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I’ve seen the look on the faces of my clients, but there was no mirror handy yesterday during my meeting with Denise DiGrigoli. The expression resembles something close to Munch’s figure in The Scream. This time it was on my face.
She and I had gotten together to flesh out a trade show booth design and strategy. Denise, a co-owner of Troy Fine Art, is an expert in this field. Working with her, I knew I could streamline the process and quickly come up with a plan. The deadline for reserving an exhibitor booth for the Massachusetts Conference for Women is today. I had to act quickly.
Denise immediately understood why I’d want to shell out $800 to secure a corner space at this show. The organizers predict that 5000 professional women will attend the one-day event in order to hear two of my favorite icons–Gloria Steinem and Elizabeth Lesser–among other business leaders. A perfect match for my book and talents.
In our conversation, Denise helped me recognize the need to capture the passers-by quickly with provocative graphics, streaming video, high-quality collateral materials, an eye-catching blow-up of me speaking as well as a candy jar and high stools. Somewhere between streaming video and high-quality collateral materials I checked out. I have a couple of very cool trade show banners I thought could suffice, but I’m missing many of the important components for success.
“It usually requires six months to gear up for a trade show,” Denise wisely told me. “You may want to simply attend the show and scope it out for next year.”
I knew that. I have many clients who want to exhibit in the Stationery Show, Surtex and ICFF at the Javits Convention Center. I always recommend a scouting trip first. Then they can take the year ahead to figure out who they’re marketing to, what they want to emphasize and how to make that happen. Four weeks is not enough lead time to show up the way I would want to represent myself.
What a relief to shake hands with Denise, say ‘thank you very much for the clarity’ and tear up the exhibitor application.
I sent in my payment to be an attendee on the 9th. I feel so good.
In response to my blog post on Monday, the brilliant and creative Denise DiGrigoli, owner of Troy Fine Art Services, Inc., came rushing into my Remarkable Women’s Network event Tuesday evening exclaiming, “I’ve got something to show you!” Denise had written me a heartfelt response to my entry on self-promotion the day before. Last night she handed me this page from Martha Stewart which elaborately pinpoints exactly where you can find Martha–on television, on twitter (or The Twitter as Betty White so adorably calls it), at events, on the radio, on her blog and The Daily Wag which catalogs her pooches’ comings and goings. That’s how Martha is staying connected and letting her fans know where she is.
Marketing is not a passive activity. Build a website and they will come? Not anymore.
In response to Martha’s powerful example, Denise who is nothing if not a consummate go-getter created her own self-promotional version.
I challenge you to cut and paste your own version of Where To Find __________ and understand that a one-time postcard mailing or monthly newsletter is not going to get the big results. Today’s market requires multiple channels of visibility. Martha has laid them out well on her page. Borrow her example and use her variety and breadth of reach as a target.
Almost all of the attendees from Monday night’s event hung out for a long time after the official 7:30pm close. To me, that’s the sign of a successful program. If folks are streaming out the door at the final bell, you can be fairly certain that they weren’t fully engaged. But, when the crowd interacts and takes their time moseying out, it’s a measure of accomplishment.
Based on that theory, the Remarkable Women’s Network held at Troy Art and Framing in Fairfield was a resounding success. Denise DiGrigoli, pictured here in the middle between Leigh Scott of Leigh Scott Parenting and me, is the owner of Troy. She was our inspirational hostess.
At the centerpiece of her showroom was a stunning visual presentation Denise had just completed exhibiting the capacity and talents available at Troy. In addition to Denise’s computerized display of their capabilities, each woman attending had the opportunity to tell what she does and share recent good news. We heard breakthroughs, heartfelt happiness–like a child’s upcoming wedding–and positive financial reports. All of it positive and inspiring.
Nancy Moon, owner of Moon Public Relations–a PR firm in NYC and CT–always has her camera on hand and took the shot above before handing the camera off to Denise to capture us. At the end of the event, when I asked for feedback, Nancy said, “I’d love to attend these monthly.”
I’m working on it!
