Maximizing the ROI of Managed IT Services Industry Events on a Budget.
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Transcript of Maximizing the ROI of Managed IT Services Industry Events on a Budget.
Maximizing the ROI ofManaged IT Services Industry
Events on a Budget.
Money- and time-saving tips every MSP should be using.
www.TECHmarcLabs.com
IntroductionWhether you’re adding MSP, cloud, hosting or other IT industry
trade shows and events to your marketing tool kit for the first time
or you’re a seasoned pro, these insider tips will help you save
money, save time and take advantage of free resources you
shouldn’t overlook.
Depending on the type of show you’ve chosen to attend and the package, sponsorships and
booth size you choose to purchase, you may be given the list of pre-registered attendees
by the show organizers. Use it.
Market to these people both before and after
the show. Before the show, create an email
campaign or direct mail piece with a very
specific call to action―inviting the attendees
to stop by your booth with an offer code to
get something special in your booth. You’ll
attract additional attendees to your booth
and better understand the success of your
campaign by the number of people who
stopped by.
This pre-registered show list should also be
made available to your sales team to follow
up with phone calls before and after the
event.
Pre-Show Tip
Free ResourceIf You’re Given A Pre-Registered List,
Use It.
www.TECHmarcLabs.com
If you have a small table top or 10x10 booth that fits into 1 or 2 plastic cases, why pay for
expensive shipping through a trucking company or FedEx, UPS, DHL or some other carrier?
To save money, you can bring these items with you to the airport and check the cases as
luggage. There will be a cost to do this but certainly nowhere near what it would cost you
to have a shipping company send your cases. If you're willing to schlep the cases around
yourself, it can save you significant money.
Pre-Show Tip
Save MoneyA Shipping Alternative.
Pre-Show Tip
Free Opportunity
Every show usually includes some members of the press whether reporters, bloggers,
analysts or other industry influencers who come to check out what’s new and different in
the areas in which they write.
Help a Reporter Out.
Some shows provide exhibitors with a pre-
registered attendee list which includes names
of the press. Others set up a networking
website where all attendees and exhibitors
can network online to schedule meetings at
the show. Take advantage of this huge
opportunity and reach out to reporters who
you feel would be interested in learning more
about what your company is doing, new
announcements, a sneak peak at new
technologies, etc.
Invite them to your booth, to a networking event, reception or even just a cup of coffee. It
doesn't have to be a formal sit down interview with an article posted the next day,
although that would be great. At least introduce them to your company, your team, your
services and how you stand out from your competitors. Offer to be their go to contact
when they have general questions about the industry or are looking for an alternative
opinion when writing about a topic you’re expert in. Meeting in person at the show may
possibly garner immediate press but, more importantly, can lay the groundwork for long
term relationships and many future press opportunities.
www.TECHmarcLabs.com
Participating in speaking sessions where subject matter experts discuss relevant topics or
provide educational instruction can be a great benefit to a company looking to break into a
new market or position itself and the speaker as an industry leader. Other than the travel
expense for an out of town event, the opportunity to speak is often free (although not
always). There are generally 3 primary ways in which you can speak:
1. Free and open to anyone:
Some shows open this opportunity to anyone who wants to speak on one of the topic
categories chosen by the show management. When reviewing a trade show’s website, find
out if they’re accepting speaker abstracts or there is a “call for papers” and when your
submission is due. The abstract, which is usually a 1 or 2 paragraph overview of what you
will speak about and what the attendees should expect to learn, will need to be submitted
with the application. Approximately 4-6 weeks later you’ll be notified if you’ve been
selected.
Be careful if you’re accepted: some shows will allow you to substitute the speaker you
originally submitted for someone else in your company if the original speaker is unable to
attend. Some shows will not allow this and could eliminate your session, replacing it with
another company/topic if you attempt to switch speakers.
2. Pay to play:
Some shows offer a speaking opportunity only to those companies who have purchased a
large booth space or a sponsorship package. This is usually listed as part of the sponsorship
description. If the show is very important to your business and you would consider
purchasing a large booth or sponsorship anyway, then this is a good opportunity for you. If
you would only pay the extra cost to be able to get a speaking spot then you need to
decide if the added expense is worth it.
3. Invitation only:
For other shows, the ability to speak is by invitation only. This is frequently the case for
partner or reseller shows run by companies like Microsoft and VMware, for example, where
the event may be specifically targeted at vendors, channel partners or customers.
Pre-Show Tip
Free Opportunity
Give a Presentation.
If you have a relationship with the company managing the show, and have
not already been approached about speaking, discuss your participation at
the event with your account manager or other contact. They may not be
able to give you your own session but may be able to add you to a panel
discussion which includes other vendors, customers or partners.
www.TECHmarcLabs.com
Are you speaking at an upcoming show? Will you be
launching a new product or service? Are you a conference
sponsor? Let people know.
Write and distribute a press release 3-4 weeks before the
show takes place. This will generate additional pre-show
interest, enable attendees to add your activities to their
calendar of things to do at the show before it fills up and
will assist in online marketing efforts (SEO) by having your
information appear in search engines when online searches
are done for a particular show.
But don't stop there. Write and distribute a media alert 1
week before the show begins highlighting a specific activity
you will be participating in or something you will be
Are you on the fence about whether
to exhibit at a specific show?
“It seems like the right audience.
There’ll be thousands of attendees
and we’re trying to grow our
business in this market. But is it
really the right show for us?”
Why not send 1 or 2 people to the
show as attendees to gain an
insiders perspective as to whether
it’s really appropriate for your
business? If it is, you’ve hopefully
made some initial contacts and will
be better prepared to exhibit next
year. If not, you’ll have saved a lot
of money by learning that this show
isn’t really the one for your
company.
For Immediate Release.
Exhibit or Bust.
Maybe Not.
Pre-Show Tip
Save Money
Pre-Show Tip
Free Opportunity
The show daily, a small publication or online magazine which includes a wrap-up of what happened
at the show on the prior day and previews what will be happening at the show on that day, may
also include your information in their publication, resulting in additional attendee traffic to your
booth or speaker session.
featuring in your booth. Be sure to quickly get across the who, what, where and when. Many
reporters, bloggers and others watch for these announcements and may reach out to you for a
larger story―or to at least stop by to learn more.
www.TECHmarcLabs.com
Are you a VAR or MSP for Microsoft, Apple, Cisco, Citrix, VMware or other technology
companies? Do they offer co-op marketing funds or MDF (market development funds) to
assist you in selling their products/services? If you’re unsure, reach out to them and ask. If
they do, talk to them about your interest in participating in a specific show. Depending
on the location, attendee demographics, key messages and other criteria, they may
encourage you to participate by agreeing to pay for a portion of your booth, the booth
space, tchotchkes, signage and other items needed for the show. They may also provide
additional products for you to raffle off as prizes during the show or even send their own
employees to help you sell in your booth.
The more of their products you sell, the better for them as well, so it's a win-win situation
for both of you.
Pre-Show Tip
Found MoneyNeed Money to Exhibit?
Additional Magazine Circulation.
Pre-Show Tip
Save Money
Trade magazines often partner with or participate in many of the shows you may be
interested in attending and distribute their magazine free to all show attendees. This can
often add another 1,000, 5,000, 10,000, 20,000 or more readers to the normal circulation.
You’ll find the names of the participating magazines on the show’s website. Once you
know who they are, go to their individual sites and review the magazines’ editorial
calendar. You’ll learn what topics they will focus on during the month in which the show
is taking place. You may be able to submit an article, reach out to a reporter to provide
expertise on a certain subject or be interviewed for inclusion in the article. This is an
opportunity to get free press coverage and your message will reach additional readers
who may never have picked up the magazine before.
This is also the case if you choose to advertise in the publication. You'll get more bang
for your buck by advertising in the magazines with additional circulation at the show.
www.TECHmarcLabs.com
To ensure that posters and other graphics will get to your
booth in one piece without bent corners or other damage,
you may want to consider designing your show graphics as
you normally do and then uploading your files to the FedEx
Office Print Center, FASTSIGNS, Staples or other printing
company that has an office near the convention center
where the show is taking place. You can place the order
online and you or a member of your team can pick up the
graphics when you arrive in that city to set up your booth
before the show.
There are benefits and drawbacks to doing this:
1. Benefit: This will save on shipping costs and ensure
the graphics are not damaged along the way.
2. Drawback: Graphics that are too big for you to
handle yourself may require you to hire people to bring
it from the printer to the hall. This additional cost may
wipe out the savings that you got from not shipping the
graphics.
Just know that the ability to design your graphics locally
and have them printed in the show city, possibly thousands
of miles away, is available to you. You’ll have to weigh the
pros and cons for yourself. It’s also an excellent option if
you need to have something created last minute and won’t
have time to ship it.
Creating Signage.
Pre-Show Tip
Save MoneyDepending on the type of show and
the size of the booth you select,
you may be given one or more “full
conference passes” in addition to
the passes you will receive for
those people manning your booth.
This frequently includes free
access to all meetings, educational
sessions, keynote speeches, exhibit
hall and possibly all meals as well.
Check to see if the purchase of
your booth space includes this. If
it does, you’ll save money by not
having to buy a full conference
pass for one of your employees.
Here’s A Free
Pass.
Pre-Show Tip
Save Money
www.TECHmarcLabs.com
Planning on having a product demo or playing video games in your booth to attract people
as they walk by? Why not kill two birds with one stone and save money as well. Don't rent
a TV or monitor from the show decorator. Consider buying it from an electronics store
near the convention center. Use it during the show and then raffle it off at the end. This
"prize" will be another reason for people to stop into your booth and you’ll have saved
money by not having to rent a TV and buy a separate prize to raffle off.
On-Site Show Tip
Save MoneyAs Seen on TV.
On-Site Show Tip
Save Money
While you’re at your show, the show management may schedule a meeting for you to come
to the sales office and select your booth space for next year's show. This enables the show
to lock in commitments a year in advance, allows you to get an early pick at a good booth
space for next year and gives you a discount for reserving your space early.
As an exhibitor, you want the time to be able to get back to your office, speak with your
team, follow up with the prospects you met, close some deals and better understand the
true ROI of this event to determine whether it will be worthwhile for your company to
exhibit again next year. The show, on the other hand, wants you to sign up now and get
your money so you're locked in.
Reserve Next Year’s Show Now?
Cancellation policies vary from show to
show. Some give you a 30 day cancellation
clause which enables you to cancel up to 30
days after the current show is over without
any financial penalty. Other shows require
an up front percentage of payment and if
you cancel you will receive X% back (never
the full amount).
If you’re certain you want to exhibit the following year then sign up during your sales
appointment at the current show. You’ll get a discount and your ability to pick a better
booth location for next year is greater because booth spaces for next year become
available first to current exhibitors. If you’re uncertain about next year's participation but
are able to cancel without financial penalty up to 30 days after the current show, then sign
up and make sure that you evaluate the return on your show investment within that time.
www.TECHmarcLabs.com
Most trade shows will have a room set aside for the press―usually called a press room,
media room or press kit room. It's a place for exhibiting companies to put their press kits
for reporters to pick up, for journalists and companies to meet for interviews and a place
for reporters, bloggers and others to write their stories.
This is another opportunity for you to get your company/product announcements and other
press information into the hands of people who will write about you. Make your press kit
stand out and that the reporter understands at a glance what your company does.
Some shows create online press rooms where you can post press releases, information on
your company and products/services, photos, etc. Whether available at the show or
online, take advantage of this free PR distribution opportunity.
On-Site Show Tip
Free Resource
Which Way to the Press Room?
There are different reasons why
companies go to trade shows.
• To establish a presence in a new
market.
• To solidify a leadership position
among a number of competitors.
• To generate more qualified leads.
• To signup new customers.
• …and many more.
Whatever the reason, it’s important that
you sit back and objectively evaluate
whether the show was a financial
success. At the end of the day, that’s
what really matters. Remember, when
calculating the return, include T&E
expenses, drayage and additional costs
that you won’t know until after the show
is over to ensure that you have an
accurate and complete view of the
success of your show. This will help you
determine if you should exhibit again
next year.
What’s Our ROI?
www.TECHmarcLabs.com
Written by: Lisa MasielloFounder/President, TECHmarc Labs, Inc.
@LisaMasiello
/LisaMasiello