Susan Friedmann
Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: "Meeting & Event Planning for Dummies," and "Riches in Niches: How to Make it BIG in a small Market" (May 2007). http://www.thetradeshowcoach.com
& http://www.richesinniches.com
& http://www.richesinniches.com
Articles by Susan Friedmann
April 20, 2009
Exhibiting in economically turbulent times... the first thing to do is to assess and understand what the changing marketplace actually means to your industry
February 12, 2009
A virtual trade show can be simple or breathtakingly realistic... and you can use it effectively to improve your company's bottom line
August 27, 2008
Tradeshows offer the most overt intelligence gathering environment imaginable... It is important to pay careful attention to any unfamiliar exhibitors... carefully approach tradeshows with one eye toward protecting your intellectual assets.
July 01, 2008
To ensure the maximum ROI possible, in order to justify the spiraling costs... here are the top five ways to get the most out of every tradeshow...
May 26, 2008
Pre-show promotion is the single most valuable step any exhibitor can take to help drive traffic to the exhibit, up the percentage of high-value, qualified leads, and ensure a positive ROI.
April 22, 2008
Having a team that can ask the right people, the right questions, at the right time, is the single most cost effective thing you can do to guarantee fantastic show results. Learn the strategies…
February 28, 2007
Cell phones have changed our world. With few exceptions, we can now talk to anyone we like whenever we’d like. The staccato symphony of ring tones accompanies us through our days: from the morning commute to the crowded restaurant at lunchtime, during meetings and even during the quick stop at the g...
February 28, 2007
At first glance, there’s no connection between Disney’s Winnie the Pooh and tradeshows. The same is true of Piglet, Tigger, and the rest of the gang. What could this cuddly group of childhood favorites possibly teach us about exhibiting?
Surprisingly, quite a bit. There are some very strong simi...
March 26, 2007
There’s nothing like watching an athlete at the top of their game -- the sprinter racing to the finish line, the star center sinking the game winning shot. They make it look absolutely effortless, as if it was the most natural thing in the world for them to perform that well.
Appearances can be ...
March 26, 2007
Recently, the lottery in NY -- the state I call home -- reached a record jackpot, larger than ever before. When I penned these words, the grand total of funds just waiting to be won was over 340 million dollars. As you can imagine, this got people talking. Almost every local newscast covered the hug...
June 20, 2007
Continual improvement is a goal for many exhibitors. Knowing that tradeshows can play an integral role in a company’s marketing campaign, they’re committed to doing the best job they can this year -- and a better one next year.
To continually improve, you have to have a very clear and concrete i...
June 20, 2007
Tradeshow exhibitors have something in common with the rest of humanity: We’ll do what is easy, but avoid what those things we find to be or perceive as difficult. It doesn’t really matter what sphere we’re talking about: human nature dictates that more often than not, we seek out the smoother path,...
August 11, 2007
Every moment at a tradeshow is important. This includes, of course, all of the time you're on the show floor. Add to that the time you're not actively exhibiting but are on or near the floor -- visiting other exhibits, grabbing a bite to eat, or en route to your hotel room. You only have a limite...
December 29, 2007
Right now, chances are you'd rather be in any industry than mortgages and home loans. A few months ago, pet foods were on the hot seat, and a good while before that, high tech was under a laser beam of disgruntled scrutiny.
Every industry has its good times, when there's a lot of positive public...
October 12, 2007
Every company on the tradeshow floor has a few things in common. They all want to capture attendee interest, and lure them into the booth with the new, the exciting, the irresistible. They're all facing similar challenges: short attention spans, myriad shows, and increased competition from every c...
May 06, 2007
Having a realistic tradeshow budget is crucial for your exhibiting success. It’s imperative to include all of the costs associated with exhibiting in your financial plan, yet many exhibitors fail to take this crucial step.
It’s almost impossible to realize positive ROI when you don’t know how m...
May 06, 2007
Everything’s perfect. The display is beautiful, your team is well-trained, you’ve got fantastic giveaway items and the best pre-show promotion you’ve ever had. This is going to be the absolute best tradeshow ever.
Are you sure? You might be the last person who can answer this question honestly. ...