Vitalizing Trade Events

Trade shows have "outgrown" learning, networking and party-going, says Holly Barker in Event Manager Blog.

Trend-setting organizers and exhibitors are re-caffeinating mature events with these five ingredients:

VIP treatment. They're treating attendees to "all-star access" to special events and lavishing them with "gifts of information."

Personalization. They're tailoring touch-points by "listening to attendees and creating a customized plan that appeals to their interests and needs on an individual level."  Attendee feedback is essential to the effort.

Data. They're letting data drive new ideas for deepening attendee engagement, as well as personalization.

Experience. They're abandoning "old school" insistence that bigger's always better and focusing instead on little things, like themed tchotchkes, better signage and handsomer staff shirts, to deliver a memorable experience. "You want to look like a complete, professionally pulled together package," Barker says.

Un-booths. They're turning exhibits into teen hangouts where attendees can "chill and mingle with booth staff." Food, fun, artworks and "blinky giveaways" make un-booths happening places.

Vitalizing an event takes study and a little chutzpah, Barker says. 

"It never hurts to test a new idea and see if it picks up or is a total flop. The best way to be a trendsetter is to get out there and just do it!"

Direct

Ever notice how brief and clear good direct mail letters are?

How direct is your writing?

Blogger Josh Bernoff asked 547 business writers what troubles them about other people's writing. He discovered:

• 65% think others' writing is too long

• 65% think others' writing is poorly organized

• 54% think others' writing is riddled with jargon

• 49% think others' writing is not direct enough

"Now we have proof that brevity, organization, and clarity issues in what you write are frustrating people more than you think," Bernoff says.

Writing shorter—compressing your arguments into tight little packages—can help.

By writing shorter, the organization of your arguments becomes clearer—and your writing more direct.

"Worry about being brief and clear, and the reader will perceive you as direct."

Event Producers: Still Scared of Social

Six social media perils still frighten many event producers, says the inimitable KiKi L'Italien in Event Manager Blog.

"Not everyone is thrilled about all things social media," L'Italien says.

Producers' six most prevalent fears?

I'll look bad. Fear of boo-boos, trolls and spammers persuade many producers social media's too risky. The answer? Develop a social media crisis plan.

I have too many choices. Periscope, Instagram, Snapchat, Peach. Platform fatigue is no hobgoblin. To zero in, ask your audience where it wants to engage. Don't guess.

I'll invite criticism. Fear of handing critics an arena daunts many a producer. But criticisms are natural and may deserve response. And advance criticisms open the door to mid-course corrections.

It's not for us. A presumption your audience doesn't engage is outdated thinking. Adoption statistics prove otherwise.

It's invasive. Yes, some aspects of your event should be protected, such as your exhibitors' intellectual property and your attendees' personal privacy. What to do? Ask a lawyer for advice.

It cheapens my live event. A misplaced worry. Streaming video actually boosts future-event attendance. It's like a sample of crack.

L'Italien's last word to fraidy cats? 

Get a grip.

"Social media is a regular part of today’s expected communication repertoire," she says.

"Making decisions based on fear is never a good idea."

How to Handle a Hard Presentation: 22 Sure-Fire Tips

Marketing maestro Edward Segal contributed today's post. Edward helps corporations and organizations generate publicity about their activities and shows leaders, staff and members how to deliver effective presentations.

What’s the most important thing you can do if you know that you will be making a presentation to a skeptical audience, at a challenging venue, or in an otherwise difficult situation? 

In a word: prepare.

While it is impossible to ensure that every presentation will go smoothly, there are definitely steps you can take to help stack the deck in your favor.

Here’s how:

• Don’t accept speaking invitations for which you are unqualified or unprepared. Don’t let your ego get in the way.

• If you spoke to the same tough group or in the same difficult setting before, ask yourself: What did I learn from the experience?

• Think twice about giving breakfast speeches if you are not a morning person, or evening presentations if you like to retire early.

• Do your homework about the audience (demographics, knowledge of the subject matter, special interests or concerns, etc.); ask the sponsoring organization if there are any red flags about the audience you should be aware of (forewarned is forearmed).

• Ask others who have spoken to the organization what it was like, and what you can learn from their experience.

• If you accept the speaking invitation, know what you want to accomplish with your remarks.

• Know the basics about the speaking opportunity (format, length of your presentation, time, location, etc.).

• Arrive early so you can get a feel for the room where you will be speaking, greet and chat with people as they arrive, etc.

• Make sure that the layout of the room is to your liking and meets your needs (classroom-style, theatre-style, roundtables, etc.).

• When you arrive, check with your host to ensure the arrangements, purpose and topic of your presentation have not changed.

• Know where things are, such as lights, microphones and audio controls, AC and heating controls, water, restrooms, etc.

• Ensure that you and your audience will be comfortable by checking the heat or AC settings, microphone settings, lighting levels, extraneous or distracting noise, etc.

• Check out any that stairs you must climb to get on or off the stage. This will help you to avoid tripping over unfamiliar steps.

• Don’t tell jokes unless you’ve already proven that you can tell jokes well. There’s nothing funny about no one laughing at your jokes.

• Make sure your audience can see you. Don’t hide behind the podium.

• Do not hide your gestures. Keep your hands up where your audience can see them!

• Maintain a good posture when standing or sitting. No slouching!

• If audience members do not have access to a microphone, be sure to repeat questions before answering them. This helps ensure everyone in the room hears what was asked.

• Respond honestly to questions. It’s okay to say "I don’t know."

• Don’t allow one person to monopolize the session. ("Let’s meet afterwards to talk about this.")

• Summarize/rephrase lengthy questions for the audience. ("Let me make sure that I understand what you are asking...")

• Do not allow Q&A sessions to drag on. Signal to your audience that the session is almost over. ("We have time for one more question.")

Transparency Can Improve Targeted Ads

A new study shows customers alter their self-labels when served an ad they think targets them because of their web browsing, provided the ad matches their aspirations.

More importantly, they also increase brand consideration.

To reach this conclusion, the researchers conducted four experiments:

• They served web-browsing college students an ad for a restaurant with “Refreshingly Sophisticated American Classics.” They told one group the ad was served because of their web browsing; they told another, because of their demographics. The first group was more likely to label themselves as having "sophisticated food preferences," and was more likely to dine at the restaurant, than the second.

• They served students an ad for a luxury watch, telling one group the ad was based on their web browsing; another, the ad was not. The first group of students was more likely to label themselves as "sophisticated" than the other group.

• They served students an ad for a pro-environment speaker. Students told the ad was served because of their web browsing were more likely to label themselves “green” and donate to an environmental charity, than students who thought the ad wasn't targeted.

• They served students an ad for an "outdoorsy" hot chocolate. Students with an interest in the outdoors were swayed by the ad; students without an interest in the outdoors weren't. The experiment proved, unless they already aspire to something, people wont alter their self-labels because of an ad.

The upshot? 

Web advertisers should be more transparent, because targeted ads with statements like "This is recommended based on your browsing history" can increase brand consideration.