Earlier the other morning I finished a webinar with my friends Peri McDonald and Becky deLoryn’ from salesforce.com, the cloud computing juggernaut.
They asked me to do the webinar with them after they had read another Forbes piece I wrote called “The 12 Commandments of Incredibly Successful Tradeshows,” with the 14 “Tradeshow Sins” in the comments.
Our company got attention from setting appointments with 1057 people at the Salesforce.com Dreamforce tradeshow in San Francisco before the tradeshow even began. Salesforce loves to help their partners any way they can and thought these skills would be very valuable. (In this economy we need all the help we can get!)
They acted as if nobody has ever done that before.
In fact though, most companies don’t even think about setting appointments before an event. We don’t go to an event if we can’t set enough appointments to pay for it in advance.
They asked me if I would be willing to put together a summary of the specific skills that we have found to be highly effective and efficient in pulling off events that actually bring results.
At tradeshows we used every one of these skills or strategies:
Know exactly what you want: Before you begin any campaign ask yourself or your team, “What are we trying to accomplish?” If you are planning a tradeshow; do you want leads, awareness, customer relationships, or market leadership?