Steve Miller has been involved in the trade show world, an important part
of the marketing and sales development coordinator's job, for many years.
"I sort of stumbled into it," he says. "My last real job was as the vice-president
of international sales and marketing for a Japanese toy company. I happened
to also be very good at trade show marketing."
Currently, Miller is president of a marketing consulting firm outside Seattle.
He began moonlighting when a neighboring exhibitor asked for his advice and
hired him as a consultant.
Miller has been very successful as a marketing coordinator and consultant.
One of his most rewarding experiences was when he worked with some city leaders,
including the mayor.
"We were able to hammer out a trade show deal that saved over $20 million
for the trade show world in the following 12 months," he says.
One of his most challenging moments was when he had to convince a board
of directors "to basically implode the existing exposition and completely
design a new one from scratch."
Miller adds, "Needless to say, the board was extremely hostile."
Through the analysis and research available, they slowly began to appreciate
his idea. They are now enjoying great success.
"Succeeding in this industry would be enhanced by strong people skills,
as well as communication skills. I guess that's what sales and marketing is
all about!" he says.
Nancy Lanthier is the marketing director for a garden. She says the most
challenging thing about her profession is international marketing and communications.
But she finds "selling group tour packages to international tour operators"
very rewarding.
"I think knowing how to update your company's website is very
important, since so much business happens on the Internet," says Lanthier.
"Creativity and good communication skills are also important."
Dawn Launer is a marketing coordinator for Professional Trade Shows, Inc.
in Fremont, California. She says that this aspect of the marketing coordinator
job is fast-paced.
In Launer's opinion, finishing a show is the most rewarding. "In our company,
we have about 50 shows a year. They are regional shows, which means we do
annual shows in one industry all over the country, bringing in attendees from
each region of the U.S."
She says they start planning the show about six months ahead of time. Being
on site and seeing it all come together is a great feeling.
"Many things are on deadlines and must be done in a timely fashion. The
advice I would give to a student is to make sure you are prepared for too
much to do and everything being due now," she says.
"Individuals must be organized, well-tempered and detail-oriented to survive
in this fast-paced business."
Dennis Wheeler is a marketing consultant. "Marketing is the identification
of needs and the delivery of suitable products and services," says Wheeler.
"Obviously, this centers around customer satisfaction, because unhappy customers
do not stay long."
One of his most rewarding moments in this field came from taking on a challenge.
His company was having problems with its system of customer returns.
"Invoices are billed on day of shipment and payment is expected 10 days
later," Wheeler explains. "But if goods are returned, it takes six to eight
weeks to issue the credit note."
That meant that customers had to pay for goods a few weeks before they
received the credit note.
Wheeler came up with a much more efficient system. His idea landed him
the opportunity to represent his country's operations on an international
study team.
"Remember that a challenge is not something to fear. Rather, it is an exciting
opportunity in which to excel."