The Experienced Exhibitor: Our Voices are Being Heard

Highlights from this month's issue:

Getting re-inspired, re-motivated, and re-focused.

Try this to increase tradeshow lead conversions.

Improving your sponsored lectures/symposiums

Experienced Exhibitor Mastermind is Back!

The place where leaders, innovators,

and people who make things happen gather!

CLICK HERE TO SIGN UP FOR A SESSION IN APRIL & MAY

Join us for another groundbreaking round of Experienced Exhibitor Mastermind! Sessions are offered at a few different times. Select the day and time that works for you.

Theme: They're listening; now we need to do our part

Topics to discuss: Our conference partners are listening to our feedback from you and taking the collective ideas seriously! Now, we need to help them get it right. We'll discuss how to create FOMO for on-site events, marketing tactics, add-on exhibitor showcase events (i.e product/innovation theaters), how to grab attendees' attention at your booth and much more.

Purpose: We collect data, surveys, feedback and ideas to share with podiatric continuing education organizations so they are able to make positive changes to their events that will benefit both attendees and exhibitors. This will NOT a meeting bash fest. The goal is to come up ideas, suggestions, and to offer feedback on what works. We certainly are open to hearing what patterns or traditions are no longer producing results, but if we simply hosted a complaint forum with no solutions, we would just be spinning our wheels.

Special thanks to the Florida Podiatric Medical Association, Kent St. University Continuing Education, and the Texas Podiatric Medical Association for supporting this project.

CLICK HERE TO SIGN UP FOR A SESSION

MINDSET BUZZ

Breaking Out So You Can Get Out of the Box

Article written by Sarah Breymeier & Ann Dosen

Sarah's Brain at Work (take cover):

One of the hardest parts of 2020-2021 was the inability to step away from my home and my office (as they are one in the same). Not only for the obvious reasons; but something I didn't even realize was happening, was that it was completely stifling my creativity and my inspiration to create content. Doing the work I usually love was like pulling teeth.

It didn't even dawn on me as to why I was feeling this way until we were able to get on site at the 2021 SAM Conference in Orlando. As soon as I was able to reconnect with the individuals that "get me" (let's be honest, most of our friends and family don't really understand what we do in this special foot/ankle world), I almost immediately saw the light again.

Since then, Ann and I have decided to schedule annual "retreats" that force us to get out of our home, office, town... in fact, we don't even go to a meeting when we break out because we have committed to taking the time to let ideas flow and see how they can fit into our future plans. About two weeks ago we went to our favorite place on earth - NASHVILLE, TENNESSEE!

While we did have some work obligations to knock out, we made sure to spend most of an entire day walking the streets of the Gulch, imbibe our favorite brainstorming beverage - margaritas on the rocks - and go through our list of concepts we've been sitting on over the past weeks/months.

The main idea here - before Ann shares her brilliance on this mindset note - is that it's great to have vacations where you can break away from work completely, but it can be extremely inspiring to take a vacation FOR work.

Often when I get home from vacation I state the classic, "I need a vacation from my vacation." Never once have I said this after one our retreats. When we immerse ourselves in a weekend of idea sharing and brainstorming in a location that is both relaxing and vibrant, I come home feeling refreshed and re-motivated.

So get yourselves into retreat mode - and hey, you get to write it off too!

Ann's Brain Dump:

Do you ever feel that you’ve lost your creativity or your brain is asleep or not as “alive” as it usually is? Same. I have found that taking a walk, listening to a podcast - even if it’s not related to what I’m trying to work on, or starting to learn a new skill (learn a new language or take up cross-stitching!) helps re-engage my brain and gets the creative gears going again.

When choosing a podcast, I look for anything related to marketing, leadership, or motivation. The Maxwell Leadership Podcast, with John Maxwell, is one of my all-time favorites and never disappoints.

Always keep a notepad next to your bed and in your car, and make use of the notes app on your phone for those random thoughts while you’re out and about (that’s what I’m writing this article on right now!).

PRO TIP: keep a bathtub crayon in your shower to jot down quick notes because we all have experienced that genius lightbulb moment in the shower that disappears as soon as you turn the water off!

Keep a running list of new ideas that you aren’t ready to act on someplace accessible. I use Trello to organize my ideas and I reference the list whenever I need inspiration.

Shiny Object Syndrome - A Cautionary Tale

It’s easy to find yourself inspired by new ideas and new projects but be careful not to get too involved in something new that you neglect your current commitments or tasks. I call this “shiny object syndrome”. Avoid any potential issues by scheduling time to explore your shiny objects and new ideas. Try to track the times of day when you feel most inspired, and block your time around this. Is it first thing in the morning or late at night after the kids go to bed?

SALES BUZZ

How Can I Increase Event Conversions Faster?

Article written by Sarah Breymeier

We all know how tough it is to make a sale on an exhibit hall floor... but remember that sales aren't the only stat that counts when it comes to conversions. A conversion could be something as simple as "closing" on acquiring an email address.

Ultimately, though, we want that sale to hit the revenue report, right?

Another thing we all know is how difficult it is to close a sale AFTER show. Once DPMs get back to their offices and the day-to-day sets in, the harder it is to get them to pay attention to a post-show email/offer... and getting past Suzie-Gatekeeper at the front desk is harder than getting into the Oval Office.

One aspect of DPM contact is the glorious cell phone number. As a sales and/or marketing rep, this is sacred ground. We have to be extremely respectful of cell phone numbers because unlike an email or a phone call to the office - it really is one of the most personal aspects of our lives. But that doesn't mean it's off limits!

We were recently engaged in a conversation with one of our sponsors who told us that they were doing a promotion at the meeting that required the DPM to text a key word to the rep's cell phone. Once they texted the word, the DPM would have access to various resources and automatically win an Amazon gift card. If I remember correctly, there were different price points at which the Amazon gift card was "won; so if the DPM texted, he/she knew that a $5 gift was in guaranteed, but that a $100 gift was also possible!

So what does this do? It gives the rep immediate contact access to the doc. DPMs might not be checking their emails during a conference if you email them after a great on-site conversation, but they are definitely checking their text messages!

But - let's not ruin this brilliant tactic by bombarding. If you know you have a solid sales lead during a show and the doc has opted-in to a texting promotion, I say it's OK to text them once or twice during the meeting to encourage them to back to the show and ensure they get the best deal before the end of the week. This is a great way to increase your sales conversions on site before the dreaded post-show sales process ensues.

But, be respectful when we all go home. Be sure to ask if it is OK to send text messages after the meeting if a special offer comes up that you don't want them to miss. Ultimately, use common sense and put yourself in the DPM's shoes. You know you would get pretty frustrated if you were being solicited all the time by a rep via text, but you also know you would be appreciative if something you're truly interested in comes to you personally.

So be open to trying this idea, but be smart when it comes to cell phone etiquette!

MARKETING BUZZ

How Not to Waste Money on Sponsored Sessions

Article written by Ann Dosen

Have you paid way too much money to sponsor a speaker at a conference or virtually? If so, you know the challenges you face to put “butts in seats” or get attendees to actually show up live online.

Sarah and I host sponsored webinar sessions almost every week through our Practice Partner Academy. These are always non-CECH. I was afraid that our audience would begin to lose interest because we offer sessions so often and because they are sponsored webinars that are at risk of being too commercial. However, with our marketing strategy and coaching sessions with our presenters, it seems we’re well on our way to figuring out the perfect recipe.

One of the most important elements is the speaker. Attendees, both on-site at conferences, and online via a webinar, have lots of options when it comes to engaging with sponsored content. I have learned that you absolutely must work closely with your speaker and coach them on ways to deliver a value-packed, engaging presentation, especially for online sessions.

If you’re investing dollars, make sure you also invest the time to work closely with your presenter. Assist them in the development of the presentation slides, take the time to schedule a practice session, and provide them with the tools and resources (product samples, images, verbiage).

Other elements:

Marketing plan
Title, topic
FOMO/Incentive
Call it something else – not a webinar

Would you like us to share our thoughts on the other elements listed above?

Yes! I love new ideas!

Select

No, our strategy is perfect already.

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PLANNING MAKES PERFECT

Effective Shows Take Time to Plan.

Use Our Calendar to Make Your Calendar.