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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
Identifying StakeholdersIdentifying 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.
Identifying StakeholdersIdentifying 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 StakeholdersIdentifying Stakeholders
Internal Stakeholders External Stakeholders Other
Who are your stakeholders?
Identifying StakeholdersIdentifying Stakeholders
Typical Key Internal Stakeholders1.Upper management2.Marketing3.Sales4.Product Managers5.Your team6.The company
Identifying StakeholdersIdentifying Stakeholders
Typical Key External Stakeholders1.Customers2.Shareholders3.Prospects4.Partners
Identifying StakeholdersIdentifying Stakeholders
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.
Identifying StakeholdersIdentifying Stakeholders
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.
Identifying StakeholdersIdentifying Stakeholders
Determining Stakeholders Expectations Internal
1) Upper management expectations2) Direct supervisor expectations3) Sales/Marketing expectations4) Others
Identifying StakeholdersIdentifying Stakeholders
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
Identifying StakeholdersIdentifying Stakeholders
Determining Stakeholder Expectations External
1) Customer survey, focus groups2) Shareholder feedback through C level reporting?3) Industry research on product needs and desires
Identifying StakeholdersIdentifying Stakeholders
Every stakeholders goal / objective needsto be identified, confirmed they arequantifiable and included as part of youroverall plan.
Identifying StakeholdersIdentifying 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 StakeholdersIdentifying Stakeholders
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.
Identifying StakeholdersIdentifying Stakeholders
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.
Identifying StakeholdersIdentifying Stakeholders
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.
Identifying StakeholdersIdentifying Stakeholders
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.
Identifying StakeholdersIdentifying Stakeholders
What you provide for your stakeholders? Information/education. Product knowledge – today/tomorrow. Acknowledgement /recognition. Value
Identifying StakeholdersIdentifying Stakeholders
What you should receive from stakeholders? Business opportunities/ financial support. Commitment / involvement. Communication Validation Value
Identifying StakeholdersIdentifying Stakeholders
Questions and Answers
ThankThank you for Attending!you for Attending!
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