Introduction to Tradeshows (Total Phase)

1. Solutions to enable our customer’s competitive edge
Tradeshow Intro

2. Solutions to enable our customer’s competitive edge
Lead Generation
• Tradeshows are one of our primary sources of
lead generation. We use custom made lead
cards (found in your welcome kit) to help us
keep track of our leads. We will go over the
process for filling out lead cards and the
qualification process next week.

3. Solutions to enable our customer’s competitive edge
Shows:
• ESC: Silicon Valley,
Boston, Minneapolis
• Partner Shows:
Freescale Tech
Forum, Renesas
DevCon, Microchip
MASTERs, TI Tech
Days

4. Solutions to enable our customer’s competitive edge
Shows:
• USB Shows: USB-IF
Workshops
• International:
Embedded World,
Taitronics
• Other: DesignCon,
ARM TechCon, Flash
Memory Summit

5. Solutions to enable our customer’s competitive edge
Meetings
• When we have to travel for a tradeshow that does
not take the entire week, we try to schedule
meetings in the surrounding area. This allows us to
meet customers in areas outside of the Bay Area.
There is a set of emails already drafted to request a
meeting with customers. Generally these meetings
last 30 minutes to 1 hour depending on the number
of products the customer wants to see and how
many questions they have. Depending on the area
covered 3-4 meetings can be done in a day.

6. Solutions to enable our customer’s competitive edge
Trip Update Email
• At the end of roughly every day, a trip update should
be sent to the business and manager list serve. The
purpose is to fill everyone in on the day’s activities.
The update should include notes from meetings and
the next steps for follow up. It is also good to include
the purchase potential and any questions or
suggestions the customers had. If the update
involves a tradeshow, the update should include
number of leads collected, the primary products of
interest, and any other interesting news and show
descriptions.

7. Solutions to enable our customer’s competitive edge
Demo Variation
• We have already learned the product demos and
reviewed the key selling points of the products.
However, the demo steps we have discussed are
primarily used for formal meeting settings that have
at least 30 minutes dedicated to the conversation. At
a tradeshow, you can have as little as 1 minute to
convince the customer why our product is useful. It
is important to highlight the key features in the first
few seconds of the conversation while also
determining the visitor’s application and debugging
needs.

8. Solutions to enable our customer’s competitive edge
Typical Conversations
• What does Total Phase do?
• What is the difference between the Aardvark
and Beagle?
• What is your application/project?
• Are you using USB, I2C, SPI, or CAN in your
design?
• Do you currently use any debugging tools?