It is easy to get it when you’re into events. There is never a dull moment in events for one. When you close your eyes either the competition is ahead a thousand miles or you have a milestone or a task that is delayed.

But I tell you never subscribe or use the power of adrenaline in events management or events organizing. It is too risky. Event must be approached systematically. Yes, we must do it with precision. Never left any stone unturned.

Well, of course, adrenaline will always come. But let it come having in mind that you are so prepared and you’re after perfection. Not the other way around where you use it as if your house is on fire and you muster your strength to lift a refrigerator and take it out safely in away from your burning house.

If can be scientific and use the tools available, there is no doubt you will be one of the most sought after or revered event management in the Philippines or even this part of the world.

I admire event organizers who have the steadfastness and stubbornness to make things happen. They are a special breed of people who despite the odds will make the impossible possible.

Take the case last week where Typhoon Falcon lashed out our country, there are events scheduled to take place, and as far as I know, all of the events pushed through.

Having witnessed these, I take my hats off to all the event organizers of those events.

This brings me to an important rule when you are an event’s organizer or manager, the rule is “the show must go on” no matter what the challenge maybe except if it is life and death.

This is our life as an event’s organizer, producer or manager; we should be unstoppable because we should be unstoppable.

The recent National Marketing Conference held at Sofitel Philippine Plaza is an event where innovation as a word seeps into every discussion of all speakers. It seems that there is really a big need for all the companies to find the Holy Grail of Innovation and be the first among all the competitors to capture a new market.

I am very excited about the future upon seeing this trend. Yes, our world has changed tremendously because of the innovation boom. Yet, I still expect that bigger and better innovation from different industries take place.

No, I am not a sucker for novelty. I am passionate about seeing great minds to great things to alter the behaviour of the human species.

Just one thing, I hope and pray that all the innovations are to better the world not destroy it. Yes, all innovation must now pass the Green metrics.

Well let us all get at the back of this car called innovation and enjoy the ride.

To each is his own. We have our own talents. Talents that other cannot replicate or surpass. This is the reason why we have to ask others help and assistance. This is the reason why we have to outsource. It is not our core competence; therefore, we have to give it to others.

Some people forget about this important natural law. Take for example event management, it is an industry. It requires a very specialize set of skills. Therefore, I cannot understand why some industry or professions insist that it is easy to organize an event when they don’t have the set of skills needed to execute it.

Ahhh, there goes an event in the red, all because people get blindsided by the painful fact. Haven’t they heard the cliché “Leave it to the expert”.

In today’s challenging business environment, the need for innovation is not anymore a whimsical idea but a must if a business enterprise needs to survive.

The latest Ad Congress theme says it all “Game Changers”. Numerous seminars and conventions about innovation are in every corner of the world and our country.

Facebook, Iphone, Ipad, Twitter, Mc Do Online Delivery, Online Ordering of Passports and NSO are game changers that completely changed our business and social landscape.

Just recently, I attended a seminar on Business Model Innovation and it is really very enlightening and a powerful tool. The key is never to compete with your competitors but to create a new market space.

In our company we are a Blue Ocean and Niche Advocate – we believe in abundance and we believe in carving a new concept albeit it is hard at first to make it profitable.

I strongly propose that our Passion for Innovation should be transferred or trumpeted by our government and media, in the long run, it is the key to making us a Developed Country.

For events and expo, we must be on a watch out for a major earthquake is about to happen that will change our industry. 

Events and expo are a great source of increasing your channel support. Channel support or distribution system is a tool to out your products and services to a greater number of people.

 There are three things you can gain in events or expo if you are focus on generating channel support.

1. Identify and recruit new distributors or partners

Events and expo gives you a lot of opportunities to recruit new distributors and partners. The face-to-face interaction with new distributors and partners gives you an edge in terms of knowing these potential partners deeper and if they fit into your company’s standard.

2. Support You Current Sales Channel

An increase of new distributors automatically improves your existing sales channels. This is the power of events and expo where the thousands of visitors that go in to see your exhibits give you the leverage to attract more distributors.

We all know that more distributors mean more sales in the pipeline – a must to make your particular sales channel healthy and profitable.

3. Build your reputation as partner   

If you are a sales channel or distributor, events and expo helps you increase your sales partners. In the eyes of the companies that tap your services you become trustworthy because you have proven yourself to move their volumes of products and services to the market.

This situation improves your reputation as a distribution center or sales channel.

As I have mentioned in a lot of my blogs, events and expos are a veritable source of strategic ways to increase your sales. Sometimes you just have to see more than the tangible things that events and expos offer.

Branding is an essential part of marketing our products and services. In choosing events, expo or exhibition we can effectively promote brand awareness by doing these 5 activities.

Those who have been using events, expo or exhibition knows very well that a product or service that has a better brand easily sells as compared to a product or service that has not maximize or don’t care about branding.

So here it goes the 5 Branding Activities or Goals you can do during events, expo or exhibition.

1. Create or raise market awareness

This is very important most specially to a product or service that is just entering the market.

You can create or raise market awareness by designing a booth that will WOW or join the event, expo or exhibition programme of activities.

The best of course is to be a sponsor.

2. Position or reposition your brand

Some products or services needs to reposition their brand, events, expo or exhibition will allow you to do this instantly!

Events, expo or exhibition allows you to engage intimately with your market by having actual face-to-face communication – a faster way to jumpstart your repositioning strategy.

3. Educate by demonstrating

The more you demonstrate the uses and features of your products and services the more the brand image of your products and services stick to the mind of the market.

4. Boost Investor Perception

Companies who are on a look-out for investors or franchisers can easily convince these special groups of people when they are seen in events, expo or exhibition.

The mere presence in events, expo or exhibition makes you accessible to these investors or franchisers – an edge you don’t want to miss.

5. Develop new markets

Finally, events, expo or exhibition gives you the steering wheel to create new markets for your products and services be it territorial or social demographics because events, expo or exhibition can attract different kinds of market.

There you go, so calling all Brand Managers or Marketing Managers your Brand Development can become faster by maximizing events, expo or exhibition and using these activities or goals that are time tested to deliver results.

The health, wellness and beauty revolution continues as Look and Feel Great Expo 2^nd run hits Glorietta Activity Center.

The event features health, wellness and beauty seminar and entertainment activities. The second run of Look and Feel Great Dance Competition also takes centerstage. A new set of contestants are set to mesmerize and awe the event attendees and judges.

Among the participants are AM Euro Pharma, BCP Dermatological Corp., BPI, Carelink Health Services, Curves, E-Hersisyo Inc., Dermclinic, E-Life Pharma, Evertrimm, Herbalife, Cherifer, JLC Miller Co. , Clium Fiber, Fibremate, Philamlife, Tai-chi, Rhodesian Distributors, San Mig Coffee Mix, Slimmers World and Sunrider Philippines.

The event is supported by Asenso Pinoy TV, UNTV37, Businessworld, Herworld, 88DB.Com,Tarpographics, I-Concept and Decisive Moments.

For more information, call tel # 6433887.

Barely one day after Negosyo Power Expo and the good memories and smile flashed by the event participants still hover around my head.

Yes! It is still another breakthrough for EXLINKEVENTS as we saw the big VICTORY sign after the end of the event. As a background, it is the first out-of-town mall expo of Exlink and the first time we use MarQuee Mall; and it will not be the last time because of the warm reception we had with the Angeles public.

They indeed went to look for business, enjoy the entertainment and games, and learn something new about going into business.

Even the evaluation results submitted by the exhibitors are very encouraging. So we went home in a very jolly mood, scud through NLEX in the middle of the night with a new found energy and hope.

Indeed, Negosyo Power Expo connected with the people of Pampanga and they want more!  

Not my original idea.

However, if you are participating in events you must make sure that your products and services fit with the events. It must be along the concept that the event offers. Logically and rightly so, if you join an event that is very far from the category of your products and services then there is a very big possibility that you will not maximize your participation.

One big reason, the attendees of the event may not fit with the target market that you expect because you do not fit with the concept.

So always remember, the greater the fit, the greater the value events can give you in terms of results and mileage.

One of the most overlooked function that events or expo can do to a company is market research. It seems that automatically we join expo to generate sales – a short term goal that is ok but may not answer when we want to be on top of competition.

Market Research is about generating insights and intelligence in the market that companies are in and the competition that is around it. Expo or events are great in generating consumer insights and competitors intelligence.

It is a must for us who are using expo and events as a tool to harness this very special character in order to give us the edge when it comes to the competition.

Here are three things you can do at expo when it comes to market research:

                        a. Testing of new product

                        b. Research the effectiveness of the marketing campaign

                        c. Test market awareness and perception on your products

Having said this, good luck to a more intelligent use of expo and events.

            

Brands joining the Negosyo Power Expo slated this June 3-5,2011 at MarQuee Mall are continuing to increase. This is a positive signal that companies are looking to expand further their business at Pampanga and nearby areas. For Pampanga and other provinces this means that there are businesses opportunities that they can venture into to create an economic movement going forward.

If there is anything special about this development it means that Negosyo Power Expo is one of the events where companies are giving their trust to communicate to the public their products and services.

The is only one week to go before we enjoy the exciting Negosyo Power Expo and Pampanga here we come to give you free seminars and entrepreneurial activities that will motivate you to start you business.

Besides Sales there are other important Key Result Areas that we can measure in order to maximize our participation.

A lot of companies become myopic or short sighted in thinking expo participation is all about sales. I am not saying Sales is not important but there more to expo than hitting or targeting sales.

I will discuss today about Customer Relationships. Customer Relationships is very essential in winning a sale. During hard times, a solid customer base will help you overcome the difficult times and be victorious in practical terms it means you will have a healthy bottom line.

This is the reason that a special field was developed in this aspect of the business. I am talking about Customer Relations Management (CRM). The war on winning customers and maintaining loyalty is so fierce that CRM as a science is one of the frontier where companies go at it with each other.

Now, going back to developing customer relations in expo, these are the following metrics that we have to measure in order to ensure that we have maximize our participation in the event.

They are:

                        1. Build Customer Relationships with Current Customers

                        2. Educate Customers

                        3. Upsell and cross sell customers

                        4. Re-sell lapsed customers

These are simple metrics that you can use when you join the expo but very powerful and I guarantee that it will have a very big impact on your bottom line.

Why?

No rocket science involve just a simple reason that before a customer buys a product he/she must buy the person selling the products. The people behind the products and services are the products themselves and this is an invisible value that we have to measure and pay special attention in growing our business for a long time. 

There are 6 exciting topics that you must never miss when you attend the Negosyo Power Expo, June 3-5, 2011 at MarQuee Mall.

The topics are a very good source of how to market and make your business successful in this very tough environment. Opportunities are present everywhere but the challenge after taking advantage of the opportunities is to make it grow and sustain. This 5 topics that I will mention (offered for FREE!) will make you equip in the challenges business faces.

Too excited to even wait for the day of the event? Well, I too feel the same way, here are the topics:

It is very important to have a plan and to have measurable goals when you join an expo. The plan and measurable goals gives you target to put your hard work to focus.

It is very critical that your investment must return more than the amount you pour in. Otherwise, you are just wasting your time, money and effort.

For start-up what is critical is to have SALES GOALS to feed the business and keep it running. Here are three sales goals that you may want to create measurable targets. Keep in mind without clear numbers there is not point of joining expo.

The three SALES GOALS are:

                                1. Generate Sales Leads

                                2. Make Direct Sales

                                3. Build a Contact Database

Goodluck and maximize you expo participation.

Tough times call for creative actions to augment the livelihood needs of the Filipino family. Kabuhayang Pinoy Expo held last May  5-7, 2011 at Trinoma Mall Activity Center provided one of the venues for the people of Quezon City, Caloocan, San Juan, Pasig,  Mandaluyong and Bulacan to realize this objective.

Kabuhayang Pinoy Expo is a business and trade expo that offered educational sessions, entrepreneurial games and activities and corporate shows for the visitors and attendees of the event.

More importantly, Kabuhayang Pinoy Expo attracted more than 50 companies to showcase their products and services in the event. These companies are composing of small and medium enterprises on the look-out for new customers and partners.

The good news about the participation of these companies, Kabuhayang Pinoy Expo helped them meet their objectives. All the companies generated sales, won new customers, captured former customers and, most importantly, attracted new dealers and distributors.

These results will allow these companies to grow and help them meet their target for this year. A proof that expo is an effective face-to-face communication in promoting products and services. More importantly, it established the need for Kabuhayang Pinoy Expo to continue to be staged and grow in order to provide promotion opportunities to SMEs.

“We need more expo like these that continue to promote entrepreneurship and business so that our OFWs will be able to grow their hard earned money and permanently stay and take care of their families”, said Victor Fernandez, PASEI President.

“Franchising is the way to go if Filipinos wanted to increase their chances of being successful in business”, added Paulo Tibig, AFFI President.

Companies that participated in the last Kabuhayang Pinoy Expo highly recommended that other companies join the event on its next run this coming November 18-20 at MarQuee Mall, Pampanga.

The companies that highly recommend that other companies join are Brother International, ABS-CBN Foundation, Camaya Coast, Eton Properties, Moldex Realty, Victoria Tower, Storage Solutions, American Technologies Inc., Waki Philippines, G.O. Engineering, I-Concept Solutions, C8 Best Franchising, and Rising Star.

These companies generated and over-shoot the targets they set for the event; and they are eager to try more by joining the other business expo that is organized and produced by Ex-link Management and Marketing Services Corp. (EXLINK).Exlink is the producer and organizer of Kabuhayang Pinoy Expo.

Games like Biz Deal or No Deal, Gran Merlen Health Competition, Dalhin Mo Sa Akin: KPE! Bring me, and Pinoy Negosyo Henyo created excitement among the participants and visitors of the event. A lot of prizes and giveaways was distributed among the lucky attendees.

Kabuhayang Pinoy Expo Mission Continues

The Bureau of Small and Medium Enterprise (BSMED) one requirement is for the start-up business to join trade fairs and expo. This shows the importance of this marketing tool in jump starting a business to the road of success.

Kabuhayang Pinoy Expo is now on its second year and so far it is riding the wave of success due to the high rate of positive impact it brings to its participants. Because of this expect Kabuhayang Pinoy Expo to continue its mission of helping existing business promote their products and services to the market and spread the importance of entrepreneurship in making the life of a family in its economic aspect better, and the economic progress of the country faster.

A Dependable Leverage

Now that there are numerous testimonials about Kabuhayang Pinoy Expo on its recent success, the challenge is to convert other companies to join and benefit from the event. Another challenge is to bring Kabuhayang Pinoy Expo to other parts of the country to really make a nationwide impact.

Kabuhayang Pinoy Expo is supported by other media partners and associations. This is one of its secret for success in its recent schedule. Having said this, SMEs and event large companies can use this event in their sales promotion activities as they go directly to the homes and places where their target market gathers.

For more information on other expos and Kabuhayang Pinoy Expo schedules, contact tel. # 643-3887 or visit www.exlinkevents.com and email info@exlinkevents.com