How to Get the Most from Your TCEA 2011 Exhibit Presenter: Glen McCandless Your 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

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 15 th 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

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

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, Thursday, Friday, Noon Social media –Twitter hash-tag #tcea2011 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 from Glen McCandless – watch for it – or Will your company be one of the 2011 TCEA Idols? Press and Media Oppty’s

Questions? Visit 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!