Support

Getting Management Support

One of the greatest frustrations exhibit and marketing communications managers experience is getting support from upper management. Without this support, their program is viewed as unimportant and is often not taken seriously. As a result, implementing a successful exhibit program is often an uphill struggle. The following ten guidelines will help unlock some of those top management doors, guarantee more support:

Understand their focus.
How well do you know your management team? What are their highest priorities, goals or objectives? Management focuses on finding solutions. They are most concerned with gaining market share, increasing revenues, controlling and decreasing expenses, finding a new edge on the competition and dealing with changes in our unpredictable economy. Ensure that your exhibit plan addresses these areas.
Identify your audience.
Know who on your management team needs to back your plans. Communicate your message verbally and in writing.
Understand their mindset.
What does your management really think about tradeshows? Do they believe the myth that shows are purely social gatherings where no real business takes place? You need to understand their mindset, and possibly begin an educational program. Show them quantifiable results. Encourage management to visit the show, and give them a specific function - for example, they can meet and greet key customers.
Encourage participation.
When management experiences tradeshows and becomes an integral part of the team, there is a whole new approach - other team members quickly realize the seriousness of the company's investment. This results in a more focused and committed team effort.
Emphasize the role of tradeshows.
It is important to emphasize to management that exhibiting at tradeshows is an integral part of the marketing communications mix. Exhibiting is a component of each of the four main promotional vehicles - advertising, sales promotion, public relations and personal sales. By exhibiting, you are advertising, promoting and selling your company image, products and services.
Outline specific objectives.
Plan exactly what you want to accomplish when meeting with management. Your exhibit program may need several different areas of support - for example, budgeting, sales staff cooperation, product display creation, or public relations input. Have a clearly defined plan for each area.
Quantify results.
Management is interested in seeing quantifiable results. Show them specifically how tradeshows have lowered the cost of sales, increased repeat customer rates, attracted new customers, increased market share, gotten products to market quicker than the competition, or improved the company image.
Be prepared to negotiate.
When asking management for support in various areas, present facts that are based on your past experience. Know exactly what you want, and be prepared to negotiate. Be prepared to concede on some points in order to achieve a win/win situation.
Speak their language.
Management is committed to making things happen in the organization. They often do not appreciate the value of exhibiting and how it can help the bottom line. Adjust your focus - illustrate past performance success stories and share industry research and statistics on how profitable shows are for the company. Tradeshow research is available from the Center for Exhibition Industry Research (CEIR), formerly the Trade Show Bureau; telephone 301-907-7626; fax: 301-907-0277.
Appreciate different personality styles.
There are four major personality styles - driver, expressive, amiable and analytic. Know and understand the personality style of your top management. Realize that each style requires different handling. The following is a summary of the different styles:

Drivers: Bottom-line focused, wants you to get straight to the point. They need to know facts and are fast decision makers. They can be stubborn, impatient and demanding, and they seek power, control and authority. Major focus: Bottom line results.

Analytics: Need to know every possible piece of information. They are skilled at planning, organizing and problem solving. They are very thorough, serious, and skeptical, and are often extremely slow decision makers. Major focus: Solution to goals and objectives. Expressives: Oriented to the big picture, not to details, and are risk-takers. Personable, stimulating and enthusiastic, they are very emotional and persuasive. They seek recognition and visibility. Major focus: Creative ideas that sound and feel good.

Amiables: Warm, friendly, dependable, dedicated and cooperative. They are good listeners, relationship-oriented and extremely sensitive. They are interested in low risk levels and in guarantees, and avoid making decisions. Major focus: Guaranteed proven results. - Reprinted with permission from ExhibiTips, an International Exhibitors Association publication, 703-941-3725.