January 2013 is here!! Yippee, whahoo, can’t wait to get started, last year was so stressful!
ZZZZIPPPP…did you hear that? Yup, that was that beautiful new rug that was underneath those ready to dance feet that was just snatched away and packed back into the cart! There seems to be new challenges for the gypsy coming into play; the addition of figuring out where the cuts have taken place and in which market segments (all is not as it appears); tighter venue schedules, switching staff, and the latest electronic shuffle game is in play! Yes, those dreaded nuts out there shifting from it’s a good thing to it’s a bad thing; the speculators of the world economy and outlook! This makes for a fast year of switching from show to show and making the most out of one gypsy!
So, here we go! This year is going to require that a gypsy have magic at the ready because things can change in a flash. Make sure to commit early and save money in all early-bird cases, this is critical and so is extending those dollars to include extra marketing initiatives. Get those executives or technical specialists to speak and keep involved in their respective industries, too many changes occur and this is one way to make sure everyone has the same information. Get the best communicators out on the road and that includes some of the R&D and engineering folks as well; if they are going to survive the uncertainty they need to support the company by getting in on the “what’s really happening” conversations so they know what to develop and how fast! Times like this call for smart/creative “LEADERS”, people that have the vision and guts to take on the world and say, “not only are we going to try we are going to succeed; we are smart and innovative and we are going to work together and make it happen!”
As a gypsy, sometimes the feeling is that this type of issue is for the upper management teams to decide, but if you are a keen gypsy you know that you can not only help get things done, but put out into the world at large the innovation taking place in your company with exuberance and confidence. Make the dollars count so that there is enough to get as many events in as you can and make sure you are not going because you have been doing an event for years, expand and review other events that may have come into the market/industry. Don’t shy away from suggesting that you hold your own event, and get the industry together to have an “innovator’s day” or and internal “success meeting”. This takes you gypsy to plant the seeds and nurture them to make sure you have a great garden come the end of the year, of well spent dollars, excellent customer service, and new business growth.
The 2013 kick-off show for this gypsy is next week and this show always gives me a gauge as to how the year through at least mid-summer will go. Last year true-to-form people were anxious and wanted to know more, more, more as if they could not get enough information because time was running out, the squirrels had found the nuts and were hoarding for a long year. Watch your audience and feel their energy, find out what they are thinking and if it is not what you want at your show or event, make the necessary adjustments and get it going in the right direction, make it more personal, talk to people, make appointments, get the right people together and set press appointments. COMMUNICATE!
All gypsies on deck, and make sure you are ready to move quickly and that all of your equipment/show collateral is in order, organized, and packed extra careful (shipping/receiving will be extra aggressive to keep up), this show year is going to be a fast paced race to the finish! Make sure you stay in good health and keep your wits about you when that shuffle game appears; you have the magic, use it!
tradeshowgypsy 