Leads--gathering and otherwise

The single biggest challenge I have ever encountered with shows (on whatever scale) is how to collect leads and what to do with them after you've collected them. The problem seems to start with the simple act of collecting them. There are three steps:

1. Collecting them.
2. Processing them.
3. Taking action with them.

Collecting. Whether you have a sophisticated electronic system or you just collect business cards in a fish bowl, you need to record who visited your booth. Take a step up to a form (providing a stapler and pen to your staffers) and you can add when they stopped by and the visitor's specific requirements of product and service. If you do it electroncially, consider printing out the form and collecting notes on the printout to go with the end-result electronic spreadsheet.

Processing. At the end of each day of the show, do some evaluation of each lead. Categorize them by importance--is the lead hot, medium or cool? Or do they require action now or can you hold them off with a brochure or a letter? Should you pass off the leads to the area sales rep tonight or wait until the end of the show? Can you get your telemarketing staff started on the leads before the end of the show?

Taking action. If you have a sales data base or management system (CRM or other; salesforce.com) they need to be entered and given to the appropriate sales person or executive to take action. Don't let them go cold: you've put a lot of effort into earning these leads, don't let them go to waste. Implement!

Lesson learned: collect, evaluate and take action. Rinse and repeat as necessary.

TTSG

Booth manners

I remember when my kids were little I’d remind them to practice their table manners and good behavior at home so that when we were out in public they’d remember them. Good manners make a good and unforgettable impression on strangers, particularly ones you want to do business with.

There are some dos and taboos for everyone doing booth duty. Three key dos:

1. Be clean and well groomed and presentable. Always have a breath mint handy. Wear the uniform or prescribed dress.
2. Be prepared, do your homework. Know what is expected of you in the booth.
3. Always be polite and well mannered; please, thank you, may I help you are all phrases that belong in your booth vocabulary.

Now the taboos. Then there are things you shouldn’t do in any booth at any time, particularly your own. Three key things to remember:

1. Don’t eat, drink, smoke, sit down, converse at length with other staffers (or on your cell phone) in the booth.
2. Don’t be late or absent to your appointed scheduled booth duty hours.
3. Don’t pocket leads or interfere with the sales process.

This list is by no means exhaustive, but it is a starting place. These skills and duties should be supplemented with a good pre-, during- and post-show meeting schedule that briefs and debriefs your staff about the show. They need to know what’s expected of them before, during and after the show. Competitive information and customer or prospect scheduled meetings need to be announced and know to all who may be on duty in the booth. Be prepared and do well.

At the Exhibitor's Show, Day 3: Integrated Marketing Communications

Katharine Chestnut, you came along at the right time of day.

I was tired, in need of sugar or caffeine. Or sleep. And there you were, talking about integrated marketing communications as if you were describing your garden. Cool. You do have a garden, don't you?

Really, this was a refreshing session. Yes, it is labeled a beginner's session and is required for certification, but it was entertaining and fun to listen to. Ms Chestnut's relaxed style helped those things like budget definition, matching objectives and choosing tactics stick. I wish she'd been one of my professors back then.....

Seriously, KC laid it out in nine steps:

1. Define show objectives
2. Match show objectives to the right marketing program
3. Recognize your target audience
4. Identify budget requirements
5. Set measurement benchmarks
6. Using pre-show tactics
7. On-site tactics
8. Post-show tactics
9. Analyzing your results

Are we sensing a theme here?

I didn't need to take many notes on this one--the handout was great and my retention with Ms C's style was at the top. More cool stuff.

Lesson learned: all that you do in a program (or surrounding a show) needs to sing together and can (and should) be planned.

TTSG