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24 PCB007 MAGAZINE I DECEMBER 2018 It's all in the preparation and deciding what you're going to get at the show, right down to the core of who are you going to meet. Set up those appointments. Send invitations and email blasts announcing what you're going to do. It's always great if you have a white pa- per to work around. Do things with intention. Make sure that every minute of that expensive show is worthwhile for you and your compa- ny's resources even down to who you invite to breakfast, lunch, or dinner. Another important thing is don't load the booth with all of your employees so that there are 20 people wearing the same outfit and you feel like you're crashing a party if you try to go in and talk to somebody. If you have a big com - pany, work in shifts to ensure there are two or three individuals in the booth at once. Always be thinking of that person who's coming to see your product. Try to load the deck. You don't just say, "Well, they'll walk by, and we'll bump into them." No, you should reach out to the kind of person or company who wants your service, and you make sure that they're going to come to the booth. Also, if you're giving something away, give away something you do. Don't give away golf balls—you're not selling golf balls. In summary, plan, prepare, organize, have a system, and be intentional. Matties: That's really good advice. Further, one thing we would suggest people look at is the flow of your booth. Some companies have a booth that's 10 x 10 feet. Do you want them to step into that booth, or do you want them in the hallway behind a counter? Beaulieu: That's right. Don't block the way in; instead, let people come in. Try to have a ta- ble and a couple of chairs in the corner of it to have a place where you can have a conversa- tion. If that's not possible in the booth, then stake out a place where you can have individ- ual conversations. Matties: Great advice, Dan. Thank you very much for your time. Beaulieu: Thank you. It's my pleasure. PCB007 Dan Beaulieu is president of D.B. Management Group and an I-Connect007 columnist. To read past columns or contact Beaulieu, click here. stration working. It involves using multiple microphones and loudspeakers to override the original noise source with a second sound effectively. It works on any noise with a lower frequency, but high-frequency noises pres- ent a bigger challenge. When the frequency is high, the wavelength is very small, so canceling them would re- quire multiple microphones and loudspeakers, which isn't always practical. The technique—which can reduce the noise level by around 10 dB—could be important when it comes to pro- tecting our hearing because prolonged exposure to nois- es above 80 dB can cause long-lasting damage. The Australian Research Council funded the research. (Source: Australian National University) Researchers at Australian National University (ANU)— including Professor Thushara Abhayapala from the Re- search School of Physics and Engineering, Ph.D. Schol- ar Fei Ma, and Dr. Wen Zhang—have found a way to can- cel out noise produced by things like motors and AC units, providing much-needed relief to anyone working or living in a noisy environment. Their research was published in the Journal of the Acoustical Society of America. "We've come up with a technique to separate the sound going out from the sound coming in, and actual- ly cancel the sound going out. No matter where you are around it, you get the reduced noise level," said Profes- sor Abhayapala. Ma, the lead author, was the first one to get the demon- ANU Researchers Make Big Strides in Noise Cancellation

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