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Trade Show Competitive Intelligence (CI)
Maximizing Your Intelligence Efforts
© 2001 Predictive Research Group
Agenda
Part I– Competitive Intelligence Background– Trade Show Intelligence Opportunities– Trade Show Intelligence Benefits– Trade Show CI Process
Part II– Targeting Trade Shows– Trade Show Tactics– Trade Show CI Exercises– Defensive Operations
© 2001 Predictive Research Group
Part I
Competitive Intelligence Basics Why Trade Show Intelligence Yields Value Trade Show Intelligence Process
© 2001 Predictive Research Group
What is Competitive Intelligence?
CI is a Coordinated Process
Analyzed Information Anticipating Future
Competitive Landscape Identification of Market
Signals Always On-going Hard Work
© 2001 Predictive Research Group
Definition of CI
Competitive Intelligence is a systematic process for gathering and analyzing information about your competitive
landscape and general business trends so that you can make well-informed
strategic decisions.
© 2001 Predictive Research Group
What Intelligence Is Not…
Spying Corporate Espionage Stealing Raw Data Reports Thick Unprocessed
Information Reports Same as Market
Research
© 2001 Predictive Research Group
Why People Don’t Use Intelligence
Know it all Nothing worth watching It’s Spying Not taught in business
school It’s a cost center not a
profit center Financial vs. Technical Tried it, didn’t work
© 2001 Predictive Research Group
How Can CI Help Our Company?
Uncover new or potential competitors Anticipate changes and trends in the marketplace Anticipate competitor’s strategies and actions Identify M&A activities and possibilities Learn from the successes and failures of others. Learn about new products, technologies, and
processes that can affect your business Learn about legislative or regulatory changes that can
affect your business Learn industry best practices through CI Benchmarking
© 2001 Predictive Research Group
Trade Show Intelligence“Free information on your competitors”
Companies show off their products and strategies Talkative salespeople Real-life products to demo Piles of literature Deals, negotiations, partnerships happen
“Wherever money is exchanged, so is information.”
© 2001 Predictive Research Group
Who Attends Trade Shows?
Competitors Your suppliers Your competitor’s
suppliers Financial analysts Industry analysts Magazine editors
© 2001 Predictive Research Group
What can you learn at a Trade Show?
About the Industry Market dynamics Growth Prospects Trends Alliances/Relationships
About the Competitor New Products (features, changes, availability,
release date, etc.) Prices, Costs & Distribution Marketing tactics (themes, slogans, pitch lines,
strategies, initiatives, targeting) Attendee interest Technology (changes, bundling, efficiency,
emphasis ‘or lack of’, leading edge?)
New alliances/Partnerships
© 2001 Predictive Research Group
Trade Show Information Exchanges
0
25
50
75
100 95 95 94
77 76
51
26
1
Asked for LiteratureTalked to current suppliersCompared Similar ProductsFound at least one new supplierAsked for a price quotationRequested onsite sales repSigned a purchase order
The Power of Trade Shows: Fact Sheet #3, Trade Show Bureau, Copyright 1992
© 2001 Predictive Research Group
Minimum Trade Show CI Process
Determine Required Intelligence
Target Key Shows Form Team Identify Experts Needed Pre-show Meeting Networking Meetings Communications Debriefing Post-mortem
© 2001 Predictive Research Group
Determine Required Intelligence
What do you need to know?– Cost/Financials– Management– Processes– Strategy/Marketing– Technology/R&D
Who needs to be targeted to acquire that intelligence?
© 2001 Predictive Research Group
Target Key Shows
What shows target your customer’s profile? What shows target your suppliers or partners? What shows target your competitors? Local and Regional Shows are important Use Trade Show Directories
– International Exhibitors Association– Exposition Trade Shows & Fairs Directory– Trade Shows Worldwide– Your Associations, Conferences, Etc.
© 2001 Predictive Research Group
Form Your Team
Form a Vertical Team Technical Sales Operations Marketing
“Pick a leader to coordinate the intelligence efforts.”
© 2001 Predictive Research Group
Identify What Experts Are Needed
Identify key internal resources Ensure their availability Cover all bases Organize and Categorize
© 2001 Predictive Research Group
The Pre-show Meeting
Target key booths (suppliers, competitors, etc.)
Assign tasks Pass out and discuss a
map of the show floor Hand out checklist of
key objectives.
© 2001 Predictive Research Group
Networking Meetings
Attend off-the-floor meet and greet meetings Presentations Find informal, pick-up meetings Hospitality suites Company hosted parties
© 2001 Predictive Research Group
Facilitate Communications
Allow easy communication so your team can act on the intelligence it acquires
Make use of: Cell phones Pagers Wireless Hand-held Devices Laptops w/scanners and modems Cameras and Recorders*
© 2001 Predictive Research Group
In-Show Debriefing
Debrief during the show Exchange intelligence gathered and its
implications Verify or dispel previous assumptions Alter game plan accordingly Pursue follow-up intelligence collection efforts
© 2001 Predictive Research Group
Post-Mortem
Pull team together to pool findings Use public forums to report your conclusions Identify key benefactors of the intelligence and
arrange to discuss it with them Avoid lengthy formal reports Examine the effectiveness of your actions
© 2001 Predictive Research Group
Part II
Defining Objectives Assembling a CI Tool Kit Additional sources of information Intelligence acquisition tactics Ethics CI Defensive techniques Examination of CI effectiveness
© 2001 Predictive Research Group
Intelligence Requirements Definition Process
Select area of focus(Market trends, competitor strategy,etc.)
Create intelligence objective(Create a question to be answered)
Identify pieces of puzzle(Where can the components be found?)
Envision end result(What would you do with that intelligence?)
© 2001 Predictive Research Group
Exercise
Create a trade show intelligence goal
1. Select a business area to focus on2. Create or select an intelligence objective3. Identify the pieces of that intelligence puzzle
that may be found at a trade show4. Ask yourself: “If that intelligence it was
determined, would we be able to use it?”
© 2001 Predictive Research Group
Trade Show Intelligence Tool Kit
Competitor or key target Information– Company news reports (intended mergers, or changes in their
distribution channel )– Advertisements, product claims, etc– Background info (size, market, exec bios, etc.)
Trade show floor map w/targets Trade show planners and directory Categorized list of experts and contact info Communication devices (phones, pagers, etc.)
© 2001 Predictive Research Group
Additional Trade Show Sources
Journalists/Editors/Publishers Conference Organizers Presentation Speakers Other attendees Customers Vendors Speakers at Scientific and Technical
Presentations
© 2001 Predictive Research Group
Additional Ways to Capture Intelligence From Trade Shows
Create area on expense reports to list intelligence found (captures employee attendee’s observations)
Scan transcripts of speeches/presentations given
© 2001 Predictive Research Group
Other Places to Use These Trade Show Intelligence Tactics
Science and Technology Events Professional Group Meetings Research Forums and Exhibits Public Relations Events Conferences/Symposia Stockholders Meetings
© 2001 Predictive Research Group
Ethics Guidelines
Some general guidelines Do not lie or misrepresent yourself Always observe legal guidelines Do not deliberately mislead people in interviews Do not plant eavesdropping devices Do not knowingly press someone for information that may
jeopardize that person’s job or reputation Respect all requests for confidentiality Do not steal trade secrets or other proprietary knowledge.
“Do not do anything that will harm or embarrass yourself or the corporation”
© 2001 Predictive Research Group
Points to Remember
Stay focused Do not become
overwhelmed Avoid being discouraged
(patience) Do not blindly collect
information (analyze it) Adhere to your code of
ethics
© 2001 Predictive Research Group
Protecting Yourself From Intelligence Leaks
Establish list of “taboo” intelligence items
Remember your are never alone People may not be who they
appear to be Divulge only the necessary
information to promote your product/service
Look at your booth/exhibit from a third party perspective
© 2001 Predictive Research Group
Exercise
What information is acceptable to give out at a trade show?
What information is not acceptable to give out at a trade show?
© 2001 Predictive Research Group
Defensive Operations
Company Wide CI Awareness
Employee Education– Topics to avoid– Questions to dodge– People to watch for– Speaking loudly
Legal Counsel– Marketing material– Press releases– Papers, speeches, etc
© 2001 Predictive Research Group
Look Out!
Target lower, more inexperienced employees Drop-in or eavesdrop on other conversations Remain silent/don’t do the talking Ask speakers targeted or pointed questions in
public arenas
Methods people use for eliciting intelligence
© 2001 Predictive Research Group
How Successful Were You?
Possible Problems Wrong trade show Looking for wrong items Used wrong tactics Had broad focus In the wrong areas
© 2001 Predictive Research Group
Easy Ways to Fail
Do not take it seriously Assume it is easy Think it does not require much work Suspect it happens instantly (not long term) Believe that you competition is not doing it Think you know it all already
© 2001 Predictive Research Group
Success vs. Failure
Success Planning Organization Focus Defined Objectives
Failure Ad Hoc Disorganization Broad range Non-defined objectives
© 2001 Predictive Research Group
Trade Show Intelligence
Phone: (650) 577-1900Email: info@prg3.comwww.prg3.com
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