Val: Welcome to today’s webinar seven ways to maximize your trade show booth roi my name is Val Riley and I am the head of content marketing here at Insightly i’m excited to get in the groove of live events. I got interested in this topic about a month and a half ago when our team decided we were going to attend some events in September and i thought gosh i bet everyone’s a little bit rusty on our team and we have so many new hires who have never actually worked a live event before and so i thought well we’re experiencing this perhaps others out there are as well.
So i reached out to my network and got in touch with Lee and we decided to do this webinar together and Lee is certainly qualified welcome Lee he has a 20’s a 20-year veteran of events with stints at Ziff Davis, Tech Target, On 24 and Touchcast. Lee is known for helping people provide best and providing best practices to get the most out of their trade show experiences he speaks regularly at industry events and he is also part of the LinkedIn sales leadership forum Welcome Lee!
Lee: Thank you Val excited to be here and excited to talk about this topic that means a lot to me
Val: We ran the poll just before we got started and we’re looking at the responses now so tell me what you think well this is wow it’s actually more than i thought. As far as people who have attended an in-person industry event already in 20 2022 at 72 percent yes and 28-0 what we’re hearing out there a little bit is more in the 60 40 area
Lee: We have a high-performing group here which may make sense because of the topic as far as planning to also planning to sponsor and be there it’s solid it’s exciting to see 90 ready to get back in there and add that into their demand generation and marketing programs getting a sense of how people think of their current ROI this is good to know that you know we’re looking people believe they could do better in in descri you’re at the right place congratulations and how do you describe your pre-event could be better also needs a lot of work we’re happy to give you a lot of insights today around that and your post event also i think consistent could be better and needs a lot of work that is um you know that that’s you know what it shows you’re with people who you’re in the same boat shall we say you’re in the same boat so that’s really helpful as we begin our session to know where you are so thanks very much when we started promoting this webinar on LinkedIn as one of the areas but i tagged a few previous teammates that i’d spent a ton of time with at on-site events and one of them katie o’rourke who you see at the bottom who i worked with at on24 she replied with the quote how could i forget sergeant Lee walk with purpose and you know this comes with a bit of a backstory but i think it does set the stage for today’s topic seven ways to maximize your booth ROI.
Val: Lee it used to drive me crazy that the marketing department would spend tens of thousands and oftentimes hundreds of thousands on an event and we would send people to this event who thought of it as a boondoggle a party as if this was a president’s club trip and you know especially if it was in las vegas so the teams referred to me as a drill sergeant because i had a clear expectation if you’re representing the company on site you show up on time you ideally early you’re at all assigned activities not just the booth could be at you know ancillary events you’re dressed professionally and you’re certainly not hungover the company has spent a fortune on this event and your tne to be here this seems like a fair expectation so you want to make sure everyone representing the company regardless of the department or seniority knows the clear expectations of their role prior to the event on-site post-event in advance and don’t be afraid to be a drill sergeant to ensure the company maximizes their roi leah i’m so delighted to hear that because as you know someone who’s been in charge of the marketing budget i’ve i’ve often been called the ‘killer of fun’ because people do think they’re going to come and they’re going to have fun and they’re going to go out and and it
Lee: listen they can enjoy themselves we want them to but this is an event where there are heavy expectations and i think folks just need to be constantly reminded of that exactly so number one you want to develop a pre-event target list based on speakers sponsors and those with booths so often you’re not going to receive that attendee list prior to the event but you are able to see who the speakers are the sponsors and those with boosts so we want to pre-schedule meetings on site and that is one of the first ways you can increase your roi say versus taking chance taking the chance of a happenstance meeting so way to look at it for weeks before the event review the speakers other participating companies for those in your icp your ideal customer profile and or your target list if you see matches and you well you know who the speakers are but you only know the company and the names of the sponsors and those with booths so then you want to build out a prospect list with companies you want to meet with from your crm from your linkedin from linkedin zoom info or whatever your sources are but this should be a joint effort between marketing sales and when i sell say sales if you have it both sdrs and aes they know who are their target customers aes they see they’re going to be there they know the people who they would want to talk to that may be there and you’re compiling this list i just i just want to share lead that well i i mentioned this before but one of the biggest deals i have ever closed at this trade show was selling to the people in the booth next door to us and it was well over a six-figure deal and so i think sometimes we’re so hyper focused on the attendees who’s going to be there when we the fellow sponsors you know that list is right in front of our face and we can certainly make a lot of progress there so just a tidbit from me a hundred percent and it and there are some nuances that are there about you typically don’t there’s a lot of downtime you know you’ll see high traffic times at the event you know they’ll have a networking hour they’ll have a break in between that isn’t the time to pitch other people you’re the people next to you it’s in the down times in between that people are are there that’s a natural time to strike up conversations and talk to work i’ll talk a little bit about that late later but great point great all right on to number two number two so the pre-event campaign to secure booth demos meetings invites to co-sponsored cocktail or dinner event on an on-site nearby a lot of words let’s break down that out so you now have now that you’ve you know have your desired on-site prospect list a few weeks prior to the event it’s time to schedule your outbound email campaign so in addition to pre-scheduled meetings at the booth your sponsorship may also if you’ve sponsored it have a vendor session presentation that also should be promoted in that campaign especially if it includes a customer case study with a customer presenting and i can’t recommend more that is really the one of the most effective ways to get people to come especially if it’s a vendor session to have a customer pay for their tne have them come have them present it adds a lot of credibility and you’ll attract many more people to your session and it also adds some weight in your presentation your campaign when you send that out um now so now more than ever at events they’re cutting back budgets and you’ll notice that what they’re doing is they may have a cocktail party in a you know in the exhibition hall but they’ve cut back on all the dinners that they do and so this is a great opportunity to find some other sponsors or booth participants that are in your ecosystem and co-host a dinner ideally at the same hotel or very close by you don’t want to create a logistical barrier and it is a great way to attract senior level attendees so for example val say you notice at this event you have a booth but ringcentral does too shopify does zero does these are all integration partners of Insightly and not particularly competitors so that would be an ideal group of people to package together team up together and create one of the mo must attend dinners or a tequila tasting or whatever you think would attract your desired audience yeah and another tip too some sometimes the evenings tend to get a little crazy if there’s a concert or there’s a after hours event sometimes you can hijack a little time at breakfast and get people up and out of their hotels a little bit early and then maybe do something as a breakfast too a hundred percent so now you have your content for your outbound email campaigns one with a dinner event focused on or senior level prospects one for secondary prospects focused on a speaking session and you know and one for meeting up specifically at the event so all these prospects should be assigned to sdrs and they should be compensated for the meeting set and held in the same manner that they are compensating for a meeting set and held at a or for a zoo meeting at a non-event that really helps drive motivation and secures that pre-event meetings and gets it gets you to have enough ae aes attending the event should also have goals it’s an honor to represent the company there to be there they should have clear goals for scheduling meetings ahead of time working with this sdr self-prospecting especially if there’s a nice dinner and they’re inviting a senior level person that’s the perfect way to reach out and bring that person there they’re the ones who’s going to be there networking with that person for the dinner we used to also say if you don’t have anyone at the dinner you’re not coming like that you if you want to be part of that you have to drive attendance and be part you know and get there and do that um finally many events you know will provide the attendees you’ll get that if you have the event app you’ll get all the attendees about 48 hours in advance that is golden time um scanning through that the attendees sorting by your icps you know katie who i mentioned earlier was just a master at this and she could secure meetings in the last 48 hours once she saw exactly who was going to be there from enterprise company xyz who she’s been going after and and use the either the messaging app from the app itself or emails directly to schedule and set up that meeting so and then the last thing have a calendar with all the scheduled meetings at the booth so you can ensure you have the right resources on hand especially if the meeting is scheduled during a high traffic hour an ae is going to be doing that meeting well they’re not going to be available then for the general traffic that’s coming by you have to make sure you have the enough resources there to cover those calls super important does that make sense absolutely yeah absolutely all right we are moving on all right we’re at the event here we are now at the event that’s pre-event we’re now at during the event what we want to talk about is engaging interactive booth that generates energy and attention and let’s talk about how we might do that so you’re coming into the booth ideally with 50 to 60 percent of your meetings pre-scheduled now it’s time to ensure you get your share of the floor traffic so an eight buck foot table with brochures and logo squishies isn’t going to cut it you want to stand out you want to generate energy you want to draw attention so a large spinning wind wheel with a variety of prizes that make some noise includes some big value ones that will draw people in to stand in line and when they’re in line for that other that’s a perfect opportunity to scan badges and have conversations you could get even crazier and have a cash grabbing wind tunnel with scheduled times and you must be scanned to even participate those spectacles they garner a lot of social media posts from people posting and grabbing of others in there and then that draws the dish if you put those in hashtag the event others see it and they make sure they come by your booth other things a photographer on hand to take updated linkedin social media not tinder but social media profile shots that won’t work well at an event but you you know that leads to great conversations again while they’re standing in line to get that they also give you their best email address because they really want that photograph updated photograph for those things another some other ideas that draw attention a sign of a more cerebral booth draw look for high profile speakers who are at the event those people 90 percent of the time have books they are always looking to show that their books are at the top of a bestseller or amazon list you can make that person a deal that you’ll buy a bulk number of their books if they will come by the booth and sign those books for you and that then you can put a sign up usually you want to do it after their speaking session then there’s usually a break that is a networking session they announce at the at their session i’ll be signing books the good folks at Insightly are giving away this and you can come down and and those you’ll have a line of people there to do it now one thing you could do extra with that person is have them sign an additional 20 books and personalize them to some of your top prospects in your pipeline that may not be at the event then your aes or a senior executive can send that book to the person said sorry we missed you at this event we hosted so and so out in our booth and they personalized this book for you we look forward to working with you it’s just an additional way to leverage that um that activity to influence your other pipeline and activities along that line i love that idea Lee we we did get a question to clarify you used sbr and ae acronyms can you spell those out for our folks who may not be familiar i apologize so i apologize on that i hate when i other look i did it str’s are sales development representatives sometimes called business development representatives technically this is a person who’s there whose sole focus is to book appointments for your aes um and so aes are account executives they would typically be your sales reps so when i divide the two if you do have an organization that has appointment setting representatives versus sales representatives what i was trying to get across or reinforces they both should be engaged in scheduling these meetings pre-event and as such appreciate that clarification yeah and during the event sometimes i like to call what you’re describing as the human funnel right maybe if you have a game or an activity or something that’s attention grabbing the marketing folks that are there are working the game or talking to folks and then as those people start to ask questions that get maybe a little bit more detailed you pass them on to the ae or the sdr who can you know get into more one-on-one conversations with them so like they’re going deeper in the funnel literally in your booth i do think it’s important to consider being coveted aware while you’re working the booth and you have to read the room like give a little more distance than you normally might especially if the person’s wearing a mask avoid physical contact that you may have or done in the past and if you have something like a spin in wind where the person is actually spinning you should have antiseptic wipes available in doing that and if you’re scheduling a dinner or an external activity if you have an option to do so an outdoor an outdoor venue just makes you know it increases the chance of you having as many people as possible there and not being known as the super spreader event so whatever um you know these are things to consider in these times as you’re doing that so now similar to what you were talking about val and i think that’s really important is to have a mix of personas at the booth and sponsored you know sponsored sessions because you typically as we talked about at when you when you sponsor an event they’re gonna be one to two high traffic sessions per day um [Music] and you’ll also have like say that vendor speaker session so you’ll want to have all hands on deck during those times and if you have people who are interested and walking by because everyone is engaged at that moment you’ve missed out so that means when you talk about various personas we’re talking event managers marketing managers aes sales engineers product marketers and senior executives mostly for pre-scheduled meetings that are very important we’re not asking those senior executives to spin the wheel if you know what i mean now but you know to be there for some really solid meetings now this allows the right people to drive the right conversation so for example um if you have a person who walks up and i’m sure this has happened all the time too who’s the current customer and they have a really in the weeds conversa a question about something they’re doing you know when we try and do this we can’t do this it is perfect to kind of spin them to a solutions consultant or sales engineer a product marketer who can help take care of their question which then frees up an ae for a new pipeline conversation new customer conversation um however i don’t just having customers in and around the booth are great because if they’re big fans there’s no better sell seller than a happy customer so being able to have that person if someone comes up and asks a question often time will be like oh look so and so from here they have the same challenge then it was resolved please join in and have a conversation with them i do love having a solutions engineer at the booth exactly what you said because sometimes when current customers come up you know they genuinely want to engage with you but you know we want to engage with them too but we also you know really want to conquer some new business there so being able to pass them to the person who can best help them and the person and simultaneously freeing up an ae or an sdr to have a conversation a new business conversation is is certainly a win yeah and it’s great sometimes they’re talking to a product marketer and if that’s a challenge that person’s heard a few times then it gets on the road map and then the person has a lot of pride that they’ve influenced the road map and they aren’t the only ones with something and they’ll always take some swag too right so like that of course and we want them to we so we’ve also had a lot of success with these sdrs who i described before the sales development reps is business as appointment centers actually including them in the mix on site because with a pre-event campaign list in hand they can walk the booths at off traffic times as i mentioned before and ask is x y or z here today it’s amazing what they find out they’ll find out yes they are and they can secure a meeting later at a boot at the booth or for a demo they also can find out if they’re not around who is around oftentimes they might be told you know what you know that person isn’t the right person but the person who’s here is this person and they’re able to either get an appointment with that person or they learn who to follow up with after the event so a lot of sales development reps part of their job is just trying to uncover and understand the account know the better way and it’s works very effectively for them again assuming you’re in a ecosystem and a universe that all these people are potentially your customers too Insightly is again like a likely person everyone could be you know everyone could be your customer so any one of those people could likely do you know get have some benefits so sdr working that area is almost like them sitting there making calls except they get a pickup every single time because they’re walking up to the booth and having a conversation absolutely that’s a dream come true everybody’s answering the phone because you’re right there yeah it’s a 100 page to pick up let’s take a look at number five so using the technology offered to scan badges and more importantly grabbing that pertinent info so many times the only way you can secure the attendee complete information of the attendees is via scanning them either at your booth or at your session or at your dinner and depending on the traffic i have to recommend that this is not an area to cheap out scan you know you put all this money you’ve flown all these people here i know it sounds outrageous it’s like you know thirteen hundred dollars a scanner eighteen hundred dollars a scanner it’s just not the time to cheap out the again like having two at a minimum and a high traffic and being able to scan all those people especially the right ones and being able to put in the pertinent conversations is so important for you being able to show roi when you follow up in the post areas like that i would say nothing’s more frustratingly than you’re talking to someone you’re having this great conversation and they’re ready to move on and you haven’t scanned them yet and you have two devices in your in your booth and both of those people are busy talking to other people so you either have to interrupt another conversation which is awkward like gosh just spring for a couple of extra licenses on that app it’s so worth it for those moments where you can avoid being awkward let someone get along get on their way and and you know and not have to make any interruptions yes and we’ve seen some success with dedicating like the event staff the event manager and this that and maybe a marketing manager that are both on site where that’s all they do during the break obviously if there’s a moment and they can have a conversation yes but by having some dedicated people or scanning because that way also a person’s in a conversation and they can be like um they can be courtney could i get a scan here and courtney comes over and grabs the scan and runs back the other thing is we all know i don’t know this is it’s almost like trying to self-scan at a supermarket you can do four in a row and you’re like i got this i’m really good at this there isn’t there and then you get to that one item and it just doesn’t scan and the same thing’s true with with those scanners for some reason it’s not you need someone who’s doing it all the time because they get really good at it they know exactly the distance they know the lighting they know what happens and it gets done so so you know and most of these have note sections so capturing the relevant discussion in that is really important especially the pains of their current providers and what’s happening because the reality is you just won’t remember that conversation after the fact and i can see so many i remember so many times where you’re at back at the office and people are like hey i met your customer they came by the booth or your prospect and yeah they were talking about they were really not happy with their current provider but i can’t remember i talked to so many people i can’t remember what they said like that missed opportunity so really capturing those conversations a lot of the apps offer the apart it’s really important to put that in right there and so certainly if you’re using Insightly or another crm we hope you’re using Insightly getting that information right up into the crm so get downloading it from the conference app and then you know with Insightly you can certainly map the fields directly into the crm so that everybody who’s receiving those leads post show has all those notes and all the information right there and they’re ready to act on it that is golden and setting us up for the next slide look at that it’s like a softball hat now having if your crm has a mobile app having that open and at the ready to get a quick snapshot of the statuses of any previous conversations or booked business is so important because you’re able to a person like we oftentimes you’ll see a person at the next booth and they’re going to be walking over here you see what company they’re with really on it reps on the thing you’re already pulling it up on the on the crm app and they’re looking at it and they’re like oh this is so-and-so’s account they’re actually in they have an open up they’re working with this person this is where it what stage it’s in so when they come up they’re like oh we’ve heard of you yeah we’re actually in conversations with you we’re talking with so-and-so is he here today oh no he’s not here today but so and so it’s great let’s talk to her you know and all these kinds of options that um have it having that information into your point actually being able to download and put information into it directly or through the integration whatever works just get those conversations in i think to your point you know even when you talk to a lead and it’s so hot and you’re so excited you know after like the show we’re going to in september there are three days of expo and they are like seven hours long each and i don’t care how hot that lead was you are not going to remember what you spoke to that person about because you will have spoken to a thousand people over three days so really getting that information in is so important and now it’s post event and again that immediate follow-up for those you have this window of you know in the same way when marketing they say when a person touches and asks for a demo or you know a meeting you have so much time to get back to them before they you know very little time and the faster you get back to someone the more you know the more effective it will be so a lot of times people come back from events are so exhausted the follow-up is a little you know gets gets pushed aside so immediate follow-up and ensuring the event campaign code is always present in any opportunity and that comes for those sales leaders on the line it’s really up to us to really make sure all the reps do that and i say that because you we want to ensure that any opportunity that moves to closed one or pipeline that can be associated with that event happens so that week that event can be held in the future and the more the more roi we can attribute to it the more they’re able to get even more money for the event a bigger presence more speaking slots all those factors so we want to make sure that that attribution is there so we have the opportunity to send reps again and be part of that event so um really critical so at in this idea of immediate follow-up at outreach when we were at a our dream force booth one of the use cases we touted for sales engagement software was sort of automated post event follow-up to ensure every booth lead was touched i know sometimes sales reps are super excited about following up with someone and we have and they sometimes start that follow-up before we get the leads downloaded from the show app and uploaded to the crm and then they’ve created an opportunity or they’ve created a contact and that contact doesn’t carry the show attribution with it and they’re hurting themselves because at that point you know we want to go if you want us to come back to the show if you like this show so much give us the you know 24 hours or you know time it takes to get those leads properly loaded into the crm and populate properly attributed so that we make sure that the roi from this show shows up a year from now and and we don’t have to rely on you saying oh i actually closed xyz from that show well it’s not in the crm so it’s on crm it didn’t happen exactly and and and when you talk about those campaigns that come back it’s important ahead of time to have them personalized and broken down between what might have been a booth visit what might have been a vendor session a speaking or might have been the dinner because the messaging in there will be different and that perhaps the follow-up will be different the activities of doing that and those should come you know this is a discussion a strategy session a discussion you’re having with marketing to go which ones may be more general and come from a marketing campaign which ones would go into an actual sequence which you know which would be a calls email you know email call social touch again done by the appointment center done by the account executive with the goal of scheduling a meeting to follow to to schedule a meeting post event exactly and some of those some of those mqls maybe we’re just going to nurture for a little while longer and we’ll just going to put them with our marketing automation platform and just kind of see what we can get if we can get a hand raise out of that versus this group that we know we really want to put into an ae cadence and really focus on those we felt like we had some meaningful conversations that we can convert all ties down to that roi attribution as sales leaders we want to ensure with our marketing partners we’re participating in the events that make the most sense that drive the most pipeline that you know for for for those purposes obviously many events have different may have different goals for the organization but from our perspective we want to just ensure that we get the most out of it we put a lot of time energy money we’ve sent people out of the you know out of the office or their home offices to attend we really want to make sure we get the most out of it and having this these seven steps helps you do that this was so great we do have some questions coming in from our audience so we’ll get those in just a second so keep keep submitting them but i wanted to take a minute here to talk about Insightly crm we’ve talked about crm in a lot of ways here today and i know we have some Insightly customers on the call and that’s great but if you’re not a current user of Insightly and a crm is in your future we definitely want to talk to you Insightly crm is super easy to adopt it’s very customizable to your business and it integrates with basically everything you’re currently using we hear from customers all the time that they’re set up with Insightly in weeks not months as some of those other platforms will require and that they’re seeing roi of 300 in just a year so one of the best aspects of Insightly is that it’s a true platform you know we just spoke about leads coming into a marketing automation platform and then being transferred into a crm in my previous role i was using salesforce with pardot and it was really like a wall between sales and marketing it was very difficult and within Insightly sales and marketing are on the same platform so there’s no there’s no integration it’s just all one system so it’s super smooth and then we also have Insightly service so if it’s a customer service ticketing system so if your customer support reps are supporting customers they can be in the same platform too so you really have this unified experience where your customer facing teams marketing sales and success are all working in the same tool really really good stuff so i hope you’ll check us out maybe get a demo Lee i’ve got the first question so i hope you’re ready this one comes from sarah she says um any lower cost ideas or suggestions to attract attention to your booth maybe she can’t afford your cash your cash grabbing machine lease so some lower cost ideas perhaps well you know the the spinning of the wheel doesn’t have to also be a giant big imported type wheel you can also get a very affordable software that creates a sp a wheel where you can put options in and you have a laptop that you’re bringing and you put that on the table and the wheel spins and the you put x two external speakers on that to create a little bit of noise and energy and you get the a similar experience it’s not quite as visual some if you’re already maybe having some monitors up already you might use one of those but just simply on the laptop you’re bringing you can create a spin and win and you type in what the pri they’re free software programs that allow you to type in what the prizes are and they you pull them off and they it’s really can you can accomplish the same thing affordably in that way so i’d say think about those look at online games that are available in online and and and and add that in but it’s about engaging it’s about a little noise to attract people to come in and to do that those are fun when someone gets a clunker it’s you know and all sudden people turn around and come in and when they you know win there’s a big fun music playing and things like that so yeah i’d look at online gaming and a laptop and that’s all you need to create some energy i’ve also seen you know you can invest in one nice item and then do like a raffle a chance to win hr conferences i know are famous they’ll give away like a really nice designer purse and because hr tends to be a little heavy on the female demographic i know women would be just lining up to put their business cards in to win you know a really nice bag um and i used to go to a lot of it related conferences and we would use lock and key game and so you had to pick a key from the bowl and you know if you if your key unlocks the cage then you win the prize in the cage that could be like airpods or um a router or something and you can adjust the odds of the game by how many keys you put in the bowl so there are ways that you can you know if you have only a few prizes to give away you you know change the odds of winning and that kind of controls you know how many prizes you give away to or same thing with a combination log so a couple of ideas there for you sarah i hope that was helpful um another one this is a little bit of another question this one’s anonymous so we don’t know who this one is but what is your opinion of using geo tracking at conferences for future future digital marketing i love the concept because it helps you better understand the buyer’s journey and their buyer meaning the attendee and their interests you’re able if you know what it sessions they’re attending so say you’re at a security conference and they’re attending um they’re attending where they likely would have geo-tracking potentially but they are attending events around data discovery or around gdpr or other areas and you’re able to understand these are the sessions that they’ve attended then you have a much better and you know what boosts or other you know depending how much that is how detailed it is you’re really able to understand the interests of that of that participant and therefore what their what type of software or technologies they’re considering so that you can address and do that so if you are in the data discovery space then anyone who went to the data discovery stuff is who you’d like to focus on so it really does help with understanding the interest and the buyers journey there i would add too that like so i’ve been at a conference and all of a sudden you’re you know you’re on facebook or twitter and you’re served an ad to go to a certain booth and sometimes those ads can create urgency like we’re doing our giveaway on thursday at noon or we’re doing our book signing like you mentioned you know don’t forget to come by and see author so and so at this time so i think it can be that geo-tracking can be specifically effective if you have a time-boxed event that you want to draw people to to create urgency thank you for that question i have another one here from jennifer she says thoughts on trade show landing pages and if they are effective i’m trying to imagine this might be a landing page on what say Insightly is doing at an event we’re going to be here at this time we’re going to be here at this time we’re going to be there doing this i think if you’re if you’re having multiple activities or doing things the landing page is effective if there’s just one activity come see us at our booth like then probably not but if you’re really going to have a potentially co-hosted event in like we said speaker sessions that are at different times having that is is a good idea i think it shows a lot but there should be a call to action on that landing page sign up for this schedule time for this get an advance you know there always should be a call to action on any type of landing page schedule it schedule a meeting yeah i do like those because i feel like especially when our sales reps are posting about the show like hey i’m going to be at this show it does give the person seeing that that social media post a destination where to go to get more information so like john smith says hey anytime he’s going to be at this show and you know check us here’s a link then they can go and say oh i like it see it’s booth number 168 i see that they’re going to be giving away some air pods you know maybe i should come by there so i think you can have some application there too um Lee let’s do one more question and then i think that’s all we have time for um this one yeah you kind of touched on this earlier how would you handle it if a rep like an ae or an sdr wanted to attend for your company but would only do so if wearing a mask i think that’s a great you know we should encourage them to come in any way they feel comfortable to attend because they’re going to be people at the event who are going to feel the same way so you’re actually making a really comfortable attendees wearing a mask is going to be drawn to the other person at the booth wearing a mask they’re like-minded in their approach towards the pandemic and allow them to have that conversation and be comfortable more comfortable so the more the more the merrier if and i would definitely include that i did did want to add one thing which i meant to mention and that is a number of the principles that were discussed here especially the pre-event planning the at during the event activities and post event are relevant for both in-person events as well as virtual events that you may be participating in and sponsoring those same things of who’s speaking who are the guests activities you’re doing in your booth all this translates to both so take a lot of these same principles and apply them to whether it’s in person or virtual these are just a it’s a good sales process a good marketing process to ensure your roi wise words Lee thank you so much for joining us i really appreciate your time i think we all learned a lot i know i feel more prepared for my show coming up in september so i’m excited Lee thank you so much for joining us today and thanks to everyone out there we’ll see you next time take care [Music]