Beauty Link - Volume 4, Issue 1 - (Page 15)
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:
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.
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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.
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
The Art of Edutainment
Beyond the Fluff
And Then There's Compliance
Beauty Changes Lives
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
Beauty Link - Volume 4, Issue 1