How to Get the Most from Your TCEA 2011 Exhibit Presenter: Glen McCandless Your host A free webinar for conference exhibitors: January 28, 2011.

How to Get the Most from Your TCEA 2011 Exhibit

Presenter: Glen McCandlessYour host

A free webinar for conference exhibitors: January 28, 2011

Agenda

• Welcome and Introduction• Federal Ed-Tech Funding Update• Exhibit Selling Basics• Exhibit Marketing Tips• PR/Media Opportunities• Q&A

Federal Funding Update

Charles Blaschke

Education TURNKEY Systems

www.edturnkey.com/

Funding Ed Tech

• School Improvement Emphasis: >$6B

+ IDEA - $11.5 billion (incl. RTI related products)

The Voice of Charles Blaschke

Funding Ed Tech

• eRate (Universal Service Fund)– Recently Established Gift-Giving Guidelines

• Established December 15th

• Consistent with rules for federal agencies• Applies to anyone who works for any school or school district

that may be receiving eRate funds• Applies to any company who supplies products/services that

will be funded by eRate• For TCEA: limit the retail value a gift item to $20

Thanks to Kasey Oakley

Exhibit Selling

Exhibit Selling

• Pre-Show: Review Exhibit Plan With Staff• Promotions• Key Messages• Demos – what and where• Staffing schedule• Press spokesperson

Exhibit Selling

• Pre-Show: Establish Objectives• # leads, # “hot” leads• # demo attendees/new relationships• # presentation attendees• # press meetings• # of meetings with key decision makers• # of follow up commitments secured

Exhibit Selling

• Pre-Show Staff Training:

Get into that Retail State of Mind!• Greet• Qualify (ask questions)• Offer Solution(s)• Commitment to Next Step• Disengage

Exhibit Selling

• Get into that Retail “Greeting” State of Mind!• Recognize and greet quickly!• Do not greet by saying “Can I Help You?”• Do greet by introducing yourself and then ask a question to start

the relationship: its all about establishing memorable moment!– Solid handshake and positive body language– Thank the visitor for stopping at your exhibit – show genuine

appreciation– Ask “non threatening” questions to establish rapport

» I see you are from (city) – ask about weather (small talk ok to remove barriers to communications!)

Exhibit Selling

• Get into that Retail “Qualifying” State of Mind!• Move fast to quickly identify “real” prospects• Consider “team sell” staffing strategy• Develop and practice your prepared open-ended questions to

uncover needs and role– Are you here at TCEA looking for specific solutions?– What are the priorities at your school (school district) for

technology this year? • Have easy way to gather info and rate quality of lead• Offer solution (if appropriate) and ask for feedback• Get a commitment for next step

Exhibit Selling

• At-Show Staff Meeting– After exhibit hours on Wednesday– Update on status of goals– Staff discussion/feedback on what worked, what didn’t– Refinements for Thursday & Friday

Exhibit Selling

• After-Show Staff Meeting– End of exhibit Friday or Monday following– Assess results against goals– Feedback/suggestions– Review follow up action plan

Exhibit Marketing

Exhibit Marketing

• Get your messaging ducks in a row!– Refine your elevator pitch– Memorize it– Test it… test it again…and again

Exhibit Marketing

• Make your message stick.

Exhibit Marketing

• Tip#1: Simplify the message on any signage or banner designed to attract people to your exhibit.

• Tip# 2: Focus on one relevant message• Tip# 3: De-emphasize company & product name• Tip# 4: Make your giveaways “pop”• Tip# 5: Emphasize deliverables, not products• Tip# 6: Use photos or pictures to communicate the

key deliverable

Six sticky messaging tips:

Exhibit Marketing

• Manage your message with reseller partners

Exhibit Marketing

• Marketing at TCEA: Get Beyond Your Exhibit– Consider the whole conference and the venue– Market intelligence and your competition– Feedback on products and marketing message– Follow up plan: make it unique and memorable!

Press & Media Opportunities

• Press Room: ML13 of convention center– Press kit distribution– Press conference location for 1:1 with you, except for

press-only times:• Wednesday, 10.45-11.15• Thursday, 2.15 - 2.45• Friday, Noon - 12.30.

• Social media– Twitter hash-tag #tcea2011

Press and Media Oppty’s

Press and Media Oppty’s

• Review press list (posted on conf. web site)• Make contact in advance• Set up meetings (in press room or your booth)• Be observant – spot reporters, journalists and

others who may be feeding media channels– look for “peach-colored” press/media ribbon attached to

name badge

• Types of Press/ Media Covering TCEA• Education Trade• Local newspaper• Local TV• Social networks

Web-based publications/channels and print publications!

Press and Media Oppty’s

• Be ready to take advantage of press/media opps!– Designate spokesperson– Elevator speech (practice!)– Key messages (practice!)– Interview techniques– Get biz card– Follow-up

Press and Media Oppty’s

• “The TCEA Idol” Recognition Opportunity!– Educators will visit and experience your company– They’ll choose the best in a few key categories– Results will be publicized in industry press/media and

via the web– More details and sign up information in email from Glen

McCandless – watch for it – or email [email protected]

Will your company be one of the 2011 TCEA Idols?

Press and Media Oppty’s

Questions?

Visit www.sellingtoschools.com/TCEAWEBINAR for more details about the advice provided during this online event, plus more free exhibit sales and marketing resources to make TCEA --and all your exhibits-- take off!