Conference and Trade Show Intelligence

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First given in 2001 to SCIP (Society of Competitive Intelligence Professionals) members and industry professionals, this presentation give quick tips on organizing a unified intelligence gathering …

First given in 2001 to SCIP (Society of Competitive Intelligence Professionals) members and industry professionals, this presentation give quick tips on organizing a unified intelligence gathering effort for trade shows and professional conferences.

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  • 1. Trade Show Competitive Intelligence (CI) Maximizing Your Intelligence EffortsMonday, February 28, 2011
  • 2. Agenda  Part I – Competitive Intelligence Background – Trade Show Intelligence Opportunities – Trade Show Intelligence Benefits – Trade Show CI Process  Part II – Targeting Trade Shows – Trade Show Tactics – Trade Show CI Exercises – Defensive Operations © 2001 Predictive Research GroupMonday, February 28, 2011
  • 3. Part I  Competitive Intelligence Basics  Why Trade Show Intelligence Yields Value  Trade Show Intelligence Process © 2001 Predictive Research GroupMonday, February 28, 2011
  • 4. What is Competitive Intelligence? © 2001 Predictive Research GroupMonday, February 28, 2011
  • 5. What is Competitive Intelligence?  CI is a Coordinated Process © 2001 Predictive Research GroupMonday, February 28, 2011
  • 6. What is Competitive Intelligence?  CI is a Coordinated Process  Analyzed Information © 2001 Predictive Research GroupMonday, February 28, 2011
  • 7. What is Competitive Intelligence?  CI is a Coordinated Process  Analyzed Information  Anticipating Future Competitive Landscape © 2001 Predictive Research GroupMonday, February 28, 2011
  • 8. What is Competitive Intelligence?  CI is a Coordinated Process  Analyzed Information  Anticipating Future Competitive Landscape  Identification of Market Signals © 2001 Predictive Research GroupMonday, February 28, 2011
  • 9. What is Competitive Intelligence?  CI is a Coordinated Process  Analyzed Information  Anticipating Future Competitive Landscape  Identification of Market Signals  Always On-going © 2001 Predictive Research GroupMonday, February 28, 2011
  • 10. What is Competitive Intelligence?  CI is a Coordinated Process  Analyzed Information  Anticipating Future Competitive Landscape  Identification of Market Signals  Always On-going  Hard Work © 2001 Predictive Research GroupMonday, February 28, 2011
  • 11. Definition of CI Competitive Intelligence is a systematic process for gathering and analyzing information about your competitive landscape and general business trends so that you can make well-informed strategic decisions. © 2001 Predictive Research GroupMonday, February 28, 2011
  • 12. What Intelligence Is Not… © 2001 Predictive Research GroupMonday, February 28, 2011
  • 13. What Intelligence Is Not…  Spying © 2001 Predictive Research GroupMonday, February 28, 2011
  • 14. What Intelligence Is Not…  Spying  Corporate Espionage © 2001 Predictive Research GroupMonday, February 28, 2011
  • 15. What Intelligence Is Not…  Spying  Corporate Espionage  Stealing © 2001 Predictive Research GroupMonday, February 28, 2011
  • 16. What Intelligence Is Not…  Spying  Corporate Espionage  Stealing  Raw Data Reports © 2001 Predictive Research GroupMonday, February 28, 2011
  • 17. What Intelligence Is Not…  Spying  Corporate Espionage  Stealing  Raw Data Reports  Thick Unprocessed Information Reports © 2001 Predictive Research GroupMonday, February 28, 2011
  • 18. What Intelligence Is Not…  Spying  Corporate Espionage  Stealing  Raw Data Reports  Thick Unprocessed Information Reports  Same as Market Research © 2001 Predictive Research GroupMonday, February 28, 2011
  • 19. Why People Don’t Use Intelligence © 2001 Predictive Research GroupMonday, February 28, 2011
  • 20. Why People Don’t Use Intelligence  Know it all © 2001 Predictive Research GroupMonday, February 28, 2011
  • 21. Why People Don’t Use Intelligence  Know it all  Nothing worth watching © 2001 Predictive Research GroupMonday, February 28, 2011
  • 22. Why People Don’t Use Intelligence  Know it all  Nothing worth watching  It’s Spying © 2001 Predictive Research GroupMonday, February 28, 2011
  • 23. Why People Don’t Use Intelligence  Know it all  Nothing worth watching  It’s Spying  Not taught in business school © 2001 Predictive Research GroupMonday, February 28, 2011
  • 24. Why People Don’t Use Intelligence  Know it all  Nothing worth watching  It’s Spying  Not taught in business school  It’s a cost center not a profit center © 2001 Predictive Research GroupMonday, February 28, 2011
  • 25. Why People Don’t Use Intelligence  Know it all  Nothing worth watching  It’s Spying  Not taught in business school  It’s a cost center not a profit center  Financial vs. Technical © 2001 Predictive Research GroupMonday, February 28, 2011
  • 26. Why People Don’t Use Intelligence  Know it all  Nothing worth watching  It’s Spying  Not taught in business school  It’s a cost center not a profit center  Financial vs. Technical  Tried it, didn’t work © 2001 Predictive Research GroupMonday, February 28, 2011
  • 27. How Can CI Help Our Company? © 2001 Predictive Research GroupMonday, February 28, 2011
  • 28. How Can CI Help Our Company?  Uncover new or potential competitors © 2001 Predictive Research GroupMonday, February 28, 2011
  • 29. How Can CI Help Our Company?  Uncover new or potential competitors  Anticipate changes and trends in the marketplace © 2001 Predictive Research GroupMonday, February 28, 2011
  • 30. How Can CI Help Our Company?  Uncover new or potential competitors  Anticipate changes and trends in the marketplace  Anticipate competitor’s strategies and actions © 2001 Predictive Research GroupMonday, February 28, 2011
  • 31. How Can CI Help Our Company?  Uncover new or potential competitors  Anticipate changes and trends in the marketplace  Anticipate competitor’s strategies and actions  Identify M&A activities and possibilities © 2001 Predictive Research GroupMonday, February 28, 2011
  • 32. How Can CI Help Our Company?  Uncover new or potential competitors  Anticipate changes and trends in the marketplace  Anticipate competitor’s strategies and actions  Identify M&A activities and possibilities  Learn from the successes and failures of others. © 2001 Predictive Research GroupMonday, February 28, 2011
  • 33. How Can CI Help Our Company?  Uncover new or potential competitors  Anticipate changes and trends in the marketplace  Anticipate competitor’s strategies and actions  Identify M&A activities and possibilities  Learn from the successes and failures of others.  Learn about new products, technologies, and processes that can affect your business © 2001 Predictive Research GroupMonday, February 28, 2011
  • 34. How Can CI Help Our Company?  Uncover new or potential competitors  Anticipate changes and trends in the marketplace  Anticipate competitor’s strategies and actions  Identify M&A activities and possibilities  Learn from the successes and failures of others.  Learn about new products, technologies, and processes that can affect your business  Learn about legislative or regulatory changes that can affect your business © 2001 Predictive Research GroupMonday, February 28, 2011
  • 35. How Can CI Help Our Company?  Uncover new or potential competitors  Anticipate changes and trends in the marketplace  Anticipate competitor’s strategies and actions  Identify M&A activities and possibilities  Learn from the successes and failures of others.  Learn about new products, technologies, and processes that can affect your business  Learn about legislative or regulatory changes that can affect your business  Learn industry best practices through CI Benchmarking © 2001 Predictive Research GroupMonday, February 28, 2011
  • 36. Trade Show Intelligence “Free information on your competitors” © 2001 Predictive Research GroupMonday, February 28, 2011
  • 37. Trade Show Intelligence “Free information on your competitors”  Companies show off their products and strategies © 2001 Predictive Research GroupMonday, February 28, 2011
  • 38. Trade Show Intelligence “Free information on your competitors”  Companies show off their products and strategies  Talkative salespeople © 2001 Predictive Research GroupMonday, February 28, 2011
  • 39. Trade Show Intelligence “Free information on your competitors”  Companies show off their products and strategies  Talkative salespeople  Real-life products to demo © 2001 Predictive Research GroupMonday, February 28, 2011
  • 40. Trade Show Intelligence “Free information on your competitors”  Companies show off their products and strategies  Talkative salespeople  Real-life products to demo  Piles of literature © 2001 Predictive Research GroupMonday, February 28, 2011
  • 41. Trade Show Intelligence “Free information on your competitors”  Companies show off their products and strategies  Talkative salespeople  Real-life products to demo  Piles of literature  Deals, negotiations, partnerships happen © 2001 Predictive Research GroupMonday, February 28, 2011
  • 42. Trade Show Intelligence “Free information on your competitors”  Companies show off their products and strategies  Talkative salespeople  Real-life products to demo  Piles of literature  Deals, negotiations, partnerships happen © 2001 Predictive Research GroupMonday, February 28, 2011
  • 43. Trade Show Intelligence “Free information on your competitors”  Companies show off their products and strategies  Talkative salespeople  Real-life products to demo  Piles of literature  Deals, negotiations, partnerships happen “Wherever money is exchanged, © 2001 Predictive Research GroupMonday, February 28, 2011
  • 44. Trade Show Intelligence “Free information on your competitors”  Companies show off their products and strategies  Talkative salespeople  Real-life products to demo  Piles of literature  Deals, negotiations, partnerships happen “Wherever money is exchanged, so is information.” © 2001 Predictive Research GroupMonday, February 28, 2011
  • 45. Who Attends Trade Shows?  Competitors  Your suppliers  Your competitor’s suppliers  Financial analysts  Industry analysts  Magazine editors © 2001 Predictive Research GroupMonday, February 28, 2011
  • 46. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? © 2001 Predictive Research GroupMonday, February 28, 2011
  • 47. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry © 2001 Predictive Research GroupMonday, February 28, 2011
  • 48. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry  Market dynamics © 2001 Predictive Research GroupMonday, February 28, 2011
  • 49. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry  Market dynamics  Growth Prospects © 2001 Predictive Research GroupMonday, February 28, 2011
  • 50. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry  Market dynamics  Growth Prospects  Trends © 2001 Predictive Research GroupMonday, February 28, 2011
  • 51. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry  Market dynamics  Growth Prospects  Trends  Alliances/Relationships © 2001 Predictive Research GroupMonday, February 28, 2011
  • 52. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry About the Competitor  Market dynamics  Growth Prospects  Trends  Alliances/Relationships © 2001 Predictive Research GroupMonday, February 28, 2011
  • 53. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry About the Competitor  Market dynamics  New Products  Growth Prospects  Trends  Alliances/Relationships © 2001 Predictive Research GroupMonday, February 28, 2011
  • 54. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry About the Competitor  Market dynamics  New Products  Growth Prospects (features, changes, availability, release date, etc.)  Trends  Alliances/Relationships © 2001 Predictive Research GroupMonday, February 28, 2011
  • 55. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry About the Competitor  Market dynamics  New Products  Growth Prospects (features, changes, availability, release date, etc.)  Trends  Prices, Costs & Distribution  Alliances/Relationships © 2001 Predictive Research GroupMonday, February 28, 2011
  • 56. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry About the Competitor  Market dynamics  New Products  Growth Prospects (features, changes, availability, release date, etc.)  Trends  Prices, Costs & Distribution  Alliances/Relationships  Marketing tactics © 2001 Predictive Research GroupMonday, February 28, 2011
  • 57. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry About the Competitor  Market dynamics  New Products  Growth Prospects (features, changes, availability, release date, etc.)  Trends  Prices, Costs & Distribution  Alliances/Relationships  Marketing tactics (themes, slogans, pitch lines, strategies, initiatives, targeting) © 2001 Predictive Research GroupMonday, February 28, 2011
  • 58. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry About the Competitor  Market dynamics  New Products  Growth Prospects (features, changes, availability, release date, etc.)  Trends  Prices, Costs & Distribution  Alliances/Relationships  Marketing tactics (themes, slogans, pitch lines, strategies, initiatives, targeting)  Attendee interest © 2001 Predictive Research GroupMonday, February 28, 2011
  • 59. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry About the Competitor  Market dynamics  New Products  Growth Prospects (features, changes, availability, release date, etc.)  Trends  Prices, Costs & Distribution  Alliances/Relationships  Marketing tactics (themes, slogans, pitch lines, strategies, initiatives, targeting)  Attendee interest  Technology © 2001 Predictive Research GroupMonday, February 28, 2011
  • 60. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry About the Competitor  Market dynamics  New Products  Growth Prospects (features, changes, availability, release date, etc.)  Trends  Prices, Costs & Distribution  Alliances/Relationships  Marketing tactics (themes, slogans, pitch lines, strategies, initiatives, targeting)  Attendee interest  Technology (changes, bundling, efficiency, emphasis ‘or lack of’, leading edge?) © 2001 Predictive Research GroupMonday, February 28, 2011
  • 61. RonaldGoedendorp:This slide is fontwacky What can you learn at a Trade Show? About the Industry About the Competitor  Market dynamics  New Products  Growth Prospects (features, changes, availability, release date, etc.)  Trends  Prices, Costs & Distribution  Alliances/Relationships  Marketing tactics (themes, slogans, pitch lines, strategies, initiatives, targeting)  Attendee interest  Technology (changes, bundling, efficiency, emphasis ‘or lack of’, leading edge?)  New alliances/Partnerships © 2001 Predictive Research GroupMonday, February 28, 2011
  • 62. Trade Show Information Exchanges 100 Asked for Literature 95 95 94 Talked to current sup Compared Similar Pro 75 77 76 Found at least one ne Asked for a price quo Requested onsite sal 50 51 Signed a purchase or 25 26 0 1 The Power of Trade Shows: Fact Sheet #3, Trade Show Bureau, Copyright 1992 © 2001 Predictive Research GroupMonday, February 28, 2011
  • 63. Minimum Trade Show CI Process  Determine Required Intelligence  Target Key Shows  Form Team  Identify Experts Needed  Pre-show Meeting  Networking Meetings  Communications  Debriefing  Post-mortem © 2001 Predictive Research GroupMonday, February 28, 2011
  • 64. Determine Required Intelligence  What do you need to know? – Cost/Financials – Management – Processes – Strategy/Marketing – Technology/R&D  Who needs to be targeted to acquire that intelligence? © 2001 Predictive Research GroupMonday, February 28, 2011
  • 65. Target Key Shows  What shows target your customer’s profile?  What shows target your suppliers or partners?  What shows target your competitors?  Local and Regional Shows are important  Use Trade Show Directories – International Exhibitors Association – Exposition Trade Shows & Fairs Directory – Trade Shows Worldwide – Your Associations, Conferences, Etc. © 2001 Predictive Research GroupMonday, February 28, 2011
  • 66. Form Your Team Form a Vertical Team  Technical  Sales  Operations  Marketing “Pick a leader to coordinate the intelligence efforts.” © 2001 Predictive Research GroupMonday, February 28, 2011
  • 67. Identify What Experts Are Needed  Identify key internal resources  Ensure their availability  Cover all bases  Organize and Categorize © 2001 Predictive Research GroupMonday, February 28, 2011
  • 68. The Pre-show Meeting  Target key booths (suppliers, competitors, etc.)  Assign tasks  Pass out and discuss a map of the show floor  Hand out checklist of key objectives. © 2001 Predictive Research GroupMonday, February 28, 2011
  • 69. Networking Meetings  Attend off-the-floor meet and greet meetings  Presentations  Find informal, pick-up meetings  Hospitality suites  Company hosted parties © 2001 Predictive Research GroupMonday, February 28, 2011
  • 70. Facilitate Communications Allow easy communication so your team can act on the intelligence it acquires Make use of:  Cell phones  Pagers  Wireless Hand-held Devices  Laptops w/scanners and modems  Cameras and Recorders* © 2001 Predictive Research GroupMonday, February 28, 2011
  • 71. In-Show Debriefing  Debrief during the show  Exchange intelligence gathered and its implications  Verify or dispel previous assumptions  Alter game plan accordingly  Pursue follow-up intelligence collection efforts © 2001 Predictive Research GroupMonday, February 28, 2011
  • 72. Post-Mortem  Pull team together to pool findings  Use public forums to report your conclusions  Identify key benefactors of the intelligence and arrange to discuss it with them  Avoid lengthy formal reports  Examine the effectiveness of your actions © 2001 Predictive Research GroupMonday, February 28, 2011
  • 73. Part II  Defining Objectives  Assembling a CI Tool Kit  Additional sources of information  Intelligence acquisition tactics  Ethics  CI Defensive techniques  Examination of CI effectiveness © 2001 Predictive Research GroupMonday, February 28, 2011
  • 74. Intelligence Requirements Definition Process © 2001 Predictive Research GroupMonday, February 28, 2011
  • 75. Intelligence Requirements Definition Process  Select area of focus (Market trends, competitor strategy,etc.) © 2001 Predictive Research GroupMonday, February 28, 2011
  • 76. Intelligence Requirements Definition Process  Select area of focus (Market trends, competitor strategy,etc.)  Create intelligence objective (Create a question to be answered) © 2001 Predictive Research GroupMonday, February 28, 2011
  • 77. Intelligence Requirements Definition Process  Select area of focus (Market trends, competitor strategy,etc.)  Create intelligence objective (Create a question to be answered)  Identify pieces of puzzle (Where can the components be found?) © 2001 Predictive Research GroupMonday, February 28, 2011
  • 78. Intelligence Requirements Definition Process  Select area of focus (Market trends, competitor strategy,etc.)  Create intelligence objective (Create a question to be answered)  Identify pieces of puzzle (Where can the components be found?)  Envision end result (What would you do with that intelligence?) © 2001 Predictive Research GroupMonday, February 28, 2011
  • 79. Exercise © 2001 Predictive Research GroupMonday, February 28, 2011
  • 80. Exercise © 2001 Predictive Research GroupMonday, February 28, 2011
  • 81. Exercise Create a trade show intelligence goal © 2001 Predictive Research GroupMonday, February 28, 2011
  • 82. Exercise Create a trade show intelligence goal 1. Select a business area to focus on 2. Create or select an intelligence objective 3. Identify the pieces of that intelligence puzzle that may be found at a trade show 4. Ask yourself: “If that intelligence it was determined, would we be able to use it?” © 2001 Predictive Research GroupMonday, February 28, 2011
  • 83. Trade Show Intelligence Tool Kit  Competitor or key target Information – Company news reports (intended mergers, or changes in their distribution channel ) – Advertisements, product claims, etc – Background info (size, market, exec bios, etc.)  Trade show floor map w/targets  Trade show planners and directory  Categorized list of experts and contact info  Communication devices (phones, pagers, etc.) © 2001 Predictive Research GroupMonday, February 28, 2011
  • 84. Additional Trade Show Sources  Journalists/Editors/Publishers  Conference Organizers  Presentation Speakers  Other attendees  Customers  Vendors  Speakers at Scientific and Technical Presentations © 2001 Predictive Research GroupMonday, February 28, 2011
  • 85. Additional Ways to Capture Intelligence From Trade Shows  Create area on expense reports to list intelligence found (captures employee attendee’s observations)  Scan transcripts of speeches/presentations given © 2001 Predictive Research GroupMonday, February 28, 2011
  • 86. Other Places to Use These Trade Show Intelligence Tactics  Science and Technology Events  Professional Group Meetings  Research Forums and Exhibits  Public Relations Events  Conferences/Symposia  Stockholders Meetings © 2001 Predictive Research GroupMonday, February 28, 2011
  • 87. Ethics Guidelines Some general guidelines  Do not lie or misrepresent yourself  Always observe legal guidelines  Do not deliberately mislead people in interviews  Do not plant eavesdropping devices  Do not knowingly press someone for information that may jeopardize that person’s job or reputation  Respect all requests for confidentiality  Do not steal trade secrets or other proprietary knowledge. “Do not do anything that will harm or embarrass yourself or the corporation” © 2001 Predictive Research GroupMonday, February 28, 2011
  • 88. Points to Remember © 2001 Predictive Research GroupMonday, February 28, 2011
  • 89. Points to Remember  Stay focused © 2001 Predictive Research GroupMonday, February 28, 2011
  • 90. Points to Remember  Stay focused  Do not become overwhelmed © 2001 Predictive Research GroupMonday, February 28, 2011
  • 91. Points to Remember  Stay focused  Do not become overwhelmed  Avoid being discouraged (patience) © 2001 Predictive Research GroupMonday, February 28, 2011
  • 92. Points to Remember  Stay focused  Do not become overwhelmed  Avoid being discouraged (patience)  Do not blindly collect information (analyze it) © 2001 Predictive Research GroupMonday, February 28, 2011
  • 93. Points to Remember  Stay focused  Do not become overwhelmed  Avoid being discouraged (patience)  Do not blindly collect information (analyze it)  Adhere to your code of ethics © 2001 Predictive Research GroupMonday, February 28, 2011
  • 94. Protecting Yourself From Intelligence Leaks © 2001 Predictive Research GroupMonday, February 28, 2011
  • 95. Protecting Yourself From Intelligence Leaks  Establish list of “taboo” intelligence items © 2001 Predictive Research GroupMonday, February 28, 2011
  • 96. Protecting Yourself From Intelligence Leaks  Establish list of “taboo” intelligence items  Remember your are never alone © 2001 Predictive Research GroupMonday, February 28, 2011
  • 97. Protecting Yourself From Intelligence Leaks  Establish list of “taboo” intelligence items  Remember your are never alone  People may not be who they appear to be © 2001 Predictive Research GroupMonday, February 28, 2011
  • 98. Protecting Yourself From Intelligence Leaks  Establish list of “taboo” intelligence items  Remember your are never alone  People may not be who they appear to be  Divulge only the necessary information to promote your product/service © 2001 Predictive Research GroupMonday, February 28, 2011
  • 99. Protecting Yourself From Intelligence Leaks  Establish list of “taboo” intelligence items  Remember your are never alone  People may not be who they appear to be  Divulge only the necessary information to promote your product/service  Look at your booth/exhibit from a third party perspective © 2001 Predictive Research GroupMonday, February 28, 2011
  • 100. Exercise © 2001 Predictive Research GroupMonday, February 28, 2011
  • 101. Exercise  What information is acceptable to give out at a trade show? © 2001 Predictive Research GroupMonday, February 28, 2011
  • 102. Exercise  What information is acceptable to give out at a trade show? © 2001 Predictive Research GroupMonday, February 28, 2011
  • 103. Exercise  What information is acceptable to give out at a trade show?  What information is not acceptable to give out at a trade show? © 2001 Predictive Research GroupMonday, February 28, 2011
  • 104. Defensive Operations  Company Wide CI Awareness  Employee Education – Topics to avoid – Questions to dodge – People to watch for – Speaking loudly  Legal Counsel – Marketing material – Press releases – Papers, speeches, etc © 2001 Predictive Research GroupMonday, February 28, 2011
  • 105. Look Out! Methods people use for eliciting intelligence © 2001 Predictive Research GroupMonday, February 28, 2011
  • 106. Look Out! Methods people use for eliciting intelligence  Target lower, more inexperienced employees © 2001 Predictive Research GroupMonday, February 28, 2011
  • 107. Look Out! Methods people use for eliciting intelligence  Target lower, more inexperienced employees  Drop-in or eavesdrop on other conversations © 2001 Predictive Research GroupMonday, February 28, 2011
  • 108. Look Out! Methods people use for eliciting intelligence  Target lower, more inexperienced employees  Drop-in or eavesdrop on other conversations  Remain silent/don’t do the talking © 2001 Predictive Research GroupMonday, February 28, 2011
  • 109. Look Out! Methods people use for eliciting intelligence  Target lower, more inexperienced employees  Drop-in or eavesdrop on other conversations  Remain silent/don’t do the talking  Ask speakers targeted or pointed questions in public arenas © 2001 Predictive Research GroupMonday, February 28, 2011
  • 110. How Successful Were You? © 2001 Predictive Research GroupMonday, February 28, 2011
  • 111. How Successful Were You? Possible Problems © 2001 Predictive Research GroupMonday, February 28, 2011
  • 112. How Successful Were You? Possible Problems  Wrong trade show © 2001 Predictive Research GroupMonday, February 28, 2011
  • 113. How Successful Were You? Possible Problems  Wrong trade show  Looking for wrong items © 2001 Predictive Research GroupMonday, February 28, 2011
  • 114. How Successful Were You? Possible Problems  Wrong trade show  Looking for wrong items  Used wrong tactics © 2001 Predictive Research GroupMonday, February 28, 2011
  • 115. How Successful Were You? Possible Problems  Wrong trade show  Looking for wrong items  Used wrong tactics  Had broad focus © 2001 Predictive Research GroupMonday, February 28, 2011
  • 116. How Successful Were You? Possible Problems  Wrong trade show  Looking for wrong items  Used wrong tactics  Had broad focus  In the wrong areas © 2001 Predictive Research GroupMonday, February 28, 2011
  • 117. Easy Ways to Fail  Do not take it seriously  Assume it is easy  Think it does not require much work  Suspect it happens instantly (not long term)  Believe that you competition is not doing it  Think you know it all already © 2001 Predictive Research GroupMonday, February 28, 2011
  • 118. Success vs. Failure Success Failure  Planning  Ad Hoc  Organization  Disorganization  Focus  Broad range  Defined Objectives  Non-defined objectives © 2001 Predictive Research GroupMonday, February 28, 2011
  • 119. Trade Show Intelligence Phone: (650) 577-1900 Email: info@prg3.com www.prg3.com © 2001 Predictive Research GroupMonday, February 28, 2011