Integrator Explains Bourbon and Cigars Event
A Fortune 1000 end-user recently implored integrators to do better, mentioning "whiskey and cigar" events. An integrator who has run such an event reached out to IPVM to explain their approach.
Inside this post, IPVM interviewed Navco's Executive Vice President in Sales, Angie Barnes, to examine the tradeoffs between integrators' drinking events vs. educational events and what that means for trade show attendees.
Executive *******
****** **** **** **** ******* ** events **** ** "******* *** *****" is "*** *** *****," *** *** connection *** ************ ***** ******* ***** events **. **********, *********** ****** **** have ************* ** **** * ***** call **** *********, *** ****** **** this *** ****** ** ***** * first ************ **** ********* *******, ********* to ******.
******* ********** ******, ****** ********** ** IPVM **** ***** **** ****** *** marketing ****** ** *********** ********, ********, and ***** ***** ** ******, *** just ****** ******* ** ***** *****.
************, ** ******* **** *****, **** most *******, *********** ****** **** **** efficiently *** **** *****, ***** **** to ** ******** *** ***** ****** because ***** **** ********* *** **** easily ********* ** **** ****** **** for ** ******. ** * ******, education ******** **** ** ** *********** at ***** ***** ******* ******* (*********** or *************) ** *** ****** ** much **** **** *********** ******.
**** ** ***-**** **** *******'* **********, trade **** ********* *** **** ***** off ******* **** **** **** ****** to ***** *** ******* **** ******** events/conferences.
**********
** *** ****, ***** **** "******* & ******" *** * ****** ****, with*** ******* ********** **** ** *********** ** "******* ******** in ** ************* ******* ** **************, where *** ***** ** ****** *** Bourbon *** ***** ****** ******** ** perfect *******. ... ** ******** ** indulge ** *** ******** ** *****, luxury, *** *********."
*** ******* ******** * **-****** ***** afterward ********* *** *****:
******* "******* *** ******," ***** *** events **** ** "******* *** *********," a *** ***** ***** ********** ****.
Challenged ** ***** ***-***** ****** ******* **********
**** ****** ****** *** ***** "******* and ******," ****** **** *** ***** was *** ******** ** ** * drinking *****, *** ** ** ** approach ** ***** *********** ***-***** ************* difficult ** *****:
**'* *** ******** ** ** * drinking *****. **'* ******** ** ** an ***** ***** ** **** ****** a ************. *** * *** ** times *** ******* **, ** *** do **** ******* ** ***** ************, it's ****it's * ********* *** ** ***********, ********* **** ** *** ****** ** *** *****. [Emphasis added]
******, ***-***** **** ** ****** ********** and ****** **** **** **** *********** and *************, *** *********** ***** **** a ********* **** ******** ***-***** ****** they *********** **** **** *****. **** creates *** *********-***** ******* ***** *** end-user **************'* ********** ******** *** ** swayed ** ************* **** ********** *********** and *** ** *** ****** ** his ** *** ************'* **** ********.
***** **** *** **** * ****** practice ****** *** ********, ** ***** ethical ****** *** *** *********** ****** in ***-******* ******** ********* ***** ********* for ***-*****. *** * ******* ****** around **** *****, ****** ******* **** ********** ****** *******
****** ******** ** ***********' ********** ** reaching ***-***** ** *******, ***** **** integrators ****** ** ******* ********** ******:
** * ******* *****, ** ***** get ***** ********* *********** ** ******** on *** ***** ** **** ** us *** **** *******; *** *********** wouldn't **** **** **********. *** ****, you ******'* **** ***** ******, *** in *** ***** **** ** **** in, **'* **** *** *********.
**** ***-*****, **** [****] ** ** a ****, **** **** ******* *** they **** ** *** ***** *****.
[***] *** **** ** *********, *** it's ****. [*** ****] ***** *** or ***** ****. *** **** ** have * ***** ***** ** ** able ** ** *** *** ********* people. ****'* *** ** *** ***'* reach **** ** *** ***** **** floor, **** **** **** ** ** try ** ***** **** ** ** after-event ***** *** *** ***** **** to **** * ************.
*** **** ********* *** ***** ****** is ** ****** ***** ********* *** Navco; ****** ****:
*** ***** ** *** "******* *** Cigars." *** ***** ** ***** *** integration. *** *** ***'* ****** ***** awareness ******* ******* ****** ** **** your *****.
Relationship ******** ** ********** ******
****** ********* *** *** ********** ****** helped ***** ***** ************* **** ********* customers *** *** *** **** ********** customer ***** *** ***** *************:
*** **** ******* ** **** ** be **** ** **** **** ************ to ***** **** ************ ** ****** that *****. **** ****, **** * say, "*'* **** ** **** *** visit ***," ***'** ****, "****, *** had ** ****. *** *** * great ********. * ****'* ****** ** meet *** ******. *'* ********** ** talking ** ***."
*** ***** ** *** ******** ***** integrators, **'* *** ***** ******. *** of ** ******** ********** ** *'* in *** ***** ******** *** *** wrong *******. **'* ****** ** **** solutions *** ****** **** ****** *** have **** * ****. ****'* *** great *********** *** ***** ******* ******** are ****** ****** ** **** ************* to ******** *** *****.
**** ************ ******** ** ******** ** Navco **** ** ** **** *** result ** ********* ******** **** * customer, ****** *****:
********* ***'** ********** ** *** ***** that **** *** ** ****, "****** are ****. **'** **** ***** **** our ***********." ****'* *****. *** * built * ****** **** ******* ** may ** **** ** ***** *** maybe ***. ** ***** *** **** the *********** ** *** "****, * met ***** **** ******. *** *** at *** *** **********. * ** know ***, ** * ** *** her ** ****** *****. *** * recognize ***."
** ******* **** *********** ** **** with *** ***** *** ****'* **** we *** **** ** ******.
The "*********" ** ****** **** "******* *** ******"
********** *********, ** ***-****'* ******* **** *********** need ** ** ****** ****** ********** events, ****** ********* ************ *** "*********" of **** ****** *** *** ********** of ******** ***********:
***** *** * *** ** ******** things, *** ****'* **** * ****** to ********* *****: *** *** ******** things **** **** *** ** **** some ** ***** ********** ******, ** well ** **** ** *** ******* generations *** *************.
*** ***** **** * ***** ** team **** ** ********** ********** ** the ***** ***** ** **** ** do ** * ************; ******* ** be * ********, ** ***-****, ** a ********, ** **** ** ***** a ******, *** ****** ** ***** and **********.
****** ********* ** *** ********** ****** create * ***** *** *********** ** engage ** ************* **** ********* ********* and ***** *********** **** ****:
*********, *** ********* ** ****** ** find *** ***** *********** ** ******* with ******. * *** *** ***** team, *** * *** **** ***** calls ****** *** ***. **'* *** that * ***'* **** ** **** to ******; *'* **** ****.
*'** *** ********* ****** ***** **. When * **** ** *********** ** an *********** **** * *** ***** and *****, * *** ******** *** and **** * ********** ************ *** just ****** * **********.
* ***** **** ** *** **********, we're ******* ***** **** ******** **** connection ** ***** *****. "***, **, yeah, ***'** ****** **, **** ***?" "Yes. ****. *****. **** ** **. Tell ** ***** **** ***** *** different."
Connect *** ********** ****** ** ***** *****
*** ****** *** *****, ********** ****** are ***** ** ***** ***** ******* integrators *** ***-*****:
*** **** *****, *** *********** *** integrators *** **** ******. *** ***-***** or *** ********* *** **** ****, and *** ******* *** **** **** in *** ********* ***********.
*** **** *** *** ***** ******* was ** **** * ***** *** hope **** **** **** ** *** you *** **** ******* **** **** or *** ******* **** ****. ** that ***********, * *** ** *****, the **** **** *** **** *** connect **** **** *** ***** *** shows.
Not ****** *** **** ***
******* ****** ****** **** ** *** important *** *********** ** ****** ** conversations **** ***-***** ** **** ** can ****** **** ***** ** ********* the ***-***** ***** *** ******* **** are **** **** *** **** *****. Barnes ********** ** *** ******* ******* on **** ** ** **********:
** ****** *** **'** *** ****** the **** *** *** *********; ** may *** **** *** ***** *********, we *** *** **** *** ***** product. *** **** ** **** * critical, *******-********* ************ ** ***** ********** somebody's ********. ****** *** *** ****** even **********, ** ** **** *****? Are ** * **** ***?
****** ********** **** ******* ********** ****** enables ***** ************* *** **** ** environment ***** *********** *** ******* **** other **** **** *** ****** ** a ****** ***:
*** ****** *********** **** ****** *** on ********* ****** *** ********** ** just ** ***** ***** ************* ** occur.
***** *** **** ***** **** * walk ****, *** * **: "**** have * ********* ***** ***** ***** in * *** ** ****** ** aren't. **'** ******** *** *** ***** the ***** ****** *** ****." **** may **** * ********* ******, *** maybe **** *****'* ***** ** *** products **** * ****. * **** recommend ***** *********** **** **** ** time. ***** **** *** ****** **** at ****. **** *** ******* ***** talking ** ****?
[** ** ********* **] **** **** environment ***** *********** **** ******* ***** integrators, ******* **** **'* * *********** business *** ** *** **** ****, also ************* ** *** **** *** strengths *** **********.
Dinner ****** ** ***** *****
********* ********** ***** *******, ****** **** that ***** ***** ***** ****** ****** at ***** ***** *** ****** ******** outcomes, ** ** ********* ** ** so ***** ****:
** ************* **** ************ ** * lot ** *** ***** ******** ***** for *****. *** **** **'** ***** over *** ***** ** *** ******* has **** **** ** ******* ****** shows *** ** ** **** ***** that ***** * ****** ** ********* that ***** **** **** ** *** people ** ***** **** ** **** to ***** *** ***** *** **** a ***** *********** *** ** ** just ** **** ***** ************* *** just ** *******.
**** ****** ****** ** ***** ***** create ******** ****-**-**** ********** ***** ** well, ****** *****:
* *** ** *** ****, *** connect **** ** ****. ** ** a *** ** **** ** *** luxury ******. *** ** ********* ***'** have ** *********** ** **** [*] "these ****, ***** **** *** **** this ***" [********]. ** *****'* **** a ***** ****-**-**** **********.
***** ******** **** ************* ** ***** events ** ***** ***** *** **** sides ** ****; ****** ********:
** ******* ******* **** **** ** our ************* ** ** * **** of **. **** ***, **'** *** gaining ************* ** ******* *** *****.
Designing *** *****: ** ********* *** ******** ** ******* ********
***** ******* ********* ****** *** *** dinner ****** ** ***** ***** ***** year ** ****** ******* ** ********, according ** ******:
*** *********** ***** ** **** ********* that *** ****** ** ******* **** audience ******* ** *** ****** ** things *** ***** *** **** ** go **.
*** *** ** **** ********* **** actually ***** ****** ** ****.
*** *** ** **** ** ********* things. **** *** **********, **'* ******* creative ****** **** ****** **** ** take ***** **** ******* ***** **** is **** ********.
***** ********** ****** *** *** ****** toward **** ******** *** ****** ***** unique, ****** **********:
* ***'* ***** **'* ****** ****** towards *** ******** **** ** **. It's **** ****** ******* ********* ****'* different *** ******. **** * ********* standpoint, [** *** ******] ****** ** find ********* ****'* ********* *** ****** that ****** ******** ** ***, "*'** done *** ******* ***** ****. *'** had ** **** ****** ****** *** me, ** **** ****, *'* ***** to *** ** ** ********* * little *** *********."
The ****** ****** "******* *** ******"
**** **** ****'* "******* *** ******"********** * ***** ** ***** ***** from * *** ***** ****** *** * *********** **** ** employee's *******'* ******* *******; ****** *********:
***** **** ** ** ********* *********. We *** * ********* *** ***** for ** [*****] ******* *** **** started * ********* *****-***** ******* *******. It *** **** ****** *********. ** ended ** ***** **** ** *** platform. ** *** **** ** * great *********** *** ******** ** *** something **** *** *** **** *** in *** ***********.
***** ** ***** * ****** ** years *** *** * **** ******* approach. **** *** *** ***** *** they *** *** ***** *******, *** handmade [******]. *** **, ** *** like ****** ** **** ********* [*******] and ** *** * ***** *******.
Event *****: ***-**** ******* & ************** **** ***** **** *****
****** ** *** ********* ** **** dinner ******, ****** **** **** ***** keeps **** ** * ***-**** ******* to ***** ********* ** ** ** other ****** *********:
****'** ******* * ***-**** *****. ** try ** ** **** *****, *** late. ** **** ********* ** *********** to ** ** *** ** ***** things ** *** ******* ******* ****'* also * ********* *** * *** of *** ***-*****.
[**] **** ** **** ********* ****'* creative ****** **** ****** ****** ** come *** ***** *** **** ** able ** **** ** *********** ** go ** ***** ******. ****'* * big *** **** **** ** ** these ******. **** **** ** ** able ** *** **** ** ********* people.
***** ********* ******** ************ ** **** events ** ****** ***** ********, ********* to ******:
** ******* ******* * *** ** times ******* ******** ** ********, ******* emails, *** **** **** **** ******** for *** *****. ** **** * certain ***** ** *** **** ****** a *** ** ***** ** *** attend.
**** ****** **** ** ** ***** to ***** **** ******, *** *********** typically ******* ************** ** *** **** the ******, ****** ****:
** *** ** **** ** ****** easy *** ***** ** ******** *** venue ** *** ***** **** ** when ** ** **.
** *** *****. ****** ***** ******, we *** ******* ***** ****** **** where *** **** ***** *** ** the ***** *** **** ******** ****** back ******* ** ****'* **** ****** driving. *** **** ** ** ** safe *** *****. **'** ** *** security ********. ** ** ****** ******* transportation ** ***** ******.
Other ************ ********** ****** ***** *** ****
******* **** **** ****'* "******* *** Cigars" *****, ***** **** ********* ***** of ********** ****** **** ************ ******** throughout *** *****. ****** *********** **** examples:
**'** **** * ***** ** ********* [event] ** *****. *** *** **** a ***** ***** ****. *** ** boats, ***** **** ** ***** *******.
* ****** ** ***** *** ** our **** ***********, ** *** * 50s ***** ** *** **** *** Roll **** ** ****.
**** ** **** ***** ******* ********, we *** ** **** ********* **** we're ** ** **** *** ****** the ***** ****** *** ********* ****** and *** ****** **** *** ** there. ********* **** *** **** **** of **** *** * **** ****. We ***** ** ****** * *** event ** *** **** *** **** Hall ** **** **** **** ** our **** *********** *** ** *** a *** *****.
***** ********** ******' ********** ****** *** tried *** *** ******* ** ****; Barnes *****:
*** ****** **** *** ** **** things **** *** **** **** ****** and ****** **** **** ********** **** and *** ** *** *** *** your *** **** ** **.
Connection ************* ***** **** ************ ****** **** ********
** *** ******** *******, ****** ************ that ***** **** ***** *********, ********* presentation-centric ****** **** ********** *** *******, ***** *********** ***** ******* **** end-users ***** **** ***** ***** ********** events. ****** *** **** ** * positive **** *** *** ********:
** ****** ****, * ***** *** environment *** ****** *******. ***** **** more **** *** ***** ***** *** events **** ** **** *********, **** the**** **********,******** *** ****** **** ***, *************, ****** ***** ** *** *** opportunity ** *** ** *** **** tables ****** *** *****, ****** *** room **** **** ***** *** ****** really ******** ******** ************* ***** ********* things; ******** ******** ****** ***** ********.
[**'*] *** **** **** *** *** Angie ****** ** ** *** *****, versus *** * *** ***** ****** sitting **** ** ** ** ******** New ******, ***** ** ***** ******** in ********** ************.
****** ***** **** ***** **** **** more ****** ************** ******* *********** *** the ******* ******** ********** *** *****:
*** ******* ***** * ***** *** is **** *** ***** **** ****** been ******. *** ***** ***'* ***** [anymore], ***** ** ****. **** ** really ********** *** ******** ** ********** that ** **** ****, *** **** need ** ** ** *** ** it ** * *** **** ****** makes ***** *** **** ** **.
*** ******** ******** "*******" ** ****** where ***********, *************, *** ***-***** ***** relationships *** ***** ******** ** * non-selling ***********; ****** ********* *** ****:
***** *** * *** ** *********** where ******* *** ***-***** ** ** where **'** *** **** ** **** you ********. **'** **** **** ** get ** **** *** *** ** build **** ************. *** * ***** that's ***** ****** ******.
Navco **** ****** ********* ******* ** *********** ******
***** ***** *** **** ** ***** industry ************* ***** **** ************ ********** events, ****** ********* *****'* ******** ** spend *** ********* ****** ** ********* webinars *** ********:
***** *** * *** ** ****** these **** ***** **'** ******* *** of *** ********* *******, **** *********** webinars *** ********.
**'** ******, "***, ***'* **** ***** some ** *** ****** ********* **** have ****** *** ***** ********* ** reach ******."
****** **** *****'* "******’ **** ********** & ****** **** Amazon" ******* ******* ** ** ******* of *** *********** ******:
*****'* * *** ***** **** ** create *********** ******** *** ******** ** try ** ***** ******, *** ** did *** **** ****** **** ****. It **** ***** ****** ** *********** to ***** ***** **** *** ********** are *** ******** ***** *********** ** what ********* **** ***** ** ******* for ** **** ** **** **'** done ** **** **** **** ** our ****. ***** **** **** **** beneficial ***** **** ***** ***** [**********] events ** ****.
******* *** ******* **** ******, ****** emphasized **** ***** **** *********** ******** like **** *******, **** ***** *** **** *** ** ******* 30, ****:
** ** ******* ******** **** *** manufacturer ******** ** ******* ********* *** education. ** *** *** **** ***** with * ***** ******* ****** *** that ****** *** *** ********* ********* for ************ *** *********, ***** ** invited ********* ** **** *** ****** and *** ***** *** **** ** the ****** ****** *** *****.
**** ** ***** *********** ****** *** "purely ***********," ***** ***** ***** ******* understand *** *********' *****, ****** ****:
** ** ********. *** ******** **** been ****** *****, ***** **'** ****** able ** ***** ********* ** *** issues.
**** *** ** *****, *** ****** thing **, * *** ** ***** those ****** *** *** ******** ** those ******** **** ******** ***********. **** you ** ****, ***'** *** **** doing **** *** ********. **** ******* that **** ** ****** *********** ****** us ** ********** ***** ******** ******.
"Great *********** ********** ********* ****"
********** ** **** ******** *********** ****** can *****, ****** **** **** **** integrators *** ***** *** "***** **********" customers' *****, *** ********* ***** ************* start ** *** ** *** ********** events:
***** *********** **** ** ****, *****, and ********** *** ********* ****. **** you ****** ***** ********** *** *****, what ****'** ******* ***, *** *** they ***, *** ***** *** ***** them *** ***** ******** **** *** have *** *********** ** ** ****. The ******* ****** ********* ***** ** to ** ****, **** ** ****** those *************.
***** ********** ***** ** * ***** to ** ***, ****** ********** **** there *** "**** ***********" ** *** industry:
***** *** *** **** *** *****. There *** ****** **** ***'* ***** on ******* ******. ** **** *** to *** **** **** *********** *** because ***** *** * *** ** really **** *********** *** *****.
*** ******* ** **** **** ***** shows **** *** ********* ******** **** the *** **** ** *** ***** report ***** ** ******, *********** ** most ***** *** ********* ** ***** shows ******’* ****** ******* ***** ** why **** ** *** *********** ******** are **** *******/********* ** ******. ***** the **** ***** * *** ********* different ** ******, ***** ** *** to *** ****** ****** ** *** attendees ** **** ****. *’** ***** forget ********* *** **** ****** ** cutting ** ******* ***** ** ******** did *** **** *** ****** **** with *** ****** *********.
** *** **** ****, * ** sympathetic ** *** *** **** *** started **** **********. *** ** *** get * ************** ** **** ****** spent ** ******** / ********* *** real ********* ***** ** ****** ******?
**** ** *** ******* ** *** question "*** ** *** ******* ** *** egg"
* **** ****** ******* **** *** business ** ***** ****** *** *************. If *** **** *********, *** **** to ***** **** ******** * ************.
**...** *** ********* *** ******** **** this *****:
*) ** **** ****** ******** ****** to ***** **** ********** ** ******** / *********** ******. * ***** ** amount ** **** ** ** ******** to ** "*******". **** ****** ** access ** ****'* ********* ** *** world, *** ***** *** ************/********** *** chance ** **** ** ******** ***** their *****. ******* ** **** **** of ****. *** *** "*****" ****** be ******* ** ** ******* ***** and *** * ******* **********.
*) * ******* **** "************-******** ******* best ** ********* ***** *** ******* problems. * **** ********** *** ********** that ****/**** **** *** ****** **** I *****. * **** ** ** equitable ******** **** ** **** *** for ** *********** *****, **** **** expect **** **** **** ********-******. * particularly **** ****** ***** **** ** clear *** *******. *** *******: **** is * ***-*** *****, ********* ** XYZ *** ***. ** **** ** your **********, ** **** ******* *** with ***** */* **** ********** ******** with ***** **** ******* **** **** business.
*) ** ** *** ********* **: how *** "*******" *** *** ****** to **** ** ***-***** ** ****/** won't **** ** ****** ** ** amused *** ***********... ***'* **** ******** to **** ** **** **** ********* that ***** ** ******** ** *** collective *******-******* ******.
*********, **** *********!
* *** ********:
* ***** **** ************* *********** *** the **** ****** ***** *********** **** this ********** **** ***** *** *****. Unless *** ***** **** **** **** meals ** *************, **** ***'* ******.
* ***** *****'* ******* ***** *** users *** ***********. **** ****** **** care ***** *** ********* ********/***********/************* ***** a ******* *** ******* *** ******* quite * *** ** ********* *** impacted ** **** ******, ******** *.*.***** *** ***** *** ******** **** Ambient **. * ** **** **** *** driving ******** **** **** ****.
** *** **** ****, * ** sympathetic ** *** *** **** *** started **** **********. *** ** *** get * ************** ** **** ****** spent ** ******** / ********* *** real ********* ***** ** ****** ******?