http://www.isnare.com/?s=author&a=Susan+Friedmann Marketing Susan Friedmann Sat, 31 Jan 2009 00:00:00 -0800 http://www.isnare.com/?aid=213954&ca=Marketing Right now, chances are you'd rather be in any industry than mortgages and home loans. A few months ago, pet foods were on the hot seat, and a good while before that, high tech was under a laser beam of disgruntled scrutiny. Every industry has its good times, when there's a lot of positive public buz... Marketing Susan Friedmann Sat, 10 Jan 2009 00:00:00 -0800 http://www.isnare.com/?aid=194264&ca=Marketing Every company on the tradeshow floor has a few things in common. They all want to capture attendee interest, and lure them into the booth with the new, the exciting, the irresistible. They're all facing similar challenges: short attention spans, myriad shows, and increased competition from every c... Marketing Susan Friedmann Wed, 22 Oct 2008 00:00:00 -0700 http://www.isnare.com/?aid=162096&ca=Marketing Even though Nichepreneurs generally operate their businesses all on their own, it’s critical to remember that, to quote the old saying, “No man is an island!” I can’t tell you how often this has proved true, in my own career and in that of many of my Nichepreneur peers. Success comes in large part f... Marketing Susan Friedmann Wed, 22 Oct 2008 00:00:00 -0700 http://www.isnare.com/?aid=162433&ca=Marketing Continual improvement is a goal for many exhibitors. Knowing that tradeshows can play an integral role in a company’s marketing campaign, they’re committed to doing the best job they can this year -- and a better one next year. To continually improve, you have to have a very clear and concrete idea... Marketing Susan Friedmann Wed, 22 Oct 2008 00:00:00 -0700 http://www.isnare.com/?aid=162434&ca=Marketing Tradeshow exhibitors have something in common with the rest of humanity: We’ll do what is easy, but avoid what those things we find to be or perceive as difficult. It doesn’t really matter what sphere we’re talking about: human nature dictates that more often than not, we seek out the smoother path,... Marketing Susan Friedmann Thu, 18 Sep 2008 00:00:00 -0700 http://www.isnare.com/?aid=149792&ca=Marketing Having a realistic tradeshow budget is crucial for your exhibiting success. It’s imperative to include all of the costs associated with exhibiting in your financial plan, yet many exhibitors fail to take this crucial step. It’s almost impossible to realize positive ROI when you don’t know how much... Marketing Susan Friedmann Tue, 02 Sep 2008 00:00:00 -0700 http://www.isnare.com/?aid=149794&ca=Marketing Everything’s perfect. The display is beautiful, your team is well-trained, you’ve got fantastic giveaway items and the best pre-show promotion you’ve ever had. This is going to be the absolute best tradeshow ever. Are you sure? You might be the last person who can answer this question honestly. I... Marketing Susan Friedmann Tue, 24 Jun 2008 00:00:00 -0700 http://www.isnare.com/?aid=139090&ca=Marketing There’s nothing like watching an athlete at the top of their game -- the sprinter racing to the finish line, the star center sinking the game winning shot. They make it look absolutely effortless, as if it was the most natural thing in the world for them to perform that well. Appearances can be dece... Marketing Susan Friedmann Thu, 10 Apr 2008 00:00:00 -0700 http://www.isnare.com/?aid=131094&ca=Marketing At first glance, there’s no connection between Disney’s Winnie the Pooh and tradeshows. The same is true of Piglet, Tigger, and the rest of the gang. What could this cuddly group of childhood favorites possibly teach us about exhibiting? Surprisingly, quite a bit. There are some very strong similari... Business Management Susan Friedmann Wed, 09 Apr 2008 00:00:00 -0700 http://www.isnare.com/?aid=131091&ca=Business+Management Cell phones have changed our world. With few exceptions, we can now talk to anyone we like whenever we’d like. The staccato symphony of ring tones accompanies us through our days: from the morning commute to the crowded restaurant at lunchtime, during meetings and even during the quick stop at the g...