More Related Content
Similar to Fast Conference and Trade Show Intelligence (20)
Fast Conference and Trade Show Intelligence
- 2. Agenda
Part I
– Competitive Intelligence Background
– Trade Show Intelligence Opportunities
– Trade Show Intelligence Benefits
– Trade Show CI Process
Part II
– Targeting Trade Shows
– Trade Show Tactics
– Trade Show CI Exercises
– Defensive Operations
© 2001 Predictive Research Group
- 3. Part I
Competitive Intelligence Basics
Why Trade Show Intelligence Yields Value
Trade Show Intelligence Process
© 2001 Predictive Research Group
- 4. What is Competitive Intelligence?
CI is a Coordinated
Process
Analyzed Information
Anticipating Future
Competitive Landscape
Identification of Market
Signals
Always On-going
Hard Work
© 2001 Predictive Research Group
- 5. Definition of CI
Competitive Intelligence is a systematic
process for gathering and analyzing
information about your competitive
landscape and general business trends
so that you can make well-informed
strategic decisions.
© 2001 Predictive Research Group
- 6. What Intelligence Is Not…
Spying
Corporate Espionage
Stealing
Raw Data Reports
Thick Unprocessed
Information Reports
Same as Market
Research
© 2001 Predictive Research Group
- 7. Why People Don’t Use Intelligence
Know it all
Nothing worth watching
It’s Spying
Not taught in business
school
It’s a cost center not a
profit center
Financial vs. Technical
Tried it, didn’t work
© 2001 Predictive Research Group
- 8. How Can CI Help Our Company?
Uncover new or potential competitors
Anticipate changes and trends in the marketplace
Anticipate competitor’s strategies and actions
Identify M&A activities and possibilities
Learn from the successes and failures of others.
Learn about new products, technologies, and
processes that can affect your business
Learn about legislative or regulatory changes that can
affect your business
Learn industry best practices through CI Benchmarking
© 2001 Predictive Research Group
- 9. Trade Show Intelligence
“Free information on your competitors”
Companies show off their products and strategies
Talkative salespeople
Real-life products to demo
Piles of literature
Deals, negotiations, partnerships happen
“Wherever money is exchanged,
so is information.”
© 2001 Predictive Research Group
- 10. Who Attends Trade Shows?
Competitors
Your suppliers
Your competitor’s
suppliers
Financial analysts
Industry analysts
Magazine editors
© 2001 Predictive Research Group
- 11. What can you learn at a Trade
Show?
About the Industry About the Competitor
Market dynamics New Products
Growth Prospects (features, changes, availability,
release date, etc.)
Trends Prices, Costs & Distribution
Alliances/Relationships Marketing tactics
(themes, slogans, pitch lines,
strategies, initiatives, targeting)
Attendee interest
Technology
(changes, bundling, efficiency,
emphasis ‘or lack of’, leading
edge?)
New alliances/Partnerships
© 2001 Predictive Research Group
- 12. Trade Show Information Exchanges
100 Asked for Literature
95 95 94 Talked to current sup
Compared Similar Pro
75 77 76 Found at least one ne
Asked for a price quo
Requested onsite sal
50 51 Signed a purchase or
25 26
0
1
The Power of Trade Shows: Fact Sheet #3, Trade Show Bureau, Copyright 1992
© 2001 Predictive Research Group
- 13. Minimum Trade Show CI Process
Determine Required
Intelligence
Target Key Shows
Form Team
Identify Experts Needed
Pre-show Meeting
Networking Meetings
Communications
Debriefing
Post-mortem
© 2001 Predictive Research Group
- 14. Determine Required Intelligence
What do you need to know?
– Cost/Financials
– Management
– Processes
– Strategy/Marketing
– Technology/R&D
Who needs to be targeted to acquire that
intelligence?
© 2001 Predictive Research Group
- 15. Target Key Shows
What shows target your customer’s profile?
What shows target your suppliers or partners?
What shows target your competitors?
Local and Regional Shows are important
Use Trade Show Directories
– International Exhibitors Association
– Exposition Trade Shows & Fairs Directory
– Trade Shows Worldwide
– Your Associations, Conferences, Etc.
© 2001 Predictive Research Group
- 16. Form Your Team
Form a Vertical Team
Technical
Sales
Operations
Marketing
“Pick a leader to coordinate
the intelligence efforts.”
© 2001 Predictive Research Group
- 17. Identify What Experts Are Needed
Identify key internal resources
Ensure their availability
Cover all bases
Organize and Categorize
© 2001 Predictive Research Group
- 18. The Pre-show Meeting
Target key booths
(suppliers, competitors,
etc.)
Assign tasks
Pass out and discuss a
map of the show floor
Hand out checklist of
key objectives.
© 2001 Predictive Research Group
- 19. Networking Meetings
Attend off-the-floor meet and greet meetings
Presentations
Find informal, pick-up meetings
Hospitality suites
Company hosted parties
© 2001 Predictive Research Group
- 20. Facilitate Communications
Allow easy communication so your team
can act on the intelligence it acquires
Make use of:
Cell phones
Pagers
Wireless Hand-held Devices
Laptops w/scanners and modems
Cameras and Recorders*
© 2001 Predictive Research Group
- 21. In-Show Debriefing
Debrief during the show
Exchange intelligence gathered and its
implications
Verify or dispel previous assumptions
Alter game plan accordingly
Pursue follow-up intelligence collection efforts
© 2001 Predictive Research Group
- 22. Post-Mortem
Pull team together to pool findings
Use public forums to report your conclusions
Identify key benefactors of the intelligence and
arrange to discuss it with them
Avoid lengthy formal reports
Examine the effectiveness of your actions
© 2001 Predictive Research Group
- 23. Part II
Defining Objectives
Assembling a CI Tool Kit
Additional sources of information
Intelligence acquisition tactics
Ethics
CI Defensive techniques
Examination of CI effectiveness
© 2001 Predictive Research Group
- 24. Intelligence Requirements
Definition Process
Select area of focus
(Market trends, competitor strategy,etc.)
Create intelligence objective
(Create a question to be answered)
Identify pieces of puzzle
(Where can the components be found?)
Envision end result
(What would you do with that intelligence?)
© 2001 Predictive Research Group
- 25. Exercise
Create a trade show intelligence goal
1. Select a business area to focus on
2. Create or select an intelligence objective
3. Identify the pieces of that intelligence puzzle
that may be found at a trade show
4. Ask yourself: “If that intelligence it was
determined, would we be able to use it?”
© 2001 Predictive Research Group
- 26. Trade Show Intelligence Tool Kit
Competitor or key target Information
– Company news reports (intended mergers, or changes in their
distribution channel )
– Advertisements, product claims, etc
– Background info (size, market, exec bios, etc.)
Trade show floor map w/targets
Trade show planners and directory
Categorized list of experts and contact info
Communication devices (phones, pagers, etc.)
© 2001 Predictive Research Group
- 27. Additional Trade Show Sources
Journalists/Editors/Publishers
Conference Organizers
Presentation Speakers
Other attendees
Customers
Vendors
Speakers at Scientific and Technical
Presentations
© 2001 Predictive Research Group
- 28. Additional Ways to Capture
Intelligence From Trade Shows
Create area on expense reports to list
intelligence found
(captures employee attendee’s observations)
Scan transcripts of speeches/presentations
given
© 2001 Predictive Research Group
- 29. Other Places to Use These Trade
Show Intelligence Tactics
Science and Technology Events
Professional Group Meetings
Research Forums and Exhibits
Public Relations Events
Conferences/Symposia
Stockholders Meetings
© 2001 Predictive Research Group
- 30. Ethics Guidelines
Some general guidelines
Do not lie or misrepresent yourself
Always observe legal guidelines
Do not deliberately mislead people in interviews
Do not plant eavesdropping devices
Do not knowingly press someone for information that may
jeopardize that person’s job or reputation
Respect all requests for confidentiality
Do not steal trade secrets or other proprietary knowledge.
“Do not do anything that will harm or
embarrass yourself or the corporation”
© 2001 Predictive Research Group
- 31. Points to Remember
Stay focused
Do not become
overwhelmed
Avoid being discouraged
(patience)
Do not blindly collect
information (analyze it)
Adhere to your code of
ethics
© 2001 Predictive Research Group
- 32. Protecting Yourself From
Intelligence Leaks
Establish list of “taboo”
intelligence items
Remember your are never alone
People may not be who they
appear to be
Divulge only the necessary
information to promote your
product/service
Look at your booth/exhibit from
a third party perspective
© 2001 Predictive Research Group
- 33. Exercise
What information is acceptable to give out at a
trade show?
What information is not acceptable to give out
at a trade show?
© 2001 Predictive Research Group
- 34. Defensive Operations
Company Wide
CI Awareness
Employee Education
– Topics to avoid
– Questions to dodge
– People to watch for
– Speaking loudly
Legal Counsel
– Marketing material
– Press releases
– Papers, speeches, etc
© 2001 Predictive Research Group
- 35. Look Out!
Methods people use for eliciting intelligence
Target lower, more inexperienced employees
Drop-in or eavesdrop on other conversations
Remain silent/don’t do the talking
Ask speakers targeted or pointed questions in
public arenas
© 2001 Predictive Research Group
- 36. How Successful Were You?
Possible Problems
Wrong trade show
Looking for wrong items
Used wrong tactics
Had broad focus
In the wrong areas
© 2001 Predictive Research Group
- 37. Easy Ways to Fail
Do not take it seriously
Assume it is easy
Think it does not require much work
Suspect it happens instantly (not long term)
Believe that you competition is not doing it
Think you know it all already
© 2001 Predictive Research Group
- 38. Success vs. Failure
Success Failure
Planning Ad Hoc
Organization Disorganization
Focus Broad range
Defined Objectives Non-defined objectives
© 2001 Predictive Research Group
- 39. Trade Show Intelligence
Phone: (650) 577-1900
Email: info@prg3.com
www.prg3.com
© 2001 Predictive Research Group