How to Participate at Decisions Spring 2012 – Microsoft Dynamics

(Part 3 of 3)

I mentioned in Part I of this series that I had great results from the first virtual tradeshow I participated in as an exhibitor.  That event was hosted by Microsoft, and they never ran it again.  I think the feedback from exhibitors was poor, which at the time, was surprising to me.  Now that I’ve attended and exhibited at a few, I can see why many companies don’t get out what they put into them…and why some attendees feel that their visit didn’t pay off.

Here are 5 ways to ensure a virtual event will be complete waste of your time

In other words, don’t do these things – you’re killling a viable, extremely effective way for customers and solution providers to connect cheaply and easily.

1.  Don’t take the time to set up your booth so it’s usable by attendees

Hmm, let’s see you have a booth that looks pretty, but you’ve provided no information or resources for your attendees to look through, browse, or download.  You pounce on them via chat as soon as they arrive and launch right into your sale pitch.  The virtual world is a little bit different than a real tradeshow – you need a software touch. You’re there to provide information, attendees need some time to be engaged and dig around for information before they can determine whether they should engage with you.  Greet them and direct them where to look for information.

2.  Set up Your Booth and Leave for The Day

I’ve seen this time and time again.  Nice booth, lots of info  – “We’re glad you’re here!  Please leave a message and we’ll get back to you.”  You need to be present in your virtual booth.  You need to greet and direct visitors, you need to be ready to provide them with valuable information and most of all you need to be there when they have questions!

3.  Send annoying chat requests to attendees that have no idea who you are

Here’s how one of my experiences went…i was in the virtual lounge chatting with a former business partner.  I received a chat from Susan at ABC company: “Hi Lisa, I’m at booth 432 come and see me and we’ll talk”  Really? Talk about what?  Who are you?  Here’s another example: “Hi Lisa, looking for EDI solutions? Visit our booth.  I’ll be here till 3pm”   Wait for people to at least visit you and engage them then – you have to be able to relate to them before you can send a blind chat.  Again, this is not a traditional trade show…you need a softer approach.

4.  Stalk attendees on LinkedIn and freak them out in your chats

“Hi Lisa, I see that you’re a former OSU alumni and you know Joe from Company B.  I used to work there and would love to meet you”….Blechhk!  don’t do this…it’s just creepy. Enough said. (and don’t follow up with a LinkedIn request…i really don’t knowyou…and sending me a chat doesn’t qualify as a “we’ve done business together” Link reason)

5.  Don’t market upcoming opportunities attendees can use to learn more about you.

Attendees might be looking for just one thing – or they might not be looking at all for what you’ve got to offer…today. Let them know about upcoming events and other things you have going on (or the industry has going on) that will keep you in front of them. Market “educationally” to these visitors after the show without being a pest…you’d be amazed at how many times a little nurturing turns into a deal just a few months down the road.

Bonus: Don’t reveal who you are

This one’s just a pet peeve but I wanted to share it.  It goes along with setting up your booth with  no information.  List who the booth staff are and a pic would be great too.  Use your real name and provide as much information as possible so that attendees can learn who you are.  Attendees will keep your name on file – but not if you are just “booth staff”.  The virtual world forces us to be creative in bringing as much personalization to the table as possible in these events.  You need to find the right balance of making a connection and a lasting impression without being ridiculous or well..creepy.  You also need to keep in mind that attendees will be from all over the world and use these opportunities as one of the only ways they can connect with providers outside of their own country.  These are real opportunities for you to connect so take advantage of them.  The marketing and sales community should be taking  more advantage of these virtual opportunities.  They are cost effective for exhibitors and attendees if done right and with a bit of common sense.

OK so next question – who’s going – even if just to check it out?  Give me your comments would love to meet up with you at the conference (as long as you’re not creepy).  

Special thanks to the folks at MSDynamicsWorld for making Decisions possible.  Marketing and Sales people listen up:  This is a viable event that should be in your marketing mix…it’s targeted, measurable, and sustainable – what the heck more could you want??? (oops, I know the answer…leads and sales right?)

Part 1 – MSDynamicsWorld Spring 2012 and the Value of Virtual Tradeshows

Part 2 – What to Expect at MSDynamicsWorld Spring 2012

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