july 30th – august 1st, 2013 mccormick place, chicago, il identifying stakeholders michael r....

July 30th – August 1st, 2013McCormick Place, Chicago, IL

Identifying Stakeholders

Michael R. Seymour, CMESenior Vice President

3D Exhibits, Inc.

© 2013, Michael R. Seymour, All rights reserved.

Identifying Stakeholders

Michael R. Seymour, CMESenior Vice President

3D Exhibits, Inc.

© 2013, Michael R. Seymour, All rights reserved.

Identifying StakeholdersIdentifying Stakeholders

The Program Learning Objectives Understanding internal and external

stakeholders Identifying other stakeholders Creating “champions” from your

stakeholders Evolving with your stakeholders


stakeholder stekhol dər / Show Spelled [steyk-hohl-der] noun 1. the holder of the stakes of a wager. 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.


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.


Internal Stakeholders External Stakeholders Other

Who are your stakeholders?


Typical Key Internal Stakeholders1.Upper management2.Marketing3.Sales4.Product Managers5.Your team6.The company


Typical Key External Stakeholders1.Customers2.Shareholders3.Prospects4.Partners


What do your stakeholders mean to your

marketing/trade show programs?

Stakeholders will determine and evaluateyour success, your value to yourorganization, and ability to meet theexpectations established for your program.


Why are stakeholders important to your

marketing/trade show programs?

They impact your reputation, income,ability to develop professionally anddefines your position within the company.


Determining Stakeholders Expectations Internal

1) Upper management expectations2) Direct supervisor expectations3) Sales/Marketing expectations4) Others


How are you receiving the informationfrom 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


Determining Stakeholder Expectations External

1) Customer survey, focus groups2) Shareholder feedback through C level reporting?3) Industry research on product needs and desires


Every stakeholders goal / objective needsto be identified, confirmed they arequantifiable and included as part of youroverall plan.


“ 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


Creating and Supporting Your Champions Internal Champions External Champions

They all want to be identified as experts,seek peer recognition and an elevatedrespect in their fields. Make them yourgreatest assets.


When you inform, teach, provide currentand significant product and industryinformation validating their interest, theywill be there to support you.

External Champions - Product specialists,Key Opinion Leaders (KOL), your customers,the industry.


When you validate their goals withmeasured success, improved value andconsistent reporting, they will be there tosupport you. Everyone wins!

Internal Champions – C Level , Marketing,Sales, Your supervisor, Product managers,the company.


Keeping Your Program Relevant – Evolve1.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.


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


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


Questions and Answers

ThankThank you for Attending!you for Attending!