Event Prep for better ROI
| One of our coaching clients, Barbara, is the CEO of a service/knowledge business that provides outsourced help desk support for desktop computers. Many of her company’s clients are IT firms that manage other companies’ computer infrastructure but don’t want to handle the mundane issues related to desktops. She has a staffing and business process model that enables her to make a profit at this annoying, low-end work.
Barbara gets more ROI out of participating in trade shows than anyone we know. She pre-screens the attendance list and sets goals for the people she wants to meet. She makes a point of wearing a brightly-colored blazer. Although she is often invited to lead breakout sessions, she also makes a point of asking questions at the large general sessions. She always opens by introducing herself at the microphone as “the Help Desk Lady” before asking her well-prepared question. Inevitably, two or three prospective clients seek her out (she’s easy to find in her bright blazer), to learn more about her services. These conversations are already several levels above the blind self-introductions many of us make in large groups. Her clear introduction, distinctive looks and good questions have set her apart. When combined with her pre-screened list of targets to meet at the conference, she generally hits her 5x ROI on her time and trip’s cost. 2008 |
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