Chocolate Shakes (OK, just ONE this year) are REQUIRED while visiting Semicon West.
- Prepare WELL in advance: In fact, Indium's B2B Marcom team has literally been preparing for this show more than one year in advance. We always make a list of the things that went well (to retain) and things that could be better-done next time (to fix). We use these lists for each and every show - and we refer to them frequently. They are the basis for our ongoing improvements. We review each show floor looking for next year's locations, vendors we can partner with, really effective exhibit designs, and anything else we can find that will help us get our message out in a better way.
- Set goals: I'll give you one specific example - Indium Corporation wants to leverage the great experience, knowledge, and networks created by our blogging teams. Rather than sitting in our exhibit and waiting for customers and industry partners to show up, we are staging a MEET THE BLOGGERS event in our exhibit. We will issue invitations to this informal info swap and try to make something special happen. We've held brainstorming sessions, written down quantitative goals, and worked to make these goals come true. Special bonus note: It isn't a goal if it isn't in writing.
- Meet with industry movers & shakers: It's important to meet and greet visitors to your exhibit, but there is a treasure trove of expertise in a small group of VIPs. Make a list, ideally set up meetings before the show starts, and get face to face.
- Hold critical media meetings: the media is a critical part of any B2B Marcom team. Set an agenda, a time, and a place a month before the show opens. I have.
- Plan to do something you've never done before: We don't get paid to be average. If we, as B2B Marcom professionals, think we're simply going to "do what we did last year" we're on the wrong plan. Yes, we've got to understand and respect what we did, but we've also got to build on it. I recommend mixing and matching ideas and concepts until you create a winner. I just may have a winner in the above-mentioned MEET THE BLOGGERS idea. We'll know next week.
- Walk all over San Francisco: this city is perfect for walking. The sites are captivating (for an East Coaster) and the hills make for some good exercise. Try to NOT take a taxi to lunches, dinners, shows, etc.
- Have dinner at Il Fornaio: I love the perfect (for me) combination of formality and warmth. The food is tremendous and the ambiance is perfect for relaxing. The service makes for either a great friendly business dinner or a purely personal night out.
- Mel's Diner for A Chocolate Shake: I gotta' agree with Jim on this one. Dropping by Mel's during Semicon West is TRADITION (and tasty). As you can see in the image at the top of this posting, I downed TWO chocolate shakes back in 2005 (not happening this year). It's one of the coolest places on Mission Street.
- Visit someplace special: There are things that can only be done in San Francisco: sightseeing, music, architecture, and so much more. Make the effort to do at least one special thing while at the show.
- Travel safely: It's getting wild out there. Reduced flights, delayed flights, cancelled flights, reduced airplanes, reduced airline staff, extra charges for baggage, cramped seats, no meals (and we haven't even arrived yet). Taxis, hotels, security, lack of security, the show floor, etc. add to the potential trouble a traveler may experience. There is a lot to watch out for while on the road. Plan ahead, think, be smart (don't open your hotel room door for any unexpected person - ever).
Enjoy the show, enjoy ALL shows. Make your own Top 10 list that suits your particular needs and goals - then go for it.
Thanks, Jim!
Rick Short:
1. Prepare WELL in advance: Indium’s great team is really good at this. We all did our homework before the event. 2. Set goals: I had several written goals, all of which were achieved. Some were personal, like seeing some unique and exciting musical acts while in town. 3. Meet with industry movers & shakers: Wow, did I ever meet with some pretty hard-driving people from this industry. It was actually difficult to manage the agenda and to stay sharp all week. 4. Hold critical media meetings: Again, the Indium team helped me set up a string of meetings with industry media experts. Three meetings really got me thinking – with one of them igniting a (hopefully) great advertising idea. 5. Plan to do something you’ve never done before: We successfully staged our very first “MEET THE BLOGGERS” event. It went really well. I am already scheming as to how to do it at our next event. 6. Walk all over San Francisco: As usual, I came home with tired feet and legs – perfect! As a reward, I discovered the best street music I have ever seen/heard, presented a musical invention to another (favorite) street musician, and hoofed it to the coolest Flamenco performance I have ever experienced. 7. Have dinner at Il Fornaio: Didn’t happen. When I arrived in town I discovered that a new movie (MONGOL, the story of Genghis Khan) was playing. I dropped Il Fornaio and caught the film. I am enthralled with this great piece of history and am so happy I made the switcheroo. After 2 hours and 20 minutes, I was surprised to learn that this film is part of a planned trilogy!!! Can’t wait for the next part. 8. Mel’s Diner for A Chocolate Shake: Mel’s – yes. Shake – no. I enjoyed a juicy burger but drank water instead. 9. Visit someplace special: I dropped into Pena Pachamama (Powell Street). On top of the unique Bolivian food, I was treated to some very cool Croatian folk music where I experienced the Cuban Tre (Tres Cubanos), a very unusual stringed instrument that falls somewhere in between a guitar and a mandolin. What a great discovery (for me)! Then … there was the Flamenco singer, dancers, guitar player. Incredible! Check them out on Thursday nights – you won’t be disappointed. 10. Travel safely: Totally safe and successful. I was in a line of over 90 planes waiting for only one runway in Chicago – delayed but safe.