Tag Archives: trade show

Another thing or two about those trade show pow-wows…

1) Who is doing the most talking, you company spokesperson or your PR person? Should be the former, rather than the latter.  Unless there’s something majorly going south in the briefing,  a PR person should be seen rather than heard during the course of a briefing.

2) Hospitality:  Sure, food is nice to have, but the best thing to have on hand during a one-on-one chat is a drink, preferably water.  And this goes double if you are conducting briefings in Las Vegas, home of the dry throat and parched mouth.

3) Twenty-five minutes or less, if you please, depending on the topic. Unless you have some really juicy topics (note the multiple) of interest.

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Best practices for trade show briefings

One way to gauge the chops of your external PR firm or internal PR peeps is what they do — or don’t do — to prep you for a trade show briefings.

It is important to have clear objectives/goals, because at a trade show you’re running back-to-back meetings in about 20-25 minute chunks.   It is also important to delivery the guy you promised for a briefing — promising the president of the company and briefing with the product line manager smacks of bait-and-switch, even if that wasn’t the intention.

In about 15 to 20 percent of the trade show briefings I’ve been involved with, I have shown up and been asked “So, what do you want to talk about?” This is AFTER a PR person has proactively contacted me to set up a briefing.

*groan*  – BAD PR PERSON! BAD!

The best way to start off a meeting with someone who hasn’t briefed with you before is to outline an agenda consisting of a company profile (i.e. how big is the company, what does it do, why should I care, key customers), then moving onto the substance of the meeting, typically the news/announcements at the show. You don’t want to assume that Joe Reporter knows you; he might want some more detail and the more details you can impress into his head, the more he can recite them in whatever story he writes.

If you’ve briefed with a reporter/analyst before, the format should be the same, with the exception that the company profile should be shorter, but provide the latest impressive numbers (revenue, customer count, etc).

What should you know about the reporter/analyst? 1) What planet, er publication is he from? 2) Some examples of his/her work for quick reference.

PowerPoints can be helpful — and they can also be a pain in the rear.  If you have a 25 minute minute meeting and a 25 slide deck, that’s about 12-13 slides too many, IMHO.  Fat PowerPoint decks are also a pain to download on a poor network connection. Be concise with the key highlights; you can always “deep dive” into a topic later either via email or with a white paper explaining what you are thinking.

Takeaways: In an ideal world, the reporter gets all of the briefing material beforehand under embargo via email.  Or just emailed. Keep emails tight (see Fat PowerPoint above).   Keep paper to a minumium, a stapled set of a couple of releases and the PowerPoint presentation, mayyybe. Folders end up in the trashcan at the end of the day, so why burn your money?

USB memory devices vs CD-ROM? Hate to say it, but gotta go with the USB “stick.”  With netbooks the rage (well, in my head), CDs end up in the trash because I can always go to the website. A USB stick, while a wee bit more expensive branded with your logo, may get carried around and even passed along to someone else, so you get some more brand exposure mileage.

Tough choices in the Fall trade show season

Unlike previous years,  Fall 2009 provides a sparse selection of events for IP communications lovers.  Depending on who you want to reach and who you want to talk to,  there are a couple of “Must go” events.  Everything else is a grab bag.

I think my Big Picture thought here is: Smaller is better. A smaller, more focused event provides more intimate interaction with the people you want to/need to talk to than the mega-event craziness of the past.

Must go

Channel/VAR/resellers:  IT EXPO West, September 1-3, 2009, Los Angeles Convention Center.  Let’s face facts – TMC owns this space when it comes to putting IP telephony and all of its supporting bits together with the vast reseller community.

Enterprise:  VoiceCon San Francisco, November 2-5, 2009, San Francisco.  This show’s sweet spot is for businesses of 1,000 or more employees.  In the casino world, these customers would be called “whales”; big names, big dollars.  You just better be able to put a ROI of 6-8 months on the table in these tight times.  From a media (i.e. reporter) perspective, the show sponsors are a class act.

Asterisk:  AstriCon, October 13-15, 2009, Glendale (Phoenix), Arizona. Sessions for everyone who touches the open source IP telephony platform, from developers to speakers.

HD Communications:  Talk to the Jeff (Pulver).  He has a two day event in NYC in September, with UK, Australia, and Israel events on deck as well.  Yes, there is the O Henry-esque irony of meeting face to face, but sometimes you need that 100 percent presence.