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Feature
Article:
S py
versus Spy
by
Barry
Siskind
When I was a kid I was
addicted to Mad Magazine's rodent look alike characters in the
feature called “Spy versus Spy.” In each issue the white spy
and black spy fend off each others moves to find a competitive
advantage.
Now that I'm grown up and in the trade show business, the spy
game continues. The only difference is that the spies don't
always look like spies. They are normal, everyday people like
you and me. People who work for companies or agencies and understand
the importance of using their eyes and ears to gather bits of
information. Like pieces of a puzzle this information can give
your organization a “heads up” over the competition.
Trade shows are one of the best places to gather information.
Opportunities are everywhere: in reception lines, walking the
aisles, waiting for lunch, at seminars, hospitality events or
in the competitor's booth. There are also lots of people to
talk to including industry experts, association members, exhibitors,
competitors and customers. And who are the best people to gather
this information? Everyone. The trick is to develop your competitive
intelligence team so that each member is chosen for their strengths
and understands how they fit into your corporate big picture.
The kind of information you are gathering does not require the
use of a miniature spy camera, a master key to open doors or
a black suit with a baklava so as not to be seen at night. This
kind of intelligence gathering happens out in the open. Often
it comes by overhearing innocent remarks made by someone who
lets key information slip at the wrong time to the wrong person.
Because you don't know what you are getting ahead of time, it
is important to brief your team on the kinds of information
you are looking for and what you intend to do with it.
You may want to focus on the trends in the marketplace or what
new products or services your customers are looking for. Your
competitive information might include information about the
quality of the show, names of the up and coming stars in your
industry or general scuttle-but about who is doing what to whom.
Whatever you are interested in learning, it is imperative to
communicate that need to your team.
In addition there is also the opportunity to gather smaller
bits of information such as rumors and gossip about the who's
who in your industry. This is like hunting for diamonds. In
fact, often major discoveries await you as the result of a conversation
with some loose lipped show attendee. So, you team needs to
be constantly aware of gathering these sound bites.
Conversely, your staff also needs to ensure that they are not
guilty of telling your secrets. This needs to be reinforced
at early meetings. It is one thing to make your team privy to
your plans and concerns, it is quite another to ensure that
those conversations stay well within the four walls of your
board room.
Finding your team is easy. They are already on your payroll
and probably attending the shows you are targeting. Each person
has their own agenda for attending and by making them an active
member of the competitive intelligence team you will expand
that agenda. Look closely at your team's strengths and assess
their intelligence gathering capabilities. For example your
CEO might have the opportunity of attending a “President's brunch”,
your technical people will be best suited to attend information
sessions while your public affairs people should attend media
briefings.
Each member of the team is armed with an objective, a list of
the specifics they are searching for and an understanding of
what their corporation will do with the information. Now the
team is set loose on the unsuspecting show.
Immediately after the show get together with your team to debrief.
During this session each member has a chance to present their
findings to the group and discuss it's meaning. When you share
your finding this way it often has the added advantage of reminding
other members of things they might have deemed inconsequential.
When they hear it again, the real value of the information is
often clarified.
Competitive intelligence isn't just about getting the low down
on your competitor's practices. It goes beyond to a level of
gathering information that can guide your decision making. A
good competitive intelligence strategy is worth it's weight
in gold.
A great site to visit for more tips on developing your competitive
intelligence initiative is www.strategis.gc.ca/epic/internet/inee-ef.nst/en/h_ee00499e.html.
Because you
asked:
Question
I sell a service and am stumped at how to create a
booth that will stand out when I don't have a product to show.
Any suggestions?
Answer
Lots of exhibitors assume that simply because they don't have
something tangible to show, their exhibit impact is lessened.
This is easily overcome. When you think about your service don't
think about the features, focus on the benefits. The features
of a service are the list of deliverables you have to offer.
The benefits are what those deliverables mean to the user. Focusing
on these benefits will reveal valuable clues you can use as
you develop a dynamic message for your display.
Send your questions to barry@siskindtraining.com. and he will
answer them personally. Perhaps yours will appear in our next
newsletter.
Exhibiting Quiz:
What kind
of exhibit manager are you?
To be a
successful exhibit manager you need to balance a number of skills.
Here is a short quiz to find out what kind of exhibit manager
you are.
1. The most important element in planning your exhibit is:
a. The overall look of your booth
b. Making sure that everything works as it should
c. Making sure you reach your exhibiting goals
d. Confirming that your booth staff will work in harmony.
2. When you think about your exhibit program you:
a. Think about the booth you had last year and how you can make
it better.
b. Understand the overwhelming amount of detail that is required
to make the show work without a hitch.
c. Question whether exhibiting at this particular show will
be profitable
d. Know that you will get lots of resistance from your staff.
3. Your post-show follow-up plan consists of:
a. Getting the leads to the sales folks as quickly as possible
b. Ensuring that your data base will handle the new contacts
efficiently
c. Putting the hottest leads in the hands of your strongest
closers to “strike while the iron is hot.”
d. Developing a plan of action that will not overload your already
very busy sales staff.
4. Show giveaways are:
a. A waste because all they do is mess up the display.
b. Collected by people who are not really buyers.
c. Okay if you can get them into the hands of the right people
d. An effective way for your booth staff to thank a visitor
for their time
.
5. The best way to reward booth staff for a job well done is:
a. A lavish closing party of entertainment at a local spot.
b. Through company newsletters or perhaps a letter from the
C.E.O.
c. Something tangible like money or prizes.
d. Rewarding the entire team with such incentives as days off
or a specially organized company event where everyone can get
together.
Answers at the end of newsletter…
Calender
of upcoming events:
Discover
Your Exhibiting Excellence
Barry Siskind has created a brand new, fast moving workshop
unlike anything you have ever experienced. In six fast moving
hours you will learn twenty four of the most powerful strategies
needed to propel your exhibit program into the stratosphere.
The first workshop takes place in Toronto on November 4th. In
2005 the workshop will be offered in Vancouver, Calgary, Halifax
and Mississauga. For information please visit.www.siskindtraining.com/openseminars
or call 1-800-358-6079
MARCOM
2005
Canada's
Premium Public Sector Symposium
Plans are underway for MARCOM 2005. The symposium will be April
26-27, 2005 at the Ottawa Congress Centre. If you are interested
in exhibiting , sponsorship or speaking opportunities or to
attend as a delegate please call Barbara Siskind
at 1-800-358-6079
New Products:
New Products:
Double Your Trade Show
Results Guaranteed, Barry's 60 minute audio tape has been transferred
to CD. To order copies for your whole sales team at $4.99 each
email tapes@siskindtraining.com
Eagles Must
Soar a follow up to Bumblebees Can't Fly is now available at
www.siskindtraining.com
or call 1-800-358-6079
$26.99 plus shipping & handling
Trade Show
Directory launch:
ExpoWorldCanada.com
is an online, cdrom and print directory of over 20,000 tradeshows
and exhibitions taking place in Canada. The directory also includes
information on over 1,000 Canadian show producers, 500 event
venues and 500 industry supplier organizations.
For further information, please contact John Passalacqua at
416-599-3976 or email jpass@expoworld.com
Christmas Special:
Barry's acclaimed national workshop Making Trade Shows Work
audio package contains 8 audio cassettes, a workbook, a copy
of The Power of Exhibit Marketing and a Lead Card Template.
Order before December 1st and save 50% off the retail value
of $149.00 +GST and we'll pay the shipping and handling.
Order online at www.siskindtraining.com or call 1-800-358-6079
Exhibitor readiness Quiz –
June 2005 – Answers
Okay, How
did you do? Add up the total number of A, B, C, or D's.
How to interpret your results:
A - The Demonstrative Exhibit Manager
If you answered more A's then you main concern is the big picture.
You take the challenge of planning an exhibit and can immediately
see where it's going and how it will look. You are the most
creative of the bunch and often you tend to develop terrifically
creative ideas that makes your booth a must see from year to
year.
B. The Investigative Exhibit Manager
If you answered more B's then your main concern is detail. You
know that planning and executing a show requires balancing a
tremendous amount of logistics. These include ensuring that
you have the proper fiscal and human resources and adequate
support within your organization. You will carefully develop
a plan that will make your exhibit program as flawless as possible.
C. The Shepherd Exhibit Manager
If you answered more C's then your primary focus is on results.
Your talents lie in your ability to organize and motivate your
resources and keep them focused on one thing only - results.
While at times you may seem harsh, your staff needs leadership
to keep them on track throughout the entire exhibit planning
cycle.
D. The Communicative Exhibit Manager
If you answered more C's then your focus is on the people required
to do the job. You know that to execute the exhibit program
you will need the co-operation of various levels of staff. You
also know that for many of these people doing the show is an
imposition on their regular work. Your care and concern and
talent in helping people balance various responsibilities is
a valuable skill.
What's the best type of exhibit manager? The most successful
exhibit managers are a combination of A's, B's, C's and D's.
They maximize the strengths of each type. The successful exhibit
manager is both a master multi-tasker and multi-talented.
Tell
a friend:
Do
you have colleagues who wants to get the most from their exhibit
investment. Let us know and we will add their names to our newsletter
distribution list. Call us at 1-800-358-6079
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