LMA-MN Program Recap - July 2012
By: LMA International
Another Conference Sponsorship? Maximizing the Time, Talent and Financial Investment
Presenter: Brenda Stewart, President of Stewart Marketing & Consulting
Date: July 11, 2012
- Business Development and Marketing team members can add real value to staffing a booth. They can make warm introductions and often are the first to identify which contacts at the event are the best prospects for lawyers. When having a non-lawyer attend, make sure to have a lawyer on site to hand-off to once the initial introduction is made.
- Look for cross-selling opportunities that are outside of the main sponsorship topic, but that make sense. For example, most companies have employment-related legal needs.
- Lawyers will often schedule client meetings during exhibit hours which doesn't maximize your investment in the sponsorship. Encourage lawyers to schedule meetings outside of exhibit hours and create a schedule that everyone sticks to so there is no confusion as to who is staffing the booth.
- Document post-sponsorship follow-up so that you have an accurate measurement of the ROI to refer to when you are approached to renew.
The Conference/Trade Show Checklist
- Table skirt with firm logo
- Banner - floor model
- Plastic stands for brochures
- Plastic stands for business cards
- Promo items as "give-aways"
- Bowl of candy
- Sign in clear plastic picture frame announcing "drawing prize"
- Bowl to collect business cards
- Be sure everyone attending from your firm has a list of each other's cell phone numbers
- Review list of exhibitors and their locations
- Identify those relevant to your practice and visit them
- Finalize plans for entertaining clients or prospective clients
- Place order for any AV needs and other supplies from convention staff
- Arrange for extra space as needed - hospitality suite, etc.
- Ship firm materials and booth items to location
At the Show:
The Right Way:
- Set up table with easy access to drawing bowl and firm information
- Stand to the side or in front of the booth or table
- Be warm and inviting (approachable)
- Engage in conversation with attendees
- Get to know the exhibitors next to you
- Experience the show like they do - walk the floor to meet others and get new ideas
- Invite people to enter the drawing for the selected prize
- Get business cards - for drawing and development of relationships with potential clients
- Make notes on the back of business cards to help you remember specifics about the person and follow-up with activities
- Work as a team, engaging in conversation with everyone who approaches your booth
- Keep conversations short but include a follow up connection when appropriate
The Wrong Way:
- Over-crowd the table with too much collateral and other information
- Make it difficult to see or get to the drawing bowl
- Sit or stand behind your booth
- Work on computer or talk on cell phone during exhibit space hours - demonstrates indifference to being there
- Spend too much time with one person
- Have a "rigged" drawing for the door prize
Post Conference/ Show:
- Have attorney who attended contact winner of drawing (if not done on site)
- Try to take relationship to next level when appropriate
- Review collected business cards and flag those who are good connections
- Enter contact information into firm's CRM database
- Follow up with good connections no more than two business days after show
- Conduct debrief meeting with firm attendees and marketing department to assess overall value of event as compared to expectations
Please click here to view the presentation slides.
Released: Jul 30, 2012 06:15 AM | Updated: Aug 17, 2012 06:16 AM
Keywords: Chapter News | Minnesota
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