AtlantaEvent.com NewsFlash - How will you decide?

NewsFlash!

AtlantaEvent.com

October 19, 2004

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The only thing we have to fear is an uninformed and uncaring population.

An Electoral Editorial From
Jeff Glaze

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Greetings!

You may disagree or agree with the following, but whichever way you lean, be sure to read the other regular business articles in this week's issue. There is some good information.

It is almost election day and by now I am sure you have come to some decision about who you would choose as president. If you have not chosen, I hope that you can make a decision in the coming days that is based on solid fact and not on rhetoric.

When I was a kid there was a saying that went something like this.

Talk is cheap, actions mean something.

Truly, talk IS cheap and there has been a lot of talking lately. The problem that I have with a lot of the talking is that there seems to be no definitive line between fact and fiction anymore. I remember a time when media reporters claimed to be politically neutral and reported the facts as they saw them. Lately we find that political agendas are used in reporting to conceal facts and to twist perception to whatever bent is believed by whatever reporter. This is usually in the direction of an editor or producer which is the gateway for the information that you and I receive.

As I watch the news, I find it incredible that facts and the truth really have become repeating a lie enough until it becomes the truth. Or is it a lie, or are we being overrun by the reasonable doubt philosophy of trial lawyers with aspirations of being leaders of our country.

In court, in defense of a client, you do not have to build a case that revolves around truth. You simply have to create a sense of reasonable doubt in order to sway the jury in your direction.

So in the elections of recent years it seems that we have been inundated with premises of reasonable doubt. We see claims of fraud that may happen, a draft that no one supports and national health coverage that would break the back of the American economy as we know it.

Going forward who will hold the politicians accountable for their promises? I can guarantee you that with a media that is as biased as the mainstream media in this country, a vote for Bush will guarantee that many of his promises will be kept. They will hold his feet to the fire to such an extreme that it will singe his eyebrows, just as they have for the past three and a half years.

Now I ask you if the media has it's way and their guy is elected, will there be the same accountability?I am not making an endorsement. I am simply inviting you to look deeper.

To get a broader perspective before you vote, visit www.factcheck.org and dig a little deeper. I think you'll find something of interest there.

Jeff Glaze
www.AtlantaEvent.com Editor

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Tuesday: October 19
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Feature Article

Creating Great Charts for Persuasive Trade Show Presentations

By Rena Klingenberg

A well-designed chart can be one of the most persuasive elements of your trade show booth display and literature. It illustrates to your customers why your product is the obvious solution to one of their specific needs. It can communicate major benefits or features more clearly than words can.

To make a great chart, you need to create a clear, compelling picture of the data that will call your customers to action. Your chart's message must be easy for them to understand without having to study it. Three of the most easily understood chart types are:

1) Bar charts

Bar charts are an excellent method of comparing groups of data. Each data group can consist of a single bar for simple comparisons, or multiple bars breaking information down into subcategories for more in-depth analysis.

Bar charts are easy to interpret because most people are already familiar with seeing data in this format. You can use bar charts to emphasize the data represented by the tallest bar, the shortest bar, the overall trend of the bars, or a change in the bars caused by a certain variable.

2) Pie charts

Pie charts are useful for showing percentages of a greater whole. In a pie chart, the entire pie represents the total data, and each "slice" represents data from a particular group within the whole.

A pie chart is straightforward and easy to understand. It provides a clear visualization of the data class that represents the largest percentage of the whole (represented by the largest piece of the pie), and the relative value of each of the other data classes.

3) Line graphs (also called run charts)

Line graphs show or compare trends, cycles, increases and decreases over time. Typically a line graph shows events on the y-axis affected by time on the x-axis. Often a line representing an average of the data charted is included as a reference point. Or multiple lines may be charted on a line graph, with each representing a different product or variable.

Tips for a Successful Chart

Be sure your chart compares your data on an equal basis. Use the same scale for all data categories in one chart (for example, comparing data measured in dollars with data measured in hundreds of dollars isn't equal). And use a consistent interval between your data categories (measuring one-week intervals against 5-week intervals isn't an accurate comparison).

Use charts to communicate the significance of your statistics. Some of the statistics you may want to highlight in your chart are:

Mean value (the average point of all data).
Maximum value (the maximum data point in the series).
Minimum value (the minimum data point in the series).
Sample size (the total number of data points in the series).
Range of data (the maximum value minus the minimum value).
Standard deviation (how widely data are spread around the mean).

Once you've chosen the best type of chart for the data you want to show your customers, remember to keep your graphic as simple as possible. Trade show customers are assaulted by thousands of images. Don't compare too many things, or include too many categories of data. Your goal is to educate your customers, not confuse them.

And resist the temptation to add fancy extras like pictures and 3-D effects if they make the chart look busy. If a chart is too detailed or cluttered, customers won't invest the effort required to figure it out. They'll bypass it as a technical output of mumbo-jumbo, and move on to something that clearly and compellingly calls them to take a closer look at a product.

About the Author:

Rena Klingenberg is a jewelry artist and small business owner. Her website, http://www.trade-show-booth-display.com, is filled with new success tips and articles to help other small businesses market their products. Subscribe to her free "Trade Show Success on a Small Budget" ezine at http://www.trade-show-booth-display.com/newsletter.com .

Coming In January: Jack Canfield of "Chicken Soup For The Soul" Fame.
His new business book is coming out and he will be appearing Live In Atlanta.
Keep an eye out for info on AtlantaEvent.com

The Power of Buzz
By Susan Friedmann, CSP

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.”

Buzz or word-of-mouth marketing influences more people to buy, or not to buy products and services, than most other forms of marketing. Why is it so powerful? Basically, we have a need to share information as a means of communication and also as a way of understanding the world around us. Often, we base many of our purchasing decisions on information gleaned from friends and well-respected associates. We tend to listen to them more readily then most mass-media messages.

In his book “The Anatomy of Buzz,” Emanuel Rosen states, “most marketing today ignores the power of buzz and tries to influence each customer individually.” He believes that “buzz travels through invisible networks that link people together. Noise, skepticism and connectivity all influence today’s buzz.”

As exhibitors you need go no further than the trade show floor to find a network that creates a real buzz. It starts prior to the show, gathers momentum at the show, and then slowly dissipates after the show ends. Every exhibitor has the power to influence the buzz. It all depends on product/service quality, marketing savvy and the decisions made.

I recall visiting a telecommunications show a couple of years ago when the buzz on the show floor concerned a Fortune 100 company and major player in the industry, (who shall remain nameless). The talk centered around the image of their booth which wasn’t quite up to expectations. The buzz went like this: “The ABC Company has gone cheap. They must be having financial problems.” It’s gossip like this that starts the wheels of the “rumor mill” turning and can even create havoc on the Stock Market. Remarks like this often have very little bearing on reality, but people make assumptions and decisions based on what they see and hear. Obviously, the originating source of the buzz plays a key role in its basis for truth.

I’m sure that you would much prefer any trade show buzz to be positive. Since talking about products/services makes economic sense, how can you use the buzz to add to your existing marketing efforts? I’ve put together ten guidelines for you to consider:

1. Brainstorm all possible groups of people who might be interested in your products/services. Consider including the media, opinion leaders, influencers, lead users, politicians, analysts, etc. Don’t forget chat rooms and newsgroups although buzz still spreads primarily by personal interaction.

2. Research how information spreads among your customers. Ask them how they usually learn about new products/services. Who are their major information sources? Who’s information do they value? You’re primarily looking for groups of people rather than individuals. However, don’t discount individuals, as they may well be a powerful opinion leader.

3. Develop a clear and concise message highlighting the product/service benefits you want to filter through these different groups. Zero in on your product’s uniqueness and what it can do, for example, to help save time and money – two basic elements most people seek.

4. Think about ways to tap into these groups to spread the word about your products/services. Use these in addition to your existing marketing efforts. Never rely on just one means of connecting with you target audience. Your credibility is enhanced through different marketing mediums. For example, exhibit marketing could include pre-show advertising, at-show sponsorship and post-show, a trade publication article. The more ways people can hear and see you the better.

5. Offer prospects easy ways to try your product/service. For example, the makers of Pictionary gave demos in parks, shopping centers and other gathering places. The trade show floor presents excellent opportunities for this.

6. Come up with other creative ideas to enhance trade show show demonstrations. What can you give people to take away to remind them of your company, products and positive show experience. Think about something that will help create the buzz. It’ll have to be more creative than a key chain or stress ball. The more product-related the better. You want people to remember and talk about you – positively!

7. Look at special groups whom you might offer a product discount, a loaner or even for free. You’re looking for groups/individuals where the direct product experience will help spread the word. For example, when FedEx started out, it offered free shipping to show people how their program worked. America Online continuously finds ways to offer hundreds of free hours of trial usage to entice new users. I recently saw a display of free CDs at WalMart.

8. Use press conferences for major announcements, new product introductions, but only if they are truly new or improved, or general industry trends - what’s hot and what’s not. Realize that editors are interested in timely newsworthy information; industry trends, statistics, new technology or product information. The media get very upset attending a press conference which is poorly organized and where there’s nothing newsworthy.

9. Use sneak previews at trade shows to build anticipation and help create a buzz on the show floor. Give people a fun experience and a behind the scenes view of what’s coming. TV and the movies have got this down to a fine art with their coming attractions. Siemens just did this extremely successfully at the recent CTIA show in Las Vegas. They organized a live marketing presentation with a futuristic theme that featured a digital phone prototype. They certainly created a buzz, which had people, including myself inquiring about the product’s availability.

10. Make use of trade shows to educate your target audience. People are hungry for information. Investigate opportunities to speak either during the workshop sessions or incorporate an educational session into your display.

The power of buzz far exceeds many conventional marketing vehicles. It is probably the oldest, most well-used and valuable one out there. Look at how you can make it an integral part of your existing marketing plan to influence the voices in your industry.

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

Don't Hate Me Because I am
e-Beautiful: E-Learning's Role In Training Effectiveness

by Julio Quintana

About a week ago I heard a comment from a senior manager that again reminded me of one of the challenges we face in the training field. He stated that he did not believe in e-learning, especially for salespeople. The comment did not surprise me. I have heard it from many others in his position. Back in July of 2000, in fact, the ASTD surveyed American trainers about who offered the most resistance to introducing e-learning into the workplace. The survey showed that managers (40%), followed by trainers themselves (25%), topped the list; followed by learners and technical support personnel (both 15%).

E-learning debunkers often quote user resistance as their primary concern. Given the option, they say, people prefer to be in a classroom surrounded by peers and facilitated by an expert. E-learning supporters, on the other hand, reason that people prefer the flexibility of the online environment, preferring not to have other students keep them from learning at their own pace. Right in the middle of these two arguments is where many companies either stop to develop an online training program or abandon the pursuit.

Granted, no single e-learning solution can cater to the needs of all learners. And no single online program can address the variables created by age, job skill, work environment, business strategies, and hundreds of other variables. But, to say that you do not believe in e-learning these days is like saying you do not believe in the Internet. And like the Internet, e-learning is here to stay, so it would serve us well to understand how and when to use it.

In all fairness to both camps, there are valid arguments for the debate. So let’s take time to talk about the most common e-ssues (sorry, couldn’t help myself) and ways to evaluate the role of e-learning within your organization.

Understanding What E-Learning Does…

Don’t get too wrapped up in the terminology. E-Learning, as defined in A Vision of E-Learning for America’s Workforce is “…instructional content or learning experiences delivered or enabled by electronic technology”. The focus of this and other institutional documents has been primarily on how to implement e-learning successfully into the workplace. According to The Commission on Technology and Adult Learning the focus is primarily on adult-centered and work-related e-learning designed to “increase workers’ knowledge and skills so they can be more productive, find and keep high-quality jobs, advance in their careers, and have a positive impact on the success of their employers, their families and their communities”.

This is a cause worth joining and a good list of goals regardless of how you deliver training. So, before you evaluate a “method”, make it your purpose to assess how your instructional content will increase knowledge and productivity, retain workers, advance careers, and make employees successful in every area of endeavor. The delivery is secondary to the purpose. By definition, if you are already putting training in Power Point presentations and making it available for viewing from your intranet you are doing e-learning.

Addressing User Acceptance Issues…

Beyond the decision of implementing e-learning is the question of whether or not students will use it. It is reported that when employees are required to register for e-learning, only about 32% actually do so. And amongst those that do register, 50 to 80% dropout is not uncommon. Resistance to technology is nothing new, but if we are going to effectively support our company in their effort to reduce cost we have to deal with the problem head on.

Jonathan Feldman, Chief Technical Manager of the Chatham County Government in Savannah, GA has a great solution. Mr. Feldman deals with the common problem of keeping his help desk and tech support employees knowledgeable. To retain top staff, he needs to train at least a few times a year; more when it involves cutting-edge projects. Because most in-depth classes are not held regularly in his part of the country, training his team also means expenses for class fees, travel, per-diem, lodging, and loss of productivity.

“One standard cost-cutting measure is to (reluctantly) drop some instructor-led classes, sometimes in favor of CBT (computer-based training)” says Mr. Fieldman. “But I hate that. I find CBT to be no better than reading a book…”

He continues by saying that a recent experience with an e-learning company in Phoenix helped solve this problem. The company uses Internet groupware in conjunction with traditional conference-call technology. Students can listen to the instructor on-line, raise their hand, ask questions (both spoken and through chat) and even have a little interactive fun on the virtual whiteboard. “… the best thing about this method”, he says, “is that I could lie back in bed and attend class — even when I had the flu.”

Creating the Best Solution…

Finally, remember that e-learning is evolving. The “ideal” training for you may be an instructor-led class held in a barn. But don’t underestimate the benefits of technology. While using slide presentations is not a necessity, we have become more and more accustomed to them and enjoy the benefits of richer media and visual effects. Ultimately the success of your training depends on the feasibility of the delivery and e-learning can help facilitate that.

The best solution is often a blended solution. That means taking advantage of the many tools (technology based and conventional) available to you. Ironically, the most basic instructional design model includes assessment measures to determine the method of learning delivery best suited for your audience.

Maybe going back to the basics is the best advice to follow, and I can tell you were you can take a great online course on the subject. ;)

You can find more information from Julio Quintana at www.julioquintana.com

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Message Added: October 19th, 2004 at 11:35 am