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This question has been closed, and points have been awarded.
Turning A Floor Pass Into Lead Gen?
Posted By: Stokefire* on 9/16/2004 3:38 PM (CST) 250 Points
My company has been given a comp. invite to a major / National industry tradeshow as a prospective vendor. We're a small startup with a small client base for now, and few people know much about us. The tradeshow access alone costs about $10K (when purchased), so we'd like to be able to use it. We're in the Network Security space.

To make it worth our while we're trying to set up prospect visits. But there's a problem...

We have a limited prospect list, and even among our list we don't know who might be attending. Marketing is a new concept at this company - so there are no opt in mailing lists, no company news letters, no real communication with the press...

How can we turn a free "expo pass" into a marketing event for us? And does anyone have tips on how to ease the process of setting up prospect meetings around such an event?

We're thinking of broadcasting to our prospects with an email/phone offer to meet around the event (e.g., day before or day after) and to provide some token thank-you offer of a discount or free cool gadget. With luck we'd hit some folks that would actually attend.

Unfortunately, this idea would probably not even motivate *me* to take me up on the offer.

Anyone out there have experience with something like this? Or even just suggestions?

Posted by: W.M.M.A. Accepted Answer
9/16/2004 3:52 PM (CST)
Since this is your first attempt (and, we all have had them), as simple as this sounds...I would recommend going to the website and researching who has attended in the past - who are the principals and major players in those organizations (don't forget these things are for mostly salespeople to sell something)...then make a list of those persons with whom you want to speak...finally, WORK THE FLOOR!!!

This can only be an event for your client, since you do not know what to expect and demographic profile of attendees.

Following the event, there are many ways to market the information you have garnered. Far too many to post here...If you will contact me on my eMail, I have a referral for you that works only in this arena.

I hope this helps...I am sure many will chime in.

Randall
WMMA
 
Posted by: SteveByrneBranding Member Response
9/16/2004 4:03 PM (CST)
Hi secured,

In case you didn't see this recent question regarding trade shows:

http://www.marketingprofs.com/ea/qst_question.asp?qstID=2945

best of luck,

- Steve
 
Posted by: Stokefire* Author Response
9/16/2004 4:10 PM (CST)
Steve and Randall - Thank you for your responses.

Just to clarify - we do not have a booth at this event. We are attending 'at the pleasure of the event organizer' so we're looking for ways to make this free learning experience a free and low-key marketing opportunity as well.

I do have experience running trade show booths, but I do not have experience as a floor-walker/attendee. I'm at a loss as to how to attract attention at a tradeshow when my location isn't fixed. I guess I'm looking for ways to attract and interact with prospects *around* the event, rather than in it.

It is entirely possible that I am trying to squeeze too much juice from the orange.

Tate
 
Posted by: Pepper Blue Accepted Answer
9/16/2004 4:29 PM (CST)
Hi Secured,

I understand your situation, I've been there and have had excellent results.

It sounds like you are a tradeshow vet so these may all be ideas you already know, but here are some of my proven modus operandi:

* As a guest, you need to be rather low key about any marketing events like you mentioned or the organizers will get upset. In addition, with so many "official" events, booths, sponsors etc. you will not be able rise above the other noise.
* Stay at the official event hotel. Most important.
* Spend a lot of time in the most popular bar at the hotel. This is where you will make the best contacts. It doesn't mean you have to get sloshed every night starting at 5, pace yourself, but be very personable and offer to buy a lot of drinks.
* Eat your meals at the hottest restaurants near the site. These may or may not be in the hotel itself. There are always a handful of places that everybody goes, that's where you need to be. Ask the concierge or doorman where everybody is heading, and if its not happening when you get there, keep moving on.
* If you are flying, try to get on what would appear to be the most popular flight going and coming. Then, if the time of day is appropriate, hang out at the closest bar to your gate an hour or so before your flight.
* Don't forget a huge stack of business cards.
* Find out where all the big hosted parties are at, then network like crazy (but not obtrusively) at these events.
* Attend the seminars that will attract your prospects. Hang out by the coffee and pastry table before and during breaks.
* Follow up when you get back home. Sign them up for your e-newsletter (you do have one right? If not, contact me, I can get you up and running in 14 days).

I hope that helps!
 
Posted by: Stokefire* Author Response
9/16/2004 4:43 PM (CST)
Pepper Blue -

This is *exactly* the kind of information I am looking for. I figured someone in this group had probably done it.

I'm particularly fond of the bar/restaurant idea and I'll be sure to print out your recommendation to accompany my expense report. ;-)

All of your comments are on target.

Any other ideas out there? Ways to get interest or commits for meetings prior to the event? (I'll leave the question open a couple days, since I myself hate to find a question I know the answer to, only to either have it closed before I get there, or worse - have it closed *while* I'm answering it.)

Tate
 
Posted by: SRyan ;] Accepted Answer
9/16/2004 4:49 PM (CST)
Tate, at the risk of sounding too obvious...

Don't forget to brand yourselves physically, especially if there are several of you attending the show. Tell your team that it's mandatory to wear your "uniform" of matching logo shirts and khaki pants. Even if you don't speak to a soul, you'll earn some visibility, particularly when you're roaming as a pack.

On the show floor, you should also do two things:

Keep an eye out for exhibitors who might make good strategic partners (or even customers!) and introduce yourselves.

Observe what's going on in the successful booths. Are people swarming in and out just to win a prize? Are people engaged in meaningful conversations? Don't be afraid to tell those exhibitors that you're thinking of doing next year's show and wondering how they've made it work well for them. But do it during the low-traffic hours of the event.

- Shelley
 
Posted by: Stokefire* Author Response
9/16/2004 5:06 PM (CST)
Good thoughts Shelly.

I like the team branding - even if it will be only a few of us. I had actually been thinking of going suit and tie, but you've convinced me otherwise.

I'm always on the lookout for strategic partners in our market, but it's nice to see that suggested here. Makes me feel I'm doing something right.

Your other suggestion is actually part of the offering from the event sponsor - with a dedicated exhibitor interview. However, I think exhibitors will likely be more candid when the sponsor isn't watching. I'd not been focused on this. I might even seek out some of the folks in the back corners (likely the places we'll be squished next year) to see how the little guys are treated. I'm pretty sure they're not going to trot out the unhappy guy from the booth the A/C blower for us to interrogate in the sponsored session.

Thanks!

Tate
 
Posted by: Stokefire* Author Response
9/16/2004 5:10 PM (CST)
...should have read "unhappy guy from the booth UNDER the A/C blower..."

I typed it in my brain but it didn't reach the keyboard.
 
Posted by: NuCoPro Accepted Answer
9/16/2004 5:21 PM (CST)
Off-the-wall idea. Take Shelley's suggestion on wearing the "uniform". Every time anyone asks, "What is X?" say, "I'm glad you asked, because we're raffling off a mini iPod the last day of the event from a random drawing of business cards of everyone who asked who we are."

This will a) get you their business card, b) make them receptive to listening to your message, and c) perhaps most importantly, generate lots of buzz so people will be seeking you out.

Remember to have lots of your own cards and brochures available!
 
Posted by: Stokefire* Author Response
9/16/2004 5:37 PM (CST)
Vevo -

I like the idea. I'll need to figure out how to do this in a way that gets the attention of the attendees without upsetting the management (as Pepper Blue noted). Might be a fine line - but could be possible through something that doesn't scream "I'M GIVING STUFF AWAY".

It'd also require new shirts, though, since ours currently have a very small logo. (And who wants to wear long-sleeve black shirts in Florida anyway?)

This may be a great way to open up a few funds for our next shirt design. (If you haven't gleaned it yet, Marketing is still... uh... gathering momentum here.) And again thanks for the great ideas.

Tate
 
Posted by: D4Demand Accepted Answer
9/16/2004 6:24 PM (CST)
For six years I recruited staffed and organized trade events for the Canadian Government as they tried to introduce companies to new markets in the USA.

I HAVE NEVER SEEN SUCH WONDERFUL TIPS FOR GUERILLA MARKETING IN MY LIFE! BRAVO!

Mine are very tame in comparison.

There is only two reasons to attend a trade show as an exhibitor or as a visitor -- to get more prospect names and to get face time with them.

Many trade show organizers sell their lists of the people attnding THIS YEAR's trade show. We used this to great advantage.

Arrange to purchase this list three weeks before the event so that you can target the companies you want to reach. You can contact them as a "neophyte" asking them how to work this particular event, what are the "must have" tickets for visitors and exhibitors -- all the ground rules.

find out if you can hold a seminar or a press conference during the show -- if not this year, next year. Make plans to meet with the trade press covering the event and make plans to meet with the show organizer. Find out how you can get more involved next year.

I know that you may not be able to afford it this year, but we did a four piece direct mail campaign that was sent out at three day increments before the trade show. Every 3 days the targeted attendees received another invitation along the same theme:

For example the first envelope says STEP 1of 4 to solving your XXXXX problems. the second envelope addresses Step 2 of 4. The fourth is an invitation to meet with you at some event or reception. It includes instructions on how to register for the Event you are holding. Our response rate was 28% (yes that's twenty-eight, not two point eight) for 8 trade shows in a 12 month period.

Even though you are not an exhibitor, you could set up coffee and donuts in a room at the hotel for a free breakfast. You could tell targets to look for the "Blue Shirted Quartet" walking the floor. You could promote your "card collecting contest" mentioned above. You could give away four tickets to the " Premiere entertainment event comnnected with the show" whatever that may be.

You may even be able to make appointments with strategic partners you see on the list either during or after show hours.

THE FOLLOWING ELEMENTS ARE ABSOLUTES!

1. Have a complete set of goals for the trade show. Know why you are going to the show and what and practices you must carry out to accomplish these goals. Stick to the plan. If you simply go with a 'see what happens' attitude, NOTHING WILL HAPPEN.

2. PLAN FOR YOUR FOLLOW UP: Before you pack your bags, have procedures in place for follow-up. What will you do if you reach that 'dream prospect' on the show floor and he ask you for something you didn't bring? Have those materials in your office ready to mail out. Do the same with the "kits" you intend to mail out AFTER the show. Have these printed B4 the event so they are ready to go out as soon as you return after the event. Better yet, email your list of contacts to the office every night so the kits can be on prospective clients desks when they return to the office after the show.

3. NEVER, NEVER, NEVER quote prices on the trade show floor. Always leave that for the follow-up step. It's the perfect reason to call on a prospect after the event. AND there is a lot less likelyhood that all your competitors will wind up with your price list in their hands. Remember NEVER quopte prices on a trade show fllor.

Trade shows are some of the last open marketplaces in the economy. Even more open than the Internet. And you know how quickly news ripples through the web. At any trade event rumors and prices move even faster.

Good luck at the event!
 
Posted by: virago* Accepted Answer
9/16/2004 8:48 PM (CST)
D4Demand brought up a good point also - the follow up. Start thinking about the follow up requirements and also other marketing planning required to get your marketing strategy off the ground.

Start thinking about the target, their problems and what your security solutions you can offer. Think about how you are going to reach them on a regular basis through newsletters, journals, email etc. If you don't have a corporate brochure or product brochures you need to think about if it's needed or not.

If this trade show strategy is successful maybe there are other trade shows that you could target during the year.

Hope this helps.
 
Posted by: Stokefire* Author Response
9/16/2004 8:57 PM (CST)
D4D - Don't sell your own ideas short - they're excellent.

I've worked for lots of companies that have had the "let's see what happens" attitude you refer to, and fully agree that nothing ever does.

Of the long list you provided the one I am most attracted to is the press conference idea - with a slight variant. The one thing I do have is a huge list of press contacts (that are currently not well leveraged). I'm positive that if I call 'em up they'll all be at this event. I can probably get 15 minutes with just about anyone and can use it to pitch by-lined articles. Not quite a press conference, but it allows me to make the contact I'll need to get attention when I do need the press (or when a mag needs to fill 10 column inches.)

I also like the multi-stage email, and will pocket that for when we have a more established opt-in or target list. (We don't have the budget for access to the pre-show attendees.)

At this point this thread has grown beyond just my needs - but I think that's a good thing. If others have ideas for how to 'stealth market' your goods at events where you're not the headliner feel free to throw them on. This is exactly the sort of thing that people can use as a springboard for their own ideas.

(Come to think of it, I may just contact the posters on this list about one that just came to mind!)

Tate
 
Posted by: ASVP/ChrisB Accepted Answer
9/16/2004 9:32 PM (CST)
Are other exhibitors likely to be prospects too?

Or just people attending, but not exhibiting at the show?

I have another idea which would work if exhibitors are prospects too...

Host a cocktail session somewhere nearby shortly after the show closes.

Just make sure it doesn't clash with official events or this will be the last free pass you get from these organisers.

Print some invitations and go round the whole show inviting all the exhibitors (if the are prospects, that is) to drop by and have a drink with you after the show. Then collect their information either immediately or at the drinkfest.

If exhibitors aren't the target, then do the same but instead of giving out invitations to exhibitors, give them away to likely-looking prospects attending the show.

No-one turns down a chance for a free drink.

Another variant is to invite people to have a drink with you ANYTIME during the show. Hang out at the bar (drink soft drink or coffee or else the day will get ugly) and then you don't have to deal with a crowd of people all at once.

BTW working the floor like this doesn't just tend to get the organisers offside, it really gets other exhibitors upset as they've paid for space and they see you stealing their prospects.

Every show I have ever been to has people working the floor, so be careful to remain as unobtrusive as possible, without seeming too much like an illicit purveyor of stolen or fake watches!


Hope this helps

chrisb
 
Posted by: AndrewS Member Response
9/17/2004 1:36 AM (CST)
Develop a killer business card (use the back of them, use bold graphics or fonts, add a description of what you do,)

Is there an small sponsorship opportunity (i.e. carrier bags, so people carry your name away with them)

Ask for everyones business card, and write to them as soon as you get back to the office telling them where you met. These are you new prospects.

Don't be affraid to tell people that you grow the business by referral, they are more likely to refer you.

Good Luck
 
Posted by: SRyan ;] Accepted Answer
9/17/2004 2:44 AM (CST)
I feel like I need to make a comment regarding all of the hang-out-at-the-bar suggestions.

First of all, I'm all for it! I'm a lush for wine, so just tell me when and where to show up. ;]

Seriously, though... you need to have a strategy to help members of your team "politely disengage" from some of the inevitable unproductive conversations that are fueled by alcohol. Have a Designated Eavesdropper who can gently interrupt and request your attention for a matter with the waiter, for example.

Not all of us are smooth minglers in business or social situations, so just be ready to help each other out.

- Shelley (h-hic!)
 
Posted by: telemoxie Accepted Answer
9/17/2004 8:04 AM (CST)
The above are very good suggestions. I have also attended many trade shows attempting to meet prospects, and one idea which I have often considered (but have never tried) is to approach someone at the show who has a lower amount of traffic, and offer to help - e.g. bring a fishbowl for people to drop their business cards in (or some way to gather names of attendees - some shows have electronic ways to gather info) and several expensive giveaways, and let their booth raffle off the giveaway in their name (provided they share all the generated leads with you).

If you can provide a link to the web site of the conference, and a link to your web site, we might be able to offer even more detailed examples.
 
Posted by: Stokefire* Author Response
9/17/2004 8:23 AM (CST)
Interesting suggestions all!

A few responses...

Chris/Post-show event: We could do something in conjunction with an already planned event involving admission to a park. e.g., have people visit us there to pick up a gadget or enter a giveaway...

Andrew/Business card improvement: I concur - Business cards have two sides, and we should use both... but unfortunately that was asked an answered. I was not enough of a salesman to get this one approved - so we have to work through our 500 boring cards before we consider upgrading. Others in this situation should consider this though - absolutely... Especially if your company name is not particularly descriptive. A mission statement or slogan on the back works wonders to jog the mind.

Shelley - Consider yourself invited to drinks. I promise not to make any secret signals to call over support. Odd that I have this system with my wife, but not my co-workers. (Perhaps because my wife has saved me from co-workers in the past...)

Telemoxie - Good thinking. We do not have a strong enough relationship with any of the big-boys at the conference to suggest sponsoring a giveaway. FYI - this event tends to have giveaways like... well... cars. Our iPod Mini giveaway will likely not be attractive enough to gain traffic for a partner. I'm still going to look into doing this somewhere (we LOVE doing followup mailings - and this might be less expensive than buying the list from the event organizer)

I'll send the link to anyone interested.

Thanks again all!

Tate
 
Posted by: Stokefire* Author Response
9/18/2004 9:27 AM (CST)
Thanks everyone. I'm closing this since it is off the recent questions list.

Great resonses all around. I'm giving points to anyone that made a suggestion that could be applied to our situation.

Best regards,

Tate
 
Posted by: savialeigh* Member Response
11/19/2004 5:01 PM (CST)
Where did the answer from pepperblue go? I'll be attending a show in January and would like to make the best use of my time. I got a lot of ideas from the answers, but! The answer referred to most often is GONE!
 
Posted by: Val (Moderator)* Moderator Response
11/19/2004 5:25 PM (CST)
Hi savialeigh. Sorry about that! Pepper Blue had bullet tags in his answer (html) which blocked it from showing up. That's a change we implemented more recently. I replaced the tags with *s, so it shows up now. :)

Val

P.S. Thanks, Tom, for calling my attention to this!
 
Posted by: savialeigh* Member Response
11/19/2004 6:33 PM (CST)
Thank you!
 


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