The words of the wise gypsy during a packed trade show/events season and ecstatically busy 2013, and for tradeshow gypsies like us, 2014 already in play!
Work with your partners and maximize the potential for getting the most traction in your brand. Extend your resources to hit every event and show you can, by teaming up. With shows being such an excellent way to target large groups of prospects, you need to have the resources to cover every product/market/industry that you are working in and make sure to meet with current customers.
Many shows have gone by the wayside or consolidated – but with new technologies or issues come the new events to cover the new whatzeehoosit (gypsy code word for new product/industry/market) – topic are springing up all the time. Some days it feels like the 31 flavors of a certain technology once something gets momentum. However, you still need to brand in as many places as you can. Trust me when I say, no brand, and I mean NO brand is sacred as we have all seen many large, successful companies tumble from the “Clouds” (no pun intended) based on new technology relating to Clouds! The competitive nature of our lives just means the race changes with each logo!
So, in order to jump into as many races as you can…well Gypsy you need not only a great looking pair of running shoes; but you need to have several staff that can be called upon to do a relay and sometimes in several countries at once! Yes, do not get discouraged there is help out there! Talk to your partners and find out if you can split the shows; do them together; find out who has contractors in place that can help; look for consultants/contractors in the industry (there are tons!); get in good with show organizers they know all kinds of levels/staff and those that may need work! All of this can be done within budget by using your resources wisely and sharing costs.
Gypsies, collaborate and cohabit your booth spaces and sponsorships – spread the workload and keep your brand active and moving. If you stand still you will be run over! Make your play on the financial side to tag team your Quarterly costs with your partnerships – you do 4 shows they do 4 shows you collaborate on 2 and cohabit on 2 and then you go off and do your own thing. Where there is a will there is a way and your sales staff/BD staff/CMO will be all the better for your having the “gypsy magic” extending your reach and still saving $dollars$! You will also keep those partnerships/alliances healthy and build them for long-term revenue generation and business ventures.
Don’t forget to add that little ditty to your performance appraisals – saving money is a big deal when your job is to spend money!
Have fun and be safe out there gypsies – watch out for those late summer/early fall shows they are right on our heels!