Apr 22, 2019
Have you been wondering how to demonstrate value past the
obvious metrics of your program so leadership, and more importantly
your boss sees your contribution to the organization? So
often marketers are truly the unsung shero or hero of their trade
When a trade show, event or program goes flawlessly, it is taken
for granted that it is as we like to say at Exhibitus-Easy as
Pie. But you know how many moving parts there are-and want to
share that without feeling like you are bragging right?
First-it isn’t showing off if you are successful at your job-it is
giving your organization something they need a way to boost the
And yet-why is it that you might feel stuck, not able to get
traction and recognition? Here are some possible reasons and
then 5 ways you can remove obstacles and break free to move up in
3 Common Pitfalls of
- Busy doesn’t mean efficient. In
an interview with Jodi Devlin, who is now a CEO, she perceives
constant work as evidence of not being able to get work done
efficiently. While it may be perceived that leaders
appreciates hard work-are looking for streamlined processes.
Look for ways to reduce those late-night hours.
- Meeting job requirements isn’t reason enough for
recognition. I once had a boss say that he was raised with
the belief if you are doing your job that is meeting the baseline
of your job-and doesn’t earn a promotion. It is doing the
exceptional over and above that gets recognition and not before you
high vault above that bar.
- I don’t need help. If you are resistant
relying on team members, or your partners for support because you
believe it somehow shows your organization that you are mindful of
budgets-guess again. Going back to the first item on this
list-using resources make sure you are using available resources to
increase your efficiency so you can focus on ways to demonstrate
the value you add to your organization.
Not all of you fall into these traps of wanting to show
value-and that is great!! If you said this is not me-high
five! Now for the part that you we all need-how can we can we
increase value and elevate our contribution within the
5 Tips to Boost your Visibility and Get
- Link all goals and objectives for every program to the
corporate goals. For example, in an interview with
Marcia Deem, the Exhibitor Allstar winner-she had specific
sales goals for the company and devised an innovative solution to
reach those goals.
- Level up the conversation. Meet with finance,
procurement and other areas and find out what they need to
shine-helping others within the organization show results will not
only boost impressions it also makes you more marketable for cross
- Identify and Solve challenges. Every marketing
program has challenges-whether it is budget reductions, lead
management follow up, attendee targeting, there are always one or
two areas that come up on post event internal surveys. Look
at trends and devise a solution. Unsure how to do this?
Tap into your network and ask for advice. If you aren’t yet a
member of the Exhibitor Online community-join the LinkedIn group-or
you can join our Rock Your Trade Show LinkedIn group and ask the
experts in our private group for advice.
- Track successes and demonstrate to your boss.
Many of you have one on one’s with your boss. In those
discussions make sure you always take examples of how you solved a
challenge and stakeholder feedback. Remind them of your
initiatives and how they help improve key goals-efficiencies,
value, increased sales whatever they are show that your program is
aligning to the overarching goals and solving key challenges faced
- Find your blue ocean and own it. Recently
there was an article about the exhibit industry that stated there
really aren’t any new trends to share. It was an interesting
observation but it also raised the need more than ever to look for
a new innovation and set the trend. If you aren’t familiar
with “Blue Ocean Strategy” there is an excellent book that
highlights how to stand out and create a market innovation in an
A favorite story from the book is about Cirque du Soleil.
That company changed the conversation and elevated the circus
experience, moving away from animals and focusing on people.
The result-a hugely successful entertainment enterprise that
commands high priced ticket sales in multiple cities.
That example has stuck with me and was a contributing influence
for this podcast. Before Rock Your Trade Show, there wasn’t a
podcast that focused on empowering women marketers in the trade
show industry. Market research, interviews with onsite
exhibit managers, directors and product managers showed that there
was a need to help you specifically in your career.
What do you think would be your blue ocean-it doesn’t have to be
a huge life altering change? It can be something simple that
relates to market share and how you are increasing the piece of the
pie for your organization. If you are a destination
booth-meaning your brand is iconic and attendees will automatically
come to you to see what’s new-think about how you could change the
experience unexpectedly for your staff and attendees that fosters
collaboration for example.
Even if you are a known brand-going into a new vertical
may present you with being the unknown entity. Perhaps you
are trying out the waters in an inline whereas in the primary
market you have a large island how can you create your blue
ocean-that makes people talk about their experience and encourages
them to talk about you? For insights about how to do
this-check out episode
59 with Glenda Brungardt.
And if you are looking for help on any of the tips mentioned
out to me, I love hearing from you and helping you achieve
success with your trade show program and career.