Everyone on Robin Kocina's staff knows her biggest hiring mantra, "No Crabby People." When this marketing expert formed her own events company in 1997, she knew it would have to start out lean. That made matching the right people with the core business needs extremely important. It also made creating a great work environment essential.

"We all enjoy what we do, even though we work very hard," confirms Kocina, whose staff at Mid-America Events & Expos, Inc. (MAEE) is predominantly women. And that hard work has paid off. MAEE's consumer expos are some of the most successful ever held in the Twin Cities. The company has grown from one expo to three by capitalizing on several untapped markets, and orchestrating each event like a finely tuned machine.

"I believe in top grading," says Kocina. "We have a strong team of 'A' players who are well suited for their specific responsibilities. These people are so inspiring to me! I love watching them accomplish their personal and professional goals."

Top grading begins by focusing on the top 10 percent of candidates who can be hired for the position's salary range. "Our hiring process is slow and involves several types of interview processes, including a lengthy CIDS (Chronological In-Depth Structured Interview) conducted by phone. Everyone on our staff is also reviewed during our monthly management meetings, to help ensure that their skills and personality are still a match for their positions. We believe that every person can be an 'A' player somewhere. If not here, then somewhere else. An important part of top grading is helping people identify their personal and professional assets."

Having mostly women in senior positions offers some unique challenges and benefits. "Even though we're out there working as hard as our male counterparts, women still handle most household responsibilities," says Kocina. "Women must learn to prioritize, plan, and see the whole picture. Our ability to approach each project from this broader perspective is a business advantage."

Chances are good that if you live or work in the Twin Cities, you've attended or at least heard of one of MAEE's events, which include the Body Mind Life Expo™, the Seniors Expo™ and the Womens Home Expo™ .

"Most of our events are such a big draw that some of our competitors now go out of their way not to schedule their shows near the same time," says Kocina. "Exhibitors come from around the country to participate in our shows because they know we can deliver customers in their prime demographics.

"The seniors market was virtually untapped until we started the Seniors Expo™ in 2001." She adds that the Womens Home Expo™ was another that set new standards for the industry. "There were women's shows, and home shows, but nothing that addressed the fact that women control most of the home decorating budget."

A long-time advocate for women in business, Kocina makes time to run a hands-on mentoring program for the women on her staff. And her office book club regularly tackles business and motivational subjects. To keep senior employees incentivized, Kocina frequently gives out certificates for free massages or pedicures. And she's a self-described 'mother hen', a fact exemplified by a long shelf in her office that is crammed with framed photographs of employees' children, husbands and even a few pets.

"I am so excited by the people we have in our company," says Kocina. "Just thinking about our team gives me goose bumps because each person contributes so much!" Her staff includes Vice President of Operations Michelle Roddie, for whom Kocina says no job is too small or too big. "I think if I were to ask her to call President Bush to come in and give a speech to our staff, she'd immediately come up with a plan."

Publicity Manager Heather Champine is known for always meeting her goals. "She is a good manager because she has understands people and their motivations," Kocina adds. About Editor and Publisher Robin Miller, Kocina comments, "She appears to know what I'm thinking and doesn't need detailed explanation." The team depends on Production Coordinator Jen Fligge for her action plans, and Accountant Julie Wilson for administering the processes that keep the whole company moving forward.

MAEE will continue to set the standard for Twin Cities events. "No one has been able to duplicate our winning formula," says Kocina. "People trust us for good reason. We consistently deliver what we promise."

Media Note: For more information, or to schedule an interview with Robin Kocina, please contact Media Relations, Inc. at 612-798-7220.

• What is top grading, and how do you use it in your business?
• How is the approach most women take to business different from men?
• Why does your team work so well together?
• Why are your expos so successful?
• Do you also produce private events?
• What are your future goals for Mid-America Events & Expos?

Robin Kocina owns and operates Mid-America Events & Expos, Inc., a thriving event management and exposition company based in Minneapolis, MN. She is also co-owner and CFO of Media Relations, inc., a pay-per-interview public relations and marketing company, and co-owner of Kocina Marketing Companies, Inc.