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Make Your Next Tradeshow An Event!

Are You Excited About Print13?  You Need To Be!

You book a flight, a hotel room and make sure you register for the free exhibit hall pass. You even sign up for a few conference sessions.  Where are you going?  To a tradeshow!

If you are in your mid-20’s you are absolutely pumped. A trip out of town, a few days away, most likely to a new city, all expenses paid. It doesn’t get any better than this. If you have been around the industry for 20+ years, you are either truly excited or saying “oh, boy another trade show,” with a great deal of sarcasm in your voice. Young or old if you are not excited get out of the industry and go do something else.

Two Types of Tradeshow People

Primarily there are two types of tradeshow people: the buyers and the sellers. Buyers attend to look at new products and services, get a little education and expand their network. Sellers attend to show the buyers their products, share their knowledge and hopefully become part of their network. The buyer/seller relationship can and should be a beautiful thing.

Young or Old Tradeshows Present a Unique Opportunity

I have been attending tradeshows for over 35 years and I still get excited going to one. Why, because I MAKE IT an event. I plan for it, I set expectations and I make sure my investment in time and money will pay big dividends and you should be doing the same thing too.

If you are a buyer tradeshows are a great opportunity to visit with a lot of vendors without being “overwhelmed” shall we say. My suggestion is to:

Put together a show plan:

• Write a list of any technology that your company is considering and cross check it with the exhibiting vendors on the tradeshow website. Do your homework on the vendor companies and visit their booths. Do some preliminary qualification.

• Allow blocks of time for “new stuff”. Large tradeshows are a mecca for new product announcements of products you may not be aware of. Make sure you look on the event website, onsite publications etc. for new technology announcements. The more you know, the better you can stay on the leading edge.

• Look at the available conference sessions. Pick a few that would expand your knowledge base and make you more valuable to your customers and company.

• Get on your social network and find out who is attending and meet up.

Work the plan and plan to work!

As a seller, where else can you hook up with dozens of customers and prospects without flying city to city going through security, eating airport food and getting back home grumpy and tired. Tradeshows can be a sales bonanza IF YOU PLAN!

• Contact ALL of your customers and prospects to see if they plan to attend. If you can, offer them free exhibit passes, an invitation to a company event, etc.  Even if they do not plan to attend they know you were thinking of them. It is a point of contact!

• Schedule appointments with your customers and prospects. If you have a booth, take them through the latest product announcements and/or new features.

• Check out your competition. (Get some free tchotchkes )

• Allow blocks of time to walk the floor and look at “new stuff” in your product category. The more you know, the better you can stay on the leading edge.

• Look at the conference sessions. Pick a few that would expand your knowledge base and make you more valuable to your customers and company. Learn a couple “techie” phrases. Goes a long way.

• Get on your social network and find out who is attending and meet up.

Work the plan and plan to work

Whether a buyer or seller expand and share your knowledge, meet new people and have fun. It should be.

My next tradeshow is PRINT 13 in Chicago September 8-12. Let me know if you will be there. We can hook up.

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Are We There Yet? We will see at #Print13

One of the buzzwords or phrases that has made the rounds the last several years is “multi-channel marketing”.  I have watched dozens of  presentations on the subject, spoken about it and have debated it’s attributes.

What is Multi-Channel Marketing?

According to our friends at Wikipedia – Multichannel marketing is marketing using many different marketing channels to reach a customer.[1] In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message. The objective of the companies doing the marketing is to make it easy for a consumer to buy from them in whatever way is most appropriate.

Does Multi-Channel Marketing Equate To Effective Marketing?

My favorite definition of relevant communications is “the right message, to the right person at the right time …. using the right media.  Is multi-channel communications the same thing as effective marketing? Sometimes, maybe but not always. 

When I was looking at what type of programming Xplor was going to do at Print13 I decided it was time to address the issue. I wanted to have a forum where several companies who had implemented multi-channel communications speak openly about their successes and failures. I wanted someone to ask the tough questions, who knows the industry.

Are We There Yet: A 2013 Multi-Channel Communications Industry Perspective 

InfoTrends_A_Questex_Company_LogoPrint 13 is the perfect backdrop for Xplor’s breakfast keynote session moderated by industry expert Matt Swain of InfoTrends. Matt’s panel of leading print service providers will talk about their challenges, the things they would do different and the things that worked.

It is a don’t miss 90 minutes at Print13.

The breakfast panel is taking place September 10th from 8:30 am to 10:00 am. The cost, complimentary thanks to our sponsors CompartCrawford Technologies and Solimar Systems.

Join us for breakfast, a great educational session and also receive a complimentary exhibit hall pass simply by registering to attend.

The session is going to be conveniently located at McCormick Place South in Room 101 a few short steps from the shuttle bus drop off area.

Register here ASAP as attendance is limited to 200. 

See you in Chicago …. Are We There Yet?

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