Taking the Ruff Out of Trade Show Networking
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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.
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Taking the Ruff Out of Trade Show Networking
- 1. TAKING THE “RUFF” OUT OF TRADE SHOW NETWORKING A Complete Guide to Pre-, During and Post- Trade Show Success
- 2. How most people feel about trade shows…
- 3. How YOU will feel at your next trade show!
- 4. Description and Purpose • Pre-planning for maximum impact • At-the-show best practices • Post-show follow-up • Q&A
- 5. 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
- 6. PRE-SHOW PLANNING “Begin with the end in mind.” Stephen R. Covey The 7 Habits of Highly Effective People
- 7. 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
- 8. 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?
- 9. 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.
- 10. 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
- 11. 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.
- 12. 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!
- 13. 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
- 14. Start Networking Now! • LinkedIn • Channel Partners Show Group • WiC Group • Lots of other telecom groups! • Twitter/Facebook • Customers • Partners • Media • ChannelPartnerConference.com
- 15. 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.
- 16. 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.
- 17. READY, SET, SHOW! “If you don’t execute your ideas, they die.” Roger von Oech
- 18. 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
- 19. 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
- 20. 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!
- 21. 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.
- 22. THE SHOW GOES ON! Post-show: where the REAL work begins
- 23. 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
- 24. 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
- 25. 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
- 26. 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)
- 27. 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
- 28. 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
- 30. 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