Top 10 Lessons Learned From the Affiliate Summit

Ken's Blog

We just got back from Las Vegas and the Affiliate Summit yesterday. I'm glad to be home, though. I was getting withdrawal from being away from our SBI! forums (SBIers -- click here to login).

It was quite a show.

Several SBIers dropped by to say hello. It was great fun to meet in person. But I was amazed to find that several of them worked at large companies (including one Web hosting company) at the show! Coooool.

Everyone did a tremendous job. We had a bit of fun with the "long tail" approach as our marketing message. The key approach to affiliate managers is that they have a long tail, which is of course the 98% of their affiliates who do virtually nothing. So, we said...

"Send them to us. We're the cure."

The message seemed to be well received. After all, no one else comes close to doing what SBI! does. The chance to explain that face to face to a busy executive makes a difference. But we'll really only know as our follow-up gets going.

Now, this is the first time we've really "done" a show, with a booth and everything. What did we learn? Here are my Top 10 Lessons, in no particular order of importance....

1) Find a local company that rents and sets up booths. Print the signs and get them to the set-up crew on time. We arrived to a totally set up booth. It costs a bit more, but I couldn't stand the hassle of shipping and assembling a booth, like so many others were doing.

2) Skip the talks/presentations. At least at this show, they were consistently disappointing. Intriguing titles/descriptions, but disappointing content. Your time is much better spent at the booth and working the room. (The only reason I can think of for going is to meet the presenter after the talk.)

-----SIDEBAR-----
I'm sure some exhibitions may deliver better content.
Or maybe my "content expectations" were too high.

And don't get me wrong -- all in all, this show more
than met my business expectations.

It was worth every penny.
-----SIDEBAR-----

3) Have at least two people at the booth. It's terrible to lose a visitor because the only presenter is occupied. Also, the reverse -- when it's quiet, both should stand in front of the booth and look busy and talk to folks as they pass by. And that brings me to...

4) No chairs. Some booths had 3-4 presenters, all sitting down while folks walked by!

5) Keep your signs and white papers super-simple. Naturally, have a plan, too. Know how to prioritize visitors to your booth, and know how you want to expand upon your basic message. Get the business card. Speaking of a plan...

6) Ask folks what they do immediately. Our target market was affiliate managers. They are the folks we spent time with. Secondary target was super-affiliates, who attend this. And we had solid interest from them, too.

7) Work the exhibition hall -- we talked to every company with a booth that fit our target. And bring only people who can represent your company with knowledge, charm and authority. I met some real dingbats, I can tell you -- but our team was absolutely awesome. I was proud to work with them and listen to them talk about SBI!.

8 ) Skip the "business card bingos" and fast networking stuff -- all you end up with is a bunch of cards. On the other hand, go to mixers that encourage prolonged exchanges -- if you plan and prioritize well, you can make several good contacts.

9) Find out exactly what will happen at the dinners. If it's not going to help your business, it's better to go out with your own team. Others may disagree with this one, but I feel that there was plenty of time to network at the show. Spend some "quiet social time" with your own team.

10) The most important one? I think we had a good show. But the proof will be in the pudding. It's all in the follow-up.

Anyway, as a "first-timer" to a show like this, I'd love to hear your opinions and lessons that you may have learned doing shows like this.

All the best,

P.S. This was more of a B2B trade show (i.e., not really intended for the average affiliate). So when I talk about the lessons learned, I'm not talking about those $5,000 "secrets of internet marketing" things -- I just can't see the value in those. I discussed that before, in my posts on Mooch Marketing, Success Stories and Mooch Marketing, and Play Within Yourself... In Golf, Internet Marketing, And Life.