Tips from Anya Ciecierski of CAL Business Solutions Inc.

1.  Reserve your hotel early – they book up fast.

2.  Find a good local restaurant online so you have a place to set up company meetings.

3.  Ask your Dynamics Partner to schedule one on one meetings with key ISV members in advance.  Use the scheduler tool to see when you have free time.

4.  For more great tips, check out:  http://www.erpsoftwareblog.com/2011/02/secrets-for-microsofts-customer-conference-convergence-2011/

Week 1

ISV Tips from Cheryl Strege of The Partner Marketing Group

Determining ROI on trade shows is daunting, especially for those new to investing in exhibitions.  How does one go about it?  What are the best practices for it? Exhibit Surveys, along with several trade show industry organizations (IAEE, CEIR and PCMA) have created an ROI Tool Kit that any exhibitor can use to determine the effectiveness of their trade show program. And the best part – it is free!! The Tool Kit answers questions regarding exhibit expenditure and its return. http://www.tradeshowmarketing.com/how-to-determine-the-roi-of-a-trade-show.shtml.

Convergence Atlanta 2010 Tips…

Week 9

ISV Tips from Manick Vel of ZSL Inc

Here is the list of final measurable out comes for the conference which can be set from the day 1.

1. Set target for sales closures at the conference and measure
2. Set target for product demos and measure
3. Set target for daily booth visitors and measure
4. Set target for collecting new contacts other than booth visitors
5. Set target for partnerships

ISV Tips from Virginia Weinstein of The Partner Marketing Group

During Convergence use text messaging to collect opt-in e-mail addresses for your e-mail marketing campaigns. There are companies such as Cellit (www.cellit.com) where you can setup a text messaging campaign. Conference attendees would text to a number with their e-mail address and would receive an automatic reply (which you can customize) from your company. When people are walking through the exhibit hall they won’t have their laptops to go to your Web site and sign up for your newsletter. Plus they will probably forget once they leave, but they will have their phone with them.

Another way to use the text option is to drive traffic to your booth. Imaging being able to offer a chance to win $25,000 or more at your booth. You would only have to write the check for the insurance. People could text into a number to receive an auto generated number, come to the booth to see if they have won.

Week 8

Atlanta Tips

• Want a quick overview? Here are 50 fun things to do in Atlanta
• Atlanta is the home of Coca-Cola. Get your soda fix by sampling over 60 Coke products from across the globe as you visit the World of Coca Cola.
• Miss the Winter Olympics? Visit Centennial Olympic Park to reminisce the 1996 Summer Olympics.
• For you car lovers out there, the High Museum of Art is featuring “The Allure of the Automobile” exhibit.
• Check out the Princess Diana exhibition at the Atlanta Civic Center.
• Are you a news buff? Then the Inside CNN tour at the Atlanta-based global headquarters is for you.
• Make some time to visit the world’s largest aquarium, the Georgia Aquarium.
• Need more attractions? Check out this comprehensive list for more fun places to visit.
• More good stuff that you can check out based on the days you’ll be in Atlanta.
• Finally – you gotta eat well while you’re there. That’s just a given. Here’s a handy guide to the culinary hot spots in the city.

Are you an Atlanta native or have experienced the city previously? Leave a comment with your own reviews of the city, from restaurants to attractions to whatever!

Week 7

VAR Tips from Jesse Byam of Etelligent Solutions

1. Have a plan specific to your customers. Each year we make an easy to review agenda that outlines each day’s activities that apply to them. This includes where to meet with our team and some customer focus events.
2. Sit down with each individual customer and discuss which sessions will be best suited to the needs of their organization. Most of our customers have questions around what sessions offer the most value and you get to showcase your value in helping them make good decisions.
3. We always keep the attitude that we are there for the customer, and making sure they get the right information and have access to the right people is a key factor in the success of the conference for them. Be available to them throughout the conference and make sure to take an interest in what they are trying to achieve (Even if that is having a good time at night!).

ISV Tips from Lisa Steinhart of vSync, an Accellos company

Six logistical tips to save time and money when planning for your exhibit…

1. Prepare and think through logistics ahead of time to save money. For example, be sure you coordinate with the AV provider and talk with them about your booth setup so they’ll be prepared with the right brackets and other equipment needed for mounting your video screens. Anything that you order at the show site is going to cost double what you would’ve paid with some advance preparation.
2. Bring 3-4 pairs of shoes and switch them every 3-4 hours, more if you didn’t order double padding and 40 oz carpeting.
3. Think about storage in your booth for your staff’s “stuff” (bags, laptops, etc). Consider renting a lockable cabinet for these items, or install magnetic hooks on the back of your booth for coats, etc.
4. Pack a supply kit of office supplies (stapler, paper clips, scissors, cleaning wipes, etc.) and include products such as blister covers, band-aids, shoe inserts, breath mints, aspirin, Velcro, and duct tape.
5. You may have packed your booth efficiently to get it to Convergence, but booths have a way of not being able to fit in the same boxes in which they arrived. Take pictures or create a list of how your booth should be packed before it is picked up by your shipping carrier. Post these images or the list in each box. Often in the rush to leave the show floor you have multiple people helping to pack up the booth and they don’t know how the boxes should be packed efficiently, which can result in “booth bloat” and damage. Label what goes in what box and the order the contents that should be placed into the boxes to minimize damage and get everything back in the same number of boxes. The added bonus is you’ll know where to find everything when you need it for the next show.
6. Make notes during the show of things that worked well – and things that didn’t – as well as things you forgot, things that need to be replaced, etc. Pack these notes in your shipping boxes so you’ll remember to address them for the next show.

Week 6

VAR Tips from Jenny Davis of The Partner Channel

1. Familiarize yourself with the session catalog. Concurrent sessions, interactive discussions, and hands-on labs are posted now, and reading up on the content is a great way for you to market the event to potential customer attendees as well as reach out to already registered attendees. Everybody loves a good recommendation and if you’re able to help a customer shape up their Convergence schedule, it’s a win-win situation for both of you.
2. Speaking of keeping customers in the loop – be sure to evangelize the event now so that customers can get there in April. You’ll find a whole load of marketing information for you to send out to your customers on PartnerSource.
3. Attend the Virtual Partner Briefing on April 22. For the first time, the Partner Briefing will be held as a virtual event prior to Convergence. Your entire team is welcome to attend and you can learn more on PartnerSource.
4. Check out the Sponsor/Exhibitor listing prior to Convergence. Doing so will allow you to be a resource to your customers as they plan their trips to the expo. The floor can be intimidating (in a good way!) with so many booths and doing some leg work ahead of time will provide a meaningful “shopping” experience for your customers.
5. Actually attend the event. It’s a long week and there are some great evening festivities, but your presence will be missed during the day if you’re not around.

ISV Tips from Jenny Davis of The Partner Channel

If you’re an event sponsor or exhibitor, here are a few “must do’s”:

1. Treat the event staff well. I’m not just saying that because I’ve been on receiving end of a short temper (which I have), but treating others as you’d like to be treated goes so far on the expo floor. You never know when your booth is going to get stuck in Nebraska or your internet line will go down for hours. If you build up a good working relationship with the expo team of Alexis, Marci, Ruth, Roger, and the Freeman folks you have the opportunity to reap the benefits later on.
2. Treat your team well. If you have the manpower, schedule breaks and make sure your team is fed and watered during the expo’s open hours. A happy team means smiling faces which translates to better networking opportunities on the show floor.
3. Splurge on a carpet pad or good show shoes. You won’t regret either (or both) after standing for hours on end.
4. Don’t hide in the back of your booth. You’re going to get tired, you’re going to get hungry, and you’re going to get a little burned out. Even though you might have been sporting perma-grin for the last 5 hours, the people walking by your booth are likely seeing you for the first time. Seeing you sitting in the back of your booth, chowing down, or looking bored doesn’t offer a very good first impression.
5. Finally, be sure to have at least 5 pairs of eyes on your marketing and booth materials before you approve the final print run. There’s nothing more unfortunate than a typo at an expo. Especially when it’s on your booth’s wall.

Week 5

VAR Tips from Barry Knaster of The Knaster Technology Group

For the mornings when there are Microsoft keynote speakers, clients typically show up early to get seats. And many clients like their resellers to get there before them to save seats and sit together – especially first time client attendees.

ISV Tips from Heather Leslie-Ball of Binary Stream Software Inc.

Here are some tips I have found over the years.

1. Get the Word Out – Before the event give your Partners, customers, and prospects a reason to come see you. What about your product/organization is new, of interest, and going to be of value to them?
2. Start Early & End Late – Just as in the event planning itself, at the event start early! Prioritize your day. The event is full of opportunities and distractions, so it is important to make sure you get what you need out of the event. Still, do leave some time for finding those new opportunities too.
3. Talk, Qualify & Care – Talk abundantly, but talk to the right people. When you find them, be sure to listen and address what they are saying. After all, they know what they want. The question to answer is how do you fit into this?
4. Don’t Forget the Network – Above and beyond the direct business discussions at the event, the Microsoft and ISV connections made can be incredibly valuable as well. Product integrations can start here and bridge products to complete solutions and open larger markets.
5. Take Aways – Walking away from the event, Remember and Be Remembered. Write down everything you can for later and always leave something more than a business card with contacts. Brochures, small give aways, or at least that all important note on the back of the business card can help keep you relevant the weeks after, when you follow-up.

Week 4

VAR Tips from Jennifer Alspach of I.B.I.S., Inc.

1. Encourage your clients to get out and enjoy the city for few hours as it’s likely to help them better remember Convergence 2010 and enjoy it more. Suggested places to visit:
   1. Georgia Aquarium
   2. World of Coca-Cola
   3. Fernbank Museum
   4. High Museum of Art
2. Host a round table event for clients to talk about hot topics, connect with their peers, or to share valuable feedback on how they feel about working with your business. This is a great time to connect with them.

ISV Tips from John Stulak of EthoTech

The #1 Most Important Aspect Of Exhibiting At Microsoft Convergence: “Wearing Your VALUE On Your Sleeve.”

We have all heard the saying – “wearing your heart on your sleeve” – which means that your feelings/emotions are obvious to everyone; they’re out there for all to see. When exhibiting at Convergence, it’s very important to make your product offering – your value to the Microsoft Community – “obvious to everyone.”

When Convergence attendees are walking the Expo floor, they should be able to look down the aisle, see your booth, and know exactly what you have to offer them. Each year at Convergence, I make it a point to walk the Expo floor to see how many booths clearly show me what they are offering – “their unique value” to the Microsoft Community. I’m always amazed to stand right in front of a booth and not know what the exhibitor is offering me.

When I had this insight regarding EthoTech’s booth, I immediately made changes to my booth presentation that made it clear we are experts in commission automation for Microsoft Dynamics GP. The Results? We experienced an immense improvement in the quality of our leads, which translated into more closed deals as a direct result of our conversations on the Convergence Expo floor.

As you prepare to exhibit at Convergence 2010 in Atlanta, remember to: “be obvious to everyone – wear your VALUE on your sleeve.”

Week 3

VAR Tips from Jeannette Jackowski of Tectura

Tectura leverages the opportunity the Microsoft Convergence event presents, viewing it as a strategic investment we make in our existing clients annually. It is our goal to host a successful Convergence program that includes strong client attendance; valuable networking opportunities; promotion of the multi-faceted learning opportunities; and special events that continue to build strong relationships with our clients, partners and team members. Success can be defined in many ways and have different meaning/value for each of us – defining what it means to your organization is important to identify when driving a successful event for “you”.

To support our success criteria – we create a master Convergence program plan six months prior to the event – and we measure our performance against plan. Having participated in Convergence for over 10 years – our plan is built on key learning from years past. Additionally, we proactively solicit feedback from our clients and team members who attend Convergence.

The plan is segmented and includes focus areas such as:

• Attendance Drive
• Social Networking
• Special Interest Events
• EXPO
• Host Participation
• Sales Process and ROI

Under each topic is a list of tasks to accomplish which includes team member ownership. Team member buy-in and participation is crucial to the successful execution of our plan.

It is not too late to get started on your organization’s Convergence 2010 plan – like with any solid marketing plan you will first have to decide what your company’s goals and objectives are around this annual customer-focused event. Secondly, write it down, including the steps you will take to get you there and how you are going to measure your success. Finally, it is not only important that you create the plan – the real value comes when you and your team execute against it and realize the results!

ISV Tips from Mark Rockwell of Rockton Software

1. In preparing for Convergence, consider joining The Spot or co-marketing with other Partners. There are lots of ways to team up. Perhaps you can find another ISV that has a similar or complementary business offering. Split the costs of giving away a nice prize to attendees for visiting both of your booths.
2. At Convergence, train your staff to ask leading questions to passers-by that walk down the aisles in front of your booth. We’ve had great success at Rockton asking “Do you use (Microsoft) Dynamics GP?” It quickly weeds out the non-GP users, and amazingly engages the passer-by to answer a follow-up question such as “Have you heard of Rockton and what we offer?” By being aggressive in “fishing” the aisles to bring people into our booth, we get roughly 50% more attendees to step into our booth and hold a conversation with us.

Week 2

VAR Tips from Kim Anselmo of The Resource Group

1. Make a targeted list of customers you would like to have at Convergence 2010. Identify your top 10 customers (your “A” customers). Plan to either have a personal phone call or meeting with each of these 10 customers about the value of attending Convergence. A face to face meeting usually works best! Once you get through your top 10, create your next top 10 and keep going.
2. Get your entire organization involved in helping to get customers registered for Convergence. Your consultants have the most face time with customers. Have a contest internally with your consultant team to see who can drive the most customers to Convergence. Provide each consultant with a Convergence flyer/information to give customers as they arrive onsite at the event. Be creative with the prize…perhaps a trip to Convergence for the top consultant!

ISV Tips from Giuseppe Ianni of Azox

Just a little something I use when working towards every event. We spend a good 3-4 months a year working this event and preparing for it.

The Five C’s of Convergence…

1. Creating a new brochure is something that will help drive your companies image, message, and benefits.
2. Capture attention of end users through giveaways, promotions, and viral videos. Pulling them in is half the battle!
3. Contact your database of Partners to encourage meeting them, their team, or their customers that might need what you offer.
4. Coordinate with your team on important Microsoft events, sessions, and keynotes to get the most out of Convergence.
5. CONNECT, CONNECT, CONNECT.. face to face, at your booth, lunch or dinner, or a late night event.

All prove to be great investments!

Week 1

VAR Tips from John Kleb of Sikich

1. Come up with a theme for your firm’s customer/Partner group at the conference. It helps provide some glue for your group. We sometimes center the theme around the evening event we plan for our customers, other times it is about something the event location provides. Once you have a theme, all your communications to your customers can be built around the theme – the glue!
2. Plan an evening event for your customers. You will likely be “hosting” them in the evening anyway, but putting together a single activity for all your customers at once will control costs and often reduce them. In addition, you customers will be charged up by hanging out with all your other customers.

ISV Tips from Shane Hall and Gianmarco Salzano of Reporting Central

1. Send personalized messages to customers and prospects, inviting them to Convergence and to any events you plan to host. (Hall)
2. You can’t go into Convergence rigid and structured, but you need to have an overall plan. Decide how many leads you want, how you will stay visible, and what your plan is for each event you attend. (Salzano)
3. When you’re at the event, get out there and talk to people. You have to work the floor. If you just sit in the back of your booth, life passes you by. (Hall)
4. Anyone that walks by is fair game, they could be your next customer. You can’t be afraid to talk. (Salzano)
5. Asking a leading question can help qualify people quickly, for both you and them. If you’re extremely technical and shy, consider hiring somebody to come down for the event. (Hall)
6. If you walk away from Convergence and you’re not completely exhausted, then you haven’t gotten what you needed to out of the opportunity. (Salzano)