Apr 3, 2017
Have you ever wanted to have your event program stand out in
your organization? For some marketers being seen as a
strategic part of an organization isn’t always easy. Finding
the right person who can help you stand out and give you strategies
to implement is sometimes all you need. This week’s Rock Your
Trade Show interview is with NeKeta Argrow and she shares tips
that will help you increase your visibility within your
is an Event Marketing Architect who started in the technology
industry handling their road show program at Microsoft and then
made a pivot into the Healthcare Industry leading a team at a large
medical device company. Her journey has had many key
milestones including joining the HCEA Healthcare Convention & Exhibitor
Association) board for three years. She leveraged that
experience into becoming a speaker which has elevated her
visibility as an industry expert.
8 Ways To Increase Your Visibility and Add Value To Your
Trade Show Program
- Look for internal opportunities.NeKeta
described how she was working for Microsoft doing their road shows
and discovered a larger opportunity to be responsible for their
launch program. Staying connecting internally will help you find
new options for you to explore.
- Develop a rapport and network with
stakeholders.One of the best ways to know what is
important to the different areas that touch events is to meet with
them regularly. Invite the marketing lead, or procurement
director to coffee or lunch. Gaining insights into what is
important to them will help you take things to a new level.
- Align areas to work together.It is really
beneficial to implement a meeting timeline that brings all of the
departments together involved in a specific event. By taking
the lead in joining together the key stakeholders, you will elevate
your visibility and credibility within the organization.
- Be patient, building trust can take
time.Getting everyone on the same page and working
together takes time. Set milestones for yourself that are
attainable and work with realistic expectations on achieving
- Increase visibility by getting involved in industry
related associations.Sometimes you have to go outside your
organization to increase your value internally. NeKeta started
her experience by first going to an event, meeting the organizers
and volunteering. Eventually she was asked to serve on the
HCEA (Healthcare Convention & Exhibitor Association) board
which spanned 3 years. Getting involved in a volunteer role is
one of the best and fastest ways to be viewed as a leader.
- Look for Speaking Opportunities. If you
are like many people, the thought of speaking to an audience makes
your heart beat faster and you can feel a cold sweat coming
on. It is however, an important skill which will serve you
well whether you are addressing an internal conference or a session
at an outside event. Take it slow, you don’t have to be the
Keynote presenter at your first speaking opportunity. Start by
joining a panel like NeKeta did to gain experience.
- Find a Sponsor.“Men find sponsors. Women
seek mentors”- quote shared by Neketa from ExhibitorLive. While mentors
help you with advice, a sponsor is the person who is going to make
all the effort you did in tips 1-7 pay off with new career
- Your expertise can be transferred.Many skills
are not industry specific and can be applied to new positions like
Leading a Team, Managing Complex Programs, Creating ROI, are all
areas that you can leverage in a new role.
Whether you are fulfilled in your career or looking for your
next great move, we all can benefit from the ideas NeKeta shared in
this interview. You can learn more about NeKeta Argrow at
her www.eventmarketingarchitect.com and follow her
on twitter @eventmguru.
I am excited that NeKeta has joined the Rock Your Trade Show LinkedIn group. You are invited
to join the group and ask her questions about this episode or other
ideas in the community!
Credits: Podcast Editor Team Podcast-Thank you Christy