The Pros of a Tradeshow

No one would argue a lot of work goes into a tradeshow. I marvel at all the exhibitors and the lengths they go to, to ensure a successful three-day event.

I took the opportunity to have lunch with Janet Fenner. She is the senior marketing group manager at Samsung Techwin. Just in case you’re not sure what that means, Janet is experienced as a strategic marketing manager with emphasis on corporate and product positioning. She knows her business, and shared a few insights with me.

Tradeshows are expensive, and with that comes a lot of hard work building and tearing down the corporate exhibit. I got the feeling that Janet knows her way around the booth with a hammer, drill and screwdriver. She knows how to build the booth for presentation, and then take it down for the next tradeshow.

The thing about Janet is she has the innate ability to interpret a company’s needs and drive programs to deliver pertinent marketing messaging aimed at building a brand and product identity. She has the ability to work in a fast-paced environment, successfully.

There are a lot of people I admire in this industry, among those include Janet Fenner. She gets right to the point of the message, and that’s one very good reason Samsung is so successful. While there are a number of excellent marketing directors for various companies, I want to tip my hat to Janet for a job well done at ASIS.

About the Author

Ralph C. Jensen is editor-in-chief of Security Today magazine.

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