Tony Compton, Managing Director
The calendar reads October 1, 2016, and the #sales and #marketing dash to make Q4 a success is already underway. But you don’t exactly have 90 days to flood Q4 with newly discovered leads, qualified opportunities, and net-new customers, do you? With the Thanksgiving holiday next month in the USA, and the end of the year holiday season quickly approaching, you have seven good business weeks this month and next. That’s it. And though you may pick up some loose change in December, you know that those OOO emails which read “Thanks for your message, I’ll review all emails when I return to the office on Tuesday, January 3, 2017” will start to appear somewhere around December 15.
Happy New Year, indeed.
Not only is Q4 already underway, but the first quarter of 2017 is already at risk. And for those with offset fiscal calendars, the same applies. No matter how you slice it, the next six weeks are critical to the success of the next four months of the sales and marketing calendar. And it all starts with demanding excellence from all those around you at the major industry events you’re about to attend.
With time being a factor, here’s what I advise in this #openletter for your next industry #event, and to hit the ground running in Q4:
1. Demand Excellence from Event Producers
For those senior-level business leaders who chose to cut the five, six, and seven-figure checks to invest in your Q4 events, demand excellence from event organizers. Are you getting full value for your investment, or are you simply spending money because you feel you need to “be there” because you think everybody else is attending? Is your event experience enjoyable? Have the logistics of getting in and out of the event been carefully coordinated? Are the event attendees ones with whom you can do business? Is the educational platform up to your expectations? Are the sessions and the presenters good at delivering lessons learned and actionable information? Or are the event producers only concerned with getting you to resign for next year, without any evaluation of the results of this year’s show? Demand more from those cashing your sponsorship checks, and demand excellent returns from your show investment.
2. Demand Excellence from Sponsors and Exhibitors
Event attendees should hold exhibitors and sponsors to high expectations. When an attendee approaches a booth, no matter how large or small, that attendee should be treated to the best experience an #exhibitor can provide. Is the booth welcoming? Is the staff welcoming, or are they having lunch, working on their laptops, and chatting on their phones? Is somebody staffing the booth, or are you being treated to scattered brochures on a coffee-stained tabletop drape? Some exhibits are painful to see, staffed by congregating employees, who have been handed demos and slide decks that they struggle to deliver. Attendees are investing time by participating in an event, and in return deserve the best from all exhibitors.
3. Demand Excellence from Presenters
The educational platform of any event is critical to delivering value to the attendees. After all, those sitting in #conference sessions and demo rooms are there to learn something. It’s one of the main reasons for attending a show. But while an event’s sessions look good on paper, reality can be quite different. Within minutes of any presentation, you’ll be able to tell if the speaker has prepared for their session. Is it yet another hour with incomprehensible slides? With presenters who are afraid of speaking in public? Who are more concerned with their product, services, and content, versus their ability to interact with an audience? If your next session is yet another data dump with captured screen shots on eye-chart slides delivered by somebody who couldn’t care less about their personal communication skills, find and fill out the session evaluation form and make your voice heard to the show producers. Next time vote with your feet and your wallet. Attendees have been treated to bad presentations for far too long. I’ve sat through poor performances only to see an audience politely and half-heartedly clap at the end. Bad presenters count on business to go on as-is, and repeat itself, at the next conference. You should demand excellence, from all presenters. Attendees deserve it.
4. Demand Excellence from Show Services
When tackling a major industry event, you’re likely to engage third-party providers to help you with everything from designing and providing your physical exhibit, to supplying audio visual equipment, to renting ancillary tech services, to shipping and receiving of materials, etc. The list of show services can be endless. Sometimes an external show services provider will handle most of your exhibitor needs in a one-stop shopping arrangement. No matter how you approach your next event, be certain that those with whom you contract for show services are meeting your needs – well in advance of the show. If you procrastinate or leave exhibit hall problems for when you arrive on-site, it’s too late. I’ve found that there is tremendous value to partnering with a exhibit services company that can handle booth design and show logistics. There are also some things you can do yourself to save thousands. In any case, demand excellence from your show service providers, and always, in every circumstance, respect the established union labor rules in place at your next convention hall!
5. Demand Excellence from Yourself, Your Colleagues, and Your Partners
If you’re sponsoring or exhibiting at a show, or if you’re just attending, your company is spending money on that activity for a reason: to realize economic return from those expenditures. When you get back to the office, somebody will want to know what was accomplished at an event. While outstanding show invoices are being paid, and expense reports are processed, somebody, somewhere, within the four walls of your company will start to ask questions. What were the business benefits of attending? Not anecdotal feel good relationship-building stories, the tangible and measurable business benefits? You won’t get those business benefits by simply just showing up at your next event. In order to stand out in a crowd of tens of thousands, you, your team, and your alliance partners will have to be at peak performance before, during, and after each event to produce favorable results.
The Fall event season is upon us, and your company has a lot riding on event expenditures. Demand excellence from yourself, those working on your events, and those attending and sponsoring your events. Give your events – and their major expenses – the attention, service and support needed to be successful. You have no time to waste in Q4, and January 1, 2017 isn’t far behind.
Demand excellence now, and you’ll be able to stand tall and demonstrate results from all sales and marketing investments you made in every industry event when you report your results to your senior leadership team.