Conference
The 8 New Rules of Trade Show Engagement
We at IIR know first-hand that conferences have changed. And, it's time to
update your approach to planning them. You've probably been in more than one
meeting to brainstorm new ways to drive traffic to your booth and increase ROI
at events. Your to do list needs a major update and it can be hard to figure
out where to start and what to add.
update your approach to planning them. You've probably been in more than one
meeting to brainstorm new ways to drive traffic to your booth and increase ROI
at events. Your to do list needs a major update and it can be hard to figure
out where to start and what to add.
To make it easier, we've put together our own list of the top 8 things you need to be doing to set yourself
up for success.
up for success.
1. Reverse engineer your strategy for every event
to reflect specific goals. Every conference is different, but the goals and
strategy for each often end up being extremely similar. To really get the most
out of ever y event and achieve optimal ROI, you have to tailor your goals and
strategy accordingly.
to reflect specific goals. Every conference is different, but the goals and
strategy for each often end up being extremely similar. To really get the most
out of ever y event and achieve optimal ROI, you have to tailor your goals and
strategy accordingly.
Begin by asking yourself, your
team, and your management, 'What defines a successful event'? Qualify those
responses and get as specific as possible for individual events: How much revenue
and over what period of time? Any leads or only qualified leads? What kind of
partnerships? Then, how will you measure this success ' what tools, metrics,
and projections will you use?
team, and your management, 'What defines a successful event'? Qualify those
responses and get as specific as possible for individual events: How much revenue
and over what period of time? Any leads or only qualified leads? What kind of
partnerships? Then, how will you measure this success ' what tools, metrics,
and projections will you use?
2. Use social media before the event to make
more eye contact on the floor. Think about the last booth you manned.
Standing out in front of the booth, smiling, sipping your morning coffee, eyes
hurriedly scanning badges in an attempt to identify your prospects and pull
them into the booth. By the time you identify a potential client using this
method, they've already passed your booth and then you have to run after them.
more eye contact on the floor. Think about the last booth you manned.
Standing out in front of the booth, smiling, sipping your morning coffee, eyes
hurriedly scanning badges in an attempt to identify your prospects and pull
them into the booth. By the time you identify a potential client using this
method, they've already passed your booth and then you have to run after them.
To avoid this faux pas, identify
your top prospects on the attendee list before the show. Then make use of
LinkedIn and other social media outlets to learn what they look like. It's a simple
strategy to make eye contact and better engage with attendees.
your top prospects on the attendee list before the show. Then make use of
LinkedIn and other social media outlets to learn what they look like. It's a simple
strategy to make eye contact and better engage with attendees.
3. Test your elevator pitch. Repeatedly. With
multiple people. Ensure you're delivering a meaningful and unified message
by sitting with your team, defining your talking points, and practicing.
multiple people. Ensure you're delivering a meaningful and unified message
by sitting with your team, defining your talking points, and practicing.
Begin by looking at what's being
discussed in the content portions of the event to develop your talking points.
This will give you an idea of what will be top of mind for attendees and what
they will likely be interested in hearing from you. Also take into
consideration any speaking opportunities your company is participating in.
discussed in the content portions of the event to develop your talking points.
This will give you an idea of what will be top of mind for attendees and what
they will likely be interested in hearing from you. Also take into
consideration any speaking opportunities your company is participating in.
4. Create a well-thought out staffing
schedule. No matter the size of the show, it's important that you know who
will be at the booth and when. As you're rehearsing your pitch, make notes of
the types of questions people ask ' are the questions about client services,
are they technical, about pricing, or requesting a demo?
schedule. No matter the size of the show, it's important that you know who
will be at the booth and when. As you're rehearsing your pitch, make notes of
the types of questions people ask ' are the questions about client services,
are they technical, about pricing, or requesting a demo?
Take these questions into
consideration when creating your schedule, as you'll want to ensure there's
always someone at your booth who knows the answers.
consideration when creating your schedule, as you'll want to ensure there's
always someone at your booth who knows the answers.
For the remaining
rules and detailed tips and tricks on how to successfully execute each,
download the full ebook here: http://bit.ly/1XEgXed