Thursday, March 13, 2008

At the Exhibitor's Show, Day 4: Ignoring the Masses

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.


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