#BehindTheCurtain 10: 4 Reasons You Should Setup a Podcast Conference Booth w/ James Carbary & Logan Lyles

WEBVTT 1 00:00:00.120 --> 00:00:04.519 Want to expand the reach of your content, start a podcast, feature industry 2 00:00:04.639 --> 00:00:08.910 experts on your show and leverage the influence and reach of your guests to grow 3 00:00:08.990 --> 00:00:18.670 your brand. Learn more at sweetphish MEDIACOM. You're listening to be tob growth, 4 00:00:19.109 --> 00:00:23.500 a daily podcast for B TOB leaders. We've interviewed names you've probably heard 5 00:00:23.500 --> 00:00:27.379 before, like Gary Vander truck and Simon Senek, but you've probably never heard 6 00:00:27.460 --> 00:00:31.699 from the majority of our guests. That's because the bulk of our interviews aren't 7 00:00:31.739 --> 00:00:36.289 with professional speakers and authors. Most of our guests are in the trenches leading 8 00:00:36.329 --> 00:00:41.170 sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're 9 00:00:41.210 --> 00:00:45.729 building the fastest growing BTB companies in the world. My name is James Carberry. 10 00:00:45.810 --> 00:00:49.329 I'm the founder of sweet fish media, a podcast agency for BB brands, 11 00:00:49.490 --> 00:00:52.520 and I'm also one of the CO hosts of this show. When we're 12 00:00:52.560 --> 00:00:56.399 not interviewing sales and marketing leaders, you'll hear stories from behind the scenes of 13 00:00:56.479 --> 00:01:00.119 our own business. Will share the ups and downs of our journey as we 14 00:01:00.200 --> 00:01:04.510 attempt to take over the world. Just getting well, maybe let's get into 15 00:01:04.510 --> 00:01:14.030 the show. Welcome back to be tob growth. I'm your host for today's 16 00:01:14.030 --> 00:01:18.189 episode, Logan Lyles with sweet fish media. Today is another episode in our 17 00:01:18.310 --> 00:01:21.980 behind the curtain series. I've got with me my good friend James Carberry, 18 00:01:22.060 --> 00:01:23.659 founder and CEO of sweet fish media. James, how's it going today? 19 00:01:23.700 --> 00:01:26.459 Man, I am doing well, dude, super soaked to dive into this 20 00:01:26.540 --> 00:01:32.780 one. Absolutely so. You and I just got back from a multiple day 21 00:01:32.930 --> 00:01:37.489 conference for one of our customers and they did something very interesting that we think 22 00:01:37.810 --> 00:01:41.250 a lot of bb brands could learn from, and that was they set up 23 00:01:41.250 --> 00:01:46.170 a podcast booth at their conference and got you and I thinking about a lot 24 00:01:46.209 --> 00:01:49.719 of the benefits of setting up a podcast booth at a conference, whether it's 25 00:01:49.840 --> 00:01:55.439 one that you host, one you're exhibiting at or any other sort of conference 26 00:01:55.480 --> 00:01:59.319 that you're sending a few people to. So we're going to be talking about 27 00:01:59.560 --> 00:02:04.829 some of the benefits specifically that you can get from setting up a podcast booth 28 00:02:04.950 --> 00:02:07.189 at a conference. And the one we were just at, we were at 29 00:02:07.270 --> 00:02:12.349 Ingram Micros one event out here in Denverse, so it's just up the road 30 00:02:12.469 --> 00:02:16.580 from me, which was fun, and they partnered with Cisco to design a 31 00:02:17.500 --> 00:02:23.259 really cool experience and so it actually had a unique draw compared to kind of 32 00:02:23.300 --> 00:02:27.740 your standard booth experience. Can you talk about that a little bit, man? 33 00:02:28.259 --> 00:02:31.370 Yeah, so the fact that they really broke the mold and they didn't 34 00:02:31.370 --> 00:02:37.889 look like just another boring booth at the event. They went really elaborate with 35 00:02:38.009 --> 00:02:40.169 it. You obviously don't have to go, you know, as elaborate as 36 00:02:40.289 --> 00:02:45.800 Cisco did, but I think you do have a lot of really creative opportunities 37 00:02:46.159 --> 00:02:50.719 to stand out in a sea of saneness by having setting up some sort of 38 00:02:50.759 --> 00:02:53.840 a podcast booth. So what CISCO DID? They had it themed. It 39 00:02:53.960 --> 00:02:58.750 was like a s theme to go along with the theme of the conference, 40 00:02:58.949 --> 00:03:01.550 you know, basically saying, you know, the s paged and they want 41 00:03:01.590 --> 00:03:06.189 their you know, they want their technology back or you know, something like 42 00:03:06.270 --> 00:03:09.349 that. And so they had surge, the any energy drink from the S, 43 00:03:09.509 --> 00:03:13.539 I think it was an energy drink, set up on the on the 44 00:03:13.659 --> 00:03:17.259 table. They had you know Nirvana poster on the inside door as you walked 45 00:03:17.259 --> 00:03:22.340 into the podcast booth, a bunch of little knick knacks around the booth, 46 00:03:22.460 --> 00:03:27.770 those those snap bracelets. So they themed the booth around the conference. And 47 00:03:28.250 --> 00:03:32.569 then they actually had headphones set up on the outside of the conference so people 48 00:03:32.650 --> 00:03:37.210 walking by could actually listen in, and I wasn't sure how well it was 49 00:03:37.250 --> 00:03:39.090 going to work. It actually work really well. I saw people throughout the 50 00:03:39.250 --> 00:03:46.360 event stopping and putting on headphones to hear the conversation that you and whatever guest 51 00:03:46.479 --> 00:03:47.879 was in there at the time we're having. So I was really fun. 52 00:03:47.960 --> 00:03:52.400 They had the the little wet wipes right next to him. So and then 53 00:03:52.439 --> 00:03:54.680 they had the person working the booth that would go around and, you know, 54 00:03:54.750 --> 00:03:58.430 engage with everybody that was coming up to the booth and then wipe, 55 00:03:58.509 --> 00:04:01.789 you know wipe down the headphones after someone left. So just a lot of 56 00:04:01.990 --> 00:04:08.349 really creative things that they did around the booth. They had a sign outside 57 00:04:08.590 --> 00:04:12.819 the booth with a big qr code that allowed people to scan the Qr code 58 00:04:12.819 --> 00:04:15.660 and subscribe to the Podcast, which I thought was really, really, really 59 00:04:15.819 --> 00:04:20.740 smart. So yeah, so the uniqueness of the booth really drove a lot 60 00:04:20.819 --> 00:04:26.449 of foot traffic to their area as opposed to, you know, just looking 61 00:04:26.490 --> 00:04:30.410 like this, you know, another vendor in a sea of vendors. So 62 00:04:30.610 --> 00:04:34.850 I really liked that. The other thing that this allowed them to do was 63 00:04:34.970 --> 00:04:40.839 really do content based networking and you we hear all the time people talk about, 64 00:04:41.360 --> 00:04:46.000 you know, the importance of setting up meetings prior to going to a 65 00:04:46.120 --> 00:04:49.040 conference. And what better way to do that to set up meetings with the 66 00:04:49.079 --> 00:04:55.069 people that you're wanting to connect with on site, whether they're an existing customer 67 00:04:55.110 --> 00:04:59.269 or potential customer or partner, you know, whatever that, whatever the case 68 00:04:59.389 --> 00:05:03.709 may be, asking them to be on your show and to do an interview 69 00:05:03.709 --> 00:05:09.620 for your podcast while they're at the event, they're already there. The likelihood 70 00:05:09.620 --> 00:05:13.579 of them saying Yes to that is probably pretty high. It gets them coming 71 00:05:13.699 --> 00:05:17.100 to you in your you know, in your quote Unquote Booth area, and 72 00:05:17.259 --> 00:05:21.410 so you can you can engage them in person, and so I think that 73 00:05:23.170 --> 00:05:26.089 Cisco did it, you know, an incredible job of engaging the people that 74 00:05:26.170 --> 00:05:30.050 they wanted to talk to on site at their event, and I think it's 75 00:05:30.050 --> 00:05:34.839 a tremendous opportunity for anyone with a show or really anyone that's wanting to have 76 00:05:35.079 --> 00:05:40.319 more conversations at events. I think this is just a fantastic way to do 77 00:05:40.360 --> 00:05:43.800 it. You had a couple other and a takeaways from this slogan. What 78 00:05:43.959 --> 00:05:46.920 were your thoughts? Yeah, absolutely, I want to get to those two. 79 00:05:46.959 --> 00:05:48.720 But I also want to camp out on what you just said about content 80 00:05:48.800 --> 00:05:56.430 based networking, because we had another James, James Huddleston from certain who they 81 00:05:56.509 --> 00:06:01.069 have a podcast called masters of events and their platform is an event marketing platform 82 00:06:01.269 --> 00:06:06.740 and when he was on BB growth recently he was talking about the the enormous 83 00:06:08.139 --> 00:06:12.860 increase in meetings that SDR set by making that change that you were talking about, 84 00:06:13.019 --> 00:06:16.500 not trying to set up meetings from conversations that happen at an event, 85 00:06:16.939 --> 00:06:20.250 but going into an event, trying to set up meetings at the event and 86 00:06:20.529 --> 00:06:24.889 just that shift. I think it was something like seventy five percent increase or 87 00:06:24.889 --> 00:06:28.050 something. You have to check out that episode with James from certain for the 88 00:06:28.129 --> 00:06:30.889 exact stat I don't have it in front of me. But if you combine 89 00:06:30.129 --> 00:06:33.319 that increase, not even talking about, you know, the podcast booth, 90 00:06:33.519 --> 00:06:38.839 and then you add in the uniqueness of hey, let's set up a meeting 91 00:06:38.879 --> 00:06:43.560 while you're there at the event and let's feature you on our podcast and then, 92 00:06:43.639 --> 00:06:46.550 like you said, that draw of then people around. You know, 93 00:06:46.870 --> 00:06:50.470 the this studio, at the Cisco Booth, at the Ingram micro one event 94 00:06:50.870 --> 00:06:55.750 was glassed in. They had an on air sign as well and we set 95 00:06:55.750 --> 00:07:00.230 up some podcast arms that made it look like a s radio station, and 96 00:07:00.870 --> 00:07:03.420 all of that was was a draw to get people to say yes the people 97 00:07:03.540 --> 00:07:08.420 that you know you might want to talk to that to be guests, and 98 00:07:08.579 --> 00:07:13.220 then drawing more people into the booth itself. The other thing, you know, 99 00:07:13.379 --> 00:07:15.970 what we executed here, and I think what any team can learn from 100 00:07:16.009 --> 00:07:20.250 this, is you're able to stockpile a ton of content. So one people 101 00:07:20.370 --> 00:07:25.170 that you want to meet with, you know, potential prospects, current customers 102 00:07:25.209 --> 00:07:28.329 that you want to get time with at an event, you can get them 103 00:07:28.370 --> 00:07:30.720 to be a guest on your show because they're going to be at the event 104 00:07:30.959 --> 00:07:35.639 and it's a nice as to feature them at your podcast booth, your you 105 00:07:35.680 --> 00:07:41.120 know, your on site recording, but you can stock pile a lot of 106 00:07:41.279 --> 00:07:45.230 content with, you know, the speakers. You've got people who are speaking 107 00:07:45.990 --> 00:07:51.949 and intelligently speaking on subjects that matter to your audience, whether that cybersecurity or 108 00:07:53.069 --> 00:07:58.740 marketing or sales or HR whatever the topic is of the conference. You've got 109 00:07:58.779 --> 00:08:01.220 a lot of speakers there that have good things to say, otherwise they wouldn't 110 00:08:01.220 --> 00:08:05.180 be doing keynotes and leading breakout sessions and those sorts of things. So you 111 00:08:05.300 --> 00:08:11.779 can get access to, guess and stockpile a lot of that content, a 112 00:08:11.819 --> 00:08:15.730 lot of very good content that you might not be able to get otherwise guessed, 113 00:08:15.769 --> 00:08:18.649 that you might not otherwise have access to. So that kind of relays 114 00:08:18.689 --> 00:08:24.529 to our second point there about getting guests on but in another way as well. 115 00:08:24.810 --> 00:08:28.600 And then the last piece kind of going off of this stockpiling content. 116 00:08:28.040 --> 00:08:31.879 You know, we not only had the microphones and we had, you know, 117 00:08:31.959 --> 00:08:37.039 a zoom and a task camera recorder to capture multitrack audio, but at 118 00:08:37.200 --> 00:08:41.669 each set up where we were recording podcast episodes, at this event we did 119 00:08:41.750 --> 00:08:46.070 this week, we're also capturing video content, and so it allows you to 120 00:08:46.190 --> 00:08:50.870 get dynamic video content that isn't simply the talking heads on zoom. You know, 121 00:08:50.950 --> 00:08:54.629 if you're like us, you likely record most of your podcast episodes remotely. 122 00:08:54.669 --> 00:08:58.299 I mean we talked about that a lot. You you almost have to 123 00:08:58.379 --> 00:09:01.820 do that to keep up with the quantity in the consistency of your podcast. 124 00:09:03.299 --> 00:09:05.620 And you know you can do some things to dress up the talking heads on 125 00:09:05.659 --> 00:09:09.809 zoom like, you know, a branded frame and and big caption bar and 126 00:09:09.889 --> 00:09:13.529 a big progress bar and those sorts of things, but those can only change 127 00:09:13.570 --> 00:09:18.730 it up so much. So take advantage of that unique opportunity. There's buzz, 128 00:09:18.809 --> 00:09:22.250 there's people around. You know, we had people looking into the podcast 129 00:09:22.330 --> 00:09:26.080 booth and holding up their phone to take pictures of it, and so it 130 00:09:26.320 --> 00:09:30.919 creates buzzy in person. But it also allows you to create video content for 131 00:09:31.080 --> 00:09:33.759 social that Oh wow, this, this podcast, is a thing right, 132 00:09:33.799 --> 00:09:39.029 even if you're three episodes in, you've got some dynamic video content to promote 133 00:09:39.070 --> 00:09:41.909 your show. And then the call to action on all of those short social 134 00:09:41.950 --> 00:09:46.830 media snippet videos should be subscribed to the show. Make it very easy for 135 00:09:46.909 --> 00:09:48.590 them to do that. So those were my other things. As you know, 136 00:09:48.750 --> 00:09:54.899 you you've got a great concentration of potential guests in and around the conference, 137 00:09:56.100 --> 00:09:58.820 in the speakers as well, and then you can create a lot of 138 00:09:58.940 --> 00:10:01.779 great video content, feed that to your social team and let him run with 139 00:10:01.860 --> 00:10:05.100 it from there. Yeah, I especially like the piece. You know, 140 00:10:05.340 --> 00:10:09.169 so many of our clients are are starved for time. I mean we're all 141 00:10:09.289 --> 00:10:13.169 started for time, and so being able to go to a single event and 142 00:10:13.769 --> 00:10:18.049 stock up enough content for, you know, six months of your of your 143 00:10:18.090 --> 00:10:22.200 show, by being able to interview speakers, interview people that you're trying to 144 00:10:22.240 --> 00:10:28.120 set appointments with, getting so much content done over a two or three day 145 00:10:28.799 --> 00:10:33.480 span. By really activating around a podcast booth, it really does save you 146 00:10:33.559 --> 00:10:37.110 in a enormous amount of time because you're not going to have to create that 147 00:10:37.269 --> 00:10:41.669 content you know later you're getting to really batch create at all in one go. 148 00:10:43.429 --> 00:10:46.710 So I love both of those. Logan, if you have not already 149 00:10:46.750 --> 00:10:50.179 left a review for be tob growth, I know we don't ask a lot 150 00:10:50.419 --> 00:10:54.740 because honestly, I get kind of annoyed when I hear podcast asking all the 151 00:10:54.820 --> 00:11:00.620 time for reviews, but they really do mean a ton it from a credibility 152 00:11:00.740 --> 00:11:05.570 standpoint, from an apple algorithm standpoint. If you're especially if you're listening and 153 00:11:05.610 --> 00:11:07.769 apple podcast I don't even know how to leave word you on spotify or any 154 00:11:07.809 --> 00:11:11.649 of the other ones, but if you're listening on apple podcasts, please please 155 00:11:11.690 --> 00:11:16.490 leave us a review if you're getting value from this show. And so that's 156 00:11:16.610 --> 00:11:20.440 that's my that's my kind of side off for today. Logan, thank you 157 00:11:20.480 --> 00:11:24.279 so much for for this idea. I know we just got back from this 158 00:11:24.399 --> 00:11:26.240 event and you had mentioned that this you thought that this would be really, 159 00:11:26.279 --> 00:11:30.120 really helpful for us to talk about with other folks, and so I'm glad 160 00:11:30.159 --> 00:11:31.600 you brought this up. I think this really is going to help a lot 161 00:11:31.600 --> 00:11:35.590 of folks. Yep, absolutely, and if folks want to take a look 162 00:11:35.590 --> 00:11:39.669 at some of the behind the scenes of what we did setting up and capturing 163 00:11:39.750 --> 00:11:41.669 some video at this event we were at this week, you can check out 164 00:11:41.710 --> 00:11:46.190 my instagram feed. I'm at. I am Logan Lyles. I saved a 165 00:11:46.190 --> 00:11:48.940 highlight the Ingram micro one event, so you can check out some of that. 166 00:11:50.139 --> 00:11:52.899 I'm sure we'll be doing more there. Their show is bb tech talk. 167 00:11:52.980 --> 00:11:56.700 You can check that out as well. Thanks, as always, so 168 00:11:56.820 --> 00:12:03.570 much for listening. Guys, we totally get it. We publish a ton 169 00:12:03.610 --> 00:12:05.929 of content on this podcast and it can be a lot to keep up with. 170 00:12:07.450 --> 00:12:11.210 That's why we've started the B tob growth big three, a no fluff 171 00:12:11.289 --> 00:12:15.720 email that boils down our three biggest takeaways from an entire week of episodes. 172 00:12:16.159 --> 00:12:22.039 Sign up today at Sweet Phish Mediacom Big Three. That sweet fish Mediacom Big 173 00:12:22.360 --> Three