FCM Conference: 6 Steps to Success

SIX STEPS TO SUCCESS
GETTING THE BEST ROI POSSIBLE
FROM YOUR FCM INVESTMENT
Thursday May 30, 2014 – 4 to 4:45 pm
Mobile Devices
Staying connected in the
session
Twitter: @partnershipgrp
#sponsorship
#FCMycm
BRENT BAROOTES
President and CEO
Phone:
Fax:
403-255-5074
1-888-486-3407
Toll Free: 1-888-588-9550
Email:
brent@partnershipgroup.ca
STEP ONE
1. WHAT YOU ARE SELLING?
 Is it an essential service commodity
or an additional opportunity?
 Is this an immediate buy “low cost”
product or a major investment?
 Outside this FCM trade show, how
does your sales cycle work?
STEP ONE
 The objective is not to “cover
your trade show sales costs” it
is to generate a good ROI… but
know how to measure that
success beyond “closes at the
show”
 You are not vegamatic /
bamboo steamer consumer
product booths
STEP TWO
2. WHO IS VISITING YOUR BOOTH?
 Understand that this is influencers at
this trade show, not ultimate decision
makers
 There is a difference and you need to
present yourself differently
 These people need to get elected again
in 4 years
STEP TWO
 Understand the relationship
between the elected officials
and the administration –
each municipality is different
 You need to learn from these
folks and also make them
your champions… possibly
STEP THREE
3. PRE AND POST DELIVERY
 Connect with your existing clients prior
to FCM to see if they will be attending
 There needs to be a strategic plan - On
average in the office salespeople make
2.7 calls per day 700 interviews a year…
here you could have 700 people stop at
your booth in 2 days!
STEP THREE
 Collecting business cards
versus handing out cards
 Follow up – essential – all
qualified leads need to be
contacted within a week
 Use of the internet and
social media
STEP FOUR
4. RELATIONSHIPS VERSUS
ORDERS
 Don’t sell your product off the
“get go”… determine their need
and show them that you are
the solution to review
 Information to help customers
make wise decisions is the key
to building relationships
STEP FOUR
 57% of a B2B purchase decision is complete before a
customer even contacts a supplier.
 Smart companies must get in front of the decision – that is why
you are here
 This is the “online dating” / “speed dating” start up or renewal
connection to a long term B2B relationship
STEP FIVE
5. Run 360° MARKETING
 You probably already advertise
in trade publications and run
other marketing, integrate that
into your exhibitor marketing –
this is face to face
 Networking is key – part of the
360° marketing at a trade show
STEP FIVE
 Utilize social media prior to
attending – blog, tweet and post
about you are attending FCM, do
it now, tell people you are here
 Create your own twitter hash tag
like #AstoturfFCM2014 or use
the FCM hash tag #FCMycm
STEP FIVE
 Email contacts at the municipality
prior to attending
 Reach out to them on Facebook and
Twitter and LinkedIn while you are
here… when they are in session,
remind them to come see you
 Tweet and post when something
important happens or you learn
something in a session or at a booth
STEP SIX
6. POSITIONING AND ACTIVATION
 Differentiate yourself – what makes your booth stand
out? (Size, juggler, ice cream, music, directional
support – stay on brand and theme – connecting!)
 Look at opportunities such as social event hosting and
sponsorships to differentiate – but be strategic
 Have the budget to do it right or don’t do it
CASE STUDY
CONCLUSION
 Understand what you have to sell and who the
audience is at this FCM tradeshow
 Have a strategic plan
 Build relationships
 Market 360° marketing
 Differentiate yourself and activate
QUESTIONS
Thank You
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