About the Author
DJ Heckes, owner and CEO of EXHIB-IT! Tradeshow Marketing Experts and named 2009 Top Performing CEO in New Mexico, is actively involved in the New Mexico local community and is on the National Board for American Marketing Association and the local board for Albuquerque Independent Business Alliance, in addition to being a member of NAWBO and many other statewide and national organizations.
“Small business is about people. That’s the lifeblood of EXHIB-IT! and New Mexico,” Heckes said. “We live and breathe the success of every customer at EXHIB-IT! Our core business involves relating to the person and their total business marketing and tradeshow needs.” Heckes founded EXHIB-IT! in 2000. Since that time her role as CEO has been synonymous with that of small business leader. At a time when the economy hit most businesses hard, Heckes saw this as an opportunity to complete her book “Full BRAIN Marketing,” a tool she hopes will offer insight for starting and leading small businesses. Her book has been published and is now available for sale.
The recession also inspired Heckes to diversify her business and focus on company team spirit and attributes her success to surrounding herself with people who believe they can make a difference. According to Valerie Pelan who DJ Heckes mentored in the national Women Business Council Mentor 2008 program, “DJ is a real professional and a strategic thinker and she focuses on skill and business improvement in areas that made me more marketable and focused on my core business strengths.”
Heckes has diversified her business through opening Studio E Design and Production, a division of EXHIB-IT! and has structured these businesses to work in collaboration to fully service her customers. In addition to heading a team of ten employees, Heckes handles a busy speaking schedule and continues to sell for her company. “Like every small business owner I wear lots of hats,” she says.
The result is a growing list of recognitions over the years and completion of her new book. Visit: www.exhib-it.com or www.mystudioe.com or visit her in Facebook (D.j. Heckes or EXHIB-IT!); Twitter (DJ Heckes or EXHIB_IT); and LinkedIn (DJ Heckes).
Hear DJ's latest interview on smallBIZAMERICA.com
Joining us in this segment from their Exhib-it! Headquarters in Albuquerque, New Mexico, is author and trade show marketing expert, DJ Heckes”guiding our discussion:
1. You’ve been in the Trade Show Marketing space for a quite a while. How has the business changed since you started?
2. Why write a book about Marketing?
3. Why did you choose the LEFT/RIGHT brain model to describe all the elements of marketing?
4. How is the book structured? Tell us about the stages of business you mention in the book.
5. Why did you include a discussion about leadership in the context of a book about marketing?
6. There are many channels available for the small business owner to engage in marketing activities—-online, offline, social media for example. How do you suggest a busy small business owner manage the balance of all the facets of marketing?
7. In the book, you’ve included a discussion about personality types. Why is it so important for business owners to understand their prospects and customers individually?
8. In the book, you re-iterate the 4 P’s of marketing—and then you add three more P’s. What are they and why did you add them?
9. How do you recommend business owners use social media in the context of trade show marketing?
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