Meeting Planner Careers

Congratulations. You’ve just been promoted from exhibit graphics to Event Coordinator for XYZ Company, a manufacturer of brooms and brushes for the restaurant industry. That means you’ll be attending the National Restaurant Show. How will you make XYZ’s product stand out from the competition?

At a show attracting thousands of attendees eating free food to boot, it’s not going to be easy. But, you’ve been in graphics, so you know that the first impression on a date or a job interview is made in the first 30 seconds . At a trade show, we can cut that down to the first 3 seconds; so, given the budget, you’ll create a wowie-zowie back board for your 10’ x 20’ broom and brush display. Now you need to pack it, ship it, set it up, light it, tweak it, photograph it, stand in it for three days, break it down, and return it to the shop.

Arriving at the show, you’ll join the small town making the entire event, including your 10’ x 20‘ display, a smashing success. Once you collect your exhibit from freight, and because you filled out the services forms back home, you’ll be visited by a string of people to help you. So, here’s the most important part: events like the National Restaurant Show usually rotate between the three largest convention halls in the nation. Make friends with the people in this small town, because if you stay in your position, it’s highly likely you’ll be seeing them again.

An elevator speech, also called an elevator pitch, is a short introduction that succinctly delivers your most important points in 30 seconds or less. About 30 seconds is the time you would have during an elevator ride to deliver your introduction to a captive audience, which in your case would be a potential client.

Elevator speeches are perfect for quick introductions when you meet a potential client by chance at an event, or when you are making your rounds at a networking function. The idea is that you create and memorize your elevator speech so that you will be prepared and come across as professional and well spoken in the short time you have to make a first impression. While elevator speeches do not always have to be as short as 30 seconds, you should definitely keep it to a minimum and avoid going over two minutes before allowing your new acquaintance to speak. Remember, you want to sound professional and articulate – not boring or self-important.

When crafting your elevator speech, make sure you answer these four questions:

1. What services do you provide?
2. What is your niche or specialization?
3. How are you different than others performing the same services?
4. How do your services make your potential client’s life or job easier?