TAKING THE “RUFF” OUT OFTRADE SHOW NETWORKINGA Complete Guide to Pre-, During and Post-Trade Show Success

How most people feelabout trade shows…

How YOU will feel at your next trade show!

Description and Purpose

• Pre-planning for maximum impact• At-the-show best practices• Post-show follow-up• Q&A

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

PRE-SHOW PLANNING“Begin with the end in mind.”

Stephen R. Covey

The 7 Habits of Highly Effective People

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

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?

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.

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

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.

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!

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

Start Networking Now!• LinkedIn

• Channel Partners Show Group• WiC Group• Lots of other telecom groups!

• Twitter/Facebook• Customers• Partners• Media

• ChannelPartnerConference.com

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.

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.

READY, SET, SHOW!“If you don’t execute your ideas, they die.”

Roger von Oech

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

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

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!

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.

THE SHOW GOES ON!Post-show: where the REAL work begins

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

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

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

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)

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

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

Top Takeaways? Q&A

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