Issue link: http://read.dmtmag.com/i/51841
MANAGEMENT UNCORKING PR C o n t i n u e d If you don't rent booth space, use the freedom to tackle the people at the show in a very strategic manner. Don't wait for them to come to you; go out and hunt them down. Wander the show with them. If you do this, it would also be a good idea to have a hos- pitality suite at the hotel, so that you can take them somewhere quiet and have a serious conver- sation. Contact attendees before the show. Make sure they know that you are going to be there, and that you have something of inter- est to show them. Reach out for them and invite them to your booth, your suite or your seminar. Contact them after the show. Let them know that you enjoyed meeting them and would like to follow up with more conversa- tions, meetings or orders. I am always amazed at the number of companies who do not follow up in an effective way after a trade show. It means that they are sim- ply wasting the effort and money they spent on attending it. Contact people who aren't attending the show; use the excuse of the show to reach out and build relationships with the people too busy to attend, yet wish they could be there. Attend the seminars and work- shops. I have a client who makes and sells barrels to some of the top wineries in the United States. He or someone from his staff attends just about every semi- nar on winemaking techniques offered by UC Davis. Why? Sure, it helps to know more about winemaking, but it is even better to sit next to your target audienc- es, learning what they are learn- ing and chatting with them during the breaks. Offer a seminar or join a meeting. There is no better way to build relationships in this industry than by participating in the discussions that will shape its future. Become a sponsor. Underwrit- ing a session or meal gives you immediate visibility with a much larger audience, and also earns you the respect and attention of the others who are sponsoring the event. ANTICIPATE RESULTS That's a lot of options, and it's important that you consider them all, because they can all have a very powerful impact on the results you get out of the show or wine festival. Yes, I said results. Part of any good communications campaign is Roy Cecchetti chose the MBA at Sonoma State to help him reach his goals. Roy Cecchetti (MBA, '89) President and CEO, Cecchetti Wine Company "I would not be where I am today without the finance and accounting tools I gained in the program. Anyone looking to lead a successful wine business today must have the skills and knowledge that an MBA provides." Learn more about the wine, executive, and traditional MBA options at www.sonoma.edu/mba or call 707-664-2220 to attend an info session. WWW.VWM-ONLINE.COM School of Business and Economics MBA Programs JAN - FEB 2012 VINEYARD & WINERY MANAGEMENT 19