. Guidelines are provided for creating flyers, selecting sponsors and venues, inviting guests, preparing rooms, introducing speakers, and table etiquette. Forms and checklists are also suggested for effective event preparation and management.
Eventsage Event Planning Guide: The Method Every Successful Planner UsesTara Boddington
This document provides an overview of the key considerations for event planning according to the 5 W's - Why, Who, What, When, and Where. It discusses establishing a clear objective or "Why" for the event. It then covers determining the audience or "Who" will attend. Next, it outlines many details that fall under "What" such as event type, name, theme, budget, food and beverages. It also discusses selecting an appropriate date and time or "When" to hold the event. Finally, it provides guidance for choosing the right venue or "Where" to host the event. The document emphasizes establishing a clear vision and understanding audience needs to ensure event success.
This document provides lessons on event planning based on the author's experience. It outlines key areas to consider when planning an event, including understanding the audience, choosing an appropriate location, managing the venue logistics, developing a theme, handling food and beverages, creating a budget, planning for the day of the event, and cleaning up afterwards. The author emphasizes the importance of addressing details, having backup plans, and securing necessary supplies, facilities, and permissions in order to ensure a successful event.
Achieving effective results from visiting events requires goal setting and planning. Otherwise, getting the desired result will be based on chance.In this book, like other books in the "Smart Business" series, you will learn to look at the subject of visiting the event from different angles. You will also learn to take advantage of the opportunities associated with each event and use them to realize your business goals.
This document outlines 10 key steps for planning a successful event: 1) establish goals and objectives, 2) organize a team to handle details, 3) set a date while considering timing factors, 4) brand the event with a compelling theme and name, 5) create a master plan covering all event aspects, 6) determine administrative processes for planning and tracking, 7) identify and establish partnerships and sponsors, 8) create a publicity plan, 9) establish a budget, and 10) determine how to evaluate if the event met its goals. Following these steps helps ensure all necessary details and processes are in place to organize and run the event smoothly.
Event planning involves 10 key steps: 1) establish goals and objectives, 2) organize a team, 3) set a date, 4) brand the event with a name, tagline and logo, 5) create a master plan covering all logistical aspects, 6) determine administrative processes for tracking details, 7) identify sponsors and partnerships, 8) create a publicity plan, 9) establish a budget, and 10) determine how to evaluate the event's success. The document provides an overview of best practices for planning events from the initial goal-setting stage through evaluation.
Looking to get kids interested in engineering? Host a Discover Engineering Family Day at an area museum or school. This presentation will walk you through all of the steps involved.
The document provides information about event management. It defines what an event is and different types of events. It then discusses key aspects of event management like market research, SWOT analysis, event planning using the 5 Ws framework, venue selection, event marketing, evaluation and feedback. Event management is analyzed as the process of planning, marketing, producing and evaluating an event to promote a product, service or idea. Key factors like objectives, activities, timing, location, organizers and audience are discussed in the context of effective event planning.
This document discusses the key stages in event management: developing the concept, analyzing the concept, designing the event, logistics, and keys to success. It provides details on developing the concept, including determining the purpose and theme of the event, selecting a venue that matches the audience and available resources, and considering financial factors. The document also discusses budgeting, with steps to estimate costs for site rental, catering, transportation, decor, entertainment, printing, gifts, and activities.
How to hold successfully a industry summitsstageshine
Are you headache for How to Hold Successfully a Industry Summits? Today we share how to ensure that a proffessional industry summit or conference event is held Successfully step by step. Learn More.
The document discusses various aspects of event planning such as types of events, event management, market research, SWOT analysis, the 5W concept, venue selection, event marketing, and evaluation. It provides details on classifying events, the event management process, conducting market research and analysis, performing a SWOT analysis, using the 5Ws to structure an event plan, selecting an appropriate venue, and marketing the event.
The document discusses various aspects of event planning and management, including types of events, event management processes, market research, SWOT analysis, the 5W1H approach to planning, venue selection, event marketing, and evaluation. Specifically, it covers corporate, educational, and social events. It emphasizes conducting thorough market research, analyzing competitors and products/services, and selecting appropriate dates, times, locations, and venues based on the target audience. SWOT analysis and the 5W1H framework are recommended for effective planning. Event marketing strategies include various print, electronic, outdoor, and transit media. Post-event evaluation is also highlighted.
http://www.niccotan.com/2011/04/events-marketing-overview.html
Master of Marketing Communication Students of De La Salle University presented a comprehensive report on Events Marketing
Event management involves applying project management principles to plan, create, and develop festivals and events. It involves studying the brand and audience, devising concepts, and coordinating logistics. Event types include corporate, marketing, special, and private events. Planning involves developing ideas, frameworks, marketing plans, finding sponsors, coordinating logistics and vendors, and creating invitations. Events require large-scale planning and funding to assemble people for various purposes like education, celebration, and reunions. Event management is the process of analyzing, planning, marketing, producing, and evaluating events.
The document discusses the key steps in creating an event plan, including defining the event concept, determining purpose, goals and objectives, assessing needs and resources. Some key points covered are:
- The event concept should define the purpose, scope and content and be transformed into an event plan through project management.
- Goals and objectives must be determined to define the event scope and ensure the client's needs are met. Objectives should be SMART.
- A needs assessment identifies the purpose, audience, location, resources required, and helps drive decisions.
- Resources like time, money, personnel, space and suppliers must be analyzed to determine feasibility. The event plan should balance needs with available resources.
The document discusses the key steps in creating an event plan, including defining the event concept, determining purpose, goals and objectives, assessing needs and resources. Some key points covered are:
- The event concept should define the purpose, scope and content and be transformed into an event plan through project management.
- Goals and objectives must be determined to define the event scope and ensure the client's needs are met. Objectives should be SMART.
- A needs assessment identifies the purpose, audience, location, resources required, and helps drive decisions.
- Resources like time, money, personnel, space and suppliers must be analyzed to determine feasibility. The event plan should balance needs with available resources.
This document provides tips for successful event management. It discusses the importance of beginning planning early, remaining flexible, negotiating vendor contracts, assigning responsibilities to team members, creating a shared document to keep everyone informed, having backup plans for issues that may arise, doing run-throughs before the event, photographing the event, promoting the event online through social media, and following up with attendees after the event. Effective event planning requires starting the process months in advance for large events.
The document discusses various aspects of event planning and management. It begins by defining what an event is and different types of events. It then discusses event management and the key aspects involved, including market research, SWOT analysis, event planning using the 5 Ws framework, venue selection, marketing, evaluation and feedback. Key elements of event planning covered include determining objectives, activities, schedule, budget, target audience and addressing logistical considerations like location, date and time. The document provides an overview of best practices for comprehensive event planning.
Event management companies in India organize various events from corporate events to product launches, concerts, and private events. They plan events by setting the venue, preparing a schedule, obtaining necessary approvals, arranging technical equipment, and conducting dry runs. The event management industry in India is growing rapidly and includes corporate, social, celebrity, sports, and cultural events. It has become a thriving industry generating creative employment as companies professionalize event planning and management.
This document provides an overview of event management. It begins with defining event management and discussing how the industry has grown significantly over the past 15 years. It then discusses the benefits of events and provides a case example to illustrate the key elements of events. Several sections outline the various aspects involved in planning and executing events, including segmentation of events, the overall planning structure, budgeting, site selection, food/beverages, safety/security, marketing, and trends in the industry. The document aims to give a comprehensive understanding of the event management process and industry.
This document outlines the 7 key steps in planning an event:
1. Develop clear objectives and understand the audience.
2. Create a budget that determines the type of event.
3. Develop a schedule including planning, staging, and production times.
4. Choose an appropriate format based on objectives and audience.
5. Select a venue that matches the purpose, theme, and anticipated attendance.
6. Inspect and book the venue by signing a contract and paying a deposit.
7. Plan the event details and program elements to carry out the concept.
The document provides information on creating an event plan and concept. It discusses defining the purpose and scope of the event through analyzing needs, goals, objectives, resources and competition. Key aspects of creating an event plan include determining the intent, extent and content of the event concept, defining measurable objectives, assessing customer needs and capabilities, and evaluating available time, money, personnel, space and supplier resources to determine feasibility. Professional event managers must balance customer needs with the resources available to deliver a successful event.
Event management involves analyzing, planning, marketing, producing, and evaluating events. There are many types of events including social, educational, sports, entertainment, political, corporate, religious, and fundraising events. Organizing successful events provides many benefits such as promoting products and services, enhancing brands, increasing sales, and promoting social causes. Key aspects of event management include defining objectives, determining the details of what will occur, selecting an appropriate date, time, and venue that meet the needs of the target audience, and ensuring strong communication, delegation, and time management throughout the planning process.
This document provides strategies for online event marketing. It discusses advertising on sites associated with major events, sponsoring online events related to your company or products, donating to nonprofit auctions, tying promotions into related products or services, and creating educational content sites. Effective online event marketing requires finding events that align with your company and messaging and advertising or participating in associated online activities and platforms.
The document summarizes the research and planning done by a student for organizing a talent show event at their school. It discusses potential event ideas like a concert, golf day, fun run, and fashion show. For the concert idea, the student researched popular artist Drake and venues in Dubai that could host the event. Cost estimates were provided for booking Drake, renting venues, and other expenses. Presentations were given to the class comparing the different event options, outlining advantages and disadvantages of each. The talent show was identified as a popular past event, while a fashion show was proposed as a new idea. The document covers initial research and planning steps to select the best school event to organize.
In case you intend to register a brand or trademark, but do not fully understand the concept, I advise to read this book with an open mind. In this book, the concept of trademark, the difference between brand and service, copyright and copyright are described in simple language. In addition to discussing the importance and reasons for having a trademark in business, the things you should know before starting registering a trademark are described briefly and practically. At the end, the process of registering a trademark is described in detail.
Every compulsion force people to be creative. It makes them to think deeply and retrospect on methods that can be applied to get things done in a smart way. Conversely when everything is available people will move within certain framework. a s a teenager aiming to start a business I was limited due to the lack of capital. Because of this I developed creative methods. Applied them and achieved successful results. I have presented what I have gained over the years of experience and activity in the field of business events. In this book entitles “Smart Venue Marketing” As the venue manager by reading this book you will learn how to use the potential of such Spaces to enter a larger market and earn money.
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Similar to Smart Event Participation as an Exhibitor
The document provides information about event management. It defines what an event is and different types of events. It then discusses key aspects of event management like market research, SWOT analysis, event planning using the 5 Ws framework, venue selection, event marketing, evaluation and feedback. Event management is analyzed as the process of planning, marketing, producing and evaluating an event to promote a product, service or idea. Key factors like objectives, activities, timing, location, organizers and audience are discussed in the context of effective event planning.
This document discusses the key stages in event management: developing the concept, analyzing the concept, designing the event, logistics, and keys to success. It provides details on developing the concept, including determining the purpose and theme of the event, selecting a venue that matches the audience and available resources, and considering financial factors. The document also discusses budgeting, with steps to estimate costs for site rental, catering, transportation, decor, entertainment, printing, gifts, and activities.
How to hold successfully a industry summitsstageshine
Are you headache for How to Hold Successfully a Industry Summits? Today we share how to ensure that a proffessional industry summit or conference event is held Successfully step by step. Learn More.
The document discusses various aspects of event planning such as types of events, event management, market research, SWOT analysis, the 5W concept, venue selection, event marketing, and evaluation. It provides details on classifying events, the event management process, conducting market research and analysis, performing a SWOT analysis, using the 5Ws to structure an event plan, selecting an appropriate venue, and marketing the event.
The document discusses various aspects of event planning and management, including types of events, event management processes, market research, SWOT analysis, the 5W1H approach to planning, venue selection, event marketing, and evaluation. Specifically, it covers corporate, educational, and social events. It emphasizes conducting thorough market research, analyzing competitors and products/services, and selecting appropriate dates, times, locations, and venues based on the target audience. SWOT analysis and the 5W1H framework are recommended for effective planning. Event marketing strategies include various print, electronic, outdoor, and transit media. Post-event evaluation is also highlighted.
http://www.niccotan.com/2011/04/events-marketing-overview.html
Master of Marketing Communication Students of De La Salle University presented a comprehensive report on Events Marketing
Event management involves applying project management principles to plan, create, and develop festivals and events. It involves studying the brand and audience, devising concepts, and coordinating logistics. Event types include corporate, marketing, special, and private events. Planning involves developing ideas, frameworks, marketing plans, finding sponsors, coordinating logistics and vendors, and creating invitations. Events require large-scale planning and funding to assemble people for various purposes like education, celebration, and reunions. Event management is the process of analyzing, planning, marketing, producing, and evaluating events.
The document discusses the key steps in creating an event plan, including defining the event concept, determining purpose, goals and objectives, assessing needs and resources. Some key points covered are:
- The event concept should define the purpose, scope and content and be transformed into an event plan through project management.
- Goals and objectives must be determined to define the event scope and ensure the client's needs are met. Objectives should be SMART.
- A needs assessment identifies the purpose, audience, location, resources required, and helps drive decisions.
- Resources like time, money, personnel, space and suppliers must be analyzed to determine feasibility. The event plan should balance needs with available resources.
The document discusses the key steps in creating an event plan, including defining the event concept, determining purpose, goals and objectives, assessing needs and resources. Some key points covered are:
- The event concept should define the purpose, scope and content and be transformed into an event plan through project management.
- Goals and objectives must be determined to define the event scope and ensure the client's needs are met. Objectives should be SMART.
- A needs assessment identifies the purpose, audience, location, resources required, and helps drive decisions.
- Resources like time, money, personnel, space and suppliers must be analyzed to determine feasibility. The event plan should balance needs with available resources.
This document provides tips for successful event management. It discusses the importance of beginning planning early, remaining flexible, negotiating vendor contracts, assigning responsibilities to team members, creating a shared document to keep everyone informed, having backup plans for issues that may arise, doing run-throughs before the event, photographing the event, promoting the event online through social media, and following up with attendees after the event. Effective event planning requires starting the process months in advance for large events.
The document discusses various aspects of event planning and management. It begins by defining what an event is and different types of events. It then discusses event management and the key aspects involved, including market research, SWOT analysis, event planning using the 5 Ws framework, venue selection, marketing, evaluation and feedback. Key elements of event planning covered include determining objectives, activities, schedule, budget, target audience and addressing logistical considerations like location, date and time. The document provides an overview of best practices for comprehensive event planning.
Event management companies in India organize various events from corporate events to product launches, concerts, and private events. They plan events by setting the venue, preparing a schedule, obtaining necessary approvals, arranging technical equipment, and conducting dry runs. The event management industry in India is growing rapidly and includes corporate, social, celebrity, sports, and cultural events. It has become a thriving industry generating creative employment as companies professionalize event planning and management.
This document provides an overview of event management. It begins with defining event management and discussing how the industry has grown significantly over the past 15 years. It then discusses the benefits of events and provides a case example to illustrate the key elements of events. Several sections outline the various aspects involved in planning and executing events, including segmentation of events, the overall planning structure, budgeting, site selection, food/beverages, safety/security, marketing, and trends in the industry. The document aims to give a comprehensive understanding of the event management process and industry.
This document outlines the 7 key steps in planning an event:
1. Develop clear objectives and understand the audience.
2. Create a budget that determines the type of event.
3. Develop a schedule including planning, staging, and production times.
4. Choose an appropriate format based on objectives and audience.
5. Select a venue that matches the purpose, theme, and anticipated attendance.
6. Inspect and book the venue by signing a contract and paying a deposit.
7. Plan the event details and program elements to carry out the concept.
The document provides information on creating an event plan and concept. It discusses defining the purpose and scope of the event through analyzing needs, goals, objectives, resources and competition. Key aspects of creating an event plan include determining the intent, extent and content of the event concept, defining measurable objectives, assessing customer needs and capabilities, and evaluating available time, money, personnel, space and supplier resources to determine feasibility. Professional event managers must balance customer needs with the resources available to deliver a successful event.
Event management involves analyzing, planning, marketing, producing, and evaluating events. There are many types of events including social, educational, sports, entertainment, political, corporate, religious, and fundraising events. Organizing successful events provides many benefits such as promoting products and services, enhancing brands, increasing sales, and promoting social causes. Key aspects of event management include defining objectives, determining the details of what will occur, selecting an appropriate date, time, and venue that meet the needs of the target audience, and ensuring strong communication, delegation, and time management throughout the planning process.
This document provides strategies for online event marketing. It discusses advertising on sites associated with major events, sponsoring online events related to your company or products, donating to nonprofit auctions, tying promotions into related products or services, and creating educational content sites. Effective online event marketing requires finding events that align with your company and messaging and advertising or participating in associated online activities and platforms.
The document summarizes the research and planning done by a student for organizing a talent show event at their school. It discusses potential event ideas like a concert, golf day, fun run, and fashion show. For the concert idea, the student researched popular artist Drake and venues in Dubai that could host the event. Cost estimates were provided for booking Drake, renting venues, and other expenses. Presentations were given to the class comparing the different event options, outlining advantages and disadvantages of each. The talent show was identified as a popular past event, while a fashion show was proposed as a new idea. The document covers initial research and planning steps to select the best school event to organize.
Similar to Smart Event Participation as an Exhibitor (20)
In case you intend to register a brand or trademark, but do not fully understand the concept, I advise to read this book with an open mind. In this book, the concept of trademark, the difference between brand and service, copyright and copyright are described in simple language. In addition to discussing the importance and reasons for having a trademark in business, the things you should know before starting registering a trademark are described briefly and practically. At the end, the process of registering a trademark is described in detail.
Every compulsion force people to be creative. It makes them to think deeply and retrospect on methods that can be applied to get things done in a smart way. Conversely when everything is available people will move within certain framework. a s a teenager aiming to start a business I was limited due to the lack of capital. Because of this I developed creative methods. Applied them and achieved successful results. I have presented what I have gained over the years of experience and activity in the field of business events. In this book entitles “Smart Venue Marketing” As the venue manager by reading this book you will learn how to use the potential of such Spaces to enter a larger market and earn money.
1) The document provides guidance on smart time management techniques through establishing goals, prioritizing tasks, creating to-do lists, and minimizing distractions.
2) Key steps include setting goals and priorities, listing motivations and distractions, scheduling tasks based on individual productivity patterns, making daily decisions, and creating a to-do list focusing on one task at a time.
3) Effective time management requires self-knowledge, planning, and focus to optimize productivity while avoiding stress from falling behind schedule.
There is no “I” in the team; everything is “We”. A person can be a member of a team but they can’t be a team on their own. A team consists of more than one individual person. Doing a business requires a team. This book is one of the books in series of "Smart Business" that teaches you how to build a team in three steps. You will also learn the benefits of team building, how to maintain it, and evaluate its performance.
Nowadays, social networks are now important part and parcel of business and life of everyone. Therefore, you, as a business owner, should take their presence seriously, look at it smartly, and have a plan to use them to achieve sales and marketing goals. Like other "Smart Business" books, this book is based on a smart look; It means looking at existing standards and realities from different angles so you can succeed at what you do. Based on this, you will learn how to use social networks smartly in business.
From the past, customers who are satisfied with using a product or service, introduce it to others. Business owners use this potential of their satisfied customers and the word-of-mouth advertising tool for marketing, turning their customers into sellers of their products and making a profit for them by using modern tools. This process of attracting customers and making profit for the referrer is called “referral system” (referral/affiliate system). Having such a system is one of the best ways to develop the business. In this book, this concept and its function are described in simple language and with a smart view in order to use it in your business. This means looking at existing standards from new angles and using your business's best approach based on your unique circumstances.
We have all, somehow, needed to present a topic in the past or will have to do so in the future. In the book series of "Smart Business", we try to teach you to look at a subject from different angles, and choose and apply the best method based on your circumstances.
In this book, in simple language, we explain the different aspects of a presentation. What you will learn includes the types of presentations, the steps for preparing a presentation program, the features you can use to improve the presentation, the importance of nonverbal communication in the presentation, and finally, the things you need to know when presenting.
There have been series of new opportunities made available by internet. The internet has made it possible for everyone to make money, and over time, more and more ways are rising from the online world; Ways that have previously been impossible or very difficult to monetize. By reading this book as one of the books in the series of "Smart Business" " you will learn four main methods of online money-making that allow you to grow as a small or medium-sized business and maintain and develop your market.
Online marketing is a way of communicating with the customer that started with the advent of the Internet and today, along with other marketing methods.Like the other books in the "Smart Business" series, the subject of this book has been studied with a smart look and from different angles, then you can develop the best possible plan for yourself based on your circumstances. Firstly, the benefits of online presence are stated. Then, the process of online marketing program, including the structure of the program, its implementation methods, evaluation and modification are explained in detail.
Today, entering the online world is inevitable for any business. If you simply follow the traditional ways of doing business, not only will you not have new customers, but also lose old customers. Switching to an online business means starting your own online business from scratch or starting an online business alongside your traditional business. Like other "Smart Business" books, different angles of change to online business are explained to you in this book.
1) The author outlines steps for developing an effective media relations strategy, including researching target markets and media platforms, creating a contact list of suitable media, and defining objectives for each media relationship.
2) Key aspects of the contact list include the media name, type, size, distribution, contact details, and relationship objectives. Objectives should focus on communicating with the target market.
3) Internal company media can provide opportunities to reach target audiences and should be considered. The strategy should differentiate target markets and assign codes to optimize media selection and relations.
Smart Hiring" is another books in the series of "Smart Business" where you are exposed to unique techniques of the smart hiring process. This book teaches you to see different angles of hiring alongside the current standards in business and it charges you to improve this process in such a way that enables you to reach the ultimate goal of selecting and hiring the right person.
Smart Goal Setting” is another book in the series of "Smart Business" in which the smart method of goal setting is taught. Some of the points made in the book are general, which can be generalized to personal goals, and the other part is specifically to business.
If you want to start a franchise business, you need to understand how to start. As stated in my other books under the titles "Smart Business", "smart" means having a comprehensive view of a business topic from different angles and finding and choosing the best method based on your circumstances. In this book, the subject of franchising is examined from two views; from the point of view of someone who wants to own a franchise of a business, and from the point of view of someone who wants to start a franchise business and sell a branch.
In recent years holding events has become a popular business. Like any other business an event needs to be properly introduced and marketed to achieve its goal by attracting a sufficient and appropriate audience i.e. participants and visitors . To attract the right audience create financial resources, to hold an event and earn a reasonable income from the sale of its services you need to devise a solid marketing strategy, programs and operational methods. This book takes a smart look at a variety of marketing methods. It gives you smart ideas to how you can successfully market an event and earn from it. A smart look/ ideas means looking at issue from different angles and the result is finding new solutions based on the circumstances of your unique events and its particularities.
This book is simply a compendium of the techniques I have tried and have used in my business dealings. I shared with you I have learned through the practical experience of holding and managing different types of events . Also, in this book you learned all the steps involved in organizing an event including designing, planning, implementing and following up the event. Smart and practical attitudes are well employed un the process of teaching my books that is a subject is viewed from different angels so that the readers can be taught to have a comprehensive view.
“Change” is crucial for any organization, company and business of any industry. Its purpose is to achieve positive and clear results. The need to change causes an organization to change its structure and system or modify its parts.This book is one of the books of "Smart Business" series in which you will learn the reasons that force you to change or modify the structure, process or system, the types of changes, the preliminary actions, the process of change, and finally the plans for change in an organization.
It does not matter if you plan to start a multi-million-dollar international business or a small shop in your neighborhood. You need a plan to set it up. This book will teach you how to write a business plan smartly, meaning you will learn how to make a plan with a comprehensive view and from different angles which you can use to start your business or boost sales of your existing business.
The document outlines the process for selecting a business name, which includes 6 main steps:
1. Creating an initial list of suggested names from various sources.
2. Evaluating the suggested names to check availability and similarities.
3. Screening the names by removing those already registered, similar to competitors, or existing in the target industry/location.
4. Further evaluating the screened names based on criteria like legal registration possibilities, domain availability, social media use, and future development potential.
5. Rating the screened names on memorability, pronunciation, spelling, attractiveness, and cultural meaning.
6. Selecting the final name based on evaluation scores, or further narrowing options if
Self-Evaluation Life Roadmap Formula(SELF)BaharehNouri
This book draws the way of achieving "goals/ purposes" in work and life with the help of simple yet executable steps. it also shows how to focus on ones peculiar reality.
In the end , you will have lists and exceptional analyses, the most detailed one of which are written based on your own current "strength", "weaknesses", goals/ purposes', and current possibilities as well as internal , external factors and those around you. These will be written around your own language and expressions.
Nothing is more important than being acquainted with your peculiar realities by which you implement your plans. Although most people think that they are some what aware of their moral characters ( some of the are extremely insistent on their full understanding of their own selves). along the way, they become more realistic, introspective, deeper and more focused on their personality traits.
With this book you will be able to create a list of factors, such as strengths, weaknesses and how they affect the process of acheiving your goals.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
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3. Smart Event Participation as an Exhibitor (Smart
Event Book Series)
Title
Master Steve
Author
Somayeh Amiri, Tara Kamangar
Colleagues
Keyvan
Layout
Designer
Silk Road Publishing (Toronto, Canada)
Publisher
Printed Book: 978-1-990236-27-3
EBook: 978-1-990236-28-0
ISBN
www.MasterSteve.com
Website
Attributions:
Images Credits:Macrovector / Freepik
Note: The author of this book gives the right to use
the present content, provided that the source is cited,
to professors, educators, teachers, lecturers, and aca-
demic and non-academic educational centers, for an
indefinite period.
The copyright of this bookis internationallyregistered
for the author.
4. Contents
Introduction ......................................................................................................................4
The Importance of Planning Before Attending an Event .......................5
Chapter 1: Executive Measures Before the Event............................8
a) Preliminary Investigation and Event Evaluation ............................10
b) Determining Your Type of Attendance at the Event .................... 12
c) Determining Your Purpose of Attendance at the Event ...............14
d) Purchasing and Selecting the Location of the Booth .................. 16
e) Designing the Booth .......................................................................................20
f) Designation of Booth Operators .............................................................25
g) Developing a Performance Protocol for Operators ......................27
h) Preparing the Advertising Items ..............................................................34
i) Arranging Appointments at the Event ...................................................35
j) Informing and Inviting the Audience ...................................................38
k) Determining the Methods of Attracting the Audience to the
Booth ............................................................................................................................ 40
Chapter 2: Executive Measures During the Event......................49
Chapter 3: Executive Measures After Holding the Event...... 55
a) Following-up ........................................................................................................56
b) The Performance Analysis ..........................................................................59
Chapter 4: Attendance at Foreign Events ...........................................63
5. 4
Introduction
One of the most crucial marketing issues for businesses is
the method of smart attendance at events; both for busi-
nesses that are exhibitors in events and for the people who
visit events.
In this book, like other books in the “Smart Business”
series, you will learn to look at attending an event as an
exhibitor from different angles and use the best ways to
take advantage of opportunities in accordance with your
goals. This book will help you get the most out of any
event that you attend.
In this series, I will suggest some tricks and executive
points to you in three stages before, during, and after hold-
ing events, to allow you to apply them to have a practical
and beneficial presence in the events.
The points raised here are all executive and uttered by
someone who has gone through all of these steps in prac-
tice. This means the points mentioned here have been
proven and are workable.
6. 5 Smart Event Participation as an Exhibitor
The Importance of Planning Before
Attending an Event
¾
Events are held with different subjects and each
of them has its requirements, attendees, and
audience. For example, participants in business
events are companies, rather than the general
public.
Depending on the subject of the event and
the type of audience, events are generally of two
types:
ƒ
Public events;
ƒ
Specialized events.
¾
Attending an event is one of the most difficult
tasks of a business. Some large companies hire
workforces to take the necessary steps to ensure
the company’s presence is felt at an event. These
companies also hire workforces manage their
booths in various events. The more experienced
you are, in this regard, the more professional
you will be to do it.
7. 6 The Importance of Planning Before Attending an Event
¾
After deciding to be an exhibitor at an event,
you need to take actions in three steps:
ƒ
Before the event;
ƒ
During holding the event;
ƒ
After the event.
¾
Participate in the event with plans and strate-
gies. Otherwise, you will not definitely achieve
the desired result.
¾
For each of the three steps of the event atten-
dance schedule, define a list of necessary actions
in a detailed timeline according to which, it is
determined when, by whom, how, why, and
where the things should be done.
If you forget to do one of the tasks, everything
will be affected in practice, and this may bring
irreparable losses to you. For example, if the
catalog is not prepared at an appropriate time,
you will have to work hastily, and as a result, the
work may have unsatisfying quality.
¾
Prepare the situation such that you have enough
time to do the tasks and do not leave the works
for the last moments. Imagine that you are
going to participate in an event on January
20th
. Schedule everything at least six months in
advance; investigations, booth designing, find a
team to design the event and perform it, put a
team together which will find suppliers for dif-
ferent parts of the event, etc.
8. 7 Smart Event Participation as an Exhibitor
¾
Some companies plan to hold another event
next year upon the end of one event. Deter-
mine the things that you need to do six to twelve
months before the event date. Do tasks such as
concluding a booth contract and choosing the
booth design.
The closer you become to the time of the
event, the more tasks will be listed. By one or two
weeks before the event, all your plans to attend
the event should have been implemented.
Here, some explanations are provided on the
actions you need to take in three steps of your
attendance plan as an exhibitor.
10. 9 Smart Event Participation as an Exhibitor
Important measures to consider before the beginning of
the process:
a.
a. Preliminary investigation and event assessment;
b.
b. Determining your type of attendance at the event;
c.
c. Determining your purpose of attendance at the event;
d.
d. Purchasing and selecting the location of the booth;
e.
e. Designing the booth;
f.
f. Designation of booth operators;
g.
g. Developing a performance protocol for operators;
h.
h.
Preparing the advertising items;
i.
i. Arranging appointments at the event;
j.
j. Informing and inviting potential audiences to visit the
booth at the event;
k.
k. Determining the methods of attracting the audience
to the booth.
11. 10 Preliminary Investigation and Event Evaluation
a) Preliminary Investigation and Event
Evaluation
In the preliminary investigations,
specify plenty of things for yourself
because it can determine how you can
plan your presence.
Participating in an event as an exhibi-
tor requires a defined program, and var-
ious factors. Following points must be
considered:
¾
What is the level of the desired
event?
¾
What is the history of the event in
question? Is it held for the first time,
or for several times?
¾
How important is participating in
the event to you?
¾
What is your goal of participation in
that event?
12. 11 Smart Event Participation as an Exhibitor
¾
What kind of audience do you plan
to communicate with by participat-
ing in the event? Are your audience
exhibitors or marketers and visitors
or both?
¾
Who are your audiences and what
specialties do they have? For exam-
ple, what geographical areas are
they from or located? What is their
gender? How much is their income?
¾
Are you going to attend a business
event whose audience involve pub-
lic visitors or an event whose audi-
ence includes businesses?
Investigate about exhibitors and visi-
tors; besides the information you gained
from your participation in the past years
or from others, complete your research
on these two groups.
Suppose that you work in the fields of
photography and videography, in that
case, even the event organizer can be
among your target audience.
13. 12 Determining Your Type of Attendance at the Event
b) Determining Your Type of
Attendance at the Event
The type of attending an event can
determine the type of your presence
strategy.
¾
Sometimes after investigating, you
may conclude that you should not
attend the event as an exhibitor, but
as a sponsor of the event. In this case,
you need to consider a different strat-
egy.
¾
You can use event tools foryouratten-
dance. Provide the event bags or print
the designs of the participants’ pen-
dant cards, and engrave your name
on them, for example. You are, in fact,
both present and absent in this way,
and use the event advertising tool.
¾
Some people attend the event,
both as an exhibitor and a sponsor
because one of the services that the
event organizer may mainly provide
to the sponsors is offering booths.
14. 13 Smart Event Participation as an Exhibitor
¾
The owner of one of the most suc-
cessful printing houses in North
America and Canada took the high-
est advantage of a successful atten-
dance at a printing event; such that,
they assigned the key points of the
event to the brand they intended
to introduce. All the event bags had
that brand name on and they could
achieve their goals by the appropri-
ate presence in the event. He had a
booth and was an event sponsor at
the same time.
If you intend to choose your presence
as a sponsor, you should consider the
followings:
ƒ
How much is your budget?
ƒ
How much can you gain from spon-
sorship?
ƒ
Which goal does sponsorship help
you with? branding or sales?
In the scenario about the American
printing house, for instance, sponsor-
ing the event was very practical and
useful, since the purpose was to intro-
duce the website.
15. 14 Determining Your Purpose of Attendance at the Event
c) Determining Your Purpose of
Attendance at the Event
One of the most important things you need to know
before attending an event as an exhibitor is your purpose
of participation.
All your event attendance plans depend
on the goals, the type of target audience,
and the schedule.
Which of the following is your company’s goal/purpose
for attending the event?
¾
Attracting customers?
¾
Direct product sales?
¾
Introducing new sales services or plans?
¾
Branding and introducing your services to the
participants in the event?
¾
Taking advantage of the presence of different
media in the event and the media coverage?
¾
Examining the status of competitors and their
attendance strategy at the event?
¾
Networking and getting to know more people?
¾
Participation in seminars and training programs
of plenary sessions of the event?
16. 15 Smart Event Participation as an Exhibitor
By answering similar questions, determine your pri-
mary goal for attending the event as an exhibitor to define
your attendance strategy, and schedule based on that.
For example, if your goal is to sell, your participation
strategy will be completely different. If your goal is to
introduce a product or offer a discount plan to increase
sales, determine your strategy based on the type of your
target audience. Offering a discount without a developed
plan for that will not lead to satisfying results.
17. 16 Purchasing and Selecting the Location of the Booth
d) Purchasing and Selecting the
Location of the Booth
When signing a contract with the
event organizer, view the hall map
to find an appropriate place for your
booth. The location of the booth is sig-
nificant to the success of an organiza-
tion.
Select the location of the booth based on the
hall plan, attendance goals and strategies,
type of audience, desired budget, and traffic.
One of the booth selection strategies
is to stand in a booth close to a compet-
itor’s place. Do not be afraid to be with
your competitors. There you can meet
your competitors and identify their
methods.
Note 1
18. 17 Smart Event Participation as an Exhibitor
One trick is to choose your booth
somewhere close to the booth of a
famous company that may not even be
your competitor, but has a large number
of visitors.
Another method is to get a booth
close to the company you are going
to deal with. So when you attend an
event, the most important goal for
you may be to attract the same com-
pany that you intend to do business
with.
Since the main reason for attending a busi-
ness event is to be seen by participants, hav-
ing a booth at the corner is not always the best
thing to do. You can choose a small booth but
in a crowded place.
Notice
19. 18 Purchasing and Selecting the Location of the Booth
¾
In commercial events that target
other businesses, having a booth
at the hall entrance can help with
branding.
¾
Keep in mind that the area around
the exit door is crowded and the
people passing by intend to leave
and do not stop.
¾
Do not forget that the event orga-
nizer will set a higher price for the
booth in high-traffic places.
The main reason for attending a busi-
ness event is to be seen.
Today, the layout of booths in business
events is changed to make it easier to move
for people.
Note 2
20. 19 Smart Event Participation as an Exhibitor
The corner of the hall and the end of
the exit corridor is also a good place for
the booth. At the exit corridor, people
moving out or in will see your booth and
recognize your brand. Therefore, when
the choice for the location of the booth
is restricted and you do not have a better
option, you can choose your booth to be
in such places.
When selecting the booth location,
examine what services the organizer
provides to you. For example, you may
have supposed that tables and chairs
would be provided to you, but, in fact,
you should have registered an order
requesting those items in advance. You
must, therefore, double-check what you
are getting from the organizers before
the event starts.
21. 20 Designing the Booth
e) Designing the Booth
Another necessary step before attend-
ing the event is to choose the design and
designer of the booth. The design of the
booth should be such that it can attract
visitors. It must be inviting and can also
be colorful to attract people.
If you cannot afford to spend a large
amount of money to design a booth, use
simple and attractive designs, but follow
the basic principles, i.e., have a banner in
the background of the booth and write
your advertising slogan on it.
Display the company name clearly
in the booth and also consider a place
to display your business information.
Ensure the information of your com-
pany is clearly written and with attrac-
tive letters.
22. 21 Smart Event Participation as an Exhibitor
Stick posters and brochures flat on
the wall. Try to install them prominently
on the decor. This creates an optical illu-
sion for the viewers and makes it attrac-
tive to them.
If the visitors cannot find minimal
information about you, there will be
no reason for them to come towards
the booth. Having a branding strat-
egy requires that you display the logo,
trademark/service mark, color, too. Dis-
playing the logo is important for great
brands.
Choose an appropriate place in the
booth for placing the booth counter and
the operators.
23. 22 Designing the Booth
The design of the booth banner
should be in harmony with the design
of business cards, catalogs, and other
advertising items.
ƒ
Consider the quality of color and
print in printing the booth ban-
ner.
ƒ
Print your advertising slogan on it.
ƒ
The dimensions and type of the ban-
ner should be easy to install, with the
least effort.
ƒ
The design type is related to your
business policies. Some companies
select a specific color and emplace
the slogan and logo within the design
in a different color.
ƒ
Display the company name as clearly
as possible on the banner installed in
the booth.
24. 23 Smart Event Participation as an Exhibitor
ƒ
If you use a special font to write the
company name, use the same font in
the banner as well. Some people fol-
low you on social media, and if they
do not see your company name and
pass you by, you may lose your audi-
ence.
Consulting with experts, use a vari-
ety of digital printing products that are
widely used in booth designing.
The digital printing industry or the
large format print, which includes the
followings, is largely used in designing
booths;
¾
Stand;
¾
Roll up;
¾
Coated laminate;
¾
Sticker;
¾
Banner.
25. 24 Designing the Booth
Divide the booth into several sections.
Consider a section for presentations and
a section for distributing gifts. Depend-
ing on the nature of the business, you
can consider other areas as well. If you
plan to distribute a sample of your prod-
uct among visitors, do not assign the
entire booth environment to this task.
Sample distribution should be done in
one part of the booth so that if a queue
was formed, it would not interfere with
the normal affairs in the booth.
Touch screen TVs are attractive tools
for informing the audience. Your audi-
ence can visit your website pages and
image catalogs by touching the page.
Allocate one section of the booth often
to presentations using these smart
pages.
26. 25 Smart Event Participation as an Exhibitor
f) Designation of Booth Operators
Looking at your booth, the visitors
will find two things;
¾
One is your booth design; beautiful
design can attract the audience, but
you may not have enough budget
to design and provide information
about the company at the lowest
cost.
¾
Second, the people in your booth;
booth operators can attract cus-
tomers with their appropriate
communications. They should
respectfully invite visitors to a
conversation or, invite them to
the booth under a pretext. During
the time at the booth, the exhibi-
tors must act exactly in accordance
with the protocols defined for that
position.
27. 26 Designation of Booth Operators
Before attending a business event,
decide on the people who will coop-
erate with the company to participate
in that event. Consider filters to select
the right people. An exhibitor is a per-
son who has a character suitable to the
event.
If you use friends and acquaintances
to attend the booth due to lack of bud-
get to hire professionals, you have to
practice with them, otherwise, because
of lack of training and experience, you
will not take advantage of your presence
in the event and will miss the opportu-
nity.
28. 27 Smart Event Participation as an Exhibitor
g) Developing a Performance Protocol
for Operators
Being stylish is a fundamental prin-
ciple. This principle must be seriously
considered when you are attending a
business event. Booth operators must be
neatly and professionally dressed. Dress-
ing up, wearing suits or other clothes or
uniforms, for example, depend on the
type of event and the business field. In
smaller booths, the outfit type becomes
more visible and the importance of
fashion is doubled.
The rhetorical technique of the booth
operators is another important factor
in selecting them. The following factors
should be present:
ƒ
The booth operators should enjoy a good expression.
The operators must speak clearly and fluently and the
expression should not be incomprehensible.
29. 28 Developing a Performance Protocol for Operators
ƒ
Listen patiently to the audience and treat them
respectfully.
ƒ
Their personal ethics is not important, what is import-
ant is that they need to be attractive to the audience.
ƒ
A pretty face is important; however, a person who
does not have a beautiful face is not necessarily unable
to attract the audience. What matters is to speak well
and to use short sentences.
ƒ
Their tone of voice should be such that annoys other
colleagues or other booth operators. The voice should
be pleasant and smooth.
The combination of sentences that each person chooses
to start the conversation depends on three things:
z
The strategy of the company;
z
The individual features of the person;
z
The nature of the audience.
I took part in an event which was about holding the wedding
ceremony. The visitors were the future brides accompanied by their
mothers. There, we had to use appropriate words and sentences to
attract the audience. Because of the methods we used, our booth
was one of the most crowded ones. We had a few key phrases that
we used to attract visitors, and after they entered the booth, we
persuaded them to take the time to listen to our talk.
30. 29 Smart Event Participation as an Exhibitor
Men cannot easily say admiring sentences about young women,
especially young women who are about to get married. By stating
these things, the audience may think you have a different inten-
tion and stay away from you. Thus, we started the discussion by
praising the mothers or older ladies. These are all subtleties of
communicating with people. Therefore, observing polite-
ness and respecting the culture of the people is one of
the principles of communication.
Pay attention to two points to attract the audience when
expressing your ideas:
z
The first is key phrases to attract customers to the
booth, which can be a simple greeting and may
vary depending on the audience.
z
The second is the points that are stated after the
customer enters the booth.
Booth operators should stay at a rea-
sonable distance from visitors so that
they do not have to say attractive sen-
tences or discount plans out loudly.
31. 30 Developing a Performance Protocol for Operators
Those who are in charge of the booth
should be able to answer visitors’ ques-
tions to get the best results from your
attendance at the event. If the audi-
ence finds the booth attendant to be an
ignorant person, the negotiation will be
fruitless.
The personality and capability of
individuals to convey information will
determine whether the audience takes
them seriously. This is less common in
public events, but in specialized events,
the booth operators must be able to
provide expert explanations about
the product. This means they must be
knowledgeable about the product.
¾
The responsibilities must be appor-
tioned carefully and extremely
clearly among the booth attendants.
A large number of the events I have
visited suffer from the problem of
the presence of several non-special-
ist forces in the booth, and they all
refer questions to one person.
32. 31 Smart Event Participation as an Exhibitor
¾
Assign roles and responsibilities to
the group in charge of the booth
according to their physical and mental
characteristics.
¾
If the company size and the booth
size are large and the events are
crowded, one person might not be
able to attend to all the visitors alone.
Many people can’t wait for their turn.
Therefore, it is necessary to increase
the number of experts in the booth so
that visitors won’t have to linger there.
¾
Not everyone in the booth needs to
talk to visitors. One person stands
in the front door and attracts peo-
ple, one person is responsible for
answering specialized questions, one
person is responsible for explaining
the business, and each person has
determined responsibilities.
Hold training sessions for the people
who are unfamiliar with the activity in
the event. Before the event, arrange the
necessary training for the booth oper-
ators. Prepare a text in advance so that
everyone can express it according to his/
her gender, age, and appearance.
33. 32 Developing a Performance Protocol for Operators
Body language is imperative in com-
municating with the audience. A smile
can always be impressive. Even the ugli-
est face becomes tolerable with a smile.
Having a smile on the face plays a great
role in the other side’s initial perception
of your mood. Your first tool is to smile
when inviting visitors to the booth.
Train booth operators to be acute,
confident and not to look around or
lower their head when talking to people.
When they look somewhere else, the
other side may follow their gaze direc-
tion and lose concentration.
The form of standing in the booth by
the exhibitors is significant to what you
are projecting as a brand. Never lean on
the chairs. Assign a place to relax and
have lunch at the booth for operators.
Their fatigue and stress may send neg-
ative messages to the audience and can
cause them to miss several opportunities.
34. 33 Smart Event Participation as an Exhibitor
Booth operators should avoid things
like reading the newspaper or working
with a laptop. The purpose of attending
the booth is to serve the visitors. Deal-
ing with marginal tasks can cause a large
audience to be lost.
When the booth operators talk to the
visitors, it should not be assumed that
they intend to sell the goods in any way.
Every effort should be made to convey
the relevant information. This will make
the audience trust you more.
In each event, design your own yet
unique event. It means your booth is an
event in the heart of a large event. Having
this in mind, you can do various things,
including holding consecutive presen-
tation sessions in your booth or holding
training classes and seminars in your
booth.
35. 34 Preparing the Advertising Items
h) Preparing the Advertising Items
Before attending the event, decide
what promotional items need to be pre-
pared for your audience.
Provide promotional items, including
catalogs and gifts, based on the nature of
the audience. A big problem with plenty
of companies with a booth in the events is
that they do not investigate the right pro-
motional materials for the event but only
make decisions based on what they hear.
Using the experiences of others is good,
but not enough.
Some companies would print one
type of catalog and represent it every
year in all the events they attend. With
this method, you would reach less than
five percent of your potential, because
you do not observe the major rule of
attractiveness for the audience; why do
you think they should come to you?!
36. 35 Smart Event Participation as an Exhibitor
i) Arranging Appointments at the Event
One of the most remarkable things that
should be observed in an event is time
management. This is important if you
want to make most of a business event.
The time of holding the event is restricted
and you need to manage time to get the
most out of it.
Before holding the event, specify who
you are going to meet and how to sched-
ule appointments.
One of the most important ways to
manage time is to fine-tune your appoint-
ment. In the morning of the appointment,
remind the other side of your appoint-
ment. You can do that by sending a mes-
sage to the other side so they can be aware
or reminded of your appointment. The
event environment will be very crowded
and the other side may forget the appoint-
ment time for any reason.
37. 36 Arranging Appointments at the Event
When people are inclined to arrange
an appointment with you, respond very
quickly, otherwise they may arrange
with other people.
Most of the times, I reply people’s e-mails
to make an appointment so quickly that they
are surprised, i.e., I reply as soon as I receive
the e-mails, because I know that they may
immediately make an appointment with oth-
ers at the appointed time.
Activate the incoming e-mail alarm on
your phone, so you can reply to incoming
e-mails instantly.
To make the best use of time and
reach your goals, be sure to attend the
event’s plenary sessions and see what
role you can play in that program. Use
that opportunity to distribute catalogs
and communicate with others.
38. 37 Smart Event Participation as an Exhibitor
If exhibitors are your audience, inves-
tigate and find out relevant information
about them. Find out who is going to
attend the event on behalf of your com-
pany and arrange your appointments.
Of course, all the exhibitors may be your
competitors and cannot be categorized
among your audience.
Arrange to continue your conver-
sation after the event with those who
are at higher levels than the rest of the
audience. Be sure to remind them that
you have better offers for them after the
event.
Identify the entire environment of the
event. Exhibitors are usually introduced
on the event site, and applications are
provided using state-of-the-art technol-
ogy through which exhibitors can com-
municate with each other.
39. 38 Informing and Inviting the Audience
j) Informing and Inviting the Audience
Announce your presence as an exhib-
itor at the event. The most important
ways to invite audiences that are attend-
ing the event to your company or booth
are:
¾
Mail banking;
¾
Online advertising;
¾
Social media;
¾
Advertising media;
¾
Printed invitations.
Social networks can be taken advan-
tage of in all three time periods of the
event. Before the event, inform your
followers about the event through social
media and invite them to visit your
booth.
40. 39 Smart Event Participation as an Exhibitor
This has several advantages:
ƒ
First, it represents you as an active
company.
ƒ
Second, it helps you in brandingyour
company.
ƒ
Third, it enhances the trust of your
social media followers.
ƒ
Fourth, it resolves part of your prob-
lem for making content on social
media.
Regardless of the number of peo-
ple invited by the event organizer, take
action and personally invite the audi-
ence to visit your booth. In this way, you
tell different people that you are a rep-
utable company and attend at various
events.
Inviting others to visit the booth at
the event is part of the branding pro-
cess. Even if 1 percent of the invitees
attend the event, the rest 99 percent is
covered by your notifications. You have
been introduced and content has been
made for social networks, too. Whether
they come or not, you are a winner.
41. 40 Determining the Methods of Attracting the Audience to the Booth
k) Determining the Methods of
Attracting the Audience to the Booth
Consider three important issues for
event visitors:
¾
How to attract and manage booth
visitors;
¾
How to convey information to visi-
tors;
¾
Take necessary actions to get visitors
to remember you.
Each of these three sections needs
its own particular program, even the
program you design to attract visitors
might be different from the one you
do to attract exhibitors. Therefore, you
must be ready to make each aspect
unique, interesting and distinct from
the other.
Ask the organizer for permission for what
you do to promote and attract visitors to the
event environment.
Notice
42. 41 Smart Event Participation as an Exhibitor
Use attraction tricks to absorb visitors
to your booth.
In one of the events, I used two male and
female mannequins that had their bodies
painted and the company slogan written on
them. Thismethodwas atoolthatbothattracted
the audience and made a concept in the audi-
ence’s mind when moving towards them.
In an event in Las Vegas, an individual
was displayed in the form of a Greek sol-
dier in the same old clothes in the booth and
it reflected the culture of that country. In
another event, Chinese ladies had worn their
traditional clothes.
These tricks were not associated with
the business introduced in those booths,
but they helped to attract the audience
to a great extent.
In commercial events, you need to
observe more precise rules. Creating
attractiveness is not bad, but you should
use the right methods for that purpose.
If you are a large company, be precise in
choosing the method of attracting visitors
because the mistakes of a big company can
be definitely more destructive compared to
the mistakes of a small company.
Note
43. 42 Determining the Methods of Attracting the Audience to the Booth
Having discount offers can be very
impressive in attracting the audience.
Think about offering a good discount
plan. Your audiences may expect to be
greeted with a gift or discount when they
visit the booth. This means both the cus-
tomerwhosupposedlyboughta$500000
printer and the one who bought a $20
item might be expecting a gift from you.
If the audience’s expectations are not
met, they will be disappointed.
Choose promotional gifts such as
pens, bags, mugs, and a variety of other
practical gifts to help your branding. It
should not be a gift that may be thrown
away on the way home and the money
you spent is wasted.
Many people come to the event only
to receive gifts; therefore, think of a plan
to take the advantage you desire by giv-
ing gifts. Some gifts are also specialized
and are prepared according to the needs
of the audience.
In one event, I saw a laser flashlight that
worked like a meter and measured distances.
The audience of that business will always use
such a device.
44. 43 Smart Event Participation as an Exhibitor
You can print gift certificates with attrac-
tive designs using smart methods and grant
them as gifts to your special customers.
Always consider a premium promo
for those who have a special relationship
with you. You can give an ordinary glass
as a gift to an ordinary individual but a
flask to a special person.
45. 44 Determining the Methods of Attracting the Audience to the Booth
You can prepare bags containing
business cards, catalogs, gifts, and
other items that you intend to present
to visitors, and give them to the audi-
ence. In this case, the audience spends
time talking to you instead of collect-
ing these items and causing the booth
to become crowded. On the other
hand, when a bag with the logo of your
company moves around in the event,
your brand is inadvertently being pro-
moted.
Recently we participated in an event with
one of my brands called Dr. Advertise and
we had a regular booth. However, even large
and costly booths could not be as successful
in branding as we were, because everyone in
the event was traveling with bags having our
brand on.
Dozens of other booths may always
do what you do to attract the audience
to the booth; nevertheless, with a care-
ful plan and a high activity, you can
attract a good proportion of the audi-
ence.
46. 45 Smart Event Participation as an Exhibitor
Design premium brochures and,
when visitors are leaving the booth,
distribute them among those you think
may have the required potential to be
your customers. This will make them
remember you after they leave the
booth. A business card alone does not
have such a function.
Another form to attract the audience
to the booth is holding a contest and
awarding a prize. The type of contest
can depend on your product or service,
the type of the event audience (the gen-
eral public or economic actors), and the
event status.
With the advance of technology, the
contests can be held in more modern
forms. You can get a special application
for the event-specific contest designed,
or even get a contest held on the website.
When this is facilitated by technology,
the audience will enjoy more.
47. 46 Determining the Methods of Attracting the Audience to the Booth
¾
One of the goals of the company
when participating in the event is
to collect customer information. By
drawing lots, you can award those
who give you their business cards or
fill out your form.
¾
The type of awards should be cho-
sen smartly and appropriately based
on the size of your business.
¾
The award should be attractive to
the audiences to keep them eager to
fill out the forms.
¾
The award should be proportionate
to the position of the audience. You
will not obtain satisfying results if
you set an award such as a computer
game in a commercial event where
the visitors are all manufacturers of
automobile parts.
¾
In addition to the type of award, the
quality of running contests or draw-
ing lots is paramount. If your form
is long and unattractive, the num-
ber of people participating will be
reduced accordingly.
For instance, a company in an event
could provide some tablets for the audi-
48. 47 Smart Event Participation as an Exhibitor
ence, and after filling out a form, visitors
could receive a code with which they
could play computer games in the booth.
This could be an interesting and deliber-
ately-designed trick. A large number of
people were standing in long queues there
to enter their specifications and receive
the relevant code. The important issue
for that company was collecting visitors’
information. Having access to the infor-
mation of potential customers is one of
the essential points for any company to be
able to contact them in the future.
At the end of the conversation, ask the audi-
ence’s views about your conversation or
whether they liked the award you granted. In
this case, you will get face-to-face feedback
from the audience.
One of the most modern technolo-
gies in the world is large touch screen TVs.
Today, the popularity of this tool has dra-
matically increased because it will act as
an assistant exhibitor and provides some
information to the audience. The audi-
ence can participate in the contest by
touching the screen. You can also have a
company introduction show on it.
Note
49. 48 Determining the Methods of Attracting the Audience to the Booth
¾
One way to attract visitors to the
booth is catering them with food
items such as chocolate and biscuits
or even ice cream and finger foods.
This can be effective even in com-
mercial events.
¾
During catering, the audience
should not feel that they are going
to do something in return for it. At
the same time, the type of catering
must be in line with the goals of
branding and sales, otherwise the
costs incurred will be wasted.
¾
Sometimes you may see people eating
ice cream in an event and when you
ask where they got it from, they do not
even knowthe name of the booth! One
method is to offer food in your unique
packaging, such as special chocolates
offered in special packages.
¾
If a queue is to be formed in front
of the booth, think of a plan that the
queue does not disrupt your activities.
¾
Some companies serve customers
only with one bowl of chocolate.
You can do that.
51. 50 Executive Measures During the Event
Attend the booth quickly during the
days of holding the event. Although
you might have scheduled everything,
when you go to the booth before the
determined time, you can manage the
preparation process of the booth in
peace.
In the booth layout, place larger items
behind and smaller items in front. These
items include banners, goods, product
samples, furniture, and other accesso-
ries. Attempt to stand in front of them
yourself, but do not obscure the viewers’
eyesight.
52. 51 Smart Event Participation as an Exhibitor
Be sure to have tablecloths for your
tables. The design of the tablecloth
should be in harmony with the color
and design of other items. It does not
cost much. The harmony of design does
not mean one color for everything. Har-
mony means certain colors are artisti-
cally used by the designer so that all the
tools are associated with your products
or services. You must pay attention to
the harmony of design.
Make videos and slideshows about
your business to display on the booth
screen. The higher the information
quality and attractiveness of the film,
the better the result will be. Be careful
not to make videos from a collection of
computer screenshots. Such low-qual-
ity videos cannot be used to attract and
inform the audience.
53. 52 Executive Measures During the Event
From the beginning, think of a plan
to gather people’s information. Provide
categorized information of the people
you interact with.
Several of your audiences may not
have a business card. In some events,
there are barcode readers that can record
and store information when placed on
the name tags of the people present at
the event. Use such facility.
During the event, from the moment
the booth is set up, you can start
informing people at the event about
your activities. What happens during
the event can provide contents to share
on social media. Occurrences that are
somehow relevant to your company
are especially valuable news. Event
space allows you to produce profes-
sional content.
54. 53 Smart Event Participation as an Exhibitor
With today’s advanced technol-
ogy, take videos and photos using your
mobile phone and upload them to social
pages without the need to process them
on the computer. The mobile phone is
not comparable to any other tools and
when holding an event, you can use it to
the maximum to produce content.
Content production and social media
updates should be part of your daily routine
during event days.
Note
55. 54 Executive Measures During the Event
Keep in mind that your goods and
supplies may be stolen at any time.
Although the price of those tools may
not be remarkable, lacking the tools,
your work process will be disrupted. For
example, laptops and mobile phones are
your worktools, and some of your pro-
grams will be stopped in their absence.
The booth should be arranged in such a
way that your belongings are not lost or
stolen.
57. 56 Following-up
a) Following-up
After the event, you are required to
do various activities. In fact, whatever
you do before and during the event is
to enjoy the results after the event. To
take advantage of your programs, you
need to create a professional follow-up
program. You must keep up with your
audience/contacts after the event. Oth-
erwise, all your activities will be useless.
Following-up is the most important
part of attending an event. At the end
of the event, follow the discussions and
cooperation agreements. Finally, take
advantage of the cooperation by sealing
a contract.
58. 57 Smart Event Participation as an Exhibitor
Following-up is not an easy task and
requires a special strategy.
¾
Less than 72 hours, or finally a
week after the event, call or e-mail
all booth visitors whose contact
information is available to you and
thank them for their presence at
the booth.
¾
In the contacts you make to follow
up, remind how you can continue
the conversations.
¾
Your e-mail should be designed
using low-volume, it should always
be updated with attractive applica-
tions.
¾
There are ready-made templates
that you can use to design attrac-
tive e-mails. Of course, attempt to
maintain the harmony of the design
so that the audience can remember
you.
59. 58 Following-up
¾
In the e-mails sent, attach pho-
tos of your booth to remind them
about yourself. Also, refer to the
exchanged conversations, attach the
links of relevant pages in the website
to the e-mail, and also explain the
discount plans. If you need further
information from the contacts, let
them know through the e-mail and
specify the information you need
and why you need it.
¾
If you send follow-up e-mails within
a few months after the event, have
new content each time and avoid
duplications. You may bore the
audience with repetitions and your
efforts will be futile.
¾
Attempt to send a specific e-mail to
each person using the software. By
mentioning the person’s name and
the company name in the e-mail
and addressing the person, more
people will open your e-mail.
¾
Keep in mind that hundreds of
other people like you attempt to
send e-mails to visitors to follow up
the conversations; therefore, you
have many competitors and your
audience may delete some e-mails
without opening them.
60. 59 Smart Event Participation as an Exhibitor
b) The Performance Analysis
Evaluate your success rate of attend-
ing the event. You can apply the tools
during the event to evaluate your per-
formance with them after the event.
At the end of the event, take a two-to-
three-month period to consider the rate
of achieving the goals.
To achieve a goal, find what you need
to measure during the event before
starting it. One of the things that matter
is the number of visitors. Another cri-
terion can be the number of brochures
distributed, which is calculated based on
the number of brochures you brought
with you to the event and the number
you returned.
61. 60 The Performance Analysis
You can also evaluate your presence
at the event by the number of gifts dis-
tributed, the number of business cards
collected and the extent to which those
cards match your target audience, and
the number of participants in a contest
if a contest was held.
Event attendance assessment can
help you realize what methods could
be applied for the next events and what
should be avoided. You can also recog-
nize spending money in which cases
could bring you the best results.
After the event, write and submit a
comprehensive report of your presence
in the event with the videos and photos
you have taken. Up to 20 per cent of your
social media content should be allocated
to direct advertising, and the remaining
80 per cent should provide information
on topics related to your business and
promote your business indirectly.
62. 61 Smart Event Participation as an Exhibitor
Earlier it was mentioned that invite
people to your event by various means
in the pre-event step. After the event,
you need to knowwhat percentage of the
booth visitors came in with your direct
or indirect invitation, and how effective
each of the invitation means might be.
This will help you in your future deci-
sion.
When you realize this, you do not
need to spend extra money because you
will only use effective invitation meth-
ods.
There are various methods to assess
this issue:
¾
One way is to include a code in the
invitation you send on social net-
works and e-mails so that the audi-
ences submit it when they enter the
booth, or you can send a special
coupon to them to use when they
visit the booth.
63. 62 The Performance Analysis
¾
Another method is to agree with the
event organizer; in such a way that
the organizer offers a discount in
providing some services for those
who submit your discount code, and
at the end of the event, you can ask
the organizer the number of people
who used that code.
¾
Another way is to put a different
code in each of the social networks
in order for you to be able to pre-
pare an accurate report.
¾
If the invitation is to be made
through individuals, give them sepa-
rate codes or unique discount offers
so you can use them to analyze the
results. These codes can be numbers
or QR codes. When it is scanned and
accepted, customers can then ben-
efit from your brand’s special gifts.
At the end of the assessment process,
evaluate what part of your goals was
met, how successful you were in brand-
ing, whether you could sell, and what
connections you could make with indi-
viduals and companies.
65. 64 Attendance at Foreign Events
Attending foreign events requires a different perspec-
tive, and there are some issues to consider in such
events.
Consider appropriate time to plan. In
this type of event, in addition to observ-
ing all the points mentioned, you need
to study carefully the laws of the target
country. You may not be allowed to take
plenty of advertising tools with you at
all.
For example, in a strict Islamic coun-
try, you may not be able to use some of
your tools. Some samples might not be
allowed to be displayed for the audience
to see or may not have customs clear-
ance at all.
66. 65 Smart Event Participation as an Exhibitor
Do some basic research on the culture
and language of the target country and
memorize a few keywords such as hello
and the greeting.
The more you get to know a country’s
culture, the more successful you will be
in designing promotional items such as
catalogs, brochures, and promotional
videos, because you will take their inter-
ests into account. This will help your
operations to be flawless and help you
reach the right audience.
Itwas recentlyannounced thatwomen
driving becomes legal in Saudi Arabia.
Certainly, in the future car events in that
country, you will see the manifestation
of this change in advertising methods.
That is, advertising will change with the
cultural atmosphere of the country.
If the event is held in a city other
than where your hotel is located, make
arrangements to travel and make pro-
vision for your accommodation in that
city. Carefully identify all the tools
needed for the booth and make arrange-
ments for transporting the equipment.
67. 66 Attendance at Foreign Events
ƒ
Attending foreign events involves
various marginal issues. Costs might
be overwhelming. You should not
just consider the booth price.
ƒ
Expenses such as transportation
and local workforce and printed
items specialized to that event will
largely impact the required budget.
ƒ
The issue of transporting devices
and samples to another country will
be a serious challenge for you, both
in terms of costs and customs clear-
ance.
ƒ
Customs clearance is a specialized
task and should be left to local pro-
fessional forces.
Use local forces to run the booth in
an overseas event. These forces must be
with you from the time you enter that
country until you leave. It is better to
have a few forces with you not simply as
interpreters, but to help you in special-
ized fields, too.
68. 67 Smart Event Participation as an Exhibitor
Besides English, provide your pro-
motional products in the local lan-
guage, too, otherwise you may face
numerous problems. You can get local
suppliers to provide a large number
of printed items you need. Of course,
order them a few months prior to the
event to create a margin of safety.
Bureaucracy is a slow procedure in
some countries and it will take a long
time to get things done. Consider this in
your schedule.
Credit cards are not available in some
countries. Therefore, ensure you have
enough cash with you to see you through
your stay in that country.