Susan Friedmann Articles

Super Seminars: Enhance Your Expert Identity By Teaching the Classes Everyone Wants to Take! - Click To Read Article
The key to success of any seminar, boot camp, or educational offering is through marketing and promotion... examine the process to developing seminars that will appeal to your target audience

Saving Time and Energy: A 6 Step Process to Adopting New Technology - Click To Read Article
Technology is evolving at light speed. Every day there's something new. There's no way one person can keep up with it all, which means we have to pick and choose which tools are the best to promote our businesses. Be critical, implement this six step process consistently, and you'll find that you can have the best of both worlds: adopting the latest, greatest tools to promote yourself without wasting a lot of time and energy!

Preparing Your Product Expert for Tradeshows - Click To Read Article
The more complex your product is, the more likely you are to need a technical expert in your booth to explain the more arcane details. Even the best-trained marketing staff can’t always handle specialized questions. That’s why it’s essential that your booth staff include one or two people whose primary expertise lies not in marketing the finished product, but in creating and implementing the product design.

How to Make Your Niche Follow You Anywhere - Click To Read Article
Some of the most powerful resources that improve your accessibility - without losing precious time - are online. The web is your platform to create and sustain key relationships... with your niche

Good Shows in Bad Times: Exhibiting When Your Industry Is In Crisis - Click To Read Article
Every industry has its good & bad times…It is possible to turn in a great tradeshow performance when everything else is going wrong. Here’s how.

Fighting The Fear - Click To Read Article
Exhibiting in economically turbulent times... the first thing to do is to assess and understand what the changing marketplace actually means to your industry

What is A Nichepreneur™? - Click To Read Article
If you’re going to thrive as a professional in our ever-changing environment, you need to adapt to the changing parameters. It’s no good holding onto out-moded thinking and yesterday’s methodology. The day of the behemoth corporations that could convince the public that they were all things to all people are over: like the mastadons, yesterday’s stagnant organizations are laying down to be absorbed into the quagmire. Enter, the NichePreneur™.

The Power of Asking Questions: 7 Strategies to Discovering What Your Prospects Really Need - Click To Read Article
Having a team that can ask the right people, the right questions, at the right time, is the single most cost effective thing you can do to guarantee fantastic show results. Learn the strategies…

Eight Effortless Exercises to Improve Tradeshow Performance - Click To Read Article
Human nature dictates that more often than not, we seek out the smoother path and avoid things we perceive as difficult. Read, to improve your tradeshow performance effortlessly.

Consultative Selling for Nichepreneurs™ - Click To Read Article
A consultative sales experience is different from any other type of selling, because you begin the relationship with your potential client by providing value…

Who Put All These Trees in the Forest? Making Pre-show Promotion Stand Out! - Click To Read Article
There's a lot of pressure on marketing departments today: a tightening economy and increasingly competitive environment means that every promotional effort must generate a positive return. Every decision has to be viewed critically, and that includes the decision to participate in tradeshows.

Riches in Niches: Why I Became A Nichepreneur - Click To Read Article
Combining my professional skills with my personal passions led to the career of my dreams: one in which my success wasn't dependent on anyone else.

Four Generations In The Marketplace: What This Means For You - Click To Read Article
Today's consumer can be a member of one of at least four generations; beginning with the pre-pubescent teens & extending right up to the infamous baby boomers... different techniques & strategies are required to connect with them. Here's a snapshot of each group & what you need to know to position yourself appropriately.

Tip Sheets: A Tool Every Nichepreneur Can Use - Click To Read Article
The power of print is incredible. By writing books, articles, and even blogging, Nichepreneurs can help establish their Expert Identity, share knowledge, and attract business. However, there’s a lot of people who don’t read -- or if they don’t read, they don’t want to read a lot. They’re too busy to sit down and pore through the paragraphs of your latest magazine article, much less the pages of your book. How can you reach these customers and potential customers through the written word?

Give Me an I: Using Inspiration to Hitch a Niche - Click To Read Article
If you’re going to be a Nichepreneur™, you’ve got to have a niche! Dominating the marketplace by becoming an Expert in a given field means identifying a market segment that’s growing, that you have experience in, and that you feel passionate about. It’s the first component --- identifying the growing market -- that’s often the most problematical.

Rising Exhibiting Costs Places New Premium on Efficiency - Click To Read Article
To ensure the maximum ROI possible, in order to justify the spiraling costs... here are the top five ways to get the most out of every tradeshow...

Social Networking: The Five Biggest Mistakes Nichepreneurs™ Make - Click To Read Article
Over half of all Americans between the ages of 15-34 consider themselves active social network users. They regularly visit well-known social networking sites, such as MySpace or Facebook, or log onto specialty social networks. While industry research tells us that television watching is declining, social network use is on the rise. The message is clear. Strategic use of social networking can help a company grow.

Protecting Your Interests: Using Competitive Intelligence Gathering Techniques at Tradeshows To Safeguard Your Bottom Line - Click To Read Article
Tradeshows offer the most overt intelligence gathering environment imaginable... It is important to pay careful attention to any unfamiliar exhibitors... carefully approach tradeshows with one eye toward protecting your intellectual assets.

Creating a Realistic Tradeshow Budget - How to Avoid Nickel & Dime-ing Yourself to Death - Click To Read Article
Having a realistic tradeshow budget is crucial for exhibiting success. It's imperative to include all the costs associated with exhibiting in your financial plan. Here are some tips on how to keep these costs manageable.

Mystery Shoppers Enhance Tradeshow Performance - Click To Read Article
An Organization's first step to improved financial performance is to have an accurate assessment of the current exhibiting situation. This is where the mystery shopper can prove beneficial.

Make Life Easier to Enjoy Greater Success - Click To Read Article
Being a generalist is very demanding, skilled professionals who can't figure out why their career has stalled despite being more efficient and focused... perhaps... they're working too hard. Read, to make life easier & enjoy greater success.

After The Show - Self Analysis A Critical Component to Improve Performance - Click To Read Article
An objective measurement of performance is the only way to plan and achieve continual improvement at subsequent shows.

A Circle of Friends - Nichepreneurs and the Power of Relationships - Click To Read Article
Even though Nichepreneurs generally operate their businesses all on their own, it's critical to remember that forming strategic relationships with people is the key to succeed as a Nichepreneur.

Fighting The Fear at Tradeshows - Click To Read Article
Exhibiting in economically turbulent times is problematic. Yet the challenge may not lie exactly where you think it does. It's not the falling Dow Jones that's the problem. It's not the S&P, nor the price of oil. It's not even the constant reiteration that we're headed into the Great Depression II. No. The problem instead lies in the resultant consumer confidence crisis. People -- both on an organizational and individual level -- are afraid to buy. The constant bad news has created a perfect storm of economic turmoil, leaving people frozen in place, uncertain what to do. How do we, as exhibitors, address that fear?

Recession Proof Tradeshows: Seven Strategies To Stay Strong in Tough Times - Click To Read Article
No matter what industry you’re in, from high tech to finance to manufacturing, chances are your organization is struggling to deal with economic challenges. Slowing sales and a sluggish consumer base with limited confidence have plagued the marketplace as a whole. You can see the results of this at tradeshows. Smaller shows, with fewer exhibitors and a subdued atmosphere have been reported from several market sectors.

Flexing Your Media Muscle on the Radio - Click To Read Article
Do you know about the radio renaissance? If you’re a NichePreneur®, you should! Popular wisdom has been telling us for years that radio was dead -- but that popular wisdom is wrong. Satellite radio, streaming internet radio, and the popularity of podcasts has made radio a powerful platform for NichePreneurs® who want to establish or expand their Expert Identity. The audience for radio is exploding, like never before. At the same time, it has gotten more and more demanding to be a good radio guest. No longer is it enough to put out a good sound bite on demand for the local affiliate. Here’s what you need to know:

Smaller Crowds Hold Hidden Potential: Exhibiting During Economic Downturns - Click To Read Article
Economic cycles have very real and immediate consequences on the tradeshow environment. When times are good and there's lots of money floating around, tradeshows can become lavish events, with teeming crowds treated to extravagant displays and over-the-top exhibiting. On the other hand, when the economic indicators aren't so good, the tradeshow starts to look a little bleak. Exhibitors scale back and the crowds get smaller. This trend holds true among all industries; some are hit harder than others, but most see a significant decline in attendance numbers during economic downturns. Surprisingly, that's great news for exhibitors.

Niche Marketing is Essential During Economic Downturns - Click To Read Article
Trying to be all things to all people is hard work even for the healthiest and strongest amongst you. This challenge is compounded when economic challenges run rampant through the environment: rising costs, shaky consumer confidence, and an increasingly crowded marketplace, with several vendors all desperate to capture as much of the market as possible. There's a common misconception that people stop buying products and services during economic downturns. This is simply not true: unless the economy is in such a dire state that it practically ceases functioning entirely, people still buy. Their wants and needs don't evaporate during down cycles: instead, most customers become more selective during their purchases.

Six Advantages to Virtual Trade Shows - Click To Read Article
A virtual trade show can be simple or breathtakingly realistic... and you can use it effectively to improve your company's bottom line

KYSS Chaos Goodbye: How to Keep Your Strategies Simple and Gain More Time to Enjoy Your Riches in Niches! - Click To Read Article
As a Nichepreneur®, you lead a busy life. Backbreaking labor isn’t always enough to outdo competitors. To-do lists stack against you. Your foundation remains uncertain, squabbling over big ticket items to bail you out of a down economy. Sadly, good intentions don’t always yield top results. To ensure lasting business success, you must embrace niche simplicity. This article tells you how to keep your strategies simple, to help you to get rich in your niche.

How to Mend Your Mindset to Attract Lasting Success - Click To Read Article
Mahatma Gandhi once said, “Be the change you want to see in the world.” Imagine becoming a happier, healthier NichepreneurTM with a good, solid business. Can you see yourself as a fully satisfied small market sensation? This article offers 3 success strategies to become a better, balanced business leader.

3 Ways to Have Virtual Events Work with Physical Events - Click To Read Article
With the rise of virtual events in the marketplace, many show organizers and meeting planners are wondering how they could work together with their current physical event. This article discusses three major ways. Realize that virtual events are here to stay, and you should view them as a new and exciting tool in your arsenal, which allows you to bring people together to exchange information. The difference is simply that they are online rather than live. You could say that they “bend the rules of business.”


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