Podcast Episode 7: The Feel

Introduction

• Host welcomes Suban Jan, joining from Bangalore, India.
• Podcast managed by LIF Life, a group of event strategists.
• Focus on enhancing in-person customer experience for B2B brands at marketing and sponsored events.
• Podcast titled "The Feel" refers to both the future of event experience and the emotional connection audiences have towards brands.

Guest Introduction: Suban Jan

• Background in technology and media, started India’s first technology show in 1996 on CNBC India.
• Films produced, including a national award-winning film.
• Developed SAS products and holds three US patents.
• Suban appreciates the podcast's focus on actionable ideas for trade shows.

Key Discussion Points

What Hooks Attendees?

• Key Question: "What brings you to this trade show?"
  • Opens the conversation to understand attendee motivations.
  • Differentiates from typical sales pitches.
• Emphasis on understanding audience needs and motivations.

Personal Interest

• Suban has a fascination with the circus, particularly its evolution and performances like the bamboo circus in Vietnam.

B2B Sales in Exhibition Context

• Main Problems:
  • Salespeople often focus too much on qualifying leads instead of understanding attendee interests.
  • Cold calls and emails are not effective.
• Solution: Engage attendees by asking questions and providing valuable information.

Importance of Pre-Event Engagement

• Strategies:
  • Organizers should pre-event reach out to attendees to understand their interests.
  • Set appointments based on attendee registration data.
• Value in directing attendees to relevant booths.

Conversion Rates

• Low conversion rates in B2B sales are often due to:
  • Lack of follow-up.
  • Poor prioritization of leads.
• Emphasize the importance of following up meaningfully with all booth visitors.

Follow-Up Strategies

• Only a small percentage of exhibitors follow up immediately after events.
• Effective Follow-Up:
  • Use tools to send customized content quickly (e.g., pitch link).
  • Aim for personalized engagements post-event to maintain interest.

Recommendations for Exhibitors

1. Understand Customer Outcomes:
   • Focus on what the customer wants to achieve.
2. Preparation:
   • Train booth staff and prepare communication flows for different personas.
3. Timely Follow-Up:
   • Send immediate follow-ups to keep the conversation going.

Industry Example

• Suban has worked with various B2B exhibitors, seeing high engagement rates when follow-ups are timely and relevant.

Closing Thoughts

• Key Lessons:
  1. Genuinely understand customer needs.
  2. Prepare adequately for events.
  3. Follow up quickly and meaningfully.

Future Guest Suggestions

• Suggested guest: Joshaya Tolby, co-founder of Go Lucid, an event tech expert.
• Proposed question for the next guest: "Whose stake is the highest in the trade show business – the organizer, the exhibitor, or the attendee? Why?"

Conclusion

• Host thanks Suban for the engaging discussion and insights.