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About Susan A. Friedmann

Susan A. Friedmann,CSP, TheNichePreneurâ„¢ Coach, Lake Placid, NY, internationally recognized niche marketing expert working with service professionals and small business owners to increase their target marketing potential. Author: "Riches in Niches: How to Make it BIG in a small Market" and "Meeting & Event Planning for Dummies." Claim your free copy of the special report, "The NichePreneneurâ„¢ Mindset" at http://www.richesinniches.com
Is Sponsorship Right for My Company?

Trade shows are a bonaza of sponsorship opportunities. Talk with any show organizer, and they’ll be more than happy to explain how you can make sure your company’s name and logo are plastered all over the arena, on the program guide, over the hospitality suite, even on the tote bags everyone carries around all day.

Using Trade Shows to Investigate Your Competition

Your company is in a precarious position. The marketplace is changing daily. New companies enter the industry. Your competitors are constantly unveiling new products, new services, and/or new marketing strategies. How do you keep up with – or even better, how do you anticipate — these changes?

Expecting the Unexpected Can Save Your Tradeshow

Catastrophes come from out of nowhere. Massive thunderstorms can roll through a region without a moment’s notice, knocking out power and phone lines.

Using the Media Effectively

The media has the power to influence your tradeshow efforts whether it be in television, radio or print. Your job is to target your endeavors to create a positive company image and brand awareness of your products/services. How do you do that?

Five Marketing Nightmares and How to Prevent Them

The success or failure of your trade show rests heavily on how well you market your event. Marketing, when done right, can project a positive image of your event, entice exhibitors to sign the dotted line, and attract loyal customers.

Building Brand Awareness Through Tradeshows

Branding is a basic marketing concept that is designed to set your products/services apart from the competition. By using a particular name, phrase, design, symbol or a combination of these, you can create a unique identity. When choosing a brand name, consider the following five criteria:

Motivation ABC’s: Tune Up Your Booth Staff

Are your sales people burnt out? You may want to check. Have they clocked too many twelve hour days? Do they have enough frequent flier miles to charter a jet to Mars? Are their faces permanently skewed into perpetual smiles from chatting with hundreds of thousands of trade show attendees?

The A-Z of Exhibiting Overseas

Exhibiting overseas is one of the fastest and most cost effective ways to identify the best foreign markets for your products/services. International trade shows and fairs offer opportunities for multilateral contacts and business deals. They allow you to test your product’s export suitability; explore the strength and scope of your competition; and gain exposure to potential suppliers, in-country distributors and customers before making any sizable financial commitments. However, to effectively trade internationally, top management must commit to developing foreign markets.

Useful Tips for Evaluating Your Meeting Venue Options

However, large or small the meeting, location is key. Your environment, formal or informal, helps set the necessary mood and ambiance for the meeting to take place. Think about choosing a comfortable, yet stimulating environment that encourages attendees to concentrate, but beware of making it too cozy and relaxing that they’re likely to fall asleep.

30 Tips for Keeping Meeting Expenses to a Minimum

Money makes the world go ’round. And when it comes to meeting planning, money can probably get you whatever you want. However, few event planners have the luxury of an unlimited budget. Your boss may like to drink champagne on a beer budget. In other words, caution you to spend less, but expect miracles at the same time.

The Power of Buzz

How did Hotmail gain over 12 million subscribers in 18 months? How did the very low budget movie “The Blair Witch Project” become such an incredibly successful phenomenon? The answer lies in the power of “buzz.”

Determining Visitor Types

The trade show floor is full of different types of people with different agendas.

Avoid the Duds: 10 Strategies for Selecting The Perfect Speaker

Today, more than ever, the success of meetings relies heavily on the strength of program content and presentation.

Sponsorship: A Key to Powerful Marketing

Sponsorship is the fastest growing form of marketing in the U.S. It is still very much in its infancy, especially in the trade show arena. With this in mind, you can find unlimited opportunities to broaden your competitive advantage by increasing your credibility, image and prestige in sponsoring events attracting your target market.

17 Tips for Bringing Your Event to Life

Your job as an event planner doesn’t stop with the meeting in the company boardroom. You may be called upon to organize an employee appreciate event, an awards dinner, a product launch, the celebration of a company milestone, a gala recognizing a longtime employee’s retirement, an incentive event for company’s sales force, a fundraising event, a holiday celebrationthe list goes on and on.

10 Tips to Use Giveaways Effectively

Walk around any trade or consumer show and you will be able to collect a bag full of advertising specialties, or giveaway items all designed to promote. But look a little more closely. How many really do an effective job? How clearly do they get a message across? Is the message sufficiently visible? Is the giveaway useful or unique enough that you would want to keep and use it? All these questions, and more, need to be considered before jumping into the giveaway game.

Cutting Down Your Trade Show Budget

Whenever a recession or volatility threatens the economy, companies immediately look at where they can cut budgets. Without much forethought, the first to hit the block is inevitably training, followed closely behind by marketing. Why? Both are viewed on the balance sheet as expenditures rather than income generators, so obviously they’re hot contenders for elimination.

Ten Secrets of Super Successful Meeting Planners

Whoever said that being a meeting planner was easy, lied! Rather, it should be classified under the tough and demanding job category. But, along with being tough, it’s also fun, exciting, exhilarating, stimulating, and never, never boring. You have the opportunity to go to exotic places, stay in luxurious hotels, and experience life from a totally different angle. Who could ask for anything more? For those of you ready to shoot me at this point, know that I fully understand your pain!

To Meet or Not to MeetWhat are the Questions?

Meetings can be a total waste of time or a powerful and productive communication tool that solve problems, stimulate ideas, promote team spirit and generate action. The results lie totally in how they are run. Organized and well-managed meetings will inevitably produce effective results. Whereas, meetings that are poorly managed lack purpose and focus are a total waste of an organization’s time and money.