The Postmortem

It really isn't as final as it sounds. But it is one of the final things you do after you return from a show.

You need to look back and assess the show so you have some lessons learned for future shows.

The basic elements of a postmortem to consider are:

1. Call a meeting of key participants in the process: the marketing manager, the sales manager, the key tech guy, possibly your exhibit supplier.
2. Make it a one-hour meeting.
3. Plan on reporting performance (expenses versus plan, lead count, key events)
4. Before the meeting (which should be within a week of the ending of the show; no more than two weeks), set an agenda and ask some key questions, including:

• What worked?
• What didn't?
• Would you go again?
• Did you meet any key customers?

Roll this up at the end of the meeting with action items (if any) for the participants.

Apply the lessons to the next show on the schedule or the next year's show.

TTSG

Preparing for a show

The other day I met with some friends who own a small business. And by small, I mean it is the two of them, a contract sales guy and their "1099" installation crew guys. In the landscaping business, they know they have to maximize what they do with their selling time.

And they take it seriously.

When I asked the question of "who are you targeting at the upcoming golf show?" they answered me with statistics. They had done an analysis of all of their sales in the first year by age of buyer, annual income, geographic location in the metro area, and cost of sale. They also segregated commercial customers from residential and could recount repeat customers.

Now, I realize this is basic stuff and academic to most of you out there. But I have in the past worked with and for Fortune 500 companies who could tell you less about their customers and who they were targeting at a given show.

So, armed with these data, they compared it to the demographics provided by the show organizer and set up a "profile" of who they want to reach at the show. Further, they reached into their data base and, combined with what the promoter is provided, are doing a targeted e-mail blast and direct-mail (postal) mailing. They will also track responses to these items when they collect leads in the booth and will do a post-show mailing and an analysis of the traffic. This will prepare them for next year's show.

Lesson Learned: even the smallest player can win big with the right data and approach.

TTSG

Final words on Heli Expo

Our trip to Heli Expo in Houston was worthwhile. The purpose for going was to:

• Discover the basic layout and flow of the show
• Learn the major players
• Experience the event
• Discern how our clients fit into the show

The high-level analysis of the show:

• Over 500 exhibitors
• Halls A thru E of George Brown Convention Center (500,000 square feet)
  
• Major players mixed in with smaller exhibitors throughout the hall
• Exhibits open 19 hours over three days

Things to do going forward with regard to this show (or other shows requiring evaluation):

• Analyze the show before arriving
• Attendees
• Competitors
• Marketplace
• Do survey work on the show floor
• Measure attendee’s opinions
• Understand memorability
• Post-show analysis
• Number of leads and classification
• Time-to-purchase decision

This was a good one-day show example and there will be more to learn from as time progresses. Will attedn teh AS3 show in Dallas with this same client later this month.

TTSG