Hill & Partners recently designed and managed two Custom Rental Branded Environments at the 2013 Travel Goods show held at the Mandalay Bay Convention Center in Las Vegas, NV February 27- March 1.

 
The creative team Hill & Partners brought long-time client Samsonite to The Travel Goods Show with an 80×80 square foot custom turnkey rental Branded Environment designed to simulate a retail experience.  The double-deck Branded Environment encompassed a variety of techniques to display the extensive Samsonite product line.  Hartmann, a well-established luxury travel goods brand recently acquired by Samsonite, exhibited with a new 50×60 custom rental Branded Environment situated next to Samsonite on the trade show floor.  The contemporary exhibit featured revitalized product offerings from this iconic luxury brand, drawing a steady stream of attendees who openly admired the high-end material that has once again become the signature of Hartmann.

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Brosnan, who joined Hill & Partners in 2005, has more than 20 years of experience in the Branded Environment industry.  He is recognized for his ability to mobilize internal and external teams while remaining focused on complex program activities across a wide variety of industries.

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Hill & Partners, Inc. partnered with new client Louis Garneau to premier a striking exhibit at the 2013 Outdoor Retailer Winter Market held Jan. 23-26 in Salt Lake City, Utah.

The creative team at Hill & Partners launched the new 10×20 rental Branded Environment for Louis Garneau – an innovator in the world of cycling specializing in the design and development of technologies and state-of-the-art gear – at the highly attended Outdoor Retailer Winter Market.  The appealing exhibit featured a clean and contemporary color palette of red, black and white, designed to prominently display the Louis Garneau winter snowshoe line.  The eye-catching property was successful in educating attendees about the technology Louis Garneau employs to create products that exceed expectations and set benchmarks for performance in the industry.

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Hill & Partners, Inc. currently celebrating its 18^th year in business will exhibit at Exhibitor 2013, the world conference and exhibition for trade show and corporate event marketing; the exhibit hall will be open March 18-20 at the Mandalay Bay Convention Center in Las Vegas, NV.  Hill & Partners will present its flagship 20×20 property at the annual exhibition, (#761 on the exhibit hall floor). The 20×20 Rental Branded Environment will showcase their innovation in graphic treatments, signage, technology, lighting, and meeting space. The inviting property will also demonstrate new flooring choices and Hill & Partners’ award winning textural architecture. Go to read more click here or go to hillpartners.com/exhibitor2013  to get your free VIP pass.

 Hill & Partners, Inc. currently celebrating its 18^th year in business partnered with new client ATSCO Footwear by designing a customized exhibit premiered at Outdoor Retailer Winter Market 2013, held Jan. 23-26 in Salt Lake City, Utah. The creative team at Hill & Partners designed a 20×30 custom turnkey property for ATSCO Footwear, an importer and wholesaler of footwear for men, women and children based in Canton, MA.  ATSCO Footwear exhibited at Outdoor Retailer Winter Market under its brand name Khombu.  The impressive Branded Environment drew attention to the Khombu product line by incorporating two “T” shaped product display walls featuring various lines of Khombu boots.  The unique layout delivered on functionality, while at the same time gave an open feel to the popular exhibit, which was punctuated by a bold, branded statement appearing across a 16 foot high back wall and ample meeting and storage space.

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Hill & Partners went to the experts, and trusted lighting partner, ATR/Treehouse, for the answers on the best way to enhance an environment with light:

1) Why would you suggest for exhibitors to invest in special lighting for their trade show exhibit?

As an exhibitor you want to control the immediate environment you have created.  Lighting can DEVelop your environment, providing control in three ways: Dimensional, Emotional, and Visual.

Dimensional- Lighting Creates Depth 

Exhibit Prior to Lighting

The purpose of your exhibit is to draw your client into the third dimension of your world, your brand, and to go beyond what they can see in the two-dimensional brochures and websites.  Lighting helps bridge that gap, and draws your audience in.

Emotional – Lighting Sets the Mood

Exhibit with use of Lighting

Cheery, exciting, romantic, suspenseful; whatever mood you want to enhance your environment with can be conveyed with lighting.  Let’s face it, rarely has the overhead warehouse lighting of an exhibit hall ever conveyed a desired emotional response.  Sometimes it is toobright, or too dim, or very uneven.  Whatever the issue, if you do not control the light, you likely will not invoke the desired emotional response.

Visual – Lighting Catches the Eye

Trade shows by their nature are very visually stimulating, but with all there is to see, the brightest spot will draw your attention every time.  Just like the spot light on a stage highlights the performance, a spot light on your exhibit highlights you.  Even just lighting your primary signage will draw attention.

2) What are some different options in accent lighting that you would recommend for enhancing an exhibit?

 I would recommend starting simple with general accent lighting.  This would include halo lighting on flat screens, accent lighting under/over counters and bars, and everyone’s favorite- uplighting at transitions.  From there you can enhance your exhibit with theatrical overhead lighting, changing the color and color temperature to harden or soften the look of your exhibit.  This brings out the desired emotional response.

3) What are the most common places that need light on an exhibit on the show floor?

Aside from highlighting your name and signage, a place of real need would include where exhibit design creates shadows from above.  In order to combat the warehouse feel of an exhibit hall, exhibits are often designed with canopies and soffits to help bring in the ceiling and create a more intimate setting.  A great idea as long as lighting follows.  A canopy will likely block any overhead/ambient light, and create shadows on signage and product displays.  By using the vast array of efficient LED products at hand, such shadows are not only eliminated but you once again have control over your environment, color, brightness, temperature (warm, cool), and so on. Interactive areas of your exhibit are also a common place which needs lighting solutions.  Lighting these areas properly enhances the displays and increases foot traffic to your exhibit.

4) How can adding texture to light make an exhibit feature really pop or come alive?

Most are familiar with the use of gobos (Goes Before Optics) as a method to project a company logo, but gobos can also be used to create textured lighting with the use of break-up patterns placed in a focusable theatrical fixture.  These patterns can also be used to create obvious or subtle changes to surfaces of an exhibit, to help create a particular environment.  For example you might use foliage patterns to create a sense of being relaxed and outdoors.  More subtle choices that provide ambient light that is not too harsh but rather warm and inviting. Conversely, certain intelligent features could be changed on a regular basis without any effort.  Gobos can also add movement when used in moving lights, quite literally bringing the exhibit to life.

5) What are some of your best trade show or event projects that utilize lighting effects and enhancement? 

One particularly interesting project was an exhibit event for Optos held at the Boston Museum of Science.  The exhibit design was exceptional thanks to the team at Hill & Partners, and was a pleasure to work on.  It allowed us to show off many of the ideas touched upon, while as is often the case, overcoming some rigging challenges. There are never rigging points where you need them in a trade show venue, and the booth had been designed with a light shining in the exact middle of the booth.

Along with coming up with a fantastic booth, one of Optos’ goals for the event was to showcase a new product.  This allowed us the opportunity to use some new technology along with time honored theatrical tricks to create a reveal.  From the audience’s walk in all that could be seen was lit drape, but on command the lighting was changed to reveal the new product.  This was combined with room décor lighting and audio visual elements all tied together with designers vision providing an enjoyable team project.

More:

Visit the ATR/Treehouse Website

Contact Treehouse

Want to learn more about how to maximize your branding experience?
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Disclaimer: Hill & Partners is dedicated to providing value for your business. The opinions, views and expertise contributed to this blog are credited to the “Ask the Expert” blog authors and do not represent the views of Hill & Partners, Inc.

Hill & Partners recently partnered with new client OPEX® Corporation by designing a custom exhibit premiered at ProMat 2013, held Jan. 21-24 at McCormick Place in Chicago. The creative team at Hill & Partners designed a 50×60 custom turnkey property for OPEX® Corporation, a recognized global technology leader in high-speed mailroom automation, document imaging and material handling based in Moorestown, NJ. The impressive Branded Environment was created around OPEX® Corporation’s latest product Perfect Pick™, a unique, automated high-speed, goods-to-person picking solution based upon proven OPEX technology.

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British born David Holroyd has worked with video technology dating back to a time where some television output was still in black and white. He moved to Boston in 1989 where he ran the sales and marketing operations for a series of local software companies. In 2005 he changed direction by attending Boston University’s Center for Digital Imaging Arts to study digital film and go on to start eCast Video in 2006 (now ECast Productions).

Hill & Partners asked David to lend some of his expertise on video content and usage in regards to trade shows and live events:

1) What are some stand out projects that come to mind where you helped a client create compelling video content for use at their live event?

Below are some samples of videos we’ve made that was primarily purposed for a live event. The reason I chose these pieces as samples is that they tell stories that have an emotional impact on the audience, and do so by using interview material from real people. Video at live events need to both grab peoples’ attention and make them react to the film’s message and content.

This piece, on Genzyme’s YouTube channel, was first show at a RARE disease conference in San Francisco in a slightly different form.

This piece for the Cambridge Health Alliance was first shown at an event in Boston’s Copley Plaza Hotel in front of 600 guests.

This case study is one of many we have filmed for the Northeast Energy Efficiency Partnerships over the last seven years. They were first shown at an award event in Warwick RI.

2) How does trade show video content differ from Live Event video content? At live events the audience is expected to be engaged and focused on the event. At a trade show, they’re just passing by.

These days CEOs and other senior executives commonly use video as part of their presentations, for both internal (employee focused, like a kick-off meeting) and external (industry, customer or investor focused) events. This is where corporate video can have its greatest impact – by creating that positive emotional response to your company and brand.

3) Why would you recommend video content at Events? We live in a competitive world, and your competitors are using video at events. I was in a meeting with a client recently, where they said they needed a ‘kick ass video’ for an upcoming conference to make sure they looked like the industry leader they aimed to be.

One of our clients recently sponsored a competition at a trade show. They used video during the event to engage with their customers and potential customers over social media. We filmed the finalist in the competition during the event, and then quickly edited these short interviews and shots of the finalist interacting with the clients team at their booth and uploaded them to the clients YouTube and Facebook channels within a couple of hours. This rapid response helped create more excitement about the competition and highlighted our clients prominent role at the event.

4) How can Live Events utilize Live Video? Some of our clients with large numbers of employees in several locations use streaming video to make internal announcements, executive presentations and service rollouts. In these cases, we provide a number of camera feeds to a live mixing desk, where it is then switched with the presenter’s slides, video and the presentation audio then streamed live to the web. It is also archived and made available after the event. This kind of live event involves lots of moving parts and we always recommend a rehearsal!

5) Is a story-line necessary when it comes to video used for events? Good, high level corporate video tells a story and creates an emotional response. If your CEO is talking at a major industry conference, an opening video that positions his remarks, and gives their context, will allow him to focus his remarks on his company’s goals and mission within the context that the video has set. That video will have an arc, a storyline that moves the audience. If the head of a division is announcing the plans for the next fiscal year internally, that might need less story and more content.

More:

Read Dave’s Advice on Video at Trade Shows

 ECast Productions Website

 Want to learn more about how to maximize your branding experience? 

Contact Hill & Partners

Disclaimer: Hill & Partners is dedicated to providing value for your business. The opinions, views and expertise contributed to this blog are credited to the “Ask the Expert” blog authors and do not represent the views of Hill & Partners, Inc.

We went to the expert in trade show lead management, John Hasbrouck, Founder and CEO of NewLeads, for the answers. For 16 years, NewLeads has been at the forefront of providing best-of-class solutions to trade show exhibitors who need better leads, measureable results and clear analytics.

1) What is it about iPads that makes everyone want one for their booth?

iPads are a phenomenon just as iPhones were at their inception.  Because people use iPads in their personal life, it’s natural to want them in business.  They still have that ‘cool’ factor. Plus having in iPad in hand is an easy way to show things to attendees.

2) So it’s a ‘cool’ thing, but how will it help with leads?

The iPad system we developed is a convergence of two marketing tools: a collateral kiosk and a lead detailing station, and it’s in the hands of a rep, not stationary like traditional systems.  So this means that every rep can have an iPad in their hands and be ready to show collateral to any attendee.

If you think about it, your marketing messages are spread out all over your booth: a video over there, printed collateral over here, signage in three other places, a power point at demo stations.  But if you load all of that onto an iPad, your reps are not limited to what is available in the booth nor are they restricted by access when the video “over there” is five minutes in and won’t restart for 10 minutes, that obscure collateral is not available, the Power Point demo is being used by another rep, etc.  Think of the iPad like a human-assisted mobile kiosk loaded with all of those things ready to show “on-demand” with an integrated lead detailing system. It’s instant answers, instant gratification and instant lead detail.

3) How does the lead detailing system work better than whatever the show is offering?

The big picture is about business process improvement through consistency. The show’s lead retrieval system provides one-time process; the next time, you go to a different show where the system offered will be different (whether it be better or worse).  You’ll have to deal with the ever-changing process both in the way you collect leads and the way they are fed into your back end system.  Renting the show system does not allow you to be able to standardize your data collection (leads) for your back end marketing and sales systems, such as marketing automation programs, CRM’s and sales databases.

This is the main reason why companies underperform and leave money on the table at trade shows. However, if you use a custom system, you can use the same system at every show and can build a consistent process for collection, distribution, marketing and sales follow-up. Additionally, you’ll be able to get analytics to determine the quality of the leads you are gathering.

4) Could you walk us through what lead taking and collateral viewing is like in the booth?

With the NewLeads iPad system, attendee badges can be scanned anywhere in the booth.  The scanners may or may not be attached to the iPads–it doesn’t matter because the system is built on cloud server technology.  This means you scan a badge and that lead is instantly available to each one of your reps in the booth. A typical scenario is when an attendee speaks with a sales representative in the booth on the first day of the show and comes back the following day and speaks with a different representative. That second rep can easily pull up the previously captured lead information of the attendee and continue the conversation.

The collateral interface is built in to the app so showing the attendee videos or PDF’s is really easy.  You don’t have to switch back to the iPad home page; videos and PDF’s are all in one window. The process order is typically scanning a badge, showing collateral, selecting collateral to send by email, and then completing a few lead survey questions that are customized for each exhibitor.  Once the engagement is completed, an instant email with collateral download links is sent.

5) It’s obvious that collateral and leads together are a good idea, but why does this help get better leads?

It’s all about increased engagement time.  If you have more answers for attendees because you are carrying an iPad with easy access to marketing materials, people will spend more time with your reps.  More engagement time means deeper conversations which lead to stronger interest, resulting in more sales ready “A” leads.

I wrote a short white paper on the topic of increasing engagement time in the booth which is a free download.  Having all of those resources on the iPad will really help you leverage your time and the number of meaningful engagements, ultimately bringing you the tangible improvement that may have proved elusive in the past.

6) Technology changes so fast–what’s next?

Windows 8 and the Windows Surfaces tablets may make a strong challenge to the iPad. If they make a big leap in capabilities, they may become the new ‘cool’ thing to replace the iPad, but they will have to at least match the battery life, wireless connection and touch performance of the iPads before we will consider them as a viable option. Our customers have always driven the hardware and features offered by NewLeads so we will be excited to see where they take us next.

More:

 NewLeads Official Website

Contact John Hasbrouck

 Want to learn more about how to maximize your branding experience?
Contact Hill & Partners

Disclaimer: Hill & Partners is dedicated to providing value for your business. The opinions, views and expertise contributed to this blog are credited to the “Ask the Expert” blog authors and do not represent the views of Hill & Partners, Inc.

Hill & Partners, Inc. currently celebrating its 18^th year will partner with Samsonite and new brand Hartmann to create two new striking exhibits to be premiered at the Travel Goods Show 2013, slated February 27-March 1 at Mandalay Bay in Las Vegas, Nevada. The creative team at Hill & Partners will bring Samsonite, a client since 2011, to The Travel Goods Show with an 80×80 square foot custom turnkey rental property designed to simulate a retail experience.  The double-deck Branded Environment will encompass a wide variety of techniques to display the extensive Samsonite product line, including its new Silhouette Sphere Collection.  Hartmann, a luxury travel goods brand recently acquired by Samsonite, will exhibit with a new 50×60 custom rental design situated next to Samsonite on the trade show floor.  This contemporary Branded Environment will feature the revitalized product offerings from this iconic luxury brand.

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Hill & Partners, Inc. currently celebrating its 18^th year in business partnered with new client X-Doria to premier a custom turnkey exhibit at the Consumer Electronics Show (CES) held January 8-11 in Las Vegas, Nevada. The creative team at Hill & Partners designed and managed the 30×40 custom rental property; the vibrant Branded Environment  showcased the X-Doria product line to full advantage through use of halo lit product boards and modern product displays that effectively drew great attention to the company’s colorful fashion-forward cases and accessories for iPhones, iPads and iPods.

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Hill & Partners, Inc. announces that Jonathan Raimond of Dorchester, MA has been promoted to Vice President of Sales. In this position, he will play a tactical role on the company’s leadership team and in the continued expansion of Hill & Partners’ client roster.  As VP of Sales, Raimond is responsible for the firm’s global sales performance and strategic vision in addition to overseeing a team of Sales Managers. Raimond, who joined the New Business Development Division of Hill & Partners in March of 2012, is a highly recognized leader in B2B sales, possessing more than ten years of distinctive sales success with local, national and global clients.  His extraordinary career includes senior sales positions with top tier companies including Clear Channel and Titan.

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Hill & Partners, now celebrating its 18th year in business, is riding the crest of continued growth and proudly announces partnerships with five new clients; X-Doria, Tradestone™ Software, OPEX Corporation, Louis Garneau and ATSCO Footwear (exhibiting under brand name Khombu). Hill & Partners will bring premier five custom designed and managed branded exhibits to trade shows throughout the country during the month of January 2013.

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Hill & Partners, Inc. recently partnered with new client National Grid to design and install an Inclusion and Diversity wall at the company’s Waltham, MA headquarters. The wall display, unveiled during an October 17^th ribbon cutting, provides a centrally located space to post information on upcoming company events and promote the work and mission of National Grid’s Inclusion and Diversity team.

The creative team at Hill & Partners worked in concert with National Grid’s Inclusion and Diversity team to capture the essence of the National Grid brand and design the eye-catching wall display, which features a grid of panels that impart specific diversity initiatives fostered by National Grid.

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Hill & Partners gets it. Our Account Management team travels around the world so frequently for so many exhibitions and events that they have experienced almost every travel inconvenience you can think of. Here are a few more tips from our team to offer some tips on how to make your next travel experience a little bit better:

1) SPACE SAVERS

Packing for your trip to fit in one carry-on will save you the stress of lost luggage and save you time getting out of the airport once you land. Plus it’s just less to lug around. However, it’s easier said than done to limit to a carry-on sometimes. Here are some tips to create more space in your small suitcase:

• Roll socks inside shoes (it also helps shoes keep their shape)

• Roll clothes tightly

• Lay wrinkle-prone clothes flat on top

• Insider tip: Most hotels have an iron. If not, there are now wrinkle release sprays offered in travel size. This option saves time and space.

• Pack dryer sheets as an anti-static solution

• Buy Travel Sizes for Everything

• Avoid bulky items- like heavy sweaters or chunky high heels (you’ll regret those heels on the show floor anyways)

2) ZOOM THROUGH SECURITY

The dreaded Security Check Point. Your flight is taking off in 20 minutes and you’re stuck in a sluggishly moving line of airline passengers of all types and all levels of flying experience. What can you do to help your chances of moving more quickly?

Insider Tips:

• Frequent Flyers can register for the TSA Pre✓™ . It hasn’t been implemented in all airports and at all Terminals yet but it is on its way. Check if this option is offered for your next flight and skip the line and the need to take off any article of clothing or footwear.

• If you travel frequently and do not take part of a loyalty program, SIGN UP NOW! Sticking to a frequent flyer rewards program can really offer some perks in travel. Check out the best programs here: 7 Top Frequent Flier Programs 

If the Pre Check is not available to you:
• Wear Slip On Shoes

• Keep Your Belt in the Carry-On until after you’re through Security

• Use a TSA Checkpoint Friendly Laptop Bag

• Have all liquids ready in one zip lock bag at the top of the carry-on

• Eye the Line – Get behind other people who will move fast. Evaluate this by how much stuff they are carrying and wearing and how many people they are traveling with. Ideally look for people who are well traveled and prepared to slip through security just like you are.

• Before you leave the house, make sure NOTHING that is not TSA compliant is hiding in your bag. You don’t want to be the reason for holding up the line for a bag check.

3) PREPARE FOR COMFORT

How many times have you taken a flight and de-planed saying “Wow that was really comfortable and rejuvenating”? Be prepared to make the trip as enjoyable as possible:

• The plane can get hot or cold so bring an extra layer and some socks.
Feet can swell due to the cabin pressure so wear loose shoes that you can easily slip off.

• If you’re on a long, late or overnight flight, invest in a neck pillow. It will save you a lot of discomfort from the “head nods” and stiff necks.

• Check-in online early to make sure you get the best possible seat option.

• Pick the first row or exit row for extra leg room.

• Moisturize! The dry air on a plane can do a number to your skin.

• Hydrate. It’s best to buy a bottle of water before boarding the plane (or fill up a Brita filtered bottle to save money).

• Make sure you have headphones in your carry-on so that you can either stay soothed with music or drown out those unpleasant noises that come along with sharing a space with so many people. Noise cancelling headphones are a plus.

• Insider tip: Get some E-A-R soft foam disposable earplugs. There are five good reasons why these trump other solutions: they’re far cheaper, far less bulky (thus easier to pack), easy to replace, takeoff- and landing-friendly (non electronic), and you can actually sleep comfortably wearing them because you don’t have to wrangle big earmuffs.

 4) KEEP A READY-TO-GO STASH

If you travel frequently, you know the basics of what you’ll need for every trip. Keep your travel bag ready to go in your suitcase at all times.

• Insider Tip: Keep Toiletries, Basic Jewelry/Make Up, Snacks, Notebook, Pens, Business Cards in your bag for each trip and replenish as needed.

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Hill & Partners, Inc. brought Optos, a leading retinal imaging company, to the American Academy of Optometry Meeting 2012, held October 24-26 at the Phoenix Convention Center in Arizona and to the American Academy of Ophthalmology Annual Meeting 2012, held November 10-13 at McCormick Place in Chicago. The creative team at Hill & Partners partnered with Optos to create a skillfully branded custom 40×40 exhibit displayed at both industry conferences highlighted by two 16 foot spherical shaped fabric walls which widely displayed images taken from the Optos retinal scanner devices.  A shimmering chandelier-like component made from a cylinder of silver string was suspended at the center of the walls, creating an abstract simulation of an eyeball.  The open flow of the branded environment allowed ample room for attendees to enter the exhibit, receive retina scans from the proprietary retinal device manufactured by Optos and then immediately review their scans on nearby viewing stations.

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British born David Holroyd has worked with video technology dating back to a time where some television output was still in black and white. He has lived in Boston since 1989 where he ran the sales and marketing operations for a series of local software companies. In 2005 he changed direction by attending Boston University’s Center for Digital Imaging Arts to study digital film and go on to start eCast Video in 2006 (now ECast Productions).

With all his experience and knowledge in video technology, Hill & Partners asked Holroyd to lend us some of his expertise on video content usage in regards to exhibiting at trade shows:

How does content created for trade shows differ from other marketing or company video content? Most corporate video content is viewed on the web or in a conference room. Research shows that on the web, good video can hold a person’s attention for about 90 seconds. In a conference room, a well-made corporate video that is appropriate to the audience can hold their attention for several minutes. In comparison, from a trade show aisle you have only a few seconds to grab the passerby’s attention.

Exhibitors need video content that gets their message across quickly: “this is who we are; this is what we do or what we make.” Trade shows are often noisy and people are sometimes twenty feet away when they see your large screen display. They can’t hear what’s being said in a video and they don’t usually start watching it from the beginning.

This content needs to be fast-paced, repetitive, visually exciting, and easily understood. If people are speaking on screen, you’ll want to have text overlays, so viewers in the aisles can understand what’s going on.

Are there times where an exhibitor is able to use a longer or audio-dependent video? Some trade show exhibits have a space where visitors can sit to watch scheduled events – executive speakers with slides for example. In this context you have the audience’s attention and, since there’s usually a PA system, they can hear what is being said. Here, your company’s general video collateral will work.

Why would you recommend investing in video production for exhibiting versus companies creating something internally, like a video loop or slideshow? Trade shows are expensive events. Ways to get the most value out of your investment: if you need video for other purposes (such as for your website or sales team), then you should be able to repurpose some of that collateral for use at trade shows. If you’re spending money on a custom professional exhibition stand with large LCD displays, and your company’s image matters, then you should be creating custom video collateral. It’s all about leveraging your assets.

Not all video is created equally. Why does the size and type of screen matter for what type of content should be created? Screen size and location depends on the size and layout of your stand. If the screen is close to and facing out into the aisle, and passing visitors are within 10 feet, then a 42” monitor screen will work well. If your screen is at the back of the booth, and therefore further from the passing traffic, it needs to be larger and higher. The booth designer (such as Hill & Partners) will take this into account.

As for content, no matter what it is (video or a slideshow) use an appropriate font size for text, something that an average passerby can read at 15 feet.

What guidelines do you suggest for devising objectives when it comes to content creation? In general, the content must fit its purpose. For a trade show, that means accessible, dynamic content. For events, the requirements will depend on the event. If your CEO is speaking at an industry conference, he needs high-level, forward looking, thought provoking content that will provide the background and a lead-in to his remarks.

Trade show video must adhere to the same brand guidelines as your other video collateral. If your video assets have the wrong branding, get your video vendor to update it.

How can an exhibitor utilize video content before, during, and after the show? Good video content should be easy to repurposed, and should be developed with a reasonable shelf life – typically eighteen months.

Before the event, the video can be used as a trailer to promote your attendance at the show, and to attract visitors to your booth.

What types of things should an exhibitor incorporate into their trade show booth video? Short clips from client testimonials, shots of your products in use or your staff at work, graphics showing the design or construction, short quotes from customers or industry experts, animated logos, beauty shots of products – these are all valuable components.

What are your thoughts on capturing video during the show? What kinds of things should exhibitors be capturing and how should they use that content? Trade shows are a great source for social media content. You can get quick sound-bytes from visitors and even client endorsements and have them on your Facebook and YouTube sites within a few hours. These days we usually send an editor with the crew to trade show events.

More:

 ECast Productions Website

Contact David Holroyd

 Want to learn more about how to maximize your branding experience?
Contact Hill & Partners

Disclaimer: Hill & Partners is dedicated to providing value for your business. The opinions, views and expertise contributed to this blog are credited to the “Ask the Expert” blog authors and do not represent the views of Hill & Partners, Inc.

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TITLE:  Controller

WHAT DO YOU DO AT H&P?  I handle the accounting functions at Hill & Partners.  My goal is to capture data, streamline processes, provide accurate data internally and externally, while assisting the company and it’s clients to take on new opportunities.

 I COULDN’T DO WITHOUT MY…husband.  It is amazing feeling to know someone supports you unconditionally.

FAVORITE H&P MEMORY: My favorite memory is when the fiddler played on the Lucky Finn sailing trip. What a fantastic treat to be out of the office sailing on the ocean with a smiling H&P team!

FAVORITE PART ABOUT BEING PART OF THE H&P TEAM:  The culture.  It is supportive, fun, professional and collaborative all while giving each employee the opportunity to be accountable to for their own work. Michael McMahon’s door is truly always open.

WHAT DID YOU WANT TO BE WHEN YOU GREW UP?  The longest running plan from early on was to write mystery/horror stories.  I was inspired by the Trixie Belden series and Stephen King stories.  As it turns out I am not especially creative and my writing skills, well let’s just say there is room for improvement!

MY BEST STRESS BUSTER:  A Sunday drive on a long and winding road with some Beatles or Rolling Stones playing.

SOMETHING YOU’VE LEARNED SINCE WORKING FOR H&P:  There truly are businesses that put the work hard/play hard motto into action.  The other thing I learned is that I missed being a full-time employee after running my own business part-time for a couple of years.  I find being part of a team to be rewarding.

IF YOU COULD HAVE ANY SUPER POWER, WHAT WOULD IT BE?  Slow down or stop time.

FAVORITE CLIENT INTERACTION/MEMORY:  I am behind the scenes doing the accounting so I haven’t had the opportunity to interact with the clients.  I enjoy learning about the business our clients are involved in. I look forward to meeting clients in the future.

FAVORITE/ MOST MEMORABLE PROJECT WORKED ON:  It is early to say just yet.  I have a lot of year-end tasks in the works which would bore most people.  I thrive when the pressure is on and I love reconciling.

WHEN I’M NOT AT WORK, YOU CAN FIND ME:  Spending time with my husband and our three sons:  7 year old Malachi, and twin 5 month old Casey and Shea. This weekend we are taking a trip to the southern coast of Maine. That is our go to getaway when life allows the time! Footbridge Beach in Ogunquit, ME is the best New England beach I have ever seen.  Shhh, don’t tell too many people.

Consider this – if your company logo was removed from your product or left out of marketing materials, would it still be instantly recognizable as your brand? 

1)   Back It Up

No one wants to think about the “What if” when it comes to your belongings getting lost or stolen, but it’s always smart to have a backup plan.

Insider Tips:

• When traveling Internationally, always keep a copy of your passport somewhere safe. In the event that your passport gets lost or stolen, you’ll want a back up. One suggestion is keeping it in your shoe (Most tennis shoes have removable insoles).

• If checking a bag, always keep your most important items (toothbrush, electronics, prescriptions, a minimalist change of clothes) in your carry-on. If your bag gets lost, stolen, or delayed, you have your most important items on you.

• To prevent leaving your phone charger in your hotel room when you check out, unplug the charger every time you remove your phone and put it back in your luggage.

• If you have forgotten something or are waiting for delayed baggage, check with the hotel’s front desk before going out to buy replacements. They typically carry the necessities for your convenience at no charge.

• Never put a laptop in your checked baggage. Always keep it in your carry-on or you are at risk of getting it back in pieces (or not at all).

2)   Wrap It Up

There’s little worse than opening your luggage and realizing the shampoo bottle went to work on your precious clothes items. Always keep liquids sealed in a plastic bag no matter what type of container they are in. You can never rely on the pressure from flights or the way your bags were handled to keep your liquids intact.

Insider tips:

• Place a plastic bag under the caps of liquid bottles and tie the bag around the bottle.

• Always pack zip-lock bags.  Not only will they keep your belongings protected from any liquid disasters, they can prove useful for separating small items that otherwise may get buried in the transition process.

3)   Luggage Savers

You’ve finally arrived from that long flight. Tired and weary, you stand around the rotating carousel carefully eyeing each bag willing it to be your own… until you realize the carousel has stopped and your bag is nowhere to be found. Lost luggage is never fun, but there are things you can do to help recover it.

Insider tips:

• Always hold onto the bag claim number given to you at check-in. Mark your bag clearly so that no one can mistake yours for theirs (bright duct tape, ribbons, odd colored bags, and unique luggage tags are a few suggestions).

• Take a photo of your luggage. Place it next to something (such as yourself) that can provide a good idea of size. Print a copy and carry it with you when you travel. If your bag goes missing, hand it over to the bag claim office to guarantee an accurate description and help them locate your bag.

• Aim to limit to a carry-on each time you travel. It will not only save you time when checking in and leaving the airport, but it limits the risk and stress of possible lost luggage.

4)   Keep Healthy

 How many times have you or someone you knew went on a trip and came back with the sniffles? Take the precautions to save yourself:

• Sanitize the Tray: The folding tray table is rarely, if ever, cleaned. Carry some antibacterial wipes with you and wipe that tray before you use it for anything.
• Insider Tip: These pen-sized sanitizer sprays include a carabiner top to clip to keychains, inside carry-ons, through lanyards, or onto belt loops. You can also Brand them so your whole company can be sure to stop the germ spread while spreading brand recognition instead!

• Keep a travel First Aid Kit in your bag for each trip.
• Insider Tip: Must-have suggestions: Ibuprofen (or other pain killer), decongestant, NyQuil, Neosporin (I like the Neosporin + Pain brand), band-aids (if you are blister prone, you may want to also include specialized blister band-aids).

•  Suffer from motion sickness?
• Insider tip: Ask for a drink that is half ginger ale and half club soda. Mixing with club soda reduces your sugar intake and the ginger root in Ginger Ale along with the carbonation have been shown to reduce discomfort in an upset stomach.

•  Create a Germ Barrier
• Insider tip: Get a small bottle of hand sanitizer and tube of Bacitracin. Sanitize your hands, then put a dab of Bacitracin on your finger tip and use it to coat the inside of each nostril. This is Doctor-recommended to ward off germs. Or swab your nostrils with Nozin nasal sanitizer, which claims to be the first sanitizer for the nose and fights germs for up to eight hours.

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Hill & Partners

McGill has 16 years of experience in the accounting industry. Prior to joining Hill & Partners she was Controller at the Braintree law firm of Smith & Brink; previously she was Business Manager with Second Nature in Boston.

McGill received a Bachelor’s degree in Accounting from Bridgewater State University and is currently working toward her CMA (Certified Management Accountant).  She is a member of the Institute of Management Accountants (IMA).

Michael McMahon, President and CEO of Hill & Partners, Inc., said, “We are very pleased to welcome Sarah to our Hill & Partners family and are certain that her knowledge and demonstrated commitment to excellence will contribute to the growth and success of the company.”

McGill resides in her hometown of Middleboro with her husband Mike and their three children.  She is a volunteer youth soccer coach and in her spare time enjoys activities with family, hosting gatherings at her home, reading and refinishing furniture.

“I feel very fortunate to work at Hill and Partners; I enjoy the variety of responsibilities and have great respect for the team I am a part of,” said McGill.  “And it is refreshing to work with a President/CEO who is truly vested in the personal and professional well-being of his employees.”

See Sarah in the Boston Business Journal

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Read More About Sarah in the H&P Meet Your People Series

]]> http://hillpartners.com/hp-welcomes-sarah-mcgill/feed/ 0 http://hillpartners.com/mobile-marketing-for-exhibiting/?utm_source=rss&utm_medium=rss&utm_campaign=mobile-marketing-for-exhibiting http://hillpartners.com/mobile-marketing-for-exhibiting/#comments Mon, 26 Nov 2012 10:40:19 +0000 ddebenedictis http://hillpartners.com/?p=3572 JEFF ARNOLD- Social Media & Search Engine Optimization Expert

For more than 25 years Mr. Arnold has been in leadership roles from start-ups to Fortune 500 firms. Having led several companies through periods of tremendous growth and spearheading several start-ups, he is well versed in crisis and change management, as well as managing aggressive business development initiatives.

Currently, Mr. Arnold is applying his diverse base of knowledge to the field of Internet and mobile marketing, where, through his consulting firm, he is helping small to mid-sized companies successfully navigate the marketing options available in an ever-changing Web 2.0 world.

Hill & Partners asked Jeff to share with us some of his expertise on the increasing use of mobile marketing in exhibiting efforts:

1.) How can exhibitors best utilize mobile marketing to increase booth traffic?

One way would be to run a contest that will take place during the show.  Indicate that you are going to select random winners throughout the day and you will notify them via text that they have won.  Everyone who wants to enter must opt in to the campaign.   Throughout the show you can send out promotional information to the attendees (periodically, not overwhelming).  They will look at your message because they may be a winner.  You can even run instant contests – “The first two people to show me this text message at the booth will win X”

2.) How can exhibitors best utilize mobile marketing before, during, and post-show?

You can use it to send out helpful information (depending on your business).  I have one client who sent out information to their clients about other vendors who may be beneficial to them (the client is a consultant and recommending other vendors is part of their job).  Typically there are other complementary services that are exhibiting at the same show, so even though you won’t be recommending a competitor, you may be able to recommend a service that your clients need.

3.) What would you say to marketers who are hesitant to get involved mobile marketing?

It is very inexpensive to work with.  Try it out and test some campaigns to see what drives traffic.  You can change your content instantly, so if one message doesn’t seem to work well, you can reword and try something else.  As with all marketing, you never know exactly what is going to click with your audience so you need to test, test, test.

4.) Research shows that 4 billion mobile phones are in use in the world. Out of those 1.08 billion are smartphones and 3.05 billion are SMS enabled. Half of all local searches are performed on mobile devices. On average, Americans spend 2.7 hours per day socializing on their mobile device which is 2xs the amount of time they spend eating and 1/3 the time they spend sleeping each day.

Knowing this information, how would you suggest marketers should best break into mobile marketing?

Don’t use ads to start, unless you have the time and energy to invest in doing it correctly.  Most businesses don’t drill down to the necessary level of detail needed to make the ad campaign effective, and therefore hit too broad of an audience, resulting in a test that is very expensive.

Try to work with interactive content that will drive a user to the booth or business.  Work with texting.  It is inexpensive and easy to adjust as necessary.  If you formulate a well-structured text campaign, you can use that database in an on-going basis to help drive business for years to come.

5.) What do you think are the best ways to tie mobile marketing into trade show exhibiting?

I think that the best ways to incorporate are to use a short code and keyword for text opt-ins, and have a compelling reason for the user to opt-in.  Then, deliver high quality, relevant content about the show, your products, and booth specials and promotions.

Then, when someone is in the booth, you can run cross promotions with having them post items to their social media for a chance to win some sort of prize.  This turns the visitor into a virtual marketer for your product/service.

It is all about thinking (at the risk of sounding very ‘inside the box’ and cliché) – outside the box.  There are literally thousands of ways that haven’t yet been thought of to use these services to maximize their usage.  It’s up to you – the professional who knows your business the best – to figure out the best way to engage your users via these mediums.

See more from Jeff at www.DynamicMarketingPartners.com

 Want to learn more about how to maximize your branding experience?
Contact Hill & Partners

Disclaimer: Hill & Partners is dedicated to providing value for your business. The opinions, views and expertise contributed to this blog are credited to the “Ask the Expert” blog authors and do not represent the views of Hill & Partners, Inc.

“I am thankful for the opportunity to work with such a dynamic H&P team and to be able to work with extraordinary clients. It makes coming to work every day much easier!” – Matt Johnson

“I am thankful for my crazy fun loving little family that I adore.” – Amy Connery

“I’m thankful to have had healthy twin boys and to have been fortunate enough to become part of the Hill & Partners team shortly after having the babies.”- Sarah McGill

“I am thankful for the improved raster effects in Illustrator CS6″- Mike Vallone

“I am thankful for the amazing opportunity to take two weeks off and travel to the other side of the world to visit New Zealand and Australia (and cross ‘Bungee Jumping’ off the bucket list). Very few other jobs would give me the time off, support, and miles to accomplish that.”- Danielle DeBenedictis

“I am thankful for Family, Friends, Life.” – Chris Odlum

“I am thankful for the balance of family and work. I enjoy spending time with my 16 month old daughter and watching her grow and learn but I also enjoy being creative and working in growing company with so many vested employees. Hill & Partners lets me have both!” – Marisa Pacheco

“I am thankful for being able to go home to Connecticut this Thanksgiving and hang out with family. Especially with my little Nephews and one month old Niece Avery.” – Rick Lenz

“I am thankful for my family and friends!… oh and the saltwater!!” – John Neil

“I am thankful to have a loving and caring family and to be marrying my beautiful fiancée next year.” – John Grogan

Joe Brosnan‘s Thankful List:
1. I am thankful for APMs and PMs that help me provide a high service level to my clients. I couldn’t do it without them.

2. I am thankful for for having a wife that has tolerated my travel schedule for the past 15 years with minimal complaining.

3. I am thankful that I have multiple clients in the cigar industry.

4. I am thankful that Hill & Partners moved closer to Marshfield. And Previte’s Marketplace too.

5. I am thankful that I can afford some things in my life and still have (a little) money left over.

“I am thankful for the following things: Everything that makes me smile REALLY REALLY BIG; Baby Pandas; and All the wonderful people that fill my life with laughter and happiness.” – Rachelle Kulak

“I’m thankful for this new opportunity to be working with such a forward think organization… and my wife’s sweet potato casserole.” – Paul Cunningham

“I am thankful for being surrounded by family and colleagues that believe in endless possibilities.” – Candace Galvin

“I am thankful that this rolla-coaster of year did not have any negative impact on the people that I love. I am also thankful for the clients that decided to name Hill & Partners as their new exhibit house!” – Jonathan Raimond

“Gratitude is a gift that my father managed to instill in me by example, over the many years he fought the affects of terminal illness.  He showed me that an attitude of gratitude leaves little space for some of the lesser productive behaviors in life.  I’m continually grateful for the people in both my personal and professional life that share a similar passion for new experiences and possibilities.” – Michael McMahon

Hill & Partners is Thankful for all the wonderful people we get to work with every day who make it possible for all of us to continue to do what we do best.

From Our People to Yours, Happy Thanksgiving!

Hill & Partners recently expanded the team by naming Paul Cunningham as Project Manager & Estimator. Cunningham brings 20 years of experience to contribute to his new responsibilities that include estimating, proposals, computer-aided design/drafting, and project management.

Michael McMahon, President and CEO of Hill & Partners, Inc., said, “We are pleased to welcome Paul to our Hill & Partners family and are certain that his industry experience and demonstrated skill  will contribute to the growth and success of the company.”

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Hill & Partners, Inc. took long-time client SPIELO International to G2E (Global Gaming Expo) 2012 with a prominent 70×90 double-deck booth that drew wide attention during the October 2-4 show held at the Sands Expo & Convention Center in Las Vegas. The two-story exhibit was divided into five distinct sections; North American Casino; International Casino; a Lottery vignette; and a Players Lounge.  The SPIELO International Branded Environment included an online poker tournament hosted by GTECH G2.  Hill & Partners constructed a ten-person poker table where players used computers to access the Internet to play tournament rounds on GTECH G2’s new instant poker client.  A massive 16 x 20 foot LED video wall suspended from the convention center’s ceiling placed a dramatic spotlight on the SPIELO International property, which was divided into five distinct sections:  North American Casino; International Casino; iGaming; the Lottery vignette; and the Players’ Lounge.

The popular Plants vs. Zombies™ game was represented by a Victorian themed living room complete with picture frames that moved in zombie-like fashion.  Faux windows looked out into a yard scene where zombies roamed by.  SPIELO International took good advantage of the popularity of Plants vs. Zombies™ by leveraging its brand recognition with a flash mob during the event’s opening morning.  A small group of dancers dressed as plants and zombie characters milled around the entrance of the trade show hall, performing a dance routine.  Buzz was created as crowds gathered to watch the brief show; a short while later the same characters cleared space in a main aisle fronting the SPIELO International exhibit and as curious onlookers gathered, a flash mob broke out with more than 50 dancers participating.

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Hill & Partners, Inc. partnered with long-time client GTECH to create a bold, theatrical exhibit showcased at the World Lottery Summit, held September 9-12 at the Palais de Congres in Montreal, Canada.  The creative team at Hill & Partners designed a dramatic 12×15 meter (roughly 40×55 feet) exhibit that made an immediate and lasting impression on the estimated 1,500 global attendees at the prestigious trade show.  The GTECH exhibit, located at the front of the showroom, was highlighted by a variety of suspended elements; including a massive 25-foot wide four-sided sign bearing the GTECH logo, sheer fabric panels, and a central floating canopy with orb lanterns.  The innovative exhibit also featured 3-D floating imagery, an iPad bar, streaming media stations, two 12-foot high conference rooms, a multitude of workstations, and a tasteful blend of innovative technology paired with lighting.

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Following a 12-year career as a full-time theatrical performer in everything from premiere Las Vegas shows to commercials and correspondent roles for national media, Ms. Burdette has spent several years as a full-time trade show presenter, spokes model and lead generator.

Heather’s interest and experience in the industry led her to developing expertise in the why’s and how’s of exhibitor success on the show floor as well as how to continuously increase and contribute to that success.

Hill & Partners asked Heather to share with us some insight about outsourcing booth staff for a trade show to help you decide whether temporary booth staffing is the best alternative for your exhibiting needs:

1.) Firstly, why would you recommend using temporary booth staff?

A few main reasons:

- Leave the experts where they work best. Using temporary booth staff, whether as local-hires or professionals you’ve brought in from another city allows more of your existing company staff and/or sales force to keep doing what they do best back at the office, while still providing professional representation on the show floor. I’ve heard salespeople complaining that they’re getting more and more behind on work at home–which was clearly impacting their ability to connect to the goals of the show in any personal way.

- Don’t burn out the talent. Additionally, not every salesperson is cut out for the trade show experience. Never mind the sensory overload, a salesman who works from a desk or a car the majority of the time will not be able to suddenly switch to the high-intensity flood of interactions that occurs on the trade show floor, not to mention the 8-10 hour days on their feet. People like me do this week in and week out, and we understand our roles as facilitators in that environment.

- Maximize your show budget. For example, hiring a Lead Generator in place of someone who’s great on the phone, but not-so-great at stopping and engaging attendees in the aisles. Using additional staff of this kind can also ensure that the company salespeople you do bring are conserving their energy for the conversations of real merit.

- Your staff knows your product, but how are they with presenting? When presenting your product in a formal stage presentation–it’s best to hire a professional narrator or at least a pro MC to introduce your company’s presenters. I have one client who recently called me a “talking brochure.”  By that she meant that my years of speaking on stage give me the presence, vocal quality, and an ability to convey information clearly and engagingly that non-speakers can rarely emulate on a larger scale, no matter how charming they were at the last meeting back at the office. The trade show environment is intimidating, and your presenter who’s great in a small boardroom can get overwhelmed if they’re not accustomed to taking the stage like a pro.

 2.) What different kinds of staffing are available for exhibitors?

Trade show and exhibit managers might be surprised to discover that there is a whole sub-industry of professional representatives, with several different categories. I think we’re all familiar with the traditional

- Booth Hostess–the pretty girl who mainly stands around scanning badges–and smiling, if you’ve got a good one. This is a fine position, but being the most common, often the reason she’s just a hostess is that not many companies take the time to educate these types–they’re purely meant as extra help around the booth, as eye candy, or a combination of the two.

This category often breaks down into two sub-categories:

1)    Eye candy: the stand-around and look pretty types–not always friendly, and often not willing to engage attendees

2)    Actual hostesses: taking care of beverages for meeting rooms, reaching out to attendees more actively, etc.

Either way, we all work that role occasionally, so don’t assume that she’s not smart–some will knock your socks off with their brains AND their beauty.

 - Brand Ambassador is sometimes used interchangeably with the Booth Hostess title. These types are usually a bit perkier than Booth Hostesses and are usually fairly clever and on-the-ball. It’s ironic, because BA’s get paid the least on our side of the carpet, but they usually have a lot more spunk and hustle. BA is where a lot of younger and newer models come into trade show staff work–it’s sort of entry-level. There are also more (usually young) men in this category than in the others. BAs are also more commonly seen outside of the trade show environment, schilling for credit card or cell phone companies at the airport or concerts, or sampling food or liquor at the grocery store. These types of gigs are more accurately called Brand Ambassador than a booth hostess’ duties are.

- Reception -I’ve also worked shows where I’ve had hostess duties along with complicated reception duties (answering phones, locating salesmen I’ve never met before on a sprawling booth floor, coordinating with destination travel services to pick up or drop off invited clients, etc.)

- A more specialized staffing category is Product Demonstrators/Specialists, who have been trained specifically on one or a small set of products prior to the show, and can speak intelligently to attendees in detail on those items.

- Lead Generators, another specialized category. These staffers have learned product and/or company information ahead of time, and focus their energy on actively pulling people into the booth for the purpose of accurately qualifying leads; recording the low-level leads, and passing mid-level-and-up leads off to company salespeople for further conversation. You can think of Lead Generators as Pre-Sales. Best of all, both Lead Gens and Product Demonstrators/Specialists are typically a little more mature, and can blend in as an employee of the company. (I usually say “I’m based here in Las Vegas” if asked, in order to avoid those awkward “Oh, you’re in Boston? You know that deli on 3rd St?” things that tend to come up from time to time…) These types can be anywhere from 20s on up age-wise, depending on your personal preference and your brand image. You’ll find more experienced models here in general, or people who have left other professional careers for the freedom of freelancing.

- Crowd Gatherers are only as educated on your company and product as you feel they need to be, but are highly energetic and professionally aggressive, working hard to fill seats in a presentation theater and to collect lead info (without qualifying, typically).

- I discussed professional Presenters, Narrators, and MCs above, but I can’t emphasize enough how much they improve your product demonstration. Since they are not generally given more information than their presentation script, presenters and MCs typically only remain in the booth long enough to deliver that script, then vanish until the next presentation. Obviously, you wouldn’t hire one of these folks to speak as an expert on an educational topic (unless he or she happened to be an expert in that area)–but if you want a “talking brochure”, or to make your educational presenter stand out with a professional and polished introduction, a presenter or MC is a must-have. You’ll find all ages, sizes, and types of presenters available, so find one who matches your brand image the best whenever possible.

3.) What do you find as a common problem exhibitors run into when not educated about staffing options? 

I have been hired to be a Lead Generator only to discover that a client actually wanted a hostess (no product info), and vice-versa. The duties and responsibilities in each role affect our rates whether working through an agency or direct, so it’s helpful all-around if you know what you actually want from a booth staffer, and hire accordingly. Again–understand your goals for the show, and how to plug us into those goals. (And we can help clarify that for your individual exhibit–just ask.)

4.) What about travel expenses? Is it typical to have to foot the bill for outsourced staff?

For all of these categories in the major trade show markets, you can nearly always find local talent, or talent willing to work as a local (no travel expenses.) But I have some clients that worked with me initially as a local-hire here in Las Vegas, and were so thrilled that they no longer felt it worth the gamble to “go fish” for another girl in a new city just to save on travel expenses–they’d rather stick with a sure thing and bring me along. I’ve earned my wings, so to speak.

5.) What do you say to people that refer to temporary booth staff as “booth bimbos?”

Ha ha! Well, it’s a delicate line, really, wanting to defend my fellow women and all that–but I’d be lying if I denied that they’re out there. I actually had a longtime repeat client who hired just such a girl once and was somehow surprised when she turned Day 1 into a train wreck. He said to me, “Heather, you should have seen the photos she submitted!” to which I replied, “I can imagine–and you hired her!!”

But with that said, the vast majority of those of us who work trade shows on a regular basis do so not only because we are attractive, but because we are quite smart– smart enough to work for ourselves while the opportunity exists, or while we’re completing education, or while we’re building a different career. For every “bimbo” trade show model out there, there are at least 30 intelligent, professional, and legit “babes” of all ages, sizes, and types who will genuinely and actively maximize your investment by bringing in qualified leads and by lightening your (over)load, and who will do so while being an attractive, polished, and professional representation of your company and your brand.

6.) How can you tell if you’re getting a “booth bimbo” rather than quality personnel?

Rule Number One: if the girl or the agency submits only or primarily lingerie photos, there’s your Bimbo Alert. This person is extremely unlikely to be anything but an added expense to you, and could very likely cost you brand equity if not actually do real damage by speaking to a reporter while wearing your company logo. Granted, many legit models and spokesmodels have a bikini shot on a zed card (a composite of 3-4 looks)–we’re required to have them actually, to show our figure. But LOOK at those photos. Are they classy? Shot by a professional? Professional makeup and hair? I’d like to think we can all tell by the advertising, but some people clearly read their internal clues incorrectly.

For some shows and some markets, it’s fairly appropriate to have particularly sexy girls in tiny dresses or higher heels than is normally considered appropriate for the professional world. For example, a car show with a young male audience may prefer to have these types of models acting as car accessories to grab attention. It just really depends on the industry and the crowd, as to whether it makes sense or not.

You still might want to ensure that you hire girls who can think, speak, and gets that she’s there to promote your company–not just absorb attention–just in case that top blogger in your industry comes by with a flip cam…

7.) What do you suggest for communicating appropriate attire to temporary booth staff?

Whenever possible and even as early as the RFP, give us brand-looks to emulate. We understand “BeBe business-sexy” or “Express business attire.” Nearly every legit trade show model-staffer will have a classic black suit, with pants and/or a skirt. Have a photo of your ideally-attired company staff from last year’s show? BAM–instant professional non-bimbo in your booth, ready to blend in with your team.

For some tips on professional staffing agencies providing the best available staffers in any city, just drop me a line. And don’t forget to ask for me when booking your show.

Contact Heather Burdette

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FRANCESCA RADBILL- Executive Director of Evolutionary Leadership and Communication Division at Hollister Inc.

Francesca Radbill is an Executive Director for the Hollister Leadership Division Programs. She has been involved with Transformational work for over 30 years, developing training programs to build corporate cultures that lead with values, and inspire employees to become leaders within.

Prior to launching Hollister’s Leadership Training Division, she was Principal of Radbill Consulting, where she worked with corporations and individuals designing trainings, which allow people to create powerful new frameworks to operate out of, ‘evolutionizing’ lives and corporations.

1.) You train people in thinking ‘differently,’ could you elaborate more on what this means?

Most of us don’t realize that how we think is as programmed, like a computer database. The data we think from is composed of our own individual experiences and knowledge with pre-drawn conclusions. Our brains are like the computer and can only draw on from what is in this database.  Because the conclusions or what we are able to see are only from what is in the database, it therefore becomes limited.

Most of us are not even aware that we are limited in our thinking.   I refer to this as one-dimensional thinking.  We have been trained in primarily using the left side of our brain.  What I refer to as ‘evolutionary thinking’ trains us to access from the right side as well, where limitless possibilities and true creativity occur.

2.) I believe most people are not consciously aware of the frameworks they build for themselves. Could you explain what a framework is? What limitations can one’s framework put on creating possible outcomes?

A framework, as defined by the Webster Dictionary, is a skeletal structure designed to support or enclose something.  As in the definition, it encloses or closes off (limits) how we see things.  We live out of mental frameworks that are enclosing us, most of the time we don’t even know that we are doing that.

3.) What advice would you give to those facing obstacles?

To look at the framework that you are holding the obstacle in.  If to you an obstacle is something that shouldn’t be there you will struggle with it.  If to you an obstacle is just what showed up you will look to what you need to do to move through it.  Our biggest “obstacle” in life is that we think life should look differently than the way it does and we resist what shows up.  This keeps us stuck instead of moving forward.

5.) What effect does languaging have on one’s mindset? What are some examples of languaging that you advise to avoid?

When we start to notice how we speak and think it gives rise to what outcomes we are expecting and what limits we are setting.  Awareness in our language can actually shift our frameworks and allows us to shift and expand our potentials.   Although many of us speak about wanting something different much of our following dialogue is about how it ‘won’t’ or ‘can’t’ happen.  Our language and thinking continue to reinforce what we say we don’t want.

6.) In your programs you speak of the influence of your ego or how you identify yourself. Can you explain this?

How you identify yourself is how you relate to yourself.  All of this exists in a framework of what you see as possible for you. This is something you have made up and isn’t necessarily true. You will never outlive your self-portrait so if you think you can’t accomplish something, you just won’t. There is no truth about you unless you say there is and relate to yourself as there is.

7.) What role does one’s identity play in limiting their future?

Our identities are made up by us yet for many of us we relate to how we are as a permanent condition, instead of something we can ongoingly invent.  What is my self portrait?  Start becoming aware of your own internal dialogue and what your foundational stories are.  Does it support you in what you are up to and your dreams?  If it doesn’t, it will limit your future.  Inside of life there are infinite possibilities. Whenever we approach anything in our lives with “I can’t” we are setting a limit.  Know that there is a huge difference between I can’t and I choose not to, choosing not to still leaves you with power.

8.) What are three questions you would propose for someone to ask themselves to gain a better insight about their authentic self?

1.) What am I passionate about?
2.) Where do I limit myself or do not feel I am living in my fullest potential?
3.) What excuses am I making in life that I am not being authentic with myself about?

9.) What are some tips you could offer to someone who wants to get started in changing their framework in order to achieve at a higher level?

Much of what I teach people is mindfulness from a conscious state.  Change would not be a word I would use for it implies that there is something wrong or in need of fixing.  We continuously invent ourselves moment to moment.  There is nothing to change, only “who do I want to be right now?”  We do have a choice.  Inside of whatever we choose look at what you are telling yourself about being that?  Where are you setting your limits about why you can’t instead of looking to what actions are necessary to support that.  Life unfolds from where we are looking or focusing.

 Contact Francesca Radbill

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Disclaimer: Hill & Partners is dedicated to providing value for your business. The opinions, views and expertise contributed to this blog are credited to the “Ask the Expert” blog authors and do not represent the views of Hill & Partners, Inc.

Mr. Boudreau has extensive experience in various Business Development and Marketing fields including: Google+ for Business, Social Media Consulting, Google Places, Local Marketing Expert, Mobile Marketing Expertise, General Business Consulting, Public Relations, Advertising Strategy, Strategic Communications and Grassroots Marketing. He has served in a variety consulting positions with names such as American Express, Revlon, Victoria’s Secret, XM-Siruis Radio, Johnson & Johnson, and NASCAR. He gathers experience from work in experiential events and trade shows. He has been involved in over 250 trade show events in his career.

In the rapidly growing area of Social Media marketing, it’s often difficult to keep up and to keep on top of the best uses of each platform. By now you have heard of Google Plus, but has your business been taking advantage of it for your marketing and branding efforts?

Hill & Partners asked Mark to contribute some knowledge from his expertise to give us some insight on why we should be paying attention to Google Plus.

1.) First of all, What is Google+? 

Google+ or Google Plus is the social network launched by Google on June 28, 2011. Google+ was started on a limited release and integrates all Google social services while also adding services like Circles, Hangouts, Huddles and Sparks.

2.) How is it different than other social networks?

Google+ will influence how you will get traffic from Google’s search engine, whether by boosting your position in search results, increasing the chances that people will click into your site, or other factors.

On Wednesday May 30, 2012, over 80 million Google Places pages were replaced with Google+ Local pages, with reviews and information powered in the majority of cases by Zagat.

The conversion of Places pages to Google+ Local pages is taking place regardless of whether Places pages were claimed by business owners or not. Business owners are effectively being dropped into the social fray with more customer-interaction potential but also greater demands to learn how to use Google+ to their full advantage. Those who do will be rewarded. There’s a ton of SEO potential here. Most notably, unlike Google Places pages, these new Google+ Local pages will be indexed.

An educated guess is that Google wants to control the web experience from a single spot – if you look at the top of Google+ pages – everything you needs is there: Email, Search, YouTube, etc.

The caveat here is that this is constantly changing – one must be ready……

3.) How can businesses integrate Google+ into their brand strategy?

Although there are endless things to say on this topic, here are three tips for now:

1. Google+ Viral Marketing

One of the most powerful aspects of Google+ is the +1 function. This function allows individuals to share things they like by using the +1 button. This has the potential to allow your marketing to go viral through Google+ users.

2. Moderate your Promotion

One of the biggest mistakes people make with social marketing is spamming their followers. While social marketing is essentially permission-based, you can still spam your followers if you post too often. Because of the potential viral marketing element, it is especially important to moderate your promotion on Google+, because you want those promotions you make to be impactful. More people will +1 your links if you post them rarely.

3. Sparks 

Sparks is a search engine that is based on recommendations. You can use it to share interesting content, including your own, and to seek the content shared by others within your circles.

4.) How can using Google+ contribute to a maximized social media plan for trade show exhibitors?

ENDLESS POSSIBILITIES – but a few are…….

 #  Hash-Tags - Google+ uses ‘Hash-Tags’ like Twitter or Pinterest – SEVERAL opportunities exist here either before, during or after an event. A variety of contests and promos [just to name a few] can be attached to a Hash-Tag.

 +1′s - The viral element of +1′s is beginning to really take off. Done correctly, this viral element can give notice long after a trade-show is over.

 Pic Share/Tag – Google+ has the ability to ‘tag’ people AND businesses in pictures and have others share pics with your brand. Once again, the possibilities are endless – most tags, most shares, most original, etc. — SEVERAL brands are doing this with mega-success

5.) With so many social media outlets, some may say they do not need Google+. How would you argue against this? 

Remember MySpace? Friendster? The control of the Social Media landscape is ever-changing and moving as I write this. Learn from the past, Prepare for the future.  Google is not going away, Facebook might.

See More from Mark Boudreau

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Disclaimer: Hill & Partners is dedicated to providing value for your business. The opinions, views and expertise contributed to this blog are credited to the “Ask the Expert” blog authors and do not represent the views of Hill & Partners, Inc.

Michael McMahon

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Bonnie Gorbaty founded her company, Inner Resources, in 1980 with a mission to assist in the growth and success of businesses of all sizes. One of her key areas of focus in achieving this is on the role of the leader in the organization. With over thirty years of consulting experience, Ms. Gorbaty’s expertise aids in bringing about organizational growth by designing, customizing and implementing appropriate processes and programs that effectively execute business strategies.

Hill & Partners asked Bonnie to lend her expertise and share some of her insight with us on being a strategic leader:

LEADERSHIP ESSENTIALS

1)  In your own words, how would you define a great leader?  A great leader is someone who is able to attract, inspire and engage others in doing things that otherwise they would not be doing.

2)  What advice do you have for best inspiring or motivating followers?  Leaders who are able to clearly articulate and enthusiastically relay their visions of new possibilities offer that initial inspiration and motivation to engage followers.  Then followers make the choice to follow that leader and their vision.  From there, the leader/follower relationship develops where each offers what they are willing to do for the other.

3)  What are the top three things you would recommend a leader always keep in mind when aiming to make an impact? Top 3 things:  Simply to Communicate, Communicate and then Communicate again.  While there are a number of things that leaders do to communicate well, there is nothing more important in leading others than to keep them connected to you.  Then, it is perhaps the next top three things, being true to what you say through your actions, your decisions and your commitments.

 4)  What do you see as common errors in people that try to fulfill a leadership role? Confusing leading with what we do when we manage.  Leading is dealing with the unknown possibilities while managing is handling the known realities.  The mindset, motivations and intentions are very different as are the outcomes.  Managers succeed by creating specific outcomes in certain, repeatable ways.  Leaders succeed by moving others along with them toward new realities that may or may not come to fruition.

5)  What would you say to the argument that “leadership is natural-born skill, you either have it or you don’t”? Leadership is natural up to a point.  We decide to lead and, once we do, we embark on a journey of developing what we call our “skills of character” through our self-awareness and self-trust in becoming the leader only we can be.  Each person needs to define who they are as a leader in order to be truly authentic and creative in leadership.  This is what attracts the right followers to you.

BEING A STRATEGIC LEADER

1)  Creating impact often times requires a strategic plan. What advice would you give for the beginning stages of creating a strategy?

Strategy is first and foremost a leadership challenge.  When we embark upon a Strategic Plan, we are choosing to explore how we can be most effective and pursue those initiatives and changes that will enable us to succeed.  At the beginning of any strategic process, it is important to help others understand that this is all about being honest in our assessments of who we are and can be.  Then we must be willing to think out of the box in finding the new, better or different ways to pursue our strategy and making the commitments to change as needed.

2)  What role would you say workplace culture has in creating and maintaining a high-functioning business strategy? Workplace culture is ultimately the competitive edge to beat.  That is because it is the hardest part of a company’s successful and sustainable existence.  Culture, when developed in a conscious way, becomes the most important ingredient in implementing a strategy and consistently delivering desired market performance and customer service.

3)  If a leader finds the followers are losing interest, motivation, or direction in the process, how would you advise to get them back on track? What keeps the leader/follower relationship on track is a steadfast commitment to why we exist and what we are here to accomplish together.  That translates into a specific roadmap that includes:  1) A Mission and set of Core Values that reflect our higher purpose and how we need to show up to manifest it; 2) A clearly defined Vision that sets a target of what we want to accomplish and; 3) the Performance Goals & Metrics that put us on the right track to make it all happen.  To keep followers invested, leaders must continually remind them of these key areas of focus.

4)  What advice do you give for best presenting a strategic vision to one’s followers? You are always presenting and even promoting your strategic vision to your followers starting at the beginning of your Strategic Planning cycle when you give an overview and update of your vision then through the quarterly reviews for accountability that recognizes what is happening in moving us closer to the vision.  In between, we look for those opportunities to share the customer successes (ideally through the customer’s own voice) that clearly demonstrate the vision is real.

5)  Sometimes things do not go according to plan. What advice would you give someone in a leadership role for troubleshooting or attacking unforeseen challenges? Leadership is all about attacking the unforeseen challenges much like sales is dealing with the objections.  Knowing this from the beginning, you expect it and are ready for it at any time.

Read More from Bonnie at www.inner-resources.biz/

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The creative team at Hill & Partners, Inc. brought Optos, a leading retinal imaging company, to the International Vision Expo & Conference, held September 6-8 at the Sands Expo Center in Las Vegas

with a skillfully branded custom 20×30 hybrid exhibit that combined elements of the company’s custom-owned exhibit with rental components supplied by Hill & Partners.  The peninsula framework of the exhibit showcased murals of retinal images captured by the proprietary retinal scanning devices manufactured by Optos.

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]]> http://hillpartners.com/hp-designs-hybrid-exhibit-for-optos/feed/ 0 http://hillpartners.com/hp-designs-for-la-palina-at-2012-ipcpr/?utm_source=rss&utm_medium=rss&utm_campaign=hp-designs-for-la-palina-at-2012-ipcpr http://hillpartners.com/hp-designs-for-la-palina-at-2012-ipcpr/#comments Mon, 24 Sep 2012 14:49:54 +0000 ddebenedictis http://hillpartners.com/?p=4011

The creative team at Hill & Partners, Inc. premiered its partnership with new client La Palina Cigars at IPCPR (International Premium Cigar & Pipe Retailers Association) 80^th Annual Convention & Trade Show, held August 2-6 at the Orange County Convention Center in Orlando, Florida. Hill & Partners brought the maker of premium handmade cigars to the prestigious trade show with a handsome custom rental 20×20 exhibit that made prominent use of warm, rich materials and sepia tone graphics to evoke Old World charm.  The inviting property was fronted by four glass cases displaying the La Palina product line, while a pair of monitors provided information about the company, which was originated more than a century ago by the current owner’s grandfather.  La Palina Cigars is owned by William “Bill” C. Paley, whose father William S. Paley founded the Columbia Broadcasting System, better known as CBS.

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More:

•  H&P Announces La Palina As New Client
•  H&P with General Cigar at 2012 IPCPR
•  H&P with General Cigar at 2011 IPCPR- Video

For more than 25 years Jeff Arnold has been in leadership roles from start-ups to Fortune 500 firms. Having led several companies through periods of tremendous growth and spearheading several start-ups, he is well versed in crisis and change management and managing aggressive business development initiatives.

Although he has a proven record across all major corporate functions, Mr. Arnold currently focuses his diverse base of knowledge to the field of Internet and Mobile Marketing, where, through his consulting firm, he is helping small to mid-sized companies successfully navigate the marketing options available in an ever-changing Web 2.0 world.

Hill & Partners asked Jeff Arnold to share a bit of his expertise on social marketing as it relates to the exhibiting world

1.) How can exhibitors best utilize social marketing to increase booth traffic?

With social marketing, you want to encourage engagement at the front end and then continue that engagement for a time period before the show. Use that engagement with an end goal of getting the user to show up at the booth.

One great example would be to run a contest or pseudo-scavenger hunt whereby you start about two months prior to the show and post information stating that you will be giving away “X” prize (something significant) for anyone who collects all of the clues to your game/pieces to your puzzle.  Post the clues between week one and  eight leading up to the show on Facebook, Twitter or the company blog (so the user has to monitor all three), then periodically post those items to your sites.  This will cause the users to have to scour all of your social sites, reading all of the information that you have posted over a two-month period.

Let them know that the winner will be announced on Facebook sometime in the month following the show.  You can incorporate this into your e-mail marketing. Even someone who gets the information four weeks into the campaign can go back to find the existing clues – and read the content.  Then, during and after the show you post relevant content. At the end of the month following the show, post the winner.

2.) How can exhibitors best utilize social marketing before, during, and post-show?

Once inside the show, companies should be promoting everything that they do via their social sites.  Twitter is probably the best for this because the messages are short and easy to send out.  Use Twitter to get people talking about your product.  Everybody who uses our hashtag #companyname will have a chance to win X.  Or, everybody who is following your hashtag will get a chance for exclusive entry to a special party, etc.

Instagram is also good, if you are using it on a regular basis and have a follower base, to show what you are doing at the show.  Let people know what you are doing, what activities are going on, what show activities are happening, etc.  If you have any high profile clients, see if you can post their photo visiting your booth and post to all media.

3.) What do you think is a little known fact about social marketing that you think marketers should be taking advantage of?

From a marketing standpoint, I’m a huge fan of using a blog.  I think that it is underutilized in the business world.  Most people think that to have a blog they must be a ‘blogger’ or a ‘writer’ and write tons and tons of content.  The reality is – you can post and re-post things that are fairly short and, if your blog is configured properly, still have a big impact on the search engines.

One secret that I do for one of my clients, is that I blog over and over about the upcoming trade show that they are attending.  By doing those posts, I end up getting them the top 1, 2, 3, 4, and sometimes 5 spots (all of them, not just one of them) in Google for the main search terms used for the trade show.  That way, any attendee of the show (their core target clients), see the client’s name every time they search for information on the show.  It has worked great and they increased their new business by 50% in the first year using that technique.

4.) By now, most marketers have taken advantage of the basic social media platforms: (Twitter, Facebook, LinkedIn). Do you think being a part of just these three is enough?

Twitter, Facebook and LinkedIn are the three big players that most people think of when they think of social media.  However, you can’t overlook the power of video (YouTube and Vimeo), and Pinterest.  Pinterest is the hottest social media site right now.  It has a user base of about 85% women and they spend a lot of time on there.  It is basically a photo sharing site, with Facebook ‘like’ and ‘share’ features.  You post something to your digital ‘pinboard’ and others can then ‘like’ it or ‘repin’ or share it.  It is a great way to get involved with your user base if you have a product that is more visual in nature.

5.) What would you say to marketers who are hesitant to get involved in these platforms?

Start now!  Get a high school or college intern to help you if you are afraid of the technology.

These are free tools to help promote your business.  Start with Twitter – it’s the easiest.  Just post some content about who you are, what your company is about, etc.  Follow some folks with a common interest.  Then get your Facebook account up and running, then tie it to Twitter so that all Facebook posts feed to Twitter.  Post relevant, non-salesy content, to gain readership and followers.  Once you have a following, periodically you can drop in some sales-related content.

Contact Jeff Arnold

See More from Jeff at www.DynamicMarketingPartners.com

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Disclaimer: Hill & Partners is dedicated to providing value for your business. The opinions, views and expertise contributed to this blog are credited to the “Ask the Expert” blog authors and do not represent the views of Hill & Partners, Inc.

TITLE: 3D Project Designer

WHAT DO YOU DO AT H&P? I conceptualize and design Branded Environments.

I COULDN’T DO WITHOUT MY… internet!

FAVORITE H&P MEMORY:  One of my many favorite memories of H&P was an event we put on for a client at Mt Washington.  It was fall and was absolutely beautiful to be up there, as well as being able to take the Cog Railway up the mountain.

FAVORITE PART ABOUT BEING PART OF THE H&P TEAM: Being part of a group that’s energized and comes from many different backgrounds is what makes our team fun and take on any challenge that’s presented.

WHAT DID YOU WANT TO BE WHEN YOU GREW UP? I had really wanted to be a firefighter or be part of the emergency field.

MY BEST STRESS BUSTER: I create scale models of aircraft and have since I was a little kid. It combines my love for aviation (obsessed is the correct word here) and building.  It allows me to escape from the stresses of the day.

IF YOU COULD HAVE ANY SUPER POWER, WHAT WOULD IT BE? Definitely would have to say flying.

FAVORITE CLIENT INTERACTION/MEMORY: Working to put together the Optos Event at the Boston Science Museum.

FAVORITE/ MOST MEMORABLE PROJECT WORKED ON: Spielo and GTECH are always fun to design as they are about creating a large dramatic overhead that forms an impressive environment.

WHEN I’M NOT AT WORK, YOU CAN FIND ME: My new thing is antiquing with my fiancé and finding cool objects that we can incorporate into our wedding.

WHAT INSPIRES YOU? The ultimate inspiration for me is perfection of what I’m designing. In the end it’s standing back when something is built knowing that I had a big part in bringing a client’s vision to reality.

HOW DO YOU BEAT A CREATIVE BLOCK? For me, the best thing to do is step away for a while and clear my mind. Ideas and Solutions always come easier when you can stand back and look at it with a fresh mind.

FAVORITE PART OF THE DESIGN PROCESS: The initial conceptual stage.  This is where I normally will shred out a multitude of design ideas and see which ones stick.

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Lance Cummins has been a website designer and online strategist for 16 years working with businesses all over the country as well as locally where he is based on Massachusetts’ South Shore.  Lance has a wealth of experience in strategic marketing prior to a website build and following through to execute a clean and affordable design that maximizes each individual brand presence. Post-launch of the site, Lance stays on to assist in creating ongoing fresh content that serves as a great platform for Search Engine Marketing and Social Marketing purposes.

Hill & Partners asked Lance to contribute some of his expert insight on maximum website implementation and utilization:

1) What are five elements of an effective company website?

1- Simple, clear focus

Make sure you know what you’re trying to accomplish with your site before you ever build it. If you can state your focus in one sentence, you’ve probably about got it. Until then, keep whittling away until you get the singular purpose for your site. If you have multiple purposes, you should be able to at least be able to choose the main purpose and then base all decisions from that choice.

2-  Thinking like a customer

It’s easy to think like an “insider” and forget what your customer is actually looking for. Make sure that your site is geared specifically for your audience and speaks to them on their level. Additionally, make sure the browsing experience is a pleasant one. Make sure that you have the information that customers need to take the next step. Make sure that it’s simple for them to get to where they need to be. Don’t overwhelm them.

3-  A clear call to action

If a customer can’t tell what they need to do within just a few seconds of being on your site, chances are, you are going to lose them. That doesn’t mean that you have to have a huge “Buy Now” button in their face, but it should take them that direction. Instead of overwhelming users with multiple choices, give them a clear option, and help them take that next step.

4- An ongoing marketing strategy

Unless you have a plan to continually keep your website in front of the people you are trying to reach, your site will never be as effective as it could be. Over and over, I encounter companies, especially small-to-mid-sized ones that spend quite a bit of money on a website, but don’t give much thought to the ongoing promotion of their site. Get the strategy right first, and build your site to match that strategy. Not the other way around.

5- Fresh, compelling content

If your site isn’t regularly adding value to customers, it’s losing value for your company. Adding helpful articles, how-to blog posts, interesting behind-the-scene looks at your company, and special rewards for existing customers are a great way to keep customers coming back, and that keeps you “top of mind” when they’re ready to take their next step.

For many companies, their site is built on a static HTML platform that makes updates very tedious and expensive since you have to engage the services of a web designer each time you want to add content.

Make sure your site has a simple way to add new content. Then create great content.

2) What would you say to a company that thinks they have a great website but aren’t seeing great results?

Get a plan. Execute the plan.

The perfect place to start your plan is to look at your existing analytics and determine what is working and what is not. Determine what you want the customer to do, and then track your success.

Just by looking at analytics you can see whether you need to put more effort into getting people to your site, or more effort on converting the eyeballs that are already there.

What I see often is that a company will “experiment” with some marketing for a while, but then either get distracted and try other ideas, or will simply give up before a gain is realized. For instance, many businesses have heard of the great value of content marketing and have dipped their toes into it, but haven’t fully committed. Marketing online, especially content marketing has a much longer incubation time than traditional marketing methods. The effort you put in now pays off in 5 or 6 months instead of tomorrow. The beautiful part of that, though, is that content marketing has a much higher ongoing return.

Once you’ve laid out a plan, stick with it. Stay focused. Stay consistent. And re-analyze and adjust as necessary.

3) What free online resources can you recommend for maximizing website reach and effectiveness?

•  WordPress

Leverage blogging platforms like WordPress for your website. WP has developed so much that now it’s a wonderful option for building your entire site on it. That automatically gives you an easy way to add fresh content to your site. For the power you get with WordPress, it’s amazing that it’s a totally free option. If you have a static website, at least get a WordPress blog and integrate it into your site.

•  Google Analytics

If you aren’t using Google Analytics, you are missing a HUGE part of the puzzle for your site. You can learn so much about your site and your next steps from this tool. It can be complicated to get into all the details, but even the simple overview options are extremely helpful.

•  Google Keyword Tool

This free tool can help you think of tons of ideas for keyword phrases and also give you a good starting point to find phrases that could help you search engine rankings.

• MailChimp

MailChimp has a funny name, but it’s a pretty serious way to leverage email marketing. You can send up to 12,000 emails a month for free. There’s no better place to start with marketing your website than to your existing customer base.

• Free Business Listings

Almost every online business directory has a way to add a free listing. What more do you need to know? It’s free. And actually, Google looks favorably on having many citations of your business. Make sure to get your Google Place page, Yahoo! Local, Bing Local, and similar high profile sites.

• Social space

It’s outside the scope of what we’re talking about here, but once you have a site that’s worth having, and you have a brand that people love, you need to leverage the free tools in the social space.

4) Let’s say the company has a website, social media pages linked to and from the site, and keywords scattered throughout the site, what is the next step in maximizing online presence?

That all depends on what the goal for the company is. I’ve found that few companies can do all of it well, so the next step would be analyzing what you’re doing well and what you’re doing poorly, and then nixing the things that aren’t helping you accomplish your goal.

I honestly feel like social media is a space that not many companies do well, yet they feel compelled to have a Facebook page, a Twitter account, a YouTube channel, and a Pinterest page, but they don’t have a plan or a focus. The best thing some of these companies could do is to eliminate all but the most effective of these tools, and get really good at engaging on that platform. It’s the concept of getting smaller to get bigger. The more focused you are, the more success you’ll achieve.

If your site is rocking the web traffic and conversions, the next step would be to simply ramp up what you’re already doing. Scale it up, and make sure you have the systems in place to handle the fresh infusion of new customers.

If you’ve done all that you know to do, and you’re still in dead water, you may want to talk to a professional to get an evaluation of the health of your site. They will have more insight into your web presence because they are objective and have lots of experience with what works and what doesn’t.

No matter where your site is on the “readiness scale,” it’s always a great next step to produce fresh, interesting content that gives value to the reader. That’s the beauty of content marketing. You’re giving something of value, and that always works out in the long run to bring value back to the company.

Read Part I: Company Website Basics

Read More from Lance at NearlyFreeLance.com

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“Communicate the experience and commitment of your leadership team. Strong leaders fully grasp what differentiates their offering from the competition and have unique ability to eliminate distractions, compress timelines and communicate vision.“

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A team of nine from Hill & Partners, Inc., including company President Michael McMahon and his wife Kimberley, recently assisted South Shore Habitat for Humanity with a home building project in Norwell. The August 15^th project marks the third Habitat for Humanity home building project that members of the Hill & Partners staff have volunteered their time and skill to assist in; previous projects included a May 2010 home build in Needham for the Greater Boston Habitat for Humanity and a October 2010 Marshfield build for South Shore Habitat for Humanity.  During the most recent build, the Hill & Partners crew performed a number of activities, including running electrical wire, vinyl siding application, inserting blockage in the kitchen and bathrooms and laying concrete foundation for front porch stairs.

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]]> http://hillpartners.com/hp-builds-for-south-shore-habitat-for-humanity/feed/ 0 http://hillpartners.com/meet-your-people-danielle-debenedictis/?utm_source=rss&utm_medium=rss&utm_campaign=meet-your-people-danielle-debenedictis http://hillpartners.com/meet-your-people-danielle-debenedictis/#comments Tue, 04 Sep 2012 19:37:22 +0000 ddebenedictis http://hillpartners.com/?p=3153 NAME: Danielle DeBenedictis

TITLE: Project Manager & Marketing Coordinator

WHAT DO YOU DO AT H&P? I help coordinate every detail that goes into making a project a reality. From the first moment the project is conceived, all the way through the design and production and logistics process, through the build of the exhibit and beyond. We offer complete full-service program management so that means every detail is covered. The other part of my job is that I am involved in many of our internal marketing efforts.

I COULDN’T DO WITHOUT MY… daily caffeine fix.

FAVORITE H&P MEMORY: We’ve had a lot of fun events- bowling, sailing, cookouts, fancy dinner parties, a high-speed boat ride, F1 Racing… I can’t really pinpoint one memory, but the best times I have with H&P are sitting around over a drink (or two) and just laughing so hard you want to cry.

FAVORITE PART ABOUT BEING PART OF THE H&P TEAM: The culture here is really something that is hard to find. I am surrounded by a great mix of people, all with such varying personalities and talents, yet somehow we mesh pretty well and we have a good time together. Every single person of this team knows the importance of working hard, of seeking and being open to constant improvement, and also of having fun.

WHAT DID YOU WANT TO BE WHEN YOU GREW UP? I think the first aspiration I ever had was to be a singer (when I was 4).  Then I quickly realized I was tone deaf… Now I’m just open to where life wants to take me.

MY BEST STRESS BUSTER: Exercise. I know, Cliché. But it works! Lately I’ve taken up Zumba. How can you be stressed when you see yourself and everyone around you shaking around like fools?

SOMETHING YOU’VE LEARNED SINCE WORKING FOR H&P: To be open to the possibilities and that things have a way of working themselves out as long as you put in the effort and take responsibility for your actions and decisions.

IF YOU COULD HAVE ANY SUPER POWER, WHAT WOULD IT BE? Instant transport to anywhere I want whenever I want.

FAVORITE/ MOST MEMORABLE PROJECT WORKED ON: The Hill & Partners EXHIBITOR 2012 exhibit…. We doubled the space of our exhibit from the previous year and it was the first time the project was completely mine. Plus in addition to the normal project management process that I deal with for any client, this project involved the extra exhibitor responsibilities that the client usually deals with and marketing duties/ideas/implementation. It was a lot of work and a huge learning experience. When that project was completed it was the most satisfactory feeling I’ve had and I had a great time being the exhibitor at EXHIBITOR 2012.

BEST/WORST PART OF TRAVELING: Best- seeing new places and experiencing new things. Worst- the travel part! Sitting for long periods of time in cramped seats or crowded airports, running to the connecting flight after your plane was delayed, listening to crying babies for hours- hence the desired Superpower above…

FAVORITE PLACE YOU’VE BEEN TO: Helsinki, Finland with GTECH for European Lottery Congress 2011. The place was beautiful- right on the water. We went there in the summer so the sun shone bright until midnight every day. So much sunlight really is uplifting. We’d be walking through the city center at 9pm and families would be frolicking about, elderly people would be riding their bikes- if you didn’t know any better, you’d think it was the middle of the day. Plus we got to escape to the Helsinki Zoo on a little island off the coast one day. It was a really amazing overall experience.

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The creative team at Hill & Partners, Inc. partnered with Polartec® to bring the recognized world leader in technical, performance fabrics to the Outdoor Retailer Summer Market 2012, held August 2-5 at the Salt Palace Convention Center in Salt Lake City, Utah.  The 40×50 bi-level branded property featured an eight-foot ground level tier with six iPad demo stations to provide details about the company’s proprietary Polartec® NeoShell® waterproof fabrics.  The internally lit demo area was enhanced by colored lighting and textured panels that simulated water flow, adding an organic element to the predominantly white, red and silver exhibit.

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Following a 12-year career as a full-time theatrical performer in everything from premiere Las Vegas shows to commercials and correspondent roles for national media, Ms. Burdette has spent several years as a full-time trade show presenter, spokes model and lead generator. In late 2010, she began consulting with trade show clients, advising on show strategy, staffing, booth design and more and is now a Certified Trade Show Marketer candidate.

Heather’s interest and experience in the industry led her to developing expertise in the why’s and how’s of exhibitor success on the show floor as well as how to continuously increase and contribute to that success.

Hill & Partners asked Heather to share with us some insight when it comes to staff etiquette at trade shows:

1.) Could you offer some tips on best practices for booth staff (both temporary or company employees)?

I could list Best Trade Show Practices tips at length, but I think the most important (and most basic) are these:

Actually think of it as a show. All the elements are there, the limited time frame, the captive audience who wants what you’re offering (or at least wants to see what it is), the heightened energy level, even the “stage” setting of the booth. When you’re in the booth, treat it as if you were on stage in the performance of your life–your starring moment. Smile, be present and engaged (or ready to be) at all times, and most of all, be excited about it. Those people walking by the booth are not scenery–they are the reason you’re there. You have this one-time opportunity to meet with a mass volume of customers and potential customers in those incredibly valuable face-to-face interactions that lead to better sales relationships year-round.

The intensity of a trade show depletes the body AND mind in more ways than you think, so eat wholesome, nutritious food whenever possible, stay hydrated, and get some SLEEP here and there.
The host cities in which many shows are held offer so many distractions that it’s easy to become overloaded in one sense or another. My home city of Las Vegas is particularly notorious for creating zombie-like staffers on Day 2 or 3, and a zombie staffer, whether full time company salesman or temp-hire, is money down the drain. Trade show-scale money, at that!

Take notes at every opportunity.
You will NOT remember that conversation or that little detail once you get home, almost regardless of your normal recall ability. The trade show environment can be extremely over-stimulating, even for the most experienced salesman–but particularly so for those accustomed to working with clients by phone or one-on-one onsite. Keep a small notepad in your pocket and write it down. Not only will the physical act of pen-to-paper instead of typing into a device help with later recall, you won’t look like you’re standing around playing Words with Friends in the booth.

2.) What do you think are some common mistakes unprepared booth staffers make?

Aside from the aforementioned tendency to show up as zombie versions of themselves from too much indulging as the days go by, the biggest mistake I typically see among company salespeople, and sometimes the marketing director and CEO for that matter, is not being clear on the goals for the show, and how to plug both company and temporary staff into those goals; i.e. motivating sales staff participation in a way that speaks to that type of personality (incentives/penalties).

3.) What should be the key priority booth staff should keep in mind during the show?

If the goal is anything more than simply making an appearance (which it usually is, with rare exceptions), everyone from the top down needs to know what the goals are, and where they as individuals fit into the picture. If a primary goal is to collect leads and get new customers, know what qualifies those leads, and rank and make notes as you’re recording them.

I’ve also heard trade show managers complaining that they have trouble getting the company sales people to be engaged and active on the show floor, and I’ve noticed myself that this seems particularly true if those salesmen are having to field, demo for, and record leads that are perhaps out of their personal territory.

4.) When it comes to interacting with and gathering leads, what advice do you have for booth staff?

Keep in mind that bottom-level leads are not throw-aways, so take at least a moment for everyone, or use booth hostesses to scan them in while the sales people are reserved for the higher-ranking conversations. That bottom level represents brand awareness at very least, and probably fit into your company’s sales funnel somewhere. No matter how large and well-known your company is, less-important attendees at a show are still an opportunity to mar your brand’s image. You should still put your best face forward and be ready to engage your brand’s fans, even if you’re not there with any particular agenda.

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Disclaimer: Hill & Partners is dedicated to providing value for your business. The opinions, views and expertise contributed to this blog are credited to the “Ask the Expert” blog authors and do not represent the views of Hill & Partners, Inc.

TITLE:  Project Manager

WHAT DO YOU DO AT H&P?  I work hand in hand with our clients to ensure that they have a great experience that exceeds the promises we’ve made on paper. Essentially, I take something conceptual and turn it into something tangible while adding in a dose of what I like to call good humor.

I COULDN’T DO WITHOUT MY… Red Bull.

FAVORITE H&P MEMORY: At H&P we do a lot of fun company activities, but some of my favorite memories are when we all sit around the conference room table, usually at the end of a Friday, chowing down on some chips and salsa while enjoying a beverage or three.  We all laugh a lot, and being that laughing is one of my top favorite activities, it makes for a great day for me. 

FAVORITE PART ABOUT BEING PART OF THE H&P TEAM:  I get to look forward to going to work each day and that has a lot to do with the people that surround me in the office.  I know I can count on anyone on my team to step up to the plate no matter what the challenge is and to work together towards a positive outcome.  I love the value system we have at H&P and the culture that we have built around it.

WHAT DID YOU WANT TO BE WHEN YOU GREW UP?  It was a four-way tie between being a professional baseball player, a spy, President of the United States, or a homemaker.  Even as a child it appears I had a diverse range of interests.

MY BEST STRESS BUSTER:  There are so many to list.  Number one that I would say is making myself laugh. It sounds a little narcissistic but it’s true.  All of the following numbers involve some sort of athletic activity.

SOMETHING YOU’VE LEARNED SINCE WORKING FOR H&P:  I would have to say one of the biggest concepts I have taken away from working with H&P is that obstacles can be overcome with creativity and tenacity.  In our industry there are one million unknown events that can or will occur to stand in the way of having a great outcome, but with ‘out of the box’ thinking and commitment, a great final product is always within reach.

IF YOU COULD HAVE ANY SUPER POWER, WHAT WOULD IT BE? I would have to say super strength or super speed.

FAVORITE CLIENT INTERACTION/MEMORY:  One of my favorite memories involves Stanley Black and Decker and Joe Brosnan, an Account Manager with H&P.  Joe and I were in New Orleans with Stanley for a their custom rental trade show exhibit build and we had all just finished up a pretty long day.  We met up for dinner and drinks later that evening and we somehow managed to end up at this lovely little bar on Bourbon Street that boasted having a mechanical bull.  Joe, with a little coaxing (although I think he had his eye on that bull on night long), found himself on the bull swinging around.  I laughed so hard I almost passed out considering I had little to no oxygen in between crying fits of laughter.  Needless to say he was immortalized in my and our clients’ hearts… as well as in our cell phones.

FAVORITE/ MOST MEMORABLE PROJECT WORKED ON: This is a tough question because with every project there is so much of “us” in it both literally with blood, sweat, the occasional tear, and figuratively because every hand that touches a project can be seen somewhere in its final stage.  But all of that aside, I would have to say one of my favorite projects that I have worked on was Sekisui‘s booth at AACC in Atlanta last summer.  Atlanta in the summer is memorable in itself, but Sekisui is always a blast to work with.  They embody a like minded client and so working with them is always a great relationship experience.  I also love a challenge and found one when searching for 8′ plants that needed to be re-potted and trimmed in short notice.  I have the feeling the valet was a little curious when my rental car looked like a rainforest or jungle of some sort.

WHEN I’M NOT AT WORK, YOU CAN FIND ME:  Living the dream.

MEMORY FROM ON THE ROAD:  Ending my evening in Seattle at a dueling piano bar that I decided was really a place that you sat down with the pianist, played with him, and sang a ditty or two until the whole bar joined in.  Seattle, you are welcome.

BEST/WORST PART OF TRAVELING:  I love seeing new places and compelling strangers to become my new friends.  The worst part of travel would be the look my dog gives me when I go.  He sees my bag proceeds to throw himself onto the ground and won’t look at me.  I never knew Golden Retrievers were so dramatic. In retrospect Air Buddies should have given me a hint.

FAVORITE PLACE YOU’VE BEEN TO (FOR H&P): I loved Friedrichshafen in Germany.  It was absolutely beautiful and the locals were a lot of fun.

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The creative team at Hill & Partners, Inc. designed and managed a new custom turnkey exhibit for client Sekisui premiered at the American Association for Clinical Chemistry (AACC) Clinical Lab Expo, held July 17-19 at the Los Angeles Convention Center.  The 20 foot wide x 50 foot long exhibit featured three distinct areas to showcase the product lines of Sekisui and its subsidiaries, American Diagnostica, Sekisui Diagnostics and Sekisui Medical.  The well-branded exhibit featured two 16 foot high curved radial towers connected by two 21 foot long curved tube and fabric lifestyle graphics that captivated attendees from any  vantage point on the convention center floor.

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Lance Cummins has been a website designer and online strategist for 16 years working with businesses all over the country, as well as locally where he is based on Massachusetts’ South Shore.  Lance has a wealth of experience in strategic marketing prior to a website build and following through to execute a clean and affordable design that maximizes each individual brand presence. Post-launch of the site, Lance stays on to assist in creating ongoing fresh content that serves as a great platform for Search Engine Marketing and Social Marketing purposes.

Hill & Partners asked Lance to contribute some of his expert insight on maximum website implementation and utilization:

1) Is just having a company website enough for an online presence?

Unfortunately, if you look around the web for a few minutes, you might come to that conclusion. Some think it’s kind of like the old Field of Dreams movie says, “If you build it, they will come.” Well, let’s just say it worked a lot better for Kevin Costner than it does for most companies.

Typically, a ton of time, effort, and money are put into building a site and getting it launched, and then months later, nothing else has happened to the site. No one is adding fresh, interesting content. No one is talking about the content in the social space. No one is analyzing what is working and what isn’t working. It’s just sitting there, like a stale tuna fish sandwich. And, as you can imagine, it starts to stink.

2) What common mistakes do you see on company websites?

• Forgetting contact information

Many sites make it too complicated to contact them. A visible phone number and an easily accessible contact form is a must.

• Failing to make the “ask”

Another big mistake is not making it clear what you offer or what you want the potential customer to do. Many companies assume far too much of their audience. It is helpful to ask some friends or colleagues who know only a little about your company to peruse your site, and then tell you their observations. If a company took a simple step like that and then made adjustments accordingly, a company’s site would be light years ahead of most of its competition.

• Inconsistent writing

Thoughts & concepts should be presented in a consistent voice across all marketing. Grammar matters, but so does tone and attitude. Many companies forget this and the result is an non-engaging site.

3) How often should website content be updated?

That probably depends on the industry you’re in, and how frequently your customers need your services or product. Once a week is probably a great baseline, but some companies need to be turning out daily content. For many of our clients just starting out, we’ll help them create content twice a month. That gives the site a fresh feel, without taxing the company too heavily for ongoing marketing.

4) What should companies be careful of when it comes to design vs. searchability?

Be aware that the numbers of people viewing your website on a mobile device are increasing dramatically. You should be able to have a good experience on your site no matter what device you’re on. For some businesses, that means thinking about a special mobile site, or having a responsive site (a site that changes formatting based on the user device), or simply focusing on mobile first even for your desktop website.

Of course, if you love sweet animations and all of that on your main website, and it’s built in flash, just be aware that any user of an Apple mobile device won’t see it, so don’t do anything too mission critical in Flash. It’s great for some added spice, but don’t make your navigation or your main call to action with Flash, unless you have some fall back built-in for non-flash devices.

Check Back for Part II: Maximizing Website Effectiveness

Read More from Lance at NearlyFreeLance.com

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TITLE: Account Manager

WHAT DO YOU DO AT H&P? Manage my client and my clients’ exhibit programs.

I COULDN’T DO WITHOUT MY… coffee in the morning

FAVORITE H&P MEMORY:  meeting Wayne Newton at 2011 IPCPR Annual Trade Show.

WHAT DID YOU WANT TO BE WHEN YOU GREW UP? I’m still deciding.

MY BEST STRESS BUSTER: Working out.

SOMETHING YOU’VE LEARNED SINCE WORKING FOR H&P: Every client is different

IF YOU COULD HAVE ANY SUPER POWER, WHAT WOULD IT BE? Flying. I hate traffic.

FAVORITE/ MOST MEMORABLE PROJECT WORKED ON: General Cigar because I’m a cigar fan.

WHEN I’M NOT AT WORK, YOU CAN FIND ME: smoking a cigar on my bike

MEMORY FROM ON THE ROAD: Riding the electric bull at 1:30am in New Orleans

BEST/WORST PART OF TRAVELING: Best – visiting places I normally would never get the chance to see.

FAVORITE PLACE YOU’VE BEEN TO: New Orleans because of the culture.

FAVORITE PART OF THE DESIGN PROCESS: The final revision

WHAT DRIVES YOU? the challenge.

WHY WORK WITH US? Because I work here.

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The creative team at Hill & Partners, Inc. will design and manage a custom rental hybrid for General Cigar Company at the August 2-6 IPCPR (International Premium Cigar & Pipe Retailers Association) 80^th Annual Convention in Orlando with a footprint covering 8,000 square feet.  The eclectic exhibit will impart unique brand presence to a variety of General Cigar’s diverse portfolio of products, incorporating several separate branded environments (Macanudo, CAO, La Gloria Cubana and Punch) under one flagship custom designed property.

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LINDA MUSGROVE- The TradeShow Teacher

Linda Musgrove is the founder and president of TradeShow Teacher, Inc., a full-service, award-winning trade show management firm. The company is a culmination of my many years of extensive experience in marketing, advertising, graphic design and it’s all derived from Ms. Musgrove’s passion for all things trade shows. In the last few years, they have assembled a very talented group of marketing, IT, design and creative people that have really bonded together to form a great team.

Hill & Partners asked Linda to share with us some wisdom about some basics of trade show exhibiting and ROO:

1.) How did you become a Trade Show Teacher?

After attending my first show I started to express my desire to be involved in Trade Show exhibiting. It wasn’t long after that for the company I worked for to start exhibiting at shows and as it is often the case in small growing companies; the volunteers were chosen to lead the effort.

After receiving trade show, public relations and corporate event training at my former employer, key departmental managers were impressed with the results delivered, all the way up to the CEO. In later years the company created a Channel Program. Once watching several partners exhibit at trade shows, I realized they often knew even less about exhibiting than when I went to my first trade show, they desperately needed training to improve results. I proposed and was supported to initiate the availability of a trade show training program for the Channel Program partners.

Really enjoying helping companies improve their trade show skills and see them so greatly improve their return on investment made me want to do this full-time. So, having an entrepreneurial spirit learned from my dad I started my own business and became the TradeShow Teacher.

In 2009 I authored “The Complete Idiot’s Guide to Trade Shows” published by Alpha Penguin Group. Since that book was published, I’m constantly being contacted for trade show advice, and I love it!

2.) What do you see as the most common issue or question that arises from new exhibitors?

Sometimes after all the years I’ve spent in this industry, I think I’ve heard every question there is, but that never seems the case. Planning and executing a trade show program is an intricate process that doesn’t leave much room for error. I’d say the most common issue that I see is that people tend to get overwhelmed by the whole process. The truth is that trade show exhibiting is typically covered in less than 2 hours during the average MBA marketing course, which means that people tend to just get thrown into the trade show ring before they realize how much there is to it. I find most clients just need my help sorting through the details!

3.) What advice would you give newbie exhibitors for beginning the process, organizing, and implementing exhibiting goals?

It’s funny. Most trade show managers do not go to a trade show university to learn the required schools to successfully exhibit. Most folks end up in their jobs simply because they are part of a marketing team, or in some companies, they are the marketing team. What often happens is that a company decides to start exhibiting at trade shows, and someone suddenly gets tasked with running the trade show program. This is not an easy task for anyone thrown into such a detail-oriented role. The best advice I could give a newbie is to try and find a mentor, someone who’s been in the business a while, to give them a bit of a road map. There’s too much at stake for trial and error. Of course, it also wouldn’t hurt if they read my book!

4.) What do you see as a common rookie exhibitor mistake?

I can often pick out the trade show newbies by simply looking to see who’s collecting the most leads.  Yup, you read that right. It’s awfully tempting to want to bring back massive amounts of leads from a trade show, and a lot of rookies bend over backwards to do just that. They’ll do a raffle for a great prize that everyone and their brother wants to win, or they’ll just put out a fishbowl to collect as many business cards as possible. This big pile of leads will only look impressive until the sales team starts complaining about the quality of the leads. If you and your booth staff aren’t qualifying leads at the booth, it’s going to make for a whole lot of wasted hours and energy for the sales team back home. There are lots of tricks for collecting the most qualified leads, but a lot of that comes from trial and error and experience.

5.) What do you think is an opportunity that exhibitors most often fail to take advantage of at trade shows?

There are so many opportunities at any given trade show that it’s hard to narrow this question down to one answer. One quick suggestion would be to always submit for a best-of-show award. Many companies don’t bother to do this and they could be losing out on a great opportunity. The good news is that this lack of competition obviously increases your odds of winning an award at that show. It’s always worth a shot!

6.) In the trade show industry, explain the difference between ROI and ROO.

These terms are common in the overall business world; but when it comes to trade show exhibiting, this is how I define them:  Return on Investment (ROI) is quantified by simply comparing the total show investment against the sales generated from the event. Return on Objectives (ROO) is an analysis of the return gained from show objectives that are not necessarily sales related, such as meetings with reporters, awards won, etc. Sometimes it’s hard to realize ROI immediately after a show due to long sales cycles. ROO is usually a good way to measure your success right away.

7.) How can exhibitors use technology to enhance their exhibiting experience and contribute to a higher ROO and ROI?

Technology plays a huge part in everyone’s life these days, and the trade show floor is no exception. There are a million ways to utilize technology for any trade show. From utilizing specialized trade show communication portals pre-show, to using lead capture systems at the show, to employing social media after the show, there’s a veritable plethora of ways to use technology to improve your ROO and your ROI.

8.) How can staff training better contribute to ROO and ROI?

Staff training is of the utmost importance when it comes to the success of any trade show. There is no such thing as too much booth training, nor is there any employee who knows it all. I always suggest that my clients offer a complete training program pre-show. They can do it themselves or bring in an outside consultant, but the truth is that the success of the show (and therefore the ROO and the ROI) is directly related to what goes on when people visit your booth.

Learn more from Linda Musgrove at www.tradeshowteacher.com

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The creative team at Hill & Partners, Inc. designed a new custom rental exhibit for client Xtralis™, the leading global provider of powerful solutions for the early detection of fire, gas and security threats.  The 20×20 customized rental property was showcased at the 2012 NFPA Conference & Expo, held in June at the Mandalay Bay Convention Center in Las Vegas.  The well branded exhibit featured a dramatic curved sign, three demo stations and an area that emulated a security control room.

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