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Trade ShowCompetitive Intelligence (CI)                Maximizing Your               Intelligence Efforts
Agenda   Part I    –   Competitive Intelligence Background    –   Trade Show Intelligence Opportunities    –   Trade Show...
Part I   Competitive Intelligence Basics   Why Trade Show Intelligence Yields Value   Trade Show Intelligence Process  ...
What is Competitive Intelligence?                                   CI is a Coordinated                                  ...
Definition of CI  Competitive Intelligence is a systematic     process for gathering and analyzing     information about y...
What Intelligence Is Not…   Spying   Corporate Espionage   Stealing   Raw Data Reports   Thick Unprocessed    Informa...
Why People Don’t Use Intelligence                                   Know it all                                   Nothin...
How Can CI Help Our Company?   Uncover new or potential competitors   Anticipate changes and trends in the marketplace ...
Trade Show Intelligence“Free information on your competitors”   Companies show off their products and strategies   Talka...
Who Attends Trade Shows?                                  Competitors                                  Your suppliers   ...
What can you learn at a TradeShow?About the Industry                          About the Competitor   Market dynamics     ...
Trade Show Information Exchanges100                                                               Asked for Literature    ...
Minimum Trade Show CI Process   Determine Required    Intelligence   Target Key Shows   Form Team   Identify Experts N...
Determine Required Intelligence   What do you need to know?    –   Cost/Financials    –   Management    –   Processes    ...
Target Key Shows   What shows target your customer’s profile?   What shows target your suppliers or partners?   What sh...
Form Your TeamForm a Vertical Team   Technical   Sales   Operations   Marketing“Pick a leader to coordinate    the int...
Identify What Experts Are Needed   Identify key internal resources   Ensure their availability   Cover all bases   Org...
The Pre-show Meeting                                  Target key booths                                   (suppliers, com...
Networking Meetings   Attend off-the-floor meet and greet meetings   Presentations   Find informal, pick-up meetings  ...
Facilitate Communications      Allow easy communication so your team       can act on the intelligence it acquiresMake use...
In-Show Debriefing   Debrief during the show   Exchange intelligence gathered and its    implications   Verify or dispe...
Post-Mortem   Pull team together to pool findings   Use public forums to report your conclusions   Identify key benefac...
Part II   Defining Objectives   Assembling a CI Tool Kit   Additional sources of information   Intelligence acquisitio...
Intelligence RequirementsDefinition Process   Select area of focus    (Market trends, competitor strategy,etc.)   Create...
Exercise   Create a trade show intelligence goal   1.   Select a business area to focus on   2.   Create or select an inte...
Trade Show Intelligence Tool Kit   Competitor or key target Information    –   Company news reports (intended mergers, or...
Additional Trade Show Sources   Journalists/Editors/Publishers   Conference Organizers   Presentation Speakers   Other...
Additional Ways to CaptureIntelligence From Trade Shows   Create area on expense reports to list    intelligence found   ...
Other Places to Use These TradeShow Intelligence Tactics   Science and Technology Events   Professional Group Meetings ...
Ethics GuidelinesSome general guidelines   Do not lie or misrepresent yourself   Always observe legal guidelines   Do n...
Points to Remember   Stay focused   Do not become    overwhelmed   Avoid being discouraged    (patience)   Do not blin...
Protecting Yourself FromIntelligence Leaks                       Establish list of “taboo”                        intelli...
Exercise   What information is acceptable to give out at a    trade show?   What information is not acceptable to give o...
Defensive Operations   Company Wide    CI Awareness   Employee Education    –   Topics to avoid    –   Questions to dodg...
Look Out!Methods people use for eliciting intelligence   Target lower, more inexperienced employees   Drop-in or eavesdr...
How Successful Were You?                               Possible Problems                                Wrong trade show ...
Easy Ways to Fail   Do not take it seriously   Assume it is easy   Think it does not require much work   Suspect it ha...
Success vs. Failure         Success                                   Failure   Planning                              Ad...
Trade Show Intelligence  Phone: (650) 577-1900  Email: info@prg3.com  www.prg3.com              © 2001 Predictive Research...
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Fast Conference and Trade Show Intelligence

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First given in 2001 to SCIP and industry professionals, this presentation is quick path to organizing trade show intelligence efforts.

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Transcript of "Fast Conference and Trade Show Intelligence"

  1. 1. Trade ShowCompetitive Intelligence (CI) Maximizing Your Intelligence Efforts
  2. 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 Group
  3. 3. Part I Competitive Intelligence Basics Why Trade Show Intelligence Yields Value Trade Show Intelligence Process © 2001 Predictive Research Group
  4. 4. 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 Group
  5. 5. 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 Group
  6. 6. What Intelligence Is Not… Spying Corporate Espionage Stealing Raw Data Reports Thick Unprocessed Information Reports Same as Market Research © 2001 Predictive Research Group
  7. 7. 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 Group
  8. 8. 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 Group
  9. 9. 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 Group
  10. 10. Who Attends Trade Shows?  Competitors  Your suppliers  Your competitor’s suppliers  Financial analysts  Industry analysts  Magazine editors © 2001 Predictive Research Group
  11. 11. What can you learn at a TradeShow?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 Group
  12. 12. Trade Show Information Exchanges100 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 Group
  13. 13. 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 Group
  14. 14. 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 Group
  15. 15. 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 Group
  16. 16. Form Your TeamForm a Vertical Team Technical Sales Operations Marketing“Pick a leader to coordinate the intelligence efforts.” © 2001 Predictive Research Group
  17. 17. Identify What Experts Are Needed Identify key internal resources Ensure their availability Cover all bases Organize and Categorize © 2001 Predictive Research Group
  18. 18. 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 Group
  19. 19. Networking Meetings Attend off-the-floor meet and greet meetings Presentations Find informal, pick-up meetings Hospitality suites Company hosted parties © 2001 Predictive Research Group
  20. 20. Facilitate Communications Allow easy communication so your team can act on the intelligence it acquiresMake use of: Cell phones Pagers Wireless Hand-held Devices Laptops w/scanners and modems Cameras and Recorders* © 2001 Predictive Research Group
  21. 21. 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 Group
  22. 22. 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 Group
  23. 23. 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 Group
  24. 24. Intelligence RequirementsDefinition 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 Group
  25. 25. 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 Group
  26. 26. 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 Group
  27. 27. Additional Trade Show Sources Journalists/Editors/Publishers Conference Organizers Presentation Speakers Other attendees Customers Vendors Speakers at Scientific and Technical Presentations © 2001 Predictive Research Group
  28. 28. Additional Ways to CaptureIntelligence 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 Group
  29. 29. Other Places to Use These TradeShow Intelligence Tactics Science and Technology Events Professional Group Meetings Research Forums and Exhibits Public Relations Events Conferences/Symposia Stockholders Meetings © 2001 Predictive Research Group
  30. 30. Ethics GuidelinesSome 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 Group
  31. 31. 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 Group
  32. 32. Protecting Yourself FromIntelligence 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 Group
  33. 33. 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 Group
  34. 34. 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 Group
  35. 35. 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 Group
  36. 36. 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 Group
  37. 37. 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 Group
  38. 38. Success vs. Failure Success Failure Planning  Ad Hoc Organization  Disorganization Focus  Broad range Defined Objectives  Non-defined objectives © 2001 Predictive Research Group
  39. 39. Trade Show Intelligence Phone: (650) 577-1900 Email: info@prg3.com www.prg3.com © 2001 Predictive Research Group
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