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Presentation Tips

Published on May 15, 2012 by in Marketing, Self-help, Strategy

Photo by o5com, via Flickr's Creative Commons License

Whether you are presenting to your board, your boss, your industry or at your event, the pressure is on. You want to bring your audience along the path of your story or speech. More importantly, you want them to retain what you share with them and connect with your content. Following are some simple tips for doing just that.

  1. Be succinct
    Keep your topic focused so that it can be easily digestible. Make it relevant to as much as your audience as possible. That also means no “death by PowerPoint,” so try to package your content creatively in as few slides as possible.
  2. Don’t read your slides
    Nothing is worse than seeing slides that exactly mirror the presenters verbal contribution. If someone is going to read slides to an audience, why not just email me a PDF? Keep slide content relevant to your presentation, but not verbatim.
  3. Don’t cram slides with too much data
    Keep any diagrams, text, charts etc. legible. Slides that seem to be eye-charts for the audience are not a good idea. With a hard to read slide, your audience may feel like they are missing information. The more they have to struggle or strain to see, the more focus they are putting on what they are seeing rather than what you are saying. Be sure your font size is large enough to read, and conveys only your most critical points.
  4. Avoid heavy text usage
    Include interesting and arresting visuals in your presentation. If the idea you are trying to convey is building revenue, could an image of money or an upward trending graph align with your vocal cues? People respond to videos and images because they are often easier to understand and quicker to grasp than words. If you treat your message as your words, and your “slides” as the concepts, rather than a speech crutch, you can make presentations create bigger impact. I have tuned out to many presentations because they are showing me everything they are saying.
  5. Know your audience
    This is key to getting your message on target and keeping the audience engaged with you. If your audience is a mixed bag, make sure you are clear with your goal and objective of the presentation and stick to the generalities to achieve those goals. If you are trying to explain sponsorship options of your next event, you may tweak your message based on audience composition. You would focus on results and ROI if talking to a decision maker and maybe the deadlines for a logistics person, etc. The last thing you want to do is walk into a room of IT managers and start talking about marketing, or a room full of exhibitors and addressing them as attendees.
  6. Brevity works
    Plan your presentation to be brief. If you have a panel of people speaking, make sure time is divided somewhat evenly so it doesn’t weigh disproportionately on one presenter. It should not appear that presenter A gets 25 minutes, presenter B gets 3 and presenter C gets 2 minutes. It should appear that presenters A, B and C all know the topic and are contributing to the audience’s understanding of it. Make sure that anyone presenting actually is adding value. Someone speaking, just to hear themselves is not offering any value to your audience.
  7. Engage with your audience
    Many people fear or avoid public speaking. It IS a tough job. The best way to ensure a smooth presentation is to follow the advice above and do your best to engage along the way. Are people listening? Are they multitasking? Checking email? Simple things like asking, “Have you ever had that problem?” or “How many of you have been there?” while raising your hand is a good way to gauge who is with you or pull some back into the presentation. If you lose your audience, it’s over. Without them, you’re just speaking to a blank wall. Keep them in step with you and reward them with good content, and effective delivery for staying with you.

Guy Kawasaki sums up all of the above in his 10/20/30 rule: 10 slides, 20 minutes, 30 point font size. I like to think that is always a great framework to use to check yourself. But I do consider the rules bendable. You will knock it out of the park if, during your presentation, you:

  • Stay focused
  • Speak clearly on the topic at hand
  • Cite relevant and reliable examples
  • Use compelling visuals
  • Engage your audience

Can you share what you do to improve your presentations? We’d love to hear it.

 
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It’s the cache, silly

Published on May 11, 2012 by in Event Marketing, Marketing, Self-help, Technology, Website Design

Why don’t I see the changes I just made to my website?

For example, you secure a huge sponsor two weeks out from your event and the company urgently wants their logo displayed on your event website.  Piece of cake, you think. It takes less than 5 minutes to sign into a2z’s Global Admin and and add the company name and logo to your event home page. You notify your sponsor, happy you were able to accommodate their request in a timely manner, and a few minutes later you receive an angry-gram stating the logo is not displaying on the home page. Baffled, you sign into the Global Admin and verify the change you made was done properly. As a last resort, you open the home page on the public site, only to find the same perplexing issue.

Don’t worry. The system is not broken and you are not going crazy. Before you pick up the phone and call your project manager in distress, there is an easy step you can take to clear your web browser’s cache, which is typically the root cause of the mysterious disappearing changes on your website.

Stop, think, troubleshoot.

Before you expend anymore valuable energy on the issue, try clearing your browser’s cache. Web browser caching, also referred to as temporary internet files, is a process that runs behind the scenes on your computer to load web pages more quickly the next time you visit them. In the case above, the sponsor and the exhibits manager  both accessed the online floor plan before the logo was added. Therefore, the floor plan was already cached on their computer. In other words, when they opened the floor plan to verify the sponsor company name and logo were displaying, the browser pulled all of the temporarily internet files from their computer to save time,  instead of loading all of the updated files directly from the website’s server. Browser caching prevented the viewers from seeing the name change. Have no fear. There is a simple solution to clear the cache, which every web user should know.

How do I clear my cache?

The steps to clear the cache are different across all Internet Browsers. You will need to identify which browser you are currently using and follow the appropriate steps below*:

Internet Explorer Cache ClearingInternet Explorer 9 (IE 9):

  1. Go to the ‘Tools’ menu
  2. Click ‘Internet Options.’
  3. Under the ‘General’ tab, locate the ‘History’ section
  4. Click the Delete button
Firefox Cache ClearingMozilla Firefox 12.0

  1. Go to the ‘Tools’ menu
  2. Click ‘Options’
  3. Select the ‘Privacy’ icon
  4. In the ‘History’ section, select ‘clear your recent history’
Chrome Browser CacheChrome 18.0

  1. Go to the ‘Tools’ button
  2. Select the ‘Tools’ option
  3. Select ‘Clear browsing data’
  4. Also, make sure the following options are selected:

    a. Clear browsing history

    b. Clear download historyc. Empty the cache

    d. Delete cookies and other site and plug-in data
Safari Cache ClearingSafari 5.1.5:

  1. Go to the ‘Safari Settings’ button
  2. Select ‘Preferences’
  3. Select the ‘Privacy’ icon
  4. Click ‘Remove All Website Data’
Opera Cache ClearingOpera 11.62

  1. Go to the ‘Tools’ menu
  2. Select ‘Delete Private Data’
  3. Click ‘Detailed Options’ and make sure the following areselected:

    a. Delete entire cacheb. Clear history of visited pages

    c. Clear history of downloads

  4. Click ‘Delete’

*Note: the instructions above may not be accurate for certain versions of

Internet Browsers. When in doubt, Google it!

This post contributed by Kendra Smith, staff Project Manager at a2z, Inc.

 
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Why your expo needs a blog

Published on May 8, 2012 by in Attendee acquisition, Event Marketing, Social Media, Strategy

If you have been contemplating starting a blog for your event, here are some compelling reasons on why you should:

1) Search Engine Optimization.   Because of the way a blog uses meta tags, keyword descriptions, and other SEO tactics, having a blog for your event will help you build a library of articles and information that can boost your search engine ranking.

2) Credibility and Authority.  If done right, a blog will help establish your expertise in your industry among your event’s exhibitors and attendees.

3) Connect year round.  If your blog becomes a go-to resource with posts from experts in your industry that serves the needs of your readers, a blog can help you to stay connected all the time, not just at your event.

4) Engagement.  In time, a good blog will engage their readers to comment on posts.  These discussions can help provide insight into the minds of your readers and will keep them coming back to discuss important subjects that surround your industry.

5) Sharing.  Most blogs are built with RSS feeds and sharing tools to help you expand your reach.  If you provide informative and thought provoking content your readers will be more likely to share it, introducing you to new people with whom you can build relationships.

6) Showcase Innovation.  Be the first to blog about new innovations in your industry.  Share news, reviews, and tips.  Get the opinions of your readers on new products in your industry.

7) Set The Stage.  Before your event, start sharing information that will set the stage for your event.  Example: First talk about the location you chose and why it is so fabulous.  Showcase the entertainment or celebrities you have booked.  Talk about your new mobile app or other cool things you are offering for your attendees this year.  Establish the expectations of your exhibitors and attendees before they arrive.

8 ) Promote Your Sponsors.  If done right, your blog can be a great way to promote your sponsors.  As each sponsor partners with your event, post a blog that thanks your sponsor for providing (fill in the blank) to your attendees.   Be sure to include an exciting description about the sponsor with links to their website.  Build a marketing campaign around your sponsorship that is attractive to attendees.  Example:  Luxury Bus Transportation provided by FedEx – Relax.  It’s FedEX.

9) Promote Your Speakers.  As each speaker is booked to speak, write a blog post welcoming them and promoting them to your audience.  You can also invite each speaker to write a short blog post for your event on any subject that would entice your readers to attend your event.

10) Grow Your Show.  As your blog grows and attracts new readers, it will also help to grow your exhibitor and attendee registrations.  Your blog should be used as a funnel in your sales process.  Attract Industry Readers – Establish Credibility – Build Relationships – Become a Valuable Resource – Invite them to Participate as an Exhibitor or Attendee.

TIP:  Do not start a new blog each year.  Instead, just archive old posts and keep building it with new content every week.  Use your blog to drive traffic to your event or other resources that may help generate revenue.  As long as your blog is focused on serving the needs of your readers, you will continue to grow.

 

Other articles that may interest you:

Leveraging the description meta tag for better SEO

SEO best practices for your event website video

Real time data with Google Analytics

 

 
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Asking the right ‘Why’ analytical questions, and finding meaningful answers

Published on May 4, 2012 by in Analytics, Strategy

In an earlier post, we shared how to get started with the basic reporting features in Google Analytics. Though providing useful data, the out-of-the-box reports do not always help one see the complete picture. Once you are familiar with the standard reports, its time to move to the next level, and start asking some smart ‘Why‘ questions.

The right ‘Why‘ question can, in turn, trigger a number of other pertinent questions, the answers to which will provide valuable insights and learning points for the future.

Here are a couple of  hypothetical scenarios to understand this better:

 

Scenario 1

For a given period, you see a sudden spike in website traffic from foreign countries.

Comparative analysis by location

In itself, the information is interesting, but to understand why these people are visiting your website, here are some questions you need to ask:

- What is the source of this increased traffic?

Asking this question will help you determine whether the new visitors consist of your current subscribers or represent untapped segments. If  this spike can be attributed to a specific ad campaign, social media message or promotional email, then you would want to focus on the navigational flow (pages they are browsing through) and goal conversions (pages where they can take desired actions, e.g. register for the event). On the other hand, if this traffic is driven by organic search conversion, then it may indicate a successful search engine optimization strategy. Once you determine the top source or sources, then you replicate or enhance that strategy in the future to further strengthen your results from the targeted traffic source.

- Which geographical locations are sending the most traffic?

Do these locations match the demographics of your existing or targeted international audience? If yes, the analysis may confirm that your audience is engaged with you and looking for information and updates. Alternatively,  these new visitors may indicate an increased level of interest from an audience you have not yet tapped.

 

Scenario 2

There is a higher than average bounce rate on one particular page on your website.

Operting system and bounce rate

Before taking some corrective action, you’d want to ask why many people are landing on this page and not navigating to other pages on the website.

- What fraction of the total traffic to this page came from searches?

If a significant amount of traffic came from organic or paid searches, check the page content to see if it matches the keywords that brought visitors to it in the first place. Perhaps the content needs to be updated to provide more relevant information. And maybe you need to add prominent links to other sections on the website.

- Is this page a home page or a prominent landing page?

Your home page getting a high bounce rate may indicate problems with the page’s content and/or design. Similarly, if you have built a special landing page for a role-based section of the website, but not enough people are navigating to linked pages, then you may need to dig a little deeper. Are they bouncing off because this page does not match their demographics or because it doesn’t provide them enough information?

- Which devices are resulting in higher bounces?

Typically, people spend more time on a website if they are using their desktop computers or laptops. However, their behavior can be significantly different if they are using a tablet or smartphone. The smaller screen sizes on such devices, limited connectivity and the mobile nature of such visitors may result in much shorter visits and higher than average bounce rates. If a significant amount of traffic is coming from mobile devices, that may explain why the bounce rate is higher than average.

 

The above two examples drive home the point that data in a given report should not be taken at its face value. One needs to correlate the data, add additional dimensions, and create meaningful patterns. Of course, for each question that you ask, the answer you come up will be relevant to the nature off your business and your audience. However, the core premise remains the same. You would need to draw intelligent inferences, take corrective steps to re-align your web strategy to your goals, and learn from your  successes and failures to continue delivering high results in the future.

 

Related Links

 

 

 
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Booth Dos And Don’ts For The Show Floor

Published on May 1, 2012 by in Event Marketing, Marketing, Strategy

The a2z booth
There are plenty of lists and general practices that many of us assume are known to everyone. In a recent #expochat, a number of show organizers talked about exhibitor education. Stories of big-time errors told us it might be time for a refresher course.

A trade show has a unique environment. Here are some things to keep in mind when working a trade show floor:

  • Initiate conversations with visitors. And SMILE. A happy, smiling face is much more approachable to the average attendee.
  • Make the most of your limited time since information is shared at an accelerated pace. The average encounter often takes just 5-10 minutes, so make them count.
  • Minimize environmental distractions and stay focused on folks on the show floor. Make eye contact and speak clearly to be heard over ambient noise and competing videos/booth displays
  • Pay attention to the visitors’ interests. Follow the 80/20 rule: As exhibitor you should be listening about 80% of the time and talking only ~ 20% of the time.
  • Place yourself near the aisle, ready to interact with passing attendees. If no attendees are coming near you, consider moving nearer higher traffic areas to entice and engage visitors more easily.

Be prepared. You should know:

  • Your goals
  • The hall layout
  • Your role and why you are there
  • General company information
  • Product knowledge, or refer to another in your booth that can help them.
  • Who the visitors are and what types of job responsibilities and experience they have
  • What concerns they have and how your organization can solve them
  • Your lead process so you or one of your colleagues can follow-up appropriately ASAP after the show is over

Definitely document conversations that you have in your booth. Doesn’t matter if you use an app, a custom lead form, with the lead retrieval system, the back of a business card or even in a notebook. Know who needs to take what action with each booth visitor. From product interest area to customer service, good documentation ensures a good follow-up that meets a need and nets you a positive impression. With so few exhibitors actually doing follow-up, this one thing can really set you apart from the crowd.

And now, a quick list of “Don’ts” that should be adhered to by every exhibiting company:

  • Don’t sit, eat, or talk on the phone. If an emergency comes up, take a call elsewhere; never in the booth.
  • Don’t form a line that keeps visitors out. Be engaging and welcoming, not a barrier.
  • Don’t close yourself off with crossed arms or your back. Practice positive body language to show you are interested.
  • Don’t hide behind your booth. Be approachable.
  • Don’t be a shrinking violet. Be confident and self-assured.
  • Don’t leave your place in the booth. A company’s investment in attending would be bad if you lost that one needle in a haystack. Ensure coverage at all times.
  • Don’t talk to your colleagues. You are there to interact and engage with visitors.
  • Don’t be afraid to work the aisles. Invite people into your booth.
  • Don’t think you can remember everything. Document details of your conversations.

What are some of your booth dos and don’ts?

 
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