Value From Your Trade Show Sponorship

In my travels I meet a lot of people whose companies sponsor trade shows and conferences.  Some of them question the value they get from their investment of time and money in exhibiting.  Those who are unsure of the ROI from participating often surprise me, as the events where they are vendors are often overflowing with A-Level contacts in the industries they desire.

Whose fault is it when a company does not find value in their trade show sponsorship?  Depends on the situation, but often there is finger pointing when the problem is within.

The responsibility can rest with the people who are there to "work the booth".  Too often they waste the opportunities to make connections with other people.  They spend their time talking to co-workers or other vendors and they do no nothing to engage the people who are walking around the trade show floor.  They are hoping the "big fish" will just fall into their net as they juggle the stress balls and read Facebook posts.

Too many people from the sponsoring companies fail to attend the keynotes, breakout workshops, and other conference activities. If someone misses the shared experiences at a conference, they are not part of the event. They are outsiders.  If you did not see the speaker's presentations, then you are not part of the mini-society that is created at an event.  Some claim they have work to do during those talks (their priorities that day should be focused on the event) or that the topics do not match their interests (too bad).  If you did not participate side by side with the attendees you are not their peer.  Instead they see you as a "vendor" who is only present to pounce on sales opportunities.  A small investment of time make you part of the community.

The companies who sponsor are also at fault for sending employees to events without training.  It is assumed that sales and marketing professionals understand how to network at events, but that assumption results in a lot of money being wasted at trade shows.  Many successful companies host pre-event and post event team meetings to discuss the details of how they will be engaged at a trade show.  They bring in outside trainers to educate their staff on the best-practices of working a show and do not leave their ROI of sponsorship to chance.

When a trade show or conference sponsorship fails to result in leads their is often accusations at the event itself fell short.  While there are some weak events, the blame rarely belongs to the organizers.  If people were in attendance and your team failed to meet them or make a meaningful connections, this is due to their actions (or lack of actions).  

In talking with CEO's they all claim their employees are great at working trade shows.  However, when I walk the floor at most conferences there are few sponsors who have a clue on how to be engaging.  This is a huge disconnect, and one that wastes time and money.

I was referred to a company who participates in a lot of trade shows in their industry.  The thought was I could offer training to their team.  An internal employee made the recommendation to the CEO and COO.  When I met with these executives they said it was not necessary as they had excellent internal training systems on this topic for their people.  When I saw this company at a trade show their representatives were tossing a football the whole time that prospective contacts were roaming about the booths.  This is far too common.

To get value from your trade show sponsorship you must get your people committed to the work involved at being at a conference.  It is not just a day away from the office.  It is hard work.  When managers assume their team are great at connecting at trade shows they are usually wasting everyone's time and a lot of the company's money.

If you organization sponsors events create a "blitz" mentality for the next show.  Get all team members committed to being heavily engaged in the full days of the event.  The more involved they are in the event the better connections they will make.  And better contacts will lead to more opportunities.

Have A Great Day.

thom singer

Dear Boss - I Wasted The Company's Money At The Trade Show

It is common for companies to sponsor trade shows and other business conferences.  As a vendor they usually receive several full-access registrations for the event, a booth in the trade show, attendee lists, and other VIP perks. There is a big investment in more than just the sponsorship, as the dollars spent add up fast when you consider the booth design, collateral materials, travel and lodging for employees, client entertainment, shipping of supplies, and the man hours for having a team on-site for several days.

Being a vendor at these industry shows is a great way to extend the corporate image, discover trends, get face-time with clients and prospects, gain competitive intelligence, and uncover new leads.  But the reality is many companies are wasting their time and money.

When the event is over it is common for sponsors to complain to the organizers about not getting enough value from their sponsorship investment.  The finger pointing continues when they get back to the office and they are asked for a report on the success of the participation.  Their complaints are always the same: Booth location was substandard, traffic in the trade show was low, the crowd was not decision makers, too many competitors were also vendors, and attendees were not interested in talking to sales people.

I have never heard of any sales and marketing professionals who return to the office and send the following email... but many should:

"Dear Boss; 

I wasted the company's money at the trade show. 

I know that you invested a lot of money in sending me to the event, but I failed to participate in a manner that would ensure ROI.  Instead I (and the rest of our team) sat on my butt, checked email and Facebook every five minutes, complained about the organizers decisions, and skipped out early to have dinner with my college buddy who lives in the city where the event was held.

While the attendees were in the keynote sessions I used that time to go back to my room to sleep off my hangover.  Then when they were walking around the trade show I stayed in the booth behind a table and tried not to make eye contact with anyone.  My strategy to get leads was to let the prospects come find me. 

During the networking breaks and happy hours I hung around with the other vendors.  As you know, nobody at an event really wants to talk to a sponsor, so I did not want to bother them.  There is that invisible wall between vendors and attendees, and I stayed on my side of the barrier. 

I appreciate that the company invested a lot of money in being a sponsor of the event, even though we did not get much value.  I wanted to let you know that I will be as much of a slouch at the next event, too, as sponsoring these things is just a "check the box" activity. 

I did want to thank you as I really needed this break from my wife and kids, as the baby is not sleeping and trade shows are a great escape for me from the routine of my life. 

Bernie"

Nobody in history has ever sent such an email, but that does not mean it is not the reality of how people flush marketing money down the toilet.

Here are the realities of trade show sponsorship:

1.  Your booth location does not matter.  If you are waiting for the prospects to find you, then you are not good at your job.  The best vendors go to the people, and are not overly concerned with the traffic by their booth. If you want to meet the people step out of your booth and instigate conversations.  Do not jump into "sales mode", but instead be in "human mode" and talk to others.

2.  Job titles do not matter.  Success at a trade show rarely means closing business on the spot.  Thus the best of the best are not concerned with the job title of those they meet on-site.  They realize that anyone from a prospective client organization can be the conduit to introductions inside companies.  Cultivating meaningful relationships, and then proper follow up, with a lower-level employee often leads to c-level introductions.

3.  Competitors are just additional people to get to know.  Being concerned that your competitors are present is silly.  Who cares.  If you are better you will win.  But better is not just about product or service, it is also your to tell your story.  Your prospects know about the other providers in your industry, they are not a secret.  Befriend your competition and you will discover competitive information, and also identity the right people to hire the next time you are looking to fill positions.

4.  Vendors are only separate if you make it that way.  You must be present to win.  This means participating in all aspects of the program.  The smartest vendors are sitting in the audience during the keynotes (and sometimes the breakout sessions) so that they know what is being talked about during the breaks.  They stand shoulder to shoulder with everyone else at the conference, not hiding in the trade show area. By being engaged you will position yourself as part of the "mini-society" that is created at an event... not just a vendor.

5.  You are always "on".  While at a trade show you must be constantly focused on the opportunities that exist.  When you sneak off to your room to sleep or catch up on emails you are not going to meet people.  Opportunities come from people, not from a list of emails.  When you skip happy hour, dinner, or time in the hotel bar to go see local friends you are at fault for any lack uncovering leads.

Have A Great Day.

thom singer



Thom Singer is known as "The Conference Catalyst". He works with meeting planners and conference organizers to set the tone for a meeting. His presentations educate, inspire and motivate attendees to engage deeper in the event and make meaningful connections. http://www.conferencecatalyst.com 

www.ConferenceCatalyst.com

Trade Show Sponsors Regularly Flush Money Down The Toilet

Sponsoring a conference, convention, seminar or other business gatherings is a fantastic way for a company to gain exposure, connect with prospects, visit with clients, access to industry experts, and showcase their products and services.

Often these sponsorships include a booth on the trade show floor, or in the networking area.  These booths are not just a fancy place to place brochures, but instead a home base which will be the first impression of your company to all in attendance.  How you present yourself 100% of the time at your booth can impact your return on investment for your sponsorship.

I am usually appalled at the raging failure that occurs when companies are sponsoring events.  The level of opportunities lost via poor trade show booth execution must be in the billions of dollars annually.  I regularly am asked to work with sales and marketing teams who are making a big investment in an industry trade show to make sure they understand the importance of how they present themselves to maximize their conference participation.  Often employees roll their eyes at the nuances that I believe cause companies to be wasting money.... but the little things matter and people are always watching (While employees roll their eyes, owners and managers nod their heads!)

I spent an hour walking the trade show floor this week at the South by Southwest (SXSW) Festival in Austin, Texas.  There were easily over 400 companies who had booths, and most missed out on maximizing the conference through their lack-luster presentation and booth design.

Boring does not get noticed.  Investing in a sponsorship is about more than having your name on the wall of a booth with a table of key-chains and candy bowls.  In an era when many companies have elaborate booth design, a poster and brochures just does not make the grade.

But worse that the booth's design is how the people who staff the booth present themselves.  After witnessing over a dozen company displays with nobody in their booth or people on their phones and laptops I began photographing these massive booth failures.

My intention was to post these photos on this blog, but after 40 such pictures, I began to worry about my photo essay getting someone fired.  I am not sure what it costs to have a booth at a major event like SXSW, but I assume any CEO who sees pictures of their employees at a trade show reading books, texting, typing wildly on a laptop, chatting on the phone, or nearly sleeping might not be happy.  I would never want to be the cause of someone losing their job, so I am not posting the pictures.

While many booths did have outward facing people, and some engaged in conversations with other convention attendees, only ONE booth had a person who stepped out and engaged me in a conversation that was both friendly and inviting.  I almost could not believe it after roaming nearly all the rows of booths.

His name was Paul Chambers from Quotegine.  He was amazingly friendly, and made me want to learn more about his company.  They have an interesting technology for small business that allows them to create and manage the proposal process in a way that levels the field with larger companies.  I am actually interested in learning more.

I shared my photo essay with Paul and told him he was the only person in over 400 booths who really got it right.  I wanted to tell his boss about his being a FANTASTIC employee (and worthy of a raise) but it turns out that Paul is the CEO of the company.

Interesting, huh?

This piece of information about Paul being the CEO of Quotegine and his working so hard to maximize the investment of being at the conference was not lost on me.

Some with whom I shared my photo essay did defend the booth workers by pointing out that they day before had been a busy day, and that many of the attendees might be tired.  One person said that those on laptops and phones need to keep up with work, but for decades trade shows existed without wireless access... so I don't buy that you cannot stay off the electronics for the time you are working a shift at a booth.

If your company is spending money to have a booth at a trade show, you need to raise the bar or just flush the money down the toilet.

Have A Great Day.

thom singer

Thom Singer is known as "The Conference Catalyst". He works with meeting planners and conference organizers to set the tone for a meeting. His presentations educate, inspire and motivate attendees to engage deeper in the event and make meaningful connections. http://www.conferencecatalyst.com 

The ABC's of Trade Shows and Conferences - L is for Listen

A conference, trade show, convention, seminar or other business gathering is a fantastic place to meet new people.  A common reason cited for attending a large scale business-focused event is because of the opportunities to network within the industry.  Most people hope they will meet someone who will become clients, referral sources, or bring future employment options.

However, this is not an environment to try to "sell".  People do not attend these events to be pounced on by vendors or job seekers.  In fact, it is a major complaint by attendees at conferences when they feel that they are being pitched.

It is not appropriate to hard sell at the "networking" stage or a relationship, therefore it is a waste to try to close business at events.  The first time you meet someone you should listen twice as much as you talk.  Instead of being focused on making sure the other person know all about you and your products / services, it is more valuable if you learn about their situation.


Asking questions and listening will allow you to maximize the time you spend meeting new people at business events.  Most people you meet,while nice folks, are not going to become an ongoing part of your network.  That is okay.  The first meeting is an opportunity for you to gain understanding about others and determine if you should follow up at a later time.


Listening is not easy, especially for those who like to talk.  Being a talker is not a bad thing, but you have to learn to balance yourself, give others a chance, and then hear what they are saying.  When you can gain the information about what is important to others you can become a resource for them. I struggle with this, as I often have information I want to share with people, but reminding yourself to listen first is very important.


If you find a legitimate connection point with someone there will be plenty of time for you to tell them about yourself.  People will notice you more when they know you have heard them.


Have A Great Day


thom singer


Thom Singer is known as "The Conference Catalyst". He works with meeting planners and conference organizers to set the tone for a meeting. His presentations educate, inspire and motivate attendees to engage deeper in the event and make meaningful connections. http://www.conferencecatalyst.com

The ABC's of Trade Shows and Conferences - J is for Job Search

One of the advantages to attending a business event is that there many people there who work for companies in and around your industry. Regardless of if you are currently employed or seeking work, the chances are good for making a connection that could eventually lead to a new career opportunity while attending a trade show, conference, convention or seminar.

I personally have made many connections at events that lead me to new jobs. This was true when I worked as an employee, and still true now that I work for myself. The jobs did not come right away, but the friendships that grew from meeting at a conference later became the catalyst for a career opportunity.

However, people do not want to be accosted by job seekers while in the buffet line at happy hour. Thus, the best way to conduct a job search while attending an event is to just be yourself. Those who are not openly looking for work are usually the ones who get offered the new opportunities from their participation.

Those who know of available jobs inside their companies are not looking to fill those spots with people who are desperate and pushy to get an interview. Instead they are interested in discovering ambitious people who will contribute to the success of their business and are fun to be around.

Too often people show up at these events with a stack of resumes in their hands. Each person they meet is greeted with the long version of their career needs. Since a trade show style event is not a job fair, this is not what the others in attendance are there to hear.

The best way to maximize your job search needs is to down-play your own career needs while leading with your interest in other people and your passion for the industry. If you are seeking new employment it is fine to let others know this, just do not lead with it in the first five minutes of the conversation. Keep in mind their purpose for being at the conference, not your purpose. If they are there to learn and have fun, getting an ear-ful about your job search is not in line with their priorities.

Put a priority on getting to know people first and build a relationship. If they get to know you, and like you, they are more likely to assist you in getting into their company.

Leave the resumes at home. Follow up later, if appropriate. Be engaged with people.

Have A Great Day.

thom singer

Thom Singer is known as "The Conference Catalyst". He works with meeting planners and conference organizers to set the tone for a meeting. His presentations educate, inspire and motivate attendees to engage deeper in the event and make meaningful connections. http://www.conferencecatalyst.com

Planning For A Successful Trade Show (for Vendors)

If your company is investing time and money to sponsor a trade show, convention or other industry event, why would you not want to educate your team on how to maximize the ROI on participating in the show?

I witness companies spend tens of thousands of dollars on the sponsorship fees, travel, booth design, handouts, logoed items, shipping, and time away from the office...... and then invest nothing on creating a platform of understanding of how to enhance their conference participation.

A little planning in can insure that your company benefits from being a sponsor and an active member of the convention's mini-society.



If you can't see the video... here is the link: http://www.youtube.com/watch?v=007QIfIqLwg

Hire Thom Singer, "The Conference Networking Catalyst" to work with your team to help them get the most from their time at the multi-day conference.

Have A Great Day

thom

Effective Trade Show Attendance

A trade show can be a great opportunity to meet and reconnect with key people in your industry. Everyday around the United States there are countless trade shows and conferences taking place where people gather to listen to industry experts, roam past exhibit booths, and network over cocktails at the closing happy hour.

A trade show involves a lot of pre-planning for those companies who exhibit, but there should also be preparation for those who simply attend. Most of the time, however, attendees just show up without any forethought on what they want to accomplish from their investment of time at the event.

Here are three things that will bring you more success when attending a trade show:

1. Know in advance who will be at the show and which speakers you want to hear. Too often people miss the programs of highest interest because they did not look at the schedule in advance.

Think about whom you want to see while there. Call key contacts in your industry and find out if they will be attending. Set up lunch or drinks in advance so that you can be sure to meet up with them while at the show.

Finally, scan the list of vendors who will have booths so you know can pre-plan how much time you need to allow for wandering the trade show exhibit hall.

2. While at the trade show be sure to talk to people. For some reason people walk the floor of a trade show like they were a cast member in the movie "Night of the Living Dead". Don't be a trade show zombie, but rather grab the opportunity to meet new people and chat with those you already know. Make eye contact with the folks in the booths. Yes, they want to talk to you....that is why they are there.

3. Follow up with everyone immediately. The mistake people make in all networking situations is that they fail to connect with people because they do not follow up. If you do not reach out to those you met in a timely manner it is an opportunity lost. A short handwritten note recapping your meeting is the most effective way to follow up, but an email or a phone call can also be effective. However, if you do not follow up within three days, then you run the risk of being forgotten forever.

Having a system for pre-planning, attending and following up will make your trade show experiences more effective.

Have A Great Day.

thom
www.thomsinger.com

Win An I-Phone At A Trade Show,... yeah right!

While attending the InnoTech trade show in Austin, Texas I was amazed at how many companies were luring people in with the give-away of an i-pod, i-phone, or other cool gizmo. I must have dropped my card into a dozen such fish bowls.

Now that I am back at my office, I am not going to hold my breath that I will win anything. You see, the dirty little secret for most of these exhibitors is that they have no plan of conducting a random drawing, but instead they will select the card of the prospect they most hungrily want the chance to see again. After all, who wouldn't take the appointment to get a free i-phone?

I think most attendees think that all drawings will occur with a total commitment to fairness for all who dropped a card. WRONG.

One company I talked to all but admitted they will not be doing a random drawing. They have bought into the "everyone does it this way" theory, and thus the ethical dilemma seems insignificant. Even thought their sign clearly stated "Drop your card for a chance to win an i-pod". Yes, a "chance".....similar to that opportunity the proverbial snowball has in hell.

Maybe the sign should read "Drop your card in the fishbowl so that we can capture your contact information and add you to our mailing list. Additionally, if we think you are a the best prospect to come to our booth, we will call you in a few days and entice you to meet with us so we can give you a $200 piece of electronics with the real intent of selling you stuff. The rest of you have no chance of winning, but you will get our useless newsletter forever and ever". Hey, at least it is honest!

Have A Great Day.

thom