IPS Networking is a start-up Kansas technology company located in Wichita and Lawrence, Kansas. The company has five principals, and IPSN engineers have developed a highly accurate Internet content filter system called iCMTM (Intelligent Content Manager). The product is an unprecedented system developed by IPSN engineers, utilizing predictive modeling software to create proprietary artificial intelligence that reads and understands Internet content and its intent. iCM is especially suited to educational environments because it has seven levels of filtering sensitivity, and the filter administrator can decide what level of blocking to use.
After marketing their product to several Kansas school districts, IPSN management was looking for new ways to expand their market share nationally. They were considering participating in a trade show, but needed help in selecting the show and preparing their materials. They contacted their local Manufacturing Extension Partnership affiliate, the Mid-America Manufacturing Technology Center (MAMTC), for help.
MAMTC Field Engineer Ray Denton helped IPSN determine which trade show to participate in, based on their strategic goals. They selected the National Association of School Board Information and Technology show in Atlanta in November, 2001. The next step was to determine the key message and translate it with strong booth graphics. They decided the message would be “Why is our web filter different? New artificial intelligence, proven accuracy and you control the filter levels.”
In preparation for the show, MAMTC helped IPSN prepare a shortened version of their product demonstration, down to five minutes from fifteen. Then, MAMTC worked with IPSN to create a series of questions that all of the IPSN representatives would ask visitors to the booth about their companies, to help determine if they were qualified prospects or simply curious about the product. They also decided on four or five things IPSN would focus on communicating about the product.
The IPSN booth was especially popular at the trade show. After the show, they had about 35 qualified leads, which they followed up on rapidly. If just 10% of those leads become clients, IPSN estimates their sales could double.
“Ray Denton and MAMTC have provided the skills and know-how for a small start-up company like IPS Networking to successfully prepare and implement a strategy for trade shows that is within our budget, yet leverages our technology against the giants in the industry.” Chris Tozier, Vice President of Operations
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