I am preparing for the Consumer Electronics Show in
We’re working on more appointments and media opportunities from our internal media list — and from the ? media event list. We are a participating sponsor at this media-only event. We have sent invitations, product teasers, and offers of review samples over the past month, while also offering to meet at ShowStoppers or during the show. We’re cultivating prospects, just like in a sales pipeline.
In advance of the show and our new product announcements we have uncovered numerous immediate media opportunities for holiday gift guides. We also have a number of commitments for “stop by’s” at ShowStoppers and at CES. The event is costing $8,000 for sponsorship, plus T&E, etc. The event lasts about 4 hours and offers a very affordable method to have access to a wide selection of media venues from Bloggers, to Newspapers, to Radio to TV, both domestically and internationally. Additional information can be requested at .
More than 1,300 media representatives have RSVP’d already and I expect from previous events to have at least 250 – 350 media interactions and have legitimate follow-up required on 50 – 100 opportunities. Follow-up would consist of: e-mails to everyone we spoke to, sending samples and information to those requesting them at the show, and follow-up after sending samples.
This leads me to two important seemingly lost arts in sales and marketing, Relevancy and Follow-up. You will note that I only expect to have 250 – 350 discussions out of 1,300 attendees and only expect 50 – 100 resulting media opportunities. Why? How?
From our internal lists we invited some 2,000 media representatives to meet us at the show. Showstoppers invited some 3,000 from their own lists to their event. Showstopper’s list narrowed to the 1,300 attendees and we identified the RELEVANT media on their RSVP list to target before the show and during the event. Of these we expect to have at least some interaction at the event with 250 – 350 which could consist of everything from hello to we need samples or product images immediately. These were our targeted prospects from the 3,000 – 5,000 initial media outreach and the 1,300 attendees.
From the 250 – 350 interactions we expect to have some 50 – 100 samples or information packets sent after the show – note this is above the full press kit distributed at the show on USB sticks by ShowStoppers, their virtual press room, and what we have at the show. Yes, we will have to ship most of the samples versus distributing them at the show as the media have far too much to carry and we don’t expect to hand out many samples at the shows, except possibly to foreign media as time and import issues come into play.
Of the 50 -100 samples we’ll send follow-up notes and make calls to insure the delivery of samples and that the information provided from our hastily taken notes were accurate. From this we would hope to have between 10 and 50 media mentions within the next few months.
From my discussions with Steve Leon, Partner and Founder of ShowStopppers, he tells me that the biggest complaints from the media attending the events are SPAM (blanket e-mailing of everyone on the list as opposed to targeted communications) and lack of follow-up.
Customers and media DO NOT chase companies, or at least very rarely do so. While CRM companies have continually touted process and communications, without some dedicated old fashioned human effort opportunities do not materialize and close at the rate they could or should.
Target, Qualify, Cultivate and Close. Verify the expected. Survive the economy.