Beauty Link - Volume 4, Issue 1 - (Page 15) A TRADE SHOW PRING WORK THREE FITNESS LEVELS EVERY EXHIBITOR MUST PRACTICE BY SUSAN A. FRIEDMANN, CSP is a time when we brush off the winter blahs and just feel the urge to be active. It’s a time when we wake up our body, mind and spirit. The question is: How often do you exercise your exhibiting muscles? Do you have a regular workout designed to increase your trade show dexterity and boost results? Whether you’re looking for strength training to increase your competitive edge, flexibility to improve your marketing strategy, or just general overall fitness, a regular workout program is a must. Find your level of fitness training in the following: S You are making headway when upper management supports your program. Aerobic component: The goal is to get your heart rate into the target zone and sustain that pace for an extended period. This means directing your pre-show promotional workout to those people who you want to actively walk into your exhibit, fi nd out about you and do business with you. Flexibility component: A company’s range of motion will vary depending on its age, activity and structure. Good news is that your degree of flexibility can always be increased. Take time to explore what prospects want and like so that you can tailor your marketing efforts accordingly. FITNESS LEVEL 1: You Never or Rarely Stretch Geared to the low risk-taker who always does the same thing at industry shows. To increase your level of flexibility in the marketplace, try stretching your exhibiting muscles prior to your next trade show. Be willing to take a risk and differentiate a little from your regular routine. Strength component: Defi ne exactly why you are exhibiting and what it is that you want to achieve through your trade show participation. Aerobic component: Brainstorm possible ideas to get your major muscle groups working in a rhythmic fashion. Consider giving your booth a face lift with new and exciting graphics. Flexibility component: Use a theme to add some new blood to your trade show muscles to attract more activity into your exhibit. Use this gentle routine regularly before each show to increase a sense of accomplishment and well-being, as well as decrease the risk of painful unproductive results. FITNESS LEVEL 3: You Always Stretch the Major Muscle Groups Designed for the serious exhibitor who wants to build marketing endurance, strength and muscle tone. Strength component: Your people make up the strength and backbone of your exhibiting presence. They represent everything your company stands for, so select the best. Prepare them well beforehand. Aerobic component: Public relations is one of the most successful ways to pump blood into your trade show activity. Build media relations, prepare press kits, investigate speaking opportunities and consider sponsorship opportunities. Flexibility component: Reduce the possibility of sales injury and market muscle soreness with a flexible and timely lead-management plan. No matter what your fitness level or exhibiting goals, your company will look and feel better when you regularly participate in an exhibiting workout program. Susan A. Friedmann, CSP, The Tradeshow Coach, is an internationally recognized expert working with companies to increase their profi tability at tradeshows. Author of Riches in Niches: How to Make it BIG in a Small Market and Meeting & Event Planning for Dummies. Visit www.thetradeshowcoach.com and www.richesinniches.com to learn more. BE AUT YLIN K | CO L L ABO RAT IO N | 20 1 2 | FITNESS LEVEL 2: You Occasionally Stretch Most of the Major Muscle Groups Designed for exhibitors who want more of a challenging exhibiting workout to increase their market strength and flexibility. Strength component: Building strength in your major muscle groups involves weight training and cardiovascular work. OUT 15 http://www.thetradeshowcoach.com http://www.richesinniches.com http://www.naylornetwork.com/bsa-nxt/ Table of Contents for the Digital Edition of Beauty Link - Volume 4, Issue 1 Message from the AACS President and CEA Chair Workings of Washington A Trade Show Workout Building a Bulletproof School Regulatory Issues The Art of Edutainment Superstar Graduates Program Reviews Economic Education Beyond the Fluff And Then There's Compliance Mystery Shopping Beauty Changes Lives Collaborative Blogging Multicultural Corner Spring Operations Conference Info AACS Is Connecting Members Associate Member Profiles: Collections People & Places New Products & Services New School Members Upcoming 2012 Events Index to Advertisers Advertisers.com Beauty Link - Volume 4, Issue 1 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0113 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0412 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0312 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0212 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0112 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0411 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0311 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0211 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0111 http://www.nxtbook.com/nxtbooks/naylor/BSAQ2011MediaKit http://www.nxtbook.com/nxtbooks/naylor/BSAQ0410 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0310 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0210 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0110 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0409 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0309 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0209 http://www.nxtbook.com/nxtbooks/naylor/BSAQ0109 http://www.nxtbookMEDIA.com
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