onic s Silic on F or e st E le c tr F ra nk Nic ho ls - CE O - - PowerPoint PPT Presentation

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Jan 29, 2023 357 likes •570 views

onic s Silic on F or e st E le c tr F ra nk Nic ho ls - CE O Vancouver, WA Farnborough Boot Camp. What I did not know on my first encounter with the European style B2B Air Show Take actions to attain a ROI on spending $10,000

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SLIDE 1

Silic on F

  • r

e st E le c tr

  • nic s

F ra nk Nic ho ls - CE O

Vancouver, WA

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SLIDE 2

Farnborough Boot Camp….

What I did not know on my first encounter with the European style B2B Air Show Take actions to attain a ROI on spending $10,000

  • $15,000 that addresses the WORLD MARKET
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Agenda

  • Silicon Forest Electronics
  • Why the Boot Camp?
  • Market Segmentation and understanding of

who you are

  • Differences between US Trade Shows and

European style B2B shows

  • Actions to take to improve the outcomes
  • Assessment of successes
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SLIDE 4

“Trade Show” Long Term Value

  • Persistent Contacts

– Personal – Often… but not too often

  • Presence

– Be there!

  • Consistent
  • Farnborough Air Show
  • Toulouse Aero Mart
  • Paris Air Show
  • Montreal Aero Mart
  • Seattle ADSS
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SLIDE 5
  • Farnborough Air Show
  • Primary method of contact

– B2B Meeting structure

  • Secondary walk the show to meet and greet.
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SLIDE 6
  • Anaheim Conventions Center – One of the largest

trade show venues on the US West Coast

  • Takes 2 to 3 days to walk the entire 4 halls on a typical

trade show to meet contacts and make in-roads.

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SLIDE 7

Challenge #1: Perspective (Anaheim overlay on Farnborough)

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SLIDE 8

Challenge #2: Farnborough has “Chalets” to penetrate

  • Generally by appointment only.
  • Each Chalet is 800 – 10,000 sq. ft.
  • 128 Chalets in 2012
  • Daunting and not very inviting without PRIOR contact
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SLIDE 9

#3: Gate- Keepers –

Typical Farnborough Interior Stand

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SLIDE 10

Challenge #3: Typical Farnborough “stand”

  • Most have a gate keeper.
  • Business is conducted in a conference room
  • Not a “drive-by” venue (typically)
  • Know who you are to meet and schedule an appointment

prior to event or during.

  • 30 minute windows of time. (15-20-ish minutes of meeting

time and 10 minutes of walking travel time)

  • Each participant has opportunity for a Max of 60 meeting

times (4 days… no lunch, no breathers) Friday most exit.

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SLIDE 11

Challenge #4: Farnborough is a WORLD MARKET

  • 2012 saw 1506 exhibiting companies and

107,000 representing all regions of the world.

  • Buyers and Sellers in the Aviation and Military

markets.

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SLIDE 12

#5: Exhibitors and Attendees are SCHEDULE DRIVEN

  • Get on your ideal candidates' “dance card”
  • Be early in the cycle. Meeting time slots close fast
  • Executive level exhibitors generally hang about for

Day 1 and 2… gone home on Day 3

  • Day 4 has much less pressure and can be used for a

more “drive-by” approach

  • Day 5 is empty (I am told…I did not go either at Paris
  • r Farnborough)
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SLIDE 13

Golden Nuggets

(Trade Show Management 101)

  • Know the reason you are going.
  • Target your 60 appointments
  • Set appointments well BEFORE you go.
  • Be punctual and not be a no-show.
  • Follow-up on ALL contacts.
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SLIDE 14

Why are you going?

  • What is it that you expect to achieve from the Farnborough visit.
  • Be specific about your best outcome(s).
  • This is a basic understanding of the Farnborough strategy of what you

want to get. Translate that into the Farnborough “who” you want to get. – Who is the aerospace world is your “Ideal Customer”

  • Size
  • Product
  • Location
  • Unique needs (counter-point to the Unique Selling Proposition)

– What outcome are you looking to achieve?

  • Leads/Contacts to someone else in the Company
  • Contract?
  • Awareness?
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SLIDE 15

Which Companies?

  • Translate the “Why/Who” you are going to those most likely suspects who

fulfill the “Why/Who”.

  • Make a “Suspect List”. …. Companies; not People.
  • Cross Reference that list to companies who have been to 1) 2012

Farnborough; 2) 2013 Paris; 3) 2014 ADSS; 4) 2013 Aeromart

  • Go to the Farnborough web site and see who is signed up to participate as

an exhibitor

  • Prioritize the list into “Prime Suspect List” by priority.
  • Start sending PERSONAL e-mails to your Prime Suspect List

– Linkedin – Past events – CRM – Purchased data bases; etc.

  • Send at least 3 different e-mails about 10 days apart
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Who (in order of priority)

  • CEO, CFO, CXO
  • VP Engr; VP QA; Director of Ops
  • Project Managers
  • Marketing Administrator for the exhibit.
  • Other Sales folks; BD, etc.
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SLIDE 17

Suggested E-mail Content

  • Good morning (First Name if possible),
  • I suspect that you are xxxx (whatever you suspect) xxxx are going to be at the Paris Air
  • Show. Farnborough is all about scheduling short meetings to address interest of mutual

concern It is my hope that we can meet and have a discussion about xxxx services. Is it possible to schedule 15 minutes at the Farnborough Air Show to discuss how we might work together?

  • The question to be addressed is: “ xxx…. What are you trying to achieve at

Farnborough……xxx ”

  • We have not worked for xxxxx directly as yet in any capacity; however, we build about xxxxx

per month and integrate many of these into higher level sub-assemblies. ……. About 50% of

  • ur work is in the aerospace/military systems world.
  • If there is “no-fit”, I am good with that answer and we both move on. Another option is that

you might provide other alternate contacts who might not be a part of the Paris Air Show. I will further this conversation directly with them.

  • The SFE stand, Hall 3-xxx, is part of the Washington State Trade Mission contingent to the Air
  • Show. You are invited to stop by our stand anytime.
  • I do look forward to having this discussion. Thank you and I hope to meet you at

Farnborough.

  • Sincerely,
  • Frank with title and contact info
  • Background: Silicon Forest Electronics, ….. Short elevator Speech………"
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The Process

  • Know why you are going.
  • Know who fits your Farnborough Ideal Customer Profile
  • Research the “Who” inside the company
  • Hit them with a personal e-mail
  • Follow with a second e-mail that says you sent the first and know they are

busy …..

  • Follow with a last ditch 3rd e-mail …. Different than the prior two.
  • Greet and meet as many as you can while there.
  • Take advantage of the down-time between appointments to do drive by’s

to set new appointments

  • Immediately follow-up with thank you and commitments to continue to

……

  • Schedule a 6 month follow-up reminder that the next event is Paris and

“Are you going to be there?”

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The Practical: What to Bring?

  • Suit/Sport Coat & Tie
  • Comfortable walking shoes that compliment the suit.
  • Cell phone that connects in UK; I-Pad/Mini-Pad with data

enabled for Wi-Fi connections

  • Don’t forget the camera function on your phone for notes
  • Small back-packs must be screened at the entrance.
  • Umbrella, rain coat, gore-tex jacket
  • Brochures and talking papers (simple and light)
  • Business cards (plenty)
  • Note book that is easy to carry
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SLIDE 20

Contact

Frank Nichols Silicon Forest Electronics frank@si-forest.com 360-901-9560 www.siliconforestelectronics.com