A trade show is a B2B marketer’s right place for potential customers and profitable opportunities. However, strategies and products-selling are not the only things that can help you win in the ever-rising battling of the exhibits. Conducting effective efforts of competitive intelligence is key to understanding the mechanism behind trade shows and how to capitalize on their beneficial facets.
It is important to attend a trade show with a firm game plan in mind and these tips for competitive intelligence might just help you do that:
Watch the content later – This leads to my first tip: for a lot of conferences today, and especially for B2B focused technology conferences, you can simply buy the content or get access to it after the show. Frankly speaking, it’s better to engage with folks on the expo floor than to sit through a series of 60-minute sessions that you can simply watch later. And if you’re concerned about missing the Q/A, for many B2B technology conferences these days – they record the entire session for later viewing, including the Q/A.
Check out the ratios – This brings up tip two: once you hit the expo floor, the first thing to observe is some ratios: what’s the booth size relative to the staffing levels and the number of attendees for a given booth? You can observe booths that are massive and have tons of staff, but no one’s visiting. So obviously you can pull some intelligence insights from this type of comparative ratio as well.
Look at the players – A third tip is to look at who is in the booth. Your first thought might be that the individuals staffing a booth don’t always have their title on their badge, and you’d be correct. But in this day and age, and especially at a technology conference, no one’s going to look at you strangely if you stand just to the side of the booth staring at your phone — and while you’re staring at it, what you’re actually doing is pulling up LinkedIn profiles of the people that are in the booth just by glancing at the names that are their badges.