taking the ruff out of trade show networking
DESCRIPTION
Trade shows can be "ruff" but they don't have to be. This presentation outlines the strategies and tactics involved in effective pre-, during, and post-trade show networking.TRANSCRIPT
TAKING THE “RUFF” OUT OFTRADE SHOW NETWORKINGA Complete Guide to Pre-, During and Post-Trade Show Success
How most people feelabout trade shows…
How YOU will feel at your next trade show!
Description and Purpose
• Pre-planning for maximum impact• At-the-show best practices• Post-show follow-up• Q&A
Why Now• Economic
• Every dollar counts• Time is money
• Social• We are in “The Connection
Economy”• Your network has never been more
visible or valuable
• Technology• Your prospects have never been
more accessible, for you AND your competition
PRE-SHOW PLANNING“Begin with the end in mind.”
Stephen R. Covey
The 7 Habits of Highly Effective People
Pre-show Focusing• Focus on why you are
attending• Focus on who you are targeting• Create a plan and message for
EACH target• Identify and network with
“connectors”• Schedule your time
Why are YOU attending?
• Meet with current customers/partners?• Prospecting for new
customers/vendors?• Attend educational sessions?• Launch a new product or service?• Close deals?• Fill your sales funnel?• Increase your brand awareness?• Make connections with media?• Recruit sub-agents?• Partner with IT VARs?
Exercise #1• Decide EXACTLY why you are attending! • Create specific goals/desired outcomes.• Write it down!• Review before the show and each day at
the show.
Who are you targeting?
Who is your EXACT target audience?• Gather as much demographic
info as you can• Age, gender, nationality, etc…• Hopes• Dreams• Desires• Fears• Frustrations• Pain points
Exercise #2
• Decide exactly who you are targeting
• Do some research• If you have a name but
have not been introduced, find out who knows that person.
• Reach out on LinkedIn prior to the show.
Develop Your Offer• Create an offer and message for EACH target market
• Whales• Big fish• Little fish• Unknown size of fish
• Customize your elevator pitch/materials per target• Practice!
Identify “Connectors”
• People who are very well connected
• People who like to make introductions
• Connect on Social Media• Don’t ask…instead offer
something of value to the connector
• Eventual goal: become a connector yourself
Start Networking Now!• LinkedIn
• Channel Partners Show Group• WiC Group• Lots of other telecom groups!
• Twitter/Facebook• Customers• Partners• Media
• ChannelPartnerConference.com
Plan Your Time• Plan according to your goals from exercise #1
• Schedule Meetings• To close new business• To move someone along the sales funnel• To resolve issues/problems• To introduce other people to each other
• Networking• Mixers• Parties
• Educational sessions• Personal care
• Eating• Sleeping• Exercising• “Quiet time”• Staying caught up on email, etc.
Just Before The Show…
Travel• Confirm your travel reservations• Print your boarding passes/hotel/car
Business• Confirm your appointments• Get as much work done as possible so you can focus• Make sure you’re stocked up on business cards/collateral
Personal• Get as much rest as possible• Avoid sick people• Supercharge your immunity• Dry cleaning• Wardrobe selections, etc.
READY, SET, SHOW!“If you don’t execute your ideas, they die.”
Roger von Oech
At the Show• Execute your plan, but remain flexible• Ask good qualifying questions• Use a lead identification system
• H = HOT!• W = Warm• L= Long term• P = Partner• C = Cold• I = Introduce to
• Include the product/service you spoke about• Include one word or phrase that would help you
remember this person
Be A Star – Record Video!
• Post to YouTube• What To Record:
• In your booth• Testimonials• Interesting content
• Keep videos short! 2-3 minutes max!
• Also…tweet using the show’s official hashtag!• #cpexpo
Have Fun!• Attend the parties• People do business with people they
know and like• Be friendly and approachable• It’s Vegas…people are a little more
relaxed• Don’t be shy, the ratio is in favor of
the ladies!• Remember, this is a small, tight-knit
community. If someone isn’t your ideal prospect today, they may be tomorrow. Make friends!
Exhibitor Do’s & Don’ts • Show up to represent well! • Dress appropriately • Do not eat or drink in the booth• Do not talk on your cell phone in the booth • Watch your language • Watch your “BODY” language• Do not turn your back when talking • Avoid deep conversation with each other
(deters people from talking to you!) • Do step out of booth and invite people in • Be punctual• Do not make promises you cannot keep • Respect booth boundaries • Respect neighbors • Keep booth clean • Don’t wear strong perfumes/colognes • Know your products and terms of sale
Stress Management• Take care of yourself, so you can
give your full potential to your team and customers
• Get enough sleep
• Wear comfortable shoes
• Eat meals on time
• Drink fluids
• Walk the show
• Take breaks, but make sure
your booth is covered.
THE SHOW GOES ON!Post-show: where the REAL work begins
Step #1: Get Organized• Sort your leads into “buckets”
• Hot! – 30 days• Warm – 60-90 days• Long-term – greater than 90 days• Partners• Competitors• Other
Step #2: Create Action Plan• Everyone!
• Connect on LinkedIn• Write a personalized invite
• Hot Leads & Partners• Schedule appointments (email first, then call)• In person, if possible
• Warm Leads & Long Term• Send ONE personalized email• Include options for how to connect with you
• Email list, Twitter, LinkedIn, YouTube, Facebook
Step #3: Ditch the Pitch - Provide Value!
• Marketing has changed! Has your message?• Old School
• “My product is ridiculously awesome, and you should buy it now!”
• New School• “I found a whitepaper that provides some valuable insight into that
topic we discussed.”
• Ditch the sales pitch, become the Thought Leader or Content Aggregator
Step #4: Get Rockin’!
• Timing is critical• Don’t let the fires die!• The first two weeks post-show are
ideal!• People are caught up within 1-2 days• They still remember you and like you!
(hopefully)
Step #5: Be persistent
• If at first you don’t succeed, try again!• Remember, people are busy• Always be friendly and polite in follow-up messages• Be gracious when you do connect
Show Recap • Wrap up the event with a debriefing
with your team to help organize
follow up.
• Discuss what worked and what
didn’t work, so it can be done better
the next time.
• Record your notes and review
before the next show
Top Takeaways? Q&A
Get this info!
channelshowgift.com
Thank you for your time!!!
Angela Leavitt, Chief Mojo-making Officer
(and Ralphie, Lap-Warmer Extraordinaire)
Mojo Marketing, LLC
Web: www.GimmeMojo.com