The image of running around in circles equates to getting nowhere - fast. Think, instead, of cycles, where one logical step leads to another and eventually feeds into improving the next facet of an operation. We're surrounded (excuse the pun) by circles and cycles all the time, from the calendar of the year and it's changing seasons to life cycles and business cycles. We're in a constant state of education, and this new year will bring an improved business climate and fresh opportunities. The benefits are there for the taking.

Closed Loop Management

The circle we're most concerned about is the schedule of trade shows for this year. Budgets are set, shows selected, space booked. The real concern, though, is what drives the exhibit marketing program. Too often, the thought processes that propel a corporation into exhibiting begin in the middle. There's a decision made because the competition is in that show, or 'it seems like a good idea' and that becomes the moving force. A worst case scenario is that the person in charge of this program has inherited someone else's game plan and is never really informed as to the 'why'.