Home Sponsorship: A Key to Powerful Marketing 1 2007 Education Report 2008 Education Schedule 2008 Operating Council 3 Airlines Shut Down in One Week 3.15.06 Thoughts 3.15.06 TSEA Tips 5.1.07 News 4.15.08, Bits From Bob Become a Speaker at TS2 2008 – THE Industry Event for Exhibit & Event Professionals FREEMAN LAUNCHES CUSTOMER TRAINING PROGRAM FOR PART-TIME SHOW SITE STAFF Krisam Group Announces Ecomomic Stimulus Plan for Meeting Planners TSEA MEMBERS ONLY Aaron Bludworth Joins GES as Vice President of Corporate Events After The Show: Self-Analysis, A Critical Component to Improve Performance April 1 Bits From Bob April 1 Industry News April 1 New Members April 1 Thoughts from the Corner Office April 1 TSEA Tips April 2: TSEA Open House Are You Throwing Money Away? Begin at The Beginning: Three Secrets for Tradeshow Success Best Booth at Expo! Expo!: ARI Bits From Bob 5.1.07 Bits from Bob, Aug. 1, 2007 Bits from Bob, December 17, 2008 Bits from Bob, Feb. 1, 2008 Bits from Bob, Jan. 4, 2008 Bits From Bob, July 1, 2007 Bits From Bob, June 1, 2007 Bits from Bob, Mar. 3, 2008 Bits From Bob, November, 2007 Bits From Bob, October 1, 2007 Bits from Bob, September 1, 2007 Bits from Bob: May 1, 2008 Boothsmanship is Dead: "Preparedness" Reigns Supreme Canon Communications Acquires Pharmapack Carnival Refunds $40 Million Chicago Convention & Tourism Bureau Unveils Online Video Marketing Tool for Customers Cleveland’s I-X Center Expansion Completed in Record Time; Fed Ex Kinko’s Opens Three Gigs in Vegas Creating Customer Evangelists Eight Effortless Exercises to Improve Trade show Performance Elaine Cohen Named Finalist in Stevie Awards for Women in Business Emap To Sell Events Division for $1.97 Billion ENK International to Acquire WSA Global Holdings LLC Exhibiting the Easy Way Exhibition Industry Revenue Grows 11.3 Percent in Second Quarter of 2007 Fairmont and WWF Join Forces to Address Climate Change Four Generations In the Marketplace: What This Means For You Freeman Announces Management Changes Freeman Recycles 25 Million Square Feet of Used Carpet Gaining Corporate Support GES® Acquires Ethnometrics Business Good Shows in Bad Times: Exhibiting When Your Industry is in Crisis Great Connection Weekend: The Master's Retreat Greenhill SAVP Completes Investment in BDMetrics, Inc. Help Wanted! Hey, You - Exhibitor Manners at a Trade Show Hortec 2008 Postponed; Food Tec Middle East and Food + Hospitality Middle East Rescheduled Hot Button Exhibiting How to Avoid Eating Your Words: 10 Essentials for Networking at Tradeshows and Events How to Avoid Eating Your Words: Ten Essentials for Networking at Tradeshows and Events How to Stand Out on the Job and in the Booth Hyatt Meetings Take Two Offer Ian Twentey Named Experient Eastern Region Senior Vice President iBAHN and IAEE Services, Inc. Launch World-Class Converged Network Industry Expert Harris Schanhaut is Available for Hire Industry News, August 15, 2007 Industry News, July 7, 2007 Industry News, June 15, 2007 Industry News, Mar. 3, 2007 It's Not What You Say, It's How You Say It: Body Language at Tradeshows ITN International Scores Judy Fairbanks as Vice President of Marketing JetBlue Now Offering Refundable Fares Jones Joins 3D Exhibits as Sr. VP, Client Results Strategist Las Vegas Sands Completes Initial Funding for Singapore's Marina Bay Sands Learn More About Your TSEAConnect Mack Brooks Exhibitions Announces the Acquisition of the International Converting Exhibition (ICE) Series Meeting Planners Rate Toronto Top Canadian City Member-of-the-Month, Bob Dallmeyer National Capitol Area Chapter Launched New Washington D.C. Chapter to Hold First Meeting January 28 News, April 16, 2007 News, May 15, 2007 Nick’s Cove & Cottages Announces Events Space October's Webinar: Your Booth Staff and the Four Levels Of Proficiency Open Skies: Deal is Sealed Between United States and EU PCMA Names Mark Holmes New Chief Financial Officer Penton Media Reorganizes Reed Exhibitions in the News Remaining Relevant: Tracking Trends for More Effective Exhibiting Revenues Projected to Rise Sandra Pizzarusso Joins Impact Unlimited as Director of Meetings and Events Secrets to Increasing Off-Site Meeting Productivity Sheraton and Four Points by Sheraton Hotels Go Smoke-Free Strategic Acquisition in Fast-growing Dubai Market The Six "P"s of Marketing?! The A-Zs of Exhibiting Overseas The Nielsen Company Names Greg Farrar President of Nielsen Business Media The Power of Asking Questions: 7 Strategies to Discovering what Your Prospects Really Want The Tradeshow Curse The Virtual Trade Show: The Top Four Things You Need To Know The Wearing of the Green: Exhibiting for the Environmentally-Conscious Audience Thoughts From the Corner Office Thoughts from the Corner Office 5.1.07 Thoughts From the Corner Office, April 1, 2008 Thoughts from the Corner Office, April 15, 2008 Thoughts from the Corner Office, April 16, 2007 Thoughts from the Corner Office, Aug. 1, 2007 Thoughts From the Corner Office, August 15, 2007 Thoughts From the Corner Office, Dec. 3, 2007 Thoughts from the Corner Office, December 18, 2007 Thoughts from the Corner Office, Feb. 1, 2008 Thoughts From the Corner Office, Feb. 20, 2008 Thoughts from the Corner Office, Jan. 16, 2008 Thoughts from the Corner Office, Jan. 4, 2007 Thoughts From the Corner Office, July 16, 2007 Thoughts From the Corner Office, June 1, 2006 Thoughts From the Corner Office, June 15, 2007 Thoughts from the Corner Office, Mar. 3, 2008 Thoughts From the Corner Office, May 1, 2008 Thoughts From the Corner Office, May 15, 2007 Thoughts From the Corner Office, Nov. 1, 2007 Thoughts from the Corner Office, Nov. 16, 2007 Torch Passed to Next Generation at Hargrove, Inc. Trump International Hotel & Tower Chicago Debuted January 30 TSEA at Expo! Expo! Dec. 10-12 TSEA Connect Book Club: Stimulating Conversation Underway! TSEA Members: New Discount Affiliation with FCm Travel Solutions TSEA New Members, Aug.1, 2007 TSEA Tips 5.1.07 TSEA Tips, April 16, 2007 TSEA Tips: The Scent of a Show TSEA to Exhibit at Exhibitor 2008 TSEA's Career Center TSEAConnect: the ONLY Online Community of Its Kind TSNN.com Reports Dramatic Increase in Event Interest in 2008's First Quarter Turn Your Team Around: Seven Strategies to Transform Trade Show Performance Valera Global Joins Chicago Climate Exchange, Commits to Offset 100 Percent of Greenhouse Gas Emissions Windy City Chapter Events for 2008 Windy City Logo Contest Windy City News Creating Customer Evangelists By Christina Foster At a recent Midwestern Chapter of IAEE, I had the pleasure of being the moderator for the ‘How to Make Your Customer Your Evangelist’ roundtables. The participants, both vendors and show organizers discussed what a customer evangelist is, how to find and create and keep them. In most cases, the evangelist they want to create and keep is their customer… you, the exhibit professional. Each table had a vast difference in knowledge and opinions, proving evangelism is an art rather than a science. Any company can take these examples and mold the practices into your own. Here is what we learned… What is a customer evangelist? The majority of the participants said that a customer evangelist is one that will recommend your company. They are an advocate for your organization and believe in your products and services. While this is all true, it isn’t exactly a customer evangelist. A true evangelist goes a step above the ‘advocate’ by not only recommending your company when asked, but also bringing people to you. They are free sales people! A true evangelist believes in what you do and wants to tell the world. As one participant put it, they tell everyone they meet about you… ‘Preacher Style!’ A great example of this is one of our members at the Exhibitor 2008 literally dragged people to our booth. He said, “This is the association I was telling you about. They’re great! Your business needs them. Sign up now!” …and they did. We had more than a few evangelists walking around the show that day. These customers value loyalty and convert people to your side to share the mission and passion of your company. It is a true partnership where they value your company and the relationship they have with it. What do you currently do to create customer evangelists? This was an interesting topic, because of the diversity of answers. Some good answers I heard were as follows: • Having a good CRM system in place; service centers, an automatic system to create a personal customer relations • A system to pre-determine problems, learn from mistakes and problems as seen from years past • Treat all exhibitors the same; small exhibitors matter just as much as large exhibitors • Personal relationships Learning from the mistakes of others, there were some not-so-good answers too: • Promotions -- True evangelists do not advocate for you because of a promotion; they do it regardless. Customer evangelists do it because they want to achieve the same goals as you. They love your company and will do anything to support it. • Comp tickets for employees to give to attendees --Comp tickets are good for getting 3 types of attendees in the door 1. The person has never attended the show 2. They have attended, but had a bad experience for one reason or the other and need to be persuaded to give you a second chance 3. The person could care less about the show, but it is a free ticket and they might get some good giveaways. Evangelists of your company will pay top dollar to get into see you, because they understand the value and know it is worth every penny. They see the benefits of your organization. In fact, they persuade others to pay the full price! • Sending out surveys after the event. Surveys are extremely important in getting the feedback from your customers on a continuous basis. Sending out only one survey at the end of your event is not such a good idea. A week after the show, many of the exhibitors and attendees have already forgotten about the details of the show. Their heads are so overwhelmed with the post-show follow up; they could no longer care less about your show. Instead of one survey a week after the event ends, create outlets for feedback throughout the entire process of your show. Any time you have communication with your exhibitors or attendees, have an outlet for feedback. Some examples of this: + Offer a web address where they can email feedback. + As sales are made or registration for your event is done, ask them how their process was. How can you make it better? + When customers or prospects call for help, ask if their issues were answered and how they would rate their experience up to that point. What are the steps/process for creating (and keeping) your customer evangelists? Again there were many approaches heard during the discussions and they hold true to any company, in any industry: • Have a process from the beginning to end on how to get feedback from your customers; surveys, blog sites, written and verbal suggestions • Reach out to customers. Instead of them pulling information from you, push it out to them. Let them know what’s new, education, anything they need to know involving your products/services • Consistency in updates. Always let your customers know what is going on. Communication is key. • Thank them. A simple thank you goes a long way. • Having a CRM system in place to take care of all the needs of your customers • Always be available; have an uncomplicated phone system (avoid phone tree hell), an easily navigatable website, letting your customers know exactly who they can contact, for what reasons and where. • Listen to your customers. Really listen to what they say and only respond for understanding until they are completely finished. • Participate in your customers’ experiences • Keeping your company, organization or show fresh and new-keep up with the latest goings, on. Take an active roll in the industry you are in Creating your Customer Evangelists. While creating your customer evangelists there are simple steps you can take. 1. Set Goals. Track how many people attend your webinars, events, or buy services. Each time a transaction is made, ask how they heard about you. 2. Plan a PR strategy. Much of how your company is conveyed is through PR. Plan how you will reach your customers, and potential customers, while at the same time conveying your message in a positive light that will not only sell your products/services, but also get your current customers excited to help you. 3. Let your customers facilitate your activities. Involve them in round-tables, surveys, customer-led blogs and webinars 4. Provide networking opportunities. TSEA has many opportunities for this on our TSEAconnect site. You can have an online community where your customers can freely chat amongst themselves, or during networking and educational events. 5. Get involved. While it is great having your own blog site and knowing that customers are starting to talk, find out where they talk. Show up at the networking events; participate in the blogs. You can be sure to stay on top of concerns, and immediately address any as well. Alternatively, feed into the satisfied customers and go the extra step of offering more. For more information about Customer Evangelists, Check out these books on TSEA's Online Store: