January
2001
Early January
Gather your team or, if you are "the
team," get a friend you can bounce ideas off of, and
hash out your reason for going to GDC. You are
spending a considerable amount of money just to be
there, from booth space to travel expenses. Why are you
spending this considerable amount of money? Get
very clear on your goals.
Are
you at GDC to get leads or business cards for later
follow-up? Are you there for face-to-face meetings
during the conference?
If you're going to meet
potential business contacts, make a Top 10 list of
who you would like to meet. Write the names down.
Check with the conference organizers and see if you
can get a list of attendees. An updated list
of other exhibitors is posted online on the GDC
site.
Middle January
Once you have defined and refined your GDC
attendance goals, you should have a cohesive plan
put together no later than mid-January. Your marketing
approach need not be pie-in-the-sky spectacular, but
it should be consistent. A small, consistent theme
is better than a big jumble of expensive crap. Look,
you're not going to out-techno, out-cool, or out-awe
the big companies. But you can be professional,
unique, creative, and inspired. Use this time to plan
your tchotchkes, booth prizes, and feedback
cards.
Get everyone together
at the office big table, order lunch, and brainstorm.
Consider what was popular at last year's GDC? How can
you improve on that? Last year, booths serving food
were very popular. Beer was a hit. Beer is always a
hit. Come to think of it, have some beer while you
brainstorm.
Late January
If you're doing any sort of special GDC-related print advertising,
you probably need to have your ad and film ready by the end of
January (at the latest) to make it into any of the
March publications. Online publications like GIG can
take more last minute advertising because there are no
printer concerns, however, premium banner ad space may
already be reserved.
If you don't already
have a booth to use in your booth space, you
should be arranging for one now. If you're using a
booth rental company, confirm that they can ship the
booth to San Jose and check to see if they can ship
your support materials (booth decorations, etc) along
with the booth.
Note: When planning
your booth space, be sure to plan "within the
lines". GDC is a competitive conference and
your competition will rat you out if you have booth paraphernalia
spilling over the sides or the top of your space.
And sometimes they don't just tattle to GDC reps,
they may just knock it down. It's not nice, but it
does happen. Nothing is cool or creative once it's lying in a
crumpled mass on the floor. Avoid the conflict
altogether by planning for and abiding by the
dimensions of your booth space.
Also, by the end of
January, you should have your marketing material
drafts ready for review. This will allow plenty of
time for everyone to review and then review again,
make changes, and then review again.
If you want to have a
little get together for your past and potential
clients, you should be booking your bar or
restaurant space now if not sooner.
February
2001
Early February
If you slacked off and didn't do what I said in
January, then early February is the time to hustle
your bustle. But no more playing around, now. I mean
it.
If you haven't already
done so, check with GDC to see if you can get a list
of attendees and check their list
of exhibitors for your "Come See Us at
Booth 666" direct mail marketing piece.
Middle February
You should have your marketing materials
(brochures, folders, etc) to the printer no later than
mid-February. This will allow for printer goofs, your
goofs, and last minute reprints. You can then have
your direct mail pieces out by late February or very
early March and also have plenty of shipping time for
the rest of your marketing materials.
With approximately one
month to GDC at this point, you should have any
corresponding promotional bits such as booth
promotions, prizes, etc. posted to your company
website. Be sure to keep it updated.
Late February
At the end of the month or at the very beginning
of March you should have your direct mail marketing
pieces in the mail to your list of contacts.
Company updates or newsletters
should be ready and going out with your complete GDC
details.
March
2001
Early March
Time to get out your "what we will be doing
at GDC" press releases. These should be designed
to pique media interest to get them to cover your
story at GDC. And they may get picked up by some of
the game industry dailies (online and print).
Also, have your press
releases that you will be distributing at GDC written,
proofed, printed, and ready to roll no later than
early March. Have your media kits compiled and ready
for distribution, as well. Media kits should
include, for example, current and past press releases,
corporate background, past press, and executive
bios.
Your marketing
materials should be back from the printer and ready
to ship no later than early March. Be sure to
confirm timetables with your shipping company.
Tired. Tired of
standing. Tired of talking. That's what you will be
after about 5 hours behind the booth your very first
day. In your exhaustion, it's easy to lose your focus.
Why the hell am I here anyway? Before GDC, consider
your inspiration. What will motivate you to shake
one more hand or call over one more reluctant
attendee? Is it your 2001 budget? Maybe it's your
checkbook balance. Whatever it is, pack it in your
bags and bring it for inspiration. When you start
lagging, whip it out and buck up.
While you're packing,
throw in a few Power Bars, Clif Bars, or the
like. It's a marathon. Be prepared.
At GDC
If you haven't done so prior to the conference, create
a few vertical alliances at the show. Be a Richard
Hatch, if you will. Swap info and marketing materials
with companies that complement yours. Have them put
some of your marketing materials at their booth and
you do the same for them. Don't just count on people
finding your booth at the back of the hall.
If you did your
homework back in January, you should have already
determined your purpose for being there. If it's to
collect names and leads en masse, then you should be
prepared to gather the pertinent information in an
organized fashion. Use your lap top to enter
information in a database during down time. Don't rely
solely on the badge scanners for information because
about the half the information you need such as email
addresses and phone numbers will be missing. If you've
got your focus nailed down before GDC and stay focused
during it, you won't return home exhausted and staring
at a meaningless pile of jumbled information.
Actually, you may still be exhausted, but if you've
been smart, you should be bathing in the beautiful and
organized glow of potential business.
Immediately after
GDC
Don't wait to follow-up after the conference. Your
contacts met a load of other people and you are just a
blurry face in the crowd. You've spent a good wad of
money and a big chunk of time, make it count for
something. The last day of GDC is Saturday, March
24th. You should have your first phase of follow-up
emails, letters, and phone calls rolling out the door
by that Monday.
April 2001
Take a deep breath.
