MPIH0109 by Catharine Snell

perspective MPI NORTHERN CALIFORNIA CHAPTER

VOL. 27, NO. 4

FUTURE INSURANCE

It’s not just who you know, but who wants to know you. Networking, more than ever, is the lifeline to success in business.

STRETCHING YOUR TRADE SHOW DOLLAR – THE INSIDE STORY Ways to cut costs and increase results.

February 2009

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BOARD OF DIRECTORS 2008-2009 President Molly Walsh, CMP VP Business Development USA Hosts | Key Events President-Elect Chad Ammon Director, Meetings and Events Results Delivered, LLC|ThinkREG VP Finance Matthew Schermerhorn, CMP Director, Corporate Meetings & Events AAA Northern California, Nevada & Utah

perspective MPI NORTHERN CALIFORNIA CHAPTER

VP Communications Dana Marshall, CMP, CMM Principal Meetings Deﬁned

FEATURES

VP Education Lucy Giovando Watts, CMP Principal Giovando Watts & Co.

Future Insurance | 8

VP Membership Danielle Restaino, CMP Meeting Partner Genentech Immediate Past President/Nominations Sharon Marsh, CMP, CMM Meetings Group Manager Medtronic, Inc. Executive Director Diane Schneiderman, CMP Meeting Professionals International Northern California Chapter

VOL. 27, NO. 4

Stretching Your Trade Show Dollar – The Inside Story | 12 Celebrate Sponsorship! | 19 In Loving Memory | 22

DIRECTORS Director Fundraising/Sponsorship Patricia Zollman, CMP Regional Director HelmsBriscoe Director Special Events Heather Shatz Director of Sales, Technology Accounts Hilton Sales Worldwide Director Marketing Tiffany Arnold Senior Sales Manager The Ritz-Carlton San Francisco Director Education Jill Conrad, CMP Manager, Corp. Events & Communications FrontRange Solutions Inc.

DEPARTMENTS President’s Message | 7 Connecting with — Rosheen Golden, CMP, CTSM | 16

Advertisers.com | 22

Chapter Chatter | 20

Cover photo © www.istockphoto.com/Amanda Rohde

Director Member Administration Heidi Miersemann, CMP Director of Sales & Marketing Pyramid Advisors Perspective Magazine Chair Guy I. Nahmiach Event Management Professionals Perspective Managing Editor Sabrina Ritchie, CMP

Published by:

Naylor, LLC 5950 NW 1st Place Gainesville, FL 32607 Tel: (352) 332-1252 / (800) 369-6220 Fax: (352) 331-3525 www.naylor.com Publisher: Mark Migliore Project Manager: Rick Jablonski Editor: Jeanie J. Clapp Marketing Associate: Lauren Williams Publication Director: Debbie Phillips Advertising Representatives: Pam Blasetti, Amanda Goodwin, Kathryn Hillgardner, Mike Hisey, Kathy Getz, Shirley Lustan, Jamie Williams Layout and Pagination: Naylor, LLC Advertising Art: Julius Muljadi PUBLISHED FEBRUARY 2009/ MPI-H0109/8036 © 2009 Naylor, LLC. All rights reserved. The contents of this publication may not be reproduced by any means, in whole or in part, without the prior written consent of the publisher.

Index to Advertisers | 22

Member Pearls | 17, 18

Director Member Care Lauren Siring, CMP Account Executive Monterey County Convention and Visitors Bureau

Published for: Meeting Professionals International Northern California Chapter 2440 Camino Ramon, Suite 273 San Ramon, CA 94583 Tel: (925) 355-1912 Fax: (925) 355-1296 info@mpincc.org www.mpincc.org

Destination Spotlight — San Jose, California | 21

By Sabrina Ritchie, CMP

Editor’s Note By Sabrina Ritchie, CMP With the trade show coming up later this month, this issue is themed around building relationships and putting your best foot forward whether it’s networking, marketing or in making a transition from one job to another. In the cover story, we explore how networking, now more important than ever, is the lifeline to success in business, and it’s not just about who you know, it’s who wants to know you. The article on exhibiting is a great tool for suppliers to understand where to cut costs and where you shouldn’t, as well as the do’s and don’ts in stafﬁng your booth. Myrna Kuenning, MPINCC’s trade show sponsorship manager, demonstrates how to run a successful sponsorship program and Dana Marshall, MPINCC’s vice president of communications, shares tips on marketing from a planner’s perspective. If you are a planner in transition, you will not want to miss Michelle Thornton’s experience and advice on making that transition a success. In this issue, we also celebrate the life of Cheryl FernandezLouie, who will be deeply missed by her many friends and colleagues in MPI. Contributing an article to Perspective is a great way to earn points towards your CMP or re-certiﬁcation. If you are interested in writing an article for an upcoming issue, please contact me at sabrinar@mpincc.org. MPINCCperspective | VOL. 27, NO. 4 | 5

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The Venue for Vision 866.431.UCSF t ahl-missionbay.com t San Francisco, CA

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p r e s i d e n t ’s m e s s a g e

February marks the month of the chapter’s annual trade show. It is amazing to see how this event has grown over the years. Past President John Koon recalls the first show being at the “new” Hyatt Regency in Burlingame with just over 500 meeting professionals in attendance. Now, in its 21st year, the trade show returns to Moscone West in San Francisco on Tuesday, Feb. 24 and is expected to draw up to 2,000 meeting professionals. The show is themed “Connections through Collaboration” following the theme the chapter has adopted for the 2008-2009 program year. Whether face-to-face or through collaborative technology, connections are more important than ever! This year, the show offers many ways to connect via the morning workshops, exhibit floor time and at the afternoon reception. MPINCC continues to raise the bar on educational sessions for the industry. We strive to incorporate topics that are both current and relevant to our attendees. This year, with two morning tracks, there are twice as many opportunities to experience one of the several outstanding sessions. Session topics include: Marketing through Social Networking and Social Media, Gen Y in the Workplace, Technology Trends, Legal Issues, Personal Finance in the Downturn Economy, CMP and CMM certification courses, as well as a special session for exhibitors only on maximizing their trade show dollars. With over 300 exhibitors in the exhibit hall, there is sure to be something for everyone. So, connect with your colleagues during lunch on the trade show floor and then visit with the exhibitors who help make this show possible. Make sure to fill in your draw card as you roam the exhibit hall so that you can enter to win a fabulous prize at the afternoon reception. Immediately following the trade show hours, join your peers to wind down at the afternoon reception where there are always delicious refreshments and great prizes in the drawing! A big thank you to the New Orleans CVB for sponsoring our reception – we will look forward to their southern hospitality. The 21st Annual MPINCC Trade Show is an event you don’t want to miss, so if you haven’t done so already, make sure to register on the chapter Web site. I look forward to connecting with you at the show! ●

By Molly Walsh, CMP

Whether face-toface or through collaborative technology, connections are more important than ever! This year, the show offers many ways to connect via the morning workshops, exhibit floor time and at the afternoon

On Dec. 3, 2008, 73 volunteers from MPINCC met at the Bill Graham Auditorium in San Francisco to support the 25th Annual Project Homeless Connect. Approximately 1,500 volunteers came out to serve 4,000 ‘clients’ who received free medical and dental care, employment information, social services, spiritual counseling and a nutritious meal.

reception.

MPINCCperspective | VOL. 27, NO. 4 | 7

FUTURE INSURANCE It’s not just who you know, say the experts, but who wants to know you. Networking, more than ever, is the lifeline to success in business. From first intro to follow-up to a friendship that spans the decades – if you haven’t started building that Rolodex, now is definitely the time. By Amy Drew Thompson

8 | MPINCCperspective | VOL. 27, NO. 4

Business, all business, is built on relationships. Meeting planning is no different. How many times has a colleague called on you for a recommendation – a hotel with beautiful outdoor space in Cleveland, an audio-visual company in London that can work miracles, the very best (and fastest) badge-maker in Miami because your tradeshow just tripled in size? How many times have you gone to your address book to dig out that name for an associate in need? How many times have you been that must-have name for someone else? Surprisingly, that last question is no more important than the ﬁrst. The fact that you’re not the one making money this time around does not decrease the value of the exchange. Not in the least. In fact, that one call, that frenzied Blackberried query from a colleague – the one who’s standing frazzled at a less-thanreputable copy shop in midtown Manhattan in desperate need of 287 additional programs for a presentation that starts in 43 minutes – could be the seemingly insigniﬁcant moment that sends your career on the trajectory of a lifetime. Who knows where that person is going to work years from now? Who knows who they’ll be? The power they’ll wield? The only thing you can be sure of is that they will never forget the cheerful, friendly, helpful person that hooked them up in their hour of need. They will never forget you. “The world works on relationships,” says professional speaker Susan RoAne, best-selling author of seven books including How to Work a Room and Secrets of Savvy Networking. Networking, she says, is not a work style. It’s a lifestyle.

The Real Information Superhighway Newsflash: It’s not the Internet. “Networking is the least expensive way – and probably the most valuable – to get the information you need fast,” says Patricia Fripp, award-winning speaker, author, sales presentation trainer and in-demand speech coach. “Even with all the Wikipedia- and Google-searches you can do, the first thing most people out there will ask themselves is, ‘Who do I know who can direct me in order to save time?’ And with meeting planners, because they have so many different elements to manage, everything becomes more complex. “Whatever it is you do for a living, nobody understands it unless they’ve walked in your moccasins, so there’s a great need to be understood without having to go into a lot of detail.” This, she says, is one of the elements that make networking not only helpful, but essential in getting what you need quickly. Or giving that pivotal piece of information to someone else. “If you want to find the most successful executives, just find the person with the most friends and acquaintances!” says Robin Jay, corporate trainer, author of The Art of the Business Lunch and president of the Las Vegas Convention Speakers Bureau. “We build our reputations to become trustworthy and dependable … and we also become more valuable as professionals because of our resources.” Jay’s contact list has tens of thousands of names on it – people in every line of work. “And if I don’t know the right person, I am sure I know someone who does! Having strong, productive relationships

will affect the bottom line of any business. If you think you can survive without making friends,” she says, “think again.”

Recession-Proofing What’s the difference between networking in a robust economy and one like the present? An adamant RoAne sums it up: “You’d better be doing it for sure,” she says. “It’s more important than ever.” Jay concurs, relating a personal story. She recently purchased three copies of a book written by a planner who hired her to speak at an event last year. “I may not need three copies, but I can always use gifts to give out,” she explains. “I chose to support her because she has supported me in the past.” Jay dusts off a familiar – but relevant – adage: “It’s ‘one hand washes the other’ put into practice. I didn’t buy the books so she’ll do something nice for me. I bought them because I appreciate the effort she made to publish a book. She is a nice person. I want to help her out. That is how business works. “If you want to build your business – especially in a down economy – then you need to treat people with reverence, respect and as though they are the most important person in the world. Those good feelings can be hard to come by. If you listen to others when they speak, if you’re interested in what they are saying and engage and support them, those people will return the favor by showing their support and loyalty for you.” Planners need to practice networking etiquette in any economy, says Lillian Bjorseth, professional speaker and author of 52 Ways to Break the Ice & Target Your Market, among other books. “It’s always more about giving than getting, more about the other person than about you…. What is different about networking in today’s economy is that some people will seem more desperate.” Keep in mind that the person you’re talking to, if self-employed, could be in a wobbly ﬁnancial position. Those in the corporate universe may have jobs that are on the chopping block, or be in a place where the axe has already fallen. Worse still – that person could be you. “This often makes people much more obviously concerned about themselves than helping others,” says Bjorseth. “The process doesn’t work in any economy when the person [doing the networking] is focused on self ﬁrst.”

The Art of Tact It happens to everyone. You’re at an event. Time is of the essence. There are people in the room you’d really love to meet. But you’ve been engaged by someone from a property, product, service that you’re certain you won’t be able to use. How do you let them down easy and cut yourself loose? The experts all agree: The truth shall set you free. Fripp’s take? “I’d rather hear, ‘Patricia, I am sure that you are really the best professional speaker in your area of expertise, and I’d love to keep your card in case I meet someone who needs what you do; however you are not a prospect for me because we don’t hire outside speakers (or whatever the reason might be) so I don’t want to take up more of your valuable networking time.’ ” People, she says, will do whatever it is you want them to do if you present it from their point of view. MPINCCperspective | VOL. 27, NO. 4 | 9

Time, says Jay, is our most precious asset. “Now more than ever. It’s challenging to tell someone that they’re wasting your time and theirs – but remember, you may not need their services now, but you may later. It’s best to invite the contact, share that you don’t see doing business with them in the near future, but let them know it’s okay to touch base in six months.” RoAne sums it up using an expression her grandmother used: You never know. “The people perceived as being powerful have sources and resources. So let’s

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say you’re never going to do business with a given person for whatever reason – you still know other people. If you really like someone from a property you know you can’t use, you can always refer. “And, if you’re known in the industry, people will ask your opinion. If you say, ‘I’m sorry, but I don’t know anyone who would be able to serve you,’ it sounds like you, as the planner, don’t have a big enough Rolodex.” Now re-imagine that conversation. This time, you say something along the lines of, ‘You know, our group is too

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big for that property, but I’ve met them. I heard they do a good job. I’ve been there. Let me recommend you speak with so-andso….’ See the difference? “The savvy networker has a huge Rolodex of people who are diverse,” says RoAne. “And that means it has to include people we don’t do business with, but we can refer business to. And…you never know who can refer business to [your company].” That person from the small property may be the person you end up doing business with somewhere down the road. RoAne relates the story of a friend, formerly with hotels, now on the association side, who was working in Washington, D.C. when a colleague was laid off from her position. “Unlike everyone else who did business with her,” she says, “he stayed in touch with her during the layoffs. And when he heard valuable things from other people through the grapevine, he kept her posted.” And when she got a position at another company – as vice president of education – who do you think she booked with? “The guy who didn’t forget her when she could do nothing for him.” Bjorseth holds to a 10-minute rule when working a room, but says that manners, respect and graciousness are all things to keep in mind. “Planners are aware that suppliers will frequently attend their meetings,” she says. “They will often sponsor the food or different parts of the event. It is imperative to be polite to your hosts, personally and professionally, but you’re not obligated to hold long, drawn-out conversations … but remember that you never know whom that other person knows.”

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First things first: Do not walk in cold. “You go online, you Google, you find out what this event is, you find out who is going to be there,” says a serious RoAne. “There’s no excuse for being unprepared. That’s number-one.” Number two is to read up – on just about anything – before you go. “Read Perspective,” she says. “Read the daily paper! Anything you want to talk about in that ice-breaker/small-talk area is in the newspaper … and I don’t care if it’s Angelina-Jolie-with-another-baby or what kind of puppy the Obamas are going to get.”

She illustrates the point with a conversational segue – as natural as could be – about seeing the new Madagascar film. She went to see it despite not having children. I have a four-year-old and had recently seen it, as well. Moments later, we were engaged in an entirely new conversation. “You see what we just did there?” she points out. “You throw out a movie; someone else saw it.” It’s as easy as that. “Throw out your favorite book, restaurant, whatever, and all of a sudden you’re getting to know one another and that’s where we find the common bonds. The smart people know that small talk [is key] … that’s how we do it. Those little things where we share the laugh, share the story, find the commonality – and that builds relationships.” One of the most consistent complaints Jay hears is from people who try to approach small groups at events only to be met with rude glares or an attitude that says, ‘You are interrupting us!’ “Try to remember how it feels when it happens to you and welcome new people into your conversation,” she says. “On the other hand, if two or three people look like they are in the midst of a serious discussion, don’t interrupt.” Getting someone a drink or a plate of appetizers or desserts, Jay suggests, is also a nice way to break the ice. RoAne likes to use desserts as a focal point, as well. “You can have a wonderful time at an event just by approaching people who are standing alone. I meet fascinating people by the dessert table,” she laughs. People taking pains choosing between a cannoli and a miniature cheesecake, she says, have to be fun. “They’re dessert people!” If you’ve tried either confection, use your recommendation to make the first conversational move and from there it can segue to business, what you do, why you’re there, etc. However, she points out quite seriously, “If we never follow up, we’ve thrown it all away.” Technology is a wonderful tool for maintaining relationships, everyone agrees, but think about your own philosophy as a planner. Online meetings are a wonderful tool, but do you think they replace face-to-face? They don’t. And it’s not any different where networking is concerned. “Absolutely send those e-mails,” says RoAne. “If you’re on Facebook or LinkedIn, invite them.” But, she is quick to add, the

3-2-1 CONTACT Lillian Bjorseth: www.duoforce.com Patricia Fripp: www.fripp.com Robin Jay: www.robinjay.com; www.lvcsb.com Susan RoAne: www.susanroane.com

hand-written note is not dead. “E-mail is wonderful after you’ve met someone because when you’re back at the ofﬁce you can just shoot off a quick ‘nice-to-have-met-you’ note and they can just hit ‘Reply’ and send something back. Very convenient.” Later, she says, write a note. “Notable people send notes. It shows you took the time; you put your thoughts down. It’s not just about networking, it’s about how we treat people in our lives – both in business and socially – that will make us the people other people want to do business with and hang out with.” ●

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Your Trade Show Dollar – The Inside Story By Guy I. Nahmiach

The days of participating in a trade show because “you have to” or because your “competition will be there” are long gone. Corporations are re-evaluating their participation in trade shows and it is now more important than ever to stretch the value of every dollar spent on your exhibit. So, what can you do to make every dollar count? While the most obvious and publicized way is to submit all your orders prior to the deadline date, there are less known yet highly effective ways to slash costs and increase results.

Measuring Success The key to positive results is setting actual goals for your event. They can include number of leads generated, new relationships initiated, orders placed or the launch of a new product. Without goals, you’ll never have anything to measure against to establish success.

Don’t Just Show Up … Show Off! Once your goals are set, you will need to buy, rent or build an exhibit. If you exhibit once or twice per year, a rental solution will be your most cost-effective choice. Contractors will usually include all labor, carpet, panels, shipping and material handling costs in the rental price. This will help you budget against the 12 | MPINCCperspective | VOL. 27, NO. 4

cost. Make sure you keep your graphics as they not only belong to you, but will help you save on your next rental. Keep in mind, whether you have a beautiful ofﬁce or showroom back home, impressions will be made on how you look at this particular event.

Graphic$$$$ When it comes to graphics, never go the cheap route. After all, that’s what every attendee will be focusing on when passing by your booth. You should always make sure that you have high-resolution files to provide your exhibit house as well as a consistent color scheme across all your promotional pieces. High-resolution files will help your vendor in printing a clear and well-defined image. Matching your colors and message to your brochures or any other marketing initiative is vital to the success of your message.

WATT To Order? I have always found that the X factor in trade shows is the electrical service. Not only is it hard to determine what you already have, it is equally difficult to figure out what you actually need. I strongly suggest that you order less rather than too much. The outlets on the floor always hold more

power than is advertised. You can always order more on-site and you will never get any money back if you’ve ordered too much.

It’s All About the Accessories Your exhibitor manual is not a shopping catalog. Once you have your exhibit and graphics and have made arrangements for your electrical and shipping services, put away those nice pictures of ﬂowers, furniture and upgraded carpet samples. Plants are generally used by exhibit houses to hide electrical cords or unﬁnished parts of the exhibit. If needed, ask them to pay for it. For carpeting, a layer of padding underneath the basic carpet will have more positive comments from your customers and staff than any fancy carpet. As for furniture, there is no need for anyone to be sitting down – especially your staff!

Are We There Yet? So now you’ve picked your booth space, chosen an exhibit option for your display needs, signs and brochures are at the printer and all invitations to your customers are out for delivery. Your samples are packed in color-coded boxes. You’ve even made your hotel and airline reservations. It’s now time for the most important part of the puzzle – shipping everything to the convention center!

There are many options here: Margie in your shipping department has a deal with UPS, your regular shipper, your brother-inlaw just got a job with a new transportation company that seems â&#x20AC;&#x153;pretty goodâ&#x20AC;? and Joanne the receptionist is hot after the FedEx guy that comes around just before lunch ... so many choices! Whatâ&#x20AC;&#x2122;s the difference anyhow? The difference is that after spending thousands of dollars in preparations for this show, you could be standing on a concrete space with nothing to show attendees who will be making an impression of your company by the looks of that empty space. Without exception, you should use the ofďŹ cial contractor for the show you are attending. The contractor has made arrangements for labor and transportation for this speciďŹ c event. They are able to track your package from your warehouse all the way to your booth space and they are the only ones with a service desk on the ďŹ&#x201A;oor and have the connections with the building should the docks need to stay open later than scheduled to make sure your goods arrive on time. When you are trying to coordinate the arrival of your staff or entertain a potential customer, the last thing you need to be doing is tracking your crate all over town. Let your contractor do this for you. The rates might not be the cheapest, but the guarantee that your equipment arrives safely is worth it.

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Booth Etiquette How many times have you walked by a booth when the person there is sitting and reading a newspaper? Maybe even eating that donut picked up at the coffee shop in the lobby? How likely are you to disturb them should you want information regarding their product? How about that person standing guard right at the edge of their booth with their arms crossed and not a smile for miles? Most of us would probably walk a little faster and try to not even make eye contact. Step away from the booth if you need to use the phone. Take 20 minutes and go somewhere else to eat your lunch. Leave that newspaper in your hotel room. This is the moment youâ&#x20AC;&#x2122;ve been waiting for. Prove to your boss that you were the best person to send to the show. Bring in 409490_KeystoneResort.indd 1

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the most leads. Make the most of this opportunity to shine. Think of this time as the appointment or meeting you’ve been trying to set up for months with that big account. You would never think of bringing in your newspaper into their ofﬁce ... why would you do that here?

Was It Worth It? Post-show Evaluation

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Call everyone you met. E-mail is an acceptable option, but calling is much more personable. Do this within the ﬁrst three days back after your event closes. Follow-up is key to making the most of every lead. Make sure that everyone in your ofﬁce hears about the event and how successful it was, including feedback from attendees regarding the new product everyone at your company worked on. Create a spreadsheet with dollar values and closing percentages per visitor you had in your booth. Not only will your management be looking at this as a way to evaluate their investment, it will certainly prove to them that you were the right person to send as their representative. Lastly, remember to thank everyone that 8:46:23 PM helped make your event a success, including co-workers, vendors and your family that missed you while you were gone. This will certainly help if you need their support for your next event. ●

Guy I. Nahmiach is a 20-year veteran of the trade show and event industry and conducts in-house training and consulting for corporations in their sales and procurement departments, in preparation for trade show and event participation. He can be reached at EMP (Event Management Professionals) at (303) 999-5789 or guynahmiach@yahoo. com. Nahmiach will be conducting a training session at the 21st Annual MPINCC Trade Show on Feb. 24 at the Moscone Center. You can sign up at www.mpincc.org. 14 | MPINCCperspective | VOL. 27, NO. 4

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MPINCCperspective | VOL. 27,11/26/08 NO. 4 |10:43:52 15 PM

connec t in g w ith – Rosheen Golden, CMP, C T SM By Scott Slocum, MMH

ROSHEEN GOLDEN, CMP, CTSM TRADE SHOW MANAGER MARVELL SEMICONDUCTOR, INC.

In keeping with our theme of Connecting Through Collaboration for the 2008-2009 program year, we give you this column to connect with some of the diverse professionals that make up the Northern California Chapter of MPI.

MPI: Can you give us a glimpse of your career path and growth in the industry, as well as an overview of your current role within your organization? Rosheen: I started out planning seminars for a motivational speaker in the personal health industry over 12 years ago. From there, I relocated to the Silicon Valley to work in technology. I joined a start-up company pre-IPO and grew into a corporate events and trade show manager position. I was able to plan extraordinary meetings and incentives, travel internationally and meet incredibly interesting people. While at this company I refined my skills and committed to the professions of meeting management and trade show management. I pursued and hold both CMP and CTSM (Certified Trade Show Marketer) designations. After leaving the corporate world, I went independent and worked for myself as well as other agencies for a few years. I was heavily recruited to join my current company and now work as the trade show manager for Marvell Semiconductor. I really enjoy what I do and over the years have become much more strategic and campaign-based in my efforts to reach client or company goals. MPI: When did you join MPI and do you remember what/who prompted you to join? Rosheen: I joined MPI about five or six years ago on the suggestion of supplier partners I was working with to plan a large meeting. They were members and spoke highly of the CMP designation, encouraging me to look into not only joining and networking with MPI but achieving my CMP. 16 | MPINCCperspective | VOL. 27, NO. 4

MPI: What advice do you have for someone considering MPI membership? Rosheen: I hate to sound redundant; I agree with every other member when they say get involved. Your membership can get you very far – both in career as well as personal advancements. There are so many dynamic and friendly people in our large membership at MPINCC and so many interesting groups and projects offered it is easy to find something that would appeal. Professionals like to hire people they already know or who come highly recommended by peers – that alone is worth someone joining and volunteering with MPINCC. MPI: In your opinion, how and why do trade shows contribute to furthering business connections and creating business opportunities? Rosheen: The world of trade shows has gone through quite a change in recent years, and I believe it is still morphing. With technology leading to cheaper and more efficient ways for people to connect and exchange business, trade shows have had to refine their purpose or find they may not survive. Some industries will always have a need for trade shows because people continue to have a need to touch product and interact with each other. MPI: Following-up regarding the previous question, what do you see as new developments/trends in trade shows? Which types of shows are most effective? Rosheen: The shows that seem the most effective are ones where the audience is targeted and the exhibitor has done its research so goals and expectations are met. You see more technology

being used to connect buyers and sellers, badges with RFID, attendees can vote and comment during presentations, the list is endless. MPI: What are your favorite activities/ hobbies outside of the office? Rosheen: I love to be outdoors. My husband and I are big backpackers – back country backpacking where you don’t necessarily see another person the whole time you are out. I also love to garden, I find this is my way of unwinding and being reminded of more simple things. Nature is amazing and in constant change. People forget to notice the little things. MPI: Do you have a favorite quote? Rosheen: “Have you ever seen the world through two pairs of eyes?” (Cowboy Junkies). I firmly believe in collaboration of the best minds leads to the best results. MPI: How do you define “success”? Rosheen: Success is being able to look at yourself in the mirror every day knowing you did your best. It is having people follow your lead because they want to. Success is having respect and time – time for yourself and for your family – and not being afraid to ask for help when you need it. ●

Scott Slocum, MMH, is Director of Group Sales at the Claremont Resort and Spa. He can be reached at (510) 549-8533 or sslocum@claremontresort.com.

member pear l s By Dana Marshall, CMP, CMM

The Fascinating World of Marketing Marketing is fascinating stuff! Countless hours and millions of dollars are spent developing content, designing materials, prooﬁng and producing marketing materials that do not have any impact. I once got a package with a brochure touting exceptional quality. I think the word quality was used about 20 times in the three short paragraphs. Quality this and quality that, yet the actual package was crumpled and the candy bar inside was in pieces. Did I ever think “quality” when I saw that company name again? The message stuck, I remembered the company name, but the message was not believable. So how do you get the right message out there? Here are a few hints: 1. Start with the end in mind. Think about what you want your marketing efforts to do. Are you educating or informing the recipient about your product/service or about something new? Do you want them to take an action? If so, be sure they understand what that action is. Knowing your desired result or outcome will help you know where to begin so that you can create the right message. 2. Keep it simple. The statistics on deleted e-mail marketing messages or those direct mail pieces tossed quickly into the trash are staggering. Stay focused on your message, and stick to just one message. Your message, your mantra, your style should be consistent. Once you change your message you will lose readers and lose the opportunity to have an impact. 3. Choose your words carefully. Someone once told me that great isn’t so great. This word has been

so overused it no longer has an impact. Be sure the words you choose convey the meaning you want. Try lots of words and phrases by typing them out one under the other on your computer screen so that you can truly see the words and judge their impact. Use the Thesaurus. If this tool was a dinosaur, it would not be in so many word processing and publication software programs. Design does matter. Careful and early consideration of how the piece is going to be used will help eliminate costly mistakes. Different variations will be needed for print and e-mail. Consider the format of e-mail marketing messages and whether you are planning to send text messages or attach ﬁles, and then test them. Is it visually appealing even in preview mode? Does the headline encourage them to read on, or does it get lost or not even appear when the message is opened? Screen placement of pictures and key messages is an art form. In these days of doit-yourself software it may be best to consult an expert. You’ve got them, now keep them. How many times have you clicked on a link that was provided and not been able to return to the original screen? Test all of the links and ensure that if anyone leaves they can return. Check and check again. Proofreading is an acquired skill and no matter how many times you have read and re-read your message, a typo may still exist. Spell each word as you read it and you will be amazed at the errors you catch. Utilize another set of eyes and ask a friend or co-worker

to check your message. Do they get it? Sometimes the best reality check is someone that does not completely understand your business. 7. Sweat the small stuff. Details do matter; in fact, they matter a lot. Be sure the facts of who you are get included and make it easy for that potential customer to contact you. I remember a beautiful hotel brochure I received – the images were truly stunning and the brochure was not a cheap piece based on the odd size, number of pages and quality of the paper. Yet I had no idea where the resort was. It became a puzzle to me as I re-read the material and ﬁgured out only what mountain range I could view from my balcony since the information provided gave me no idea of the city or even the state where the resort was located. An expensive oops! Each of us is bombarded daily with marketing messages from e-mail blasts to direct mail pieces and even through cell phones and social networking sites. So what catches the meeting planner’s eye? How doo you design a message that at is strong enough to stick? The key to effective marketing is being believable, memorable and consistent. ● Dana Marshall’s industry experience includes hotel management, corporate planning and sales & marketing. She is currently serving as MPINCC Vice President of Communications. She can be reached at (415) 883-1536. MPINCCperspective | VOL. 27, NO. 4 | 17

member pear l s By Michelle Thornton

Embracing Change in a New Role In the craziness of today’s economy, meeting professionals must remain flexible to all industries, regardless of our expertise. Someone who is comfortable with large budgets, small meetings and unlimited creativity must be ready for the time when they leave that position to attack a new situation, in a new industry which is unfamiliar with strict budgets and little originality. Such is the case with my experience. As meeting planner extraordinaire (among other things) for J.Crew, our budgets were large and flexible, our locations exceptional and the rule was to make the meeting – down to the tiniest detail – exactly how we wanted our clients to feel when they walk into our stores. It was a meeting planner’s dream. Of course as my first ‘real job’ in the meeting planning world, I did not fully realize that this was not the ‘norm.’ It was quite a wake-up call when I went to work for my current employer, Autodesk, where not only was the entire tech culture foreign to me, most logistics of all of the events I handled were already planned, packaged and had to be managed to the dollar. In both positions, I was a meeting planner but how I worked in those positions was like night and day. Here are some tried and ttrue ways that helped me acclimate to a new industry and a clim new job as a meeting professional. ne • Network – I am extremely lucky because although Autodesk has over 7,000 employees, my department only has 10. With new positions taking three to six months to really grasp, to fast track learning your new role and to make yourself a valuable part of the team, you must network. Get to know those in your department and ask them who you should know 18 | MPINCCperspective | VOL. 27, NO. 4

•

– and more importantly, who should you make yourself known to. Go to all of the “social” events your company offers. Though sometimes it’s the last thing you want to do, making yourself seen is very important. Plus your co-workers are the first people who can make or break your reputation at a job. Being the ‘newbie’ at a work event isn’t always fun, but don’t be afraid to walk up to a group and introduce yourself. You’ll find that people are more open than you think. Learn the native language – Everyone has been to that job interview or has been speaking to someone from another field and they reference some unknown moniker you are supposed to know. You smile and say, “Oh, yes of course – ‘freezing the code.’ I agree completely.” You think to yourself, “What?” At Autodesk, we actually have a site on our company intranet called “TAD” for The Autodesk Dictionary, which is defined on its homepage as “the single, authoritative source for Autodesk business terms.” Though I realize not all companies have something like TAD, learning the native language will help you succeed when speaking to people from all different departments in an organization – from the receptionist to the CEO. Learn the ins and outs of your particular job – As with any new event you are managing, do your best to find the history of those events and review all of the details you have. Make some time on your schedule to meet with the decision makers, facilitators and your manager to review what they liked, didn’t like and what they want to see going forward. Before your meeting, make time to come up with your own take on the event and one or two ideas you’d like

to offer as suggestions going forward. Take initiative to stand out to not only do the job they hired you to do but go above and beyond. • Meet with your manager for regular one-on-one sessions - Even if it’s only 10 minutes once a month, find a time to discuss any challenges you are having and also examine together what your particular goals are for the upcoming months. Ensure that you have taken the time to clearly define what those goals are. In doing this, your manager will feel confident that he or she has hired the right person. Through these simple steps listed above, you can easily define the role you want in the career path at your new company. Being the newest member of the organization is always both challenging and exciting. Though you’ll be faced with both difficulties and opportunities, bear in mind that your goal should be to make the most of all situations. Remember nothing happens overnight. ●

Michelle Thornton is an event planner at Autodesk in the Training and Organization Development Department and also assists organizations with logistics and site selection as a third-party meeting planner. She can be reached at (415) 507-5710 or michelle.thornton@autodesk.com. The opinions expressed in this article are those of the author and do not reﬂect those of Autodesk or J.Crew.

Celebrate Sponsorship! By Myrna Kuenning

With a down economy and potentially scaled-down budgets, sponsors represent a key fiscal element to your event or meeting. Maintaining positive relationships with your sponsors can make all the difference in your bottom line. Strike the right balance between what sponsors can do for you, and what you can do for them, and you’ll keep your events and meetings financially in the black. Sponsors today are more sophisticated than ever before, with a stronger focus on ROI. Many need to see that their marketing dollars drive results in sales and client acquisition. Ask about their lead generation strategies for your trade show, event or meeting, and understand how your various sponsor programs can fulfill those objectives. William Chipps, senior editor of Chicago-based IEG Sponsorship Report recently told Greg Johnson of the Los Angeles Times that he believes companies can weather this economic storm by “doing everything in their power to make sure that their sponsors are accomplishing what they want to do” (posted by Greg Johnson on Oct. 28, 2008). Looking at the multi-year numbers for sponsorship nationally as reported by IEG, total sponsorships sold in recent years for association and other member groups: 2006= $404M; 2007= $461M; and projected for 2008 = $482M. Current forecasts are fl at to slightly up for 2009. Bottom line is there are sponsor dollars to be had, and good sponsors are worth cultivating year over year. If you look at your possible shrinking budget, consider amping up your sponsor components. Here are seven items for your Tool Kit for acquiring and supporting event and meeting sponsors.

Review in-kind opportunities vs. feefor-marketing opportunities

Reexamine what your sponsorship programs are worth in terms of an advertising and marketing cost. You may be giving away the store. You can keep sponsors happy and get a fair price for your sponsorship opportunities. Determine the retail value of what you are offering and price accordingly.

Kick off with a sponsor summit Acknowledge past spon-

sors and invite prospective sponsors to join you in a Webinar or conference call to outline the goals for sponsorship for the upcoming year, communicate any changes in personnel or contact information, and review the offered sponsor programs. This process jump starts your sponsorship-selling season, as well as your rebooking process.

Non-title, less-thanplatinum-level sponsors can still “buy a spotlight” at your event When establishing the

sponsor program for the coming year, look at ways to offer a “spotlight” for your sponsors who loyally commit marketing dollars to your event or meeting, but may not have the big bucks. They can upgrade what they have been doing by purchasing a package of services that includes print advertising or conference bag inserts, for example, or becoming the “headliner” among a vendor group and receive additional advertising space or preferred exhibition locations.

Calling all co-sponsors: Be a matchmaker and leverage the vendor pool When

following up with past sponsors or approaching new prospects, consider what vendors they may have who would also beneﬁt from sales or lead generation at your show. Suggest a co-sponsor relationship to upgrade their sponsorship participation overall.

Buy time The more time you have to sell sponsors, the better your

chances are to increase sales. Give yourself 10 months if possible, and have budget discussions and an initial sales call as early in the sales cycle as possible. Then regularly announce sold programs to maintain urgency among the remaining prospective sponsors. The “early-decision” sponsors will also receive greater attention for those extras – mentions in e-mail blurbs, logos on event Web sites, etc., that leverage your planned advertising and marketing efforts.

MEET @ TECHMART • A Comprehensive Day Meeting Package • Over 15,000 sq ft of Meeting & Event Space for Groups from 10-300 • Convenient to San Jose & San Francisco Airports • Over 800 Guestrooms within Walking Distance

Survey current sponsors

Liz Ware, vice president of American Society of Association Executives, was recently quoted about a sponsor survey used to redesign their sponsorship programs. She said she “found sponsors would be willing to do more business with us if we could give them more access to our members” (IEG Sponsorship Report).

Network Meeting Center at TechMart 408.562.6111 www.networkmeetingcenter.com 5201 Great America Parkway Santa Clara, CA 95054

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Educate your attendees and celebrate your sponsors Do more

than manage the â&#x20AC;&#x153;logo soupâ&#x20AC;? on signs and banners at your event. Be speciďŹ c about how your sponsors have improved the conference program, or underwritten the hospitality and amenities at a reception. â&#x20AC;&#x153;Stop by booth #218 and thank (sponsor name here) for the coffee and desserts we are enjoying tonight.â&#x20AC;? Encouraging gratitude on the part of attendees toward your sponsors goes a long way when you call to rebook those sponsors a few short months later.

Attendees want to know whatâ&#x20AC;&#x2122;s new in their ďŹ eld in conference training sessions and industry meetings, as well as what may be new in exhibitor and sponsor offerings. They want a great show that is worthy of their time and money. A supportive win/win relationship with your sponsors can help you to deliver just that. â&#x2014;? Myrna Kuenning is Sponsorship Manager at Cappa & Graham, Inc. She can be reached at (415) 512-6967.

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c h a p t e r chat ter NEW VENTURES Sara Baker was appointed Lead Sales Representative for San Francisco-based EveryScape, which provides meeting and event planners a free alternative to the traditional site visit, with a rich, ďŹ rst-hand experience of proposed locations. Sara was previously with Carmel Valley Ranch. She may be reached at (415) 430-3548 or sbaker@everyscape.com. Carolyn Pund, CMP, CMM, was appointed Senior Manager Global Meetings & Events for San Jose-based Cisco Systems. She was previously with Nortel Networks. Carolyn may be reached at (408) 424-6037 or cpund@cisco.com. Marilee A. Sonneman, CMP, was appointed Managing Director for San Francisco-based Perfect World Events. She was previously with Mana, Allison & Assoc. She may be reached at (415) 777-8200 or msonneman@perfectworldevents.com. Inga Stephenson was appointed Conference Sales Manager for San Josebased Dolce Hayes Mansion. She was previously with Evans and Johnson, Inc. Inga may be reached at (408) 362-2307 or istephenson@hayesmansion.com.

PROMOTIONS Monica Logan was recently promoted to Vice President of Operations for Emeryville-based The Performance Group (TPG). She has been with TPG for three years as director of operations. Monica may be reached at (510) 923-9123 or mlogan@ tpgnc.com.

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ACHIEVEMENTS The Performance Group (TPG) has earned a spot on the coveted Inc. magazineâ&#x20AC;&#x2122;s 2008 Top 5000 list of Fastest Growing Private Companies in the United States. This achievement puts TPG â&#x20AC;&#x153;among an elite group that over the years has included Microsoft, Timberland, Cold Stone Creamery, Go Daddy, Intuit, Jamba Juice, Oracle and UnderArmour.â&#x20AC;? For information contact Susan Keeley at (510) 923-7141 or skeeley@tpgnc.com. â&#x2014;?

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Have news to share? Send your chatter to Kehaulani McGregor, CMP, The Meeting Strategy Group and MPINCC Past President at kehaulani@meetingstrategygroup.com.

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20 | MPINCCperspective | VOL. 27, NO. 4

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d e s t in a t io n s p o t li g h t – s a n jo s e, c a li f o r n ia

More Than Microchips Many know Silicon Valley as a center for technical innovation, so it’s not surprising that when it comes to meetings, many cities envy Team San Jose’s renowned one-stop shopping service approach that has 97 percent of recently surveyed clients saying they’d return! But delegates also know that San Jose is a hub for extra-curricular fun! Our walkable downtown is jam-packed with great hotels – from world-class properties to chic boutiques – restaurants, artistic performances, nightclubs, museums and galleries – all within a ﬁve minute drive from the airport and a short stroll from the convention center. We rank among the safest and cleanest big cities in the nation, so delegates feel free wandering our streets securely when seeking adventures after dark. Downtown offers beautiful parks for those who want to sink their toes between meetings in green grass – such as the Japanese Friendship Garden. Families looking to tack on a valuepacked getaway are thrilled by San Jose’s hassle-free manageability, reasonable crowds and lower hotel rates on weekends. Although the city is one of the easiest to walk, many visitors enjoy taking a Segway tour to see some of the local sights. Must-sees for families within downtown or city limits include the Tech Museum of Innovation, Children’s Discovery Museum, world-famous Winchester Mystery House, just to name a few. Theme parks such as Great America and Raging Waters are a quick drive from downtown. San Jose is also great for girls’ getaways, and many are surprised to ﬁnd that it’s a shopper’s paradise. Shopping opportunities range from outlet malls and farmers markets to major malls. A few minutes from downtown is Santana Row, a Mediterranean-style pedestrian shopping and entertainment destination brimming

with trendy boutiques, eateries, bars and day spas. Speaking of spas, many are dotted throughout the city, including great facilities at the new Tova Day Spa at Fairmont San Jose, as well as the Ayoma Life Spa at Hotel Valencia Santana Row and Being Spa at Dolce Hayes Mansion hotel. With 300 days of sunshine and comfortable temperatures year-round, San Jose offers the best weather in the Bay Area. Within a short drive from San Jose awaits

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Santa Cruz beaches and mountain wineries (touted by Wine Spectator as “the most underappreciated appellation in the world”), challenging golf courses, and charming towns such as Los Gatos, Mountain View and Palo Alto. Although San Jose’s got plenty to keep visitors busy, its central location offers easy access to Monterey and San Francisco Bay Area day trips. For more information visit 1-800-SAN-JOSE or visit www.sanjose.org. ●

MPINCCperspective | VOL. 27, 11/26/08 NO. 4 | 7:07:42 21 PM

In Loving Memory Cheryl Ann Fernandez-Louie, October 2, 1973 – November 2, 2008 Cheryl passed away peacefully on Nov. 2 in Hemet, Calif., after a 16-month courageous battle with brain cancer. Her MPI ‘ohana will not forget her many years of service as a member volunteer, beloved friend and business colleague. “Cheryl’s true Aloha spirit has touched many people in our industry over the years,” said Kehaulani McGregor, CMP, president of The Meeting Strategy Group and past president of MPINCC. “She will be deeply missed by so many of us who knew her and the vibrant, energetic, glowing personality behind that beautiful face.” She was born in Honolulu and graduated from the University of Hawaii with a degree in Political Science. She won several beauty pageants and eventually became runner-up in the Miss Hawaii pageant. As regional director of accounts for Hawaii Visitors and Convention Bureau, Cheryl was a long-time member of MPI and most recently served on the board of directors of the MPI San Diego Chapter. “Hawaii Visitors and Convention Bureau is fortunate to have had Cheryl as an integral part of our corporate meetings and incentives team,” said Adele Tasaka, HVCB senior director and past president of MPI Aloha Chapter. “Her beautiful smile and sense of Aloha made her a very effective mainland ambassador for our destination. We will miss her greatly.” She is survived by her loving husband Evan, her daughter Cevan, her brother Junior, her mother Rebecca, her father Kenneth and hundreds of loving family and friends. A blog has been created to share memories of her life at www.cherylfernandezlouie.blogspot.com.

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Monterey’s premier waterfront hotel is also Monterey’s Premier Meeting Hotel.

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Few places in the world compare to the Monterey Peninsula for a meeting, especially at the Portola Hotel & Spa in the heart of Monterey. Popular attractions such as Monterey Bay Aquarium, historic Fisherman’s Wharf, and Cannery Row are a stroll away, along with a world-class spa and adjoining Monterey Conference Center within the hotel. At the Portola Hotel & Spa, attendees will remember their conference long after the agenda is forgotten.

AMONG THE 10 REASONS TO VISIT

SAN JOSE No. 9

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