(prepared by Lin Holzinger, CEO of the Camarillo Chamber
of Commerce, cmclin@pacbell.net)
If you are like many marketing-minded executives, traditional trade shows and other forms of mass marketing aren't producing the results they once did. It is a fiercely competitive world out there, and you need a way to get to the decision makers.
The Connect team does some of the work for you. Our outside sales force goes into the offices of hundreds of CEOs and personally invites them to the event. The executive level of this audience makes Connect unlike any event you may have ever been exposed to. The key, then, is to take good advantage of this rare opportunity.
The fantasy of all trade shows and other events is that merely by showing up, you will pump up your business, a whole new group of prospects will see your product or service, and you will generate a multitude of qualified leads and your sales revenues will soar.
However, like many things in life, you only get out of each event what you put into it. Even with the unique audience at a Connect event, this experience is no different. You can realize a positive Return On Investment by following the techniques of Marketing Professionals: establish goals, select staff wisely, take time to prepare, maximize show time, and follow up.
Whatever your reasons, create measurable (and realistic goals). Set your goals on quality of leads, not quantity. Setting goals will guide staff during the show, provide a way to compare results with expectations and help decide future participation.
Most importantly, don't think you have to be all things to all people. Targeted marketing is successful marketing. So, decide whom you want to reach, create a profile of that ideal prospect, and determine which benefits will appeal to them the most.
If you are a presenter, after you have established your target market, make sure your briefing topics include a couple of briefings designed with laser-focus on your intended audience, by industry, by title.
Check your event
staff against this profile:
q
People-oriented staff enjoy interacting with diverse groups
q
Enthusiastic and eager staff have a positive attitude
q
Observant staff will pick up on non-verbal behavior
q
Product knowledgeable staff will be able to talk about
product benefits
q
Skilled listeners are able to focus on the attendee 100%,
ask smart questions, and be attentive to the answers.
The Connect event
is no place for rookies. The attending companies
are sending their best people. You must
do the same to succeed.
Also, since the
audience is mostly non-technical, your primary presenter/rep should be someone
who understands the business/user side of the desk, the applications of the
technology. There will be some
technical people in attendance, and you may want to bring a technician to send
them to. Offering a side-bar with a
technician will also insure that IT professionals do not ruin the experience
for the non-technical executives in the group by asking long-winded questions
that slow down the process for everyone.
If you are willing
to go to the expense of participating in this event, then be willing to invest
time and energy prior to the event to assure success.
Be Prepared: Develop a pre-event strategy that will
help attract attention:
q
Identify goals in terms of qualified contacts, completed
surveys, actual sales.
q
Use benefit statements as your "unique selling
message" in materials and in presentations.
q
Send out pre-event faxes to key clients telling them of your
involvement in the event. Even if they
don't attend, you will make one more impression on them.
q
Circulate information about the event when you are making
sales calls.
q
Create themes and contests to entice attendees.
q
Order giveaways that will link the message you are trying to
convey.
Be Organized: Plan your work; work your plan.
q
Don't wait until the last minute to set-up your space. People start strolling in to check things
out about 30 minutes before the first briefing. Other exhibitors and presenters are sometimes your best leads.
q
Have a pre-event meeting with staff to review goals and
objectives, individual responsibilities and schedules.
q
Have at least two people for your space, and make sure that
both are present especially during the briefing transition times.
Be Attractive: How you project yourself is the first impression of
your company.
q
Think of your space as your home. Make it open and inviting to guests.
q
Don't work from behind a table. Remove barriers between you and attendees.
q
Never block the front of your booth or entrance to your
briefing room. Allow room for people to
walk in. Move discussions away from the
entrance.
q
Monitor body language.
If you're standing with your arms crossed, chances are you will turn
folks away. Stay warm and friendly,
keep an open posture, and attempt to make eye contact.
q
Eating, drinking, or sitting around gives the wrong
impression. The attendee's natural
tendency is not to interrupt.
Will participation
in the next event be judged as an expense or as an investment?
How much you interact
with the attendees will determine the outcome.
q
Don't ask "Can I help you?" Take a more original approach by asking
about their business or why they decided to attend the event.
Your job is to get information, not just give it.
q
Ask key questions in order to qualify the prospect… it's
quality not quantity that counts!
q
If the attendee is not a valid prospect, be courteous but
discontinue within a couple of minutes.
Then, move on to the next contact.
q
Finally, be sure to close, even with a simple, "Thanks
-- we'll be in touch."
Implementing a
post-event strategy can make the difference between success and failure. Many trade-show sales teams drown in the
stacks of unqualified leads and business cards after the event. The executive level of this event virtually
assures that you will only be talking to decision makers, so your best strategy
is to begin offering personal attention to every attendee you spoke to. Further mass mailings to the audience are
usually unnecessary. Successful Connect
vendors:
q
Send out requested specific follow-up materials within a
week
q
Call to set appointments immediately
q
Write thank you notes
q
Use software to track prospects (and import the attendee
disks)
q
Hold a 30 day recap meeting to determine if you reached your
goals.
q
Determine how you will participate again, and how you can
improve results.