Trade Show Bob is now one of my heroes.
This Everyman, while he took a bit to get warmed up, did get rolling and imparted some important information: ignore those people you don't need to talk with and get the right people from your company talking to the right, targeted prospects and clients.
Hmmm, what a concept. This is one of the best applications of the concepts we've been talking about for the last few days. Yes, you need to set objectives and measure them--but you have to implement a plan to actually do the work. His "dance card" concept is really cool and very workable. He rolled out 10 steps starting with Defining Your Target and ending with Post-Show Debriefings. But the most important steps, at least for me, were:
3. Assign roles
4. Ensure your staff knows their roles
5. Assign roles to ensure accountability
Imagine: people at a show who actually belong there! And gathering data that matters and can be measured.
Thanks, Bob Milam.
Lesson learned: assignments ensure focus and results.