July 30th – August 1st, 2013 McCormick Place, Chicago, IL Identifying Stakeholders Michael R. Seymour, CME Senior Vice President 3D Exhibits, Inc. © 2013, Michael R. Seymour, All rights reserved.

Identifying Stakeholders The Program Learning Objectives  Understanding internal and external stakeholders  Identifying other stakeholders  Creating “champions” from your stakeholders  Evolving with your stakeholders

Identifying Stakeholders stakeholder stekhol d ə r / Show Spelled [steyk-hohl-der] noun 1. the holder of the stakes of a wager.holderstakes 2. a person or group that has an investment, share, or interest in something, as a business or industry. 3. Law. a person holding money or property to which two or more persons make rival claims.which

Identifying Stakeholders stakeholder Definition: A person, group, or organization that has direct or indirect stake in an organization because it can affect or be affected by the organization's actions, objectives, and policies. Key stakeholders in a business organization include creditors, customers, directors, employees, government (and its agencies), owners (shareholders), suppliers, unions, and the community from which the business draws its resources.

Identifying Stakeholders  Internal Stakeholders  External Stakeholders  Other  Who are your stakeholders?

Identifying Stakeholders Typical Key Internal Stakeholders 1.Upper management 2.Marketing 3.Sales 4.Product Managers 5.Your team 6.The company

Identifying Stakeholders Typical Key External Stakeholders 1.Customers 2.Shareholders 3.Prospects 4.Partners

Identifying Stakeholders What do your stakeholders mean to your marketing/trade show programs? Stakeholders will determine and evaluate your success, your value to your organization, and ability to meet the expectations established for your program.

Identifying Stakeholders Why are stakeholders important to your marketing/trade show programs? They impact your reputation, income, ability to develop professionally and defines your position within the company.

Identifying Stakeholders Determining Stakeholders Expectations  Internal 1) Upper management expectations 2) Direct supervisor expectations 3) Sales/Marketing expectations 4) Others

Identifying Stakeholders How are you receiving the information from stakeholders?  Direct access to C level, as well as middle management.  They participate in planning, implementations, etc.  Documents, memo’s handed down  All of the above

Identifying Stakeholders Determining Stakeholder Expectations  External 1) Customer survey, focus groups 2) Shareholder feedback through C level reporting? 3) Industry research on product needs and desires

Identifying Stakeholders Every stakeholders goal / objective needs to be identified, confirmed they are quantifiable and included as part of your overall plan.

Identifying Stakeholders “ Stopping at your exhibit today provided me superior product knowledge. I was able to learn new techniques, talk to my peers, and discover what new products coming in the future from staff. Now my business and I can better serve our customers today, and prepare them for an even better tomorrow.” Potential quote from your Champion

Identifying Stakeholders Creating and Supporting Your Champions  Internal Champions  External Champions They all want to be identified as experts, seek peer recognition and an elevated respect in their fields. Make them your greatest assets.

Identifying Stakeholders When you inform, teach, provide current and significant product and industry information validating their interest, they will be there to support you. External Champions - Product specialists, Key Opinion Leaders (KOL), your customers, the industry.

Identifying Stakeholders When you validate their goals with measured success, improved value and consistent reporting, they will be there to support you. Everyone wins! Internal Champions – C Level, Marketing, Sales, Your supervisor, Product managers, the company.

Identifying Stakeholders Keeping Your Program Relevant – Evolve 1.You must continue to learn what is working, and what is not. Make changes. 2.You must continue to learn what is needed next by your stakeholders. Change again. 3.You must continue to measure and report the changes and results.

Identifying Stakeholders What you provide for your stakeholders?  Information/education.  Product knowledge – today/tomorrow.  Acknowledgement /recognition.  Value

Identifying Stakeholders What you should receive from stakeholders?  Business opportunities/ financial support.  Commitment / involvement.  Communication  Validation  Value

Identifying Stakeholders Questions and Answers

Thank you for Attending!

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