Participating in trade shows – especially the big ones like the Consumer Electronics Show (CES), Mobile World Congress (MWC) and the International Broadcasting Convention (IBC) – can be a big investment in time and money for your company. However, it’s also an investment that can reap huge rewards. The growth that can result from exposing your brand, products or services and spokespeople to thousands of attendees, media, analysts and industry thought leaders is priceless. But to make a good impression and take full advantage of the opportunity, it’s extremely important that your first impression is clear. And a big piece of that puzzle is honing your company’s elevator pitch. Here are a few things to consider:
Make it quick - At a busy trade show, there are thousands of people to meet, dozens of meetings to attend, hundreds of booths to visit, several keynote addresses to go to and countless educational sessions to join. That leaves very little time to waste. If you want to make a lasting impression on someone who has shown a flicker of interest in learning about your company, you only have thirty seconds to two minutes to do it.
Keep it simple - Your elevator pitch is a short summary used to quickly define a process, product, service, organization, or event and its value proposition. While you can’t explain all the intricacies of your product/service in such a short time, the goal is to have your elevator pitch serve as an ice breaker, that will hopefully lead into a deeper dialogue about the functionality and specialty of what you and your company offer.
Do the work - Developing a concise elevator pitch starts with your company’s Strategic Business Framework (SBF). During the SBF process, you’ll tackle your organization’s value proposition, strategic positioning statements and key messaging. At this point, you’ve put the framework in place to clearly define your company’s value to the market. Only then can you create an elevator pitch that is both concise and impactful to those you deliver it to.
Share your message - It’s important that everyone in your organization is on the same page and delivering the same elevator pitch every time. You wouldn’t want to meet the CEO of a company you’d like to partner with, give them one pitch, only to have your colleague deliver something completely different to the media, confusing your message and possibly jeopardizing current and future business opportunities. Lastly, don’t forget to rehearse your pitch out loud individually and with your team several times prior to the show. Practice makes perfect and helps to get you one step closer to closing the deal.
Don’t make the mistake of showing up to a conference thinking your awesome new technology will speak for itself. By doing the hard work of honing your company’s positioning and key messaging, crafting a killer elevator pitch and getting everyone on the same page, you’ll undoubtedly experience an increase in ROI from your next big trade show.
Contact us to learn more about creating a concise elevator pitch for your organization.