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Step 6: Gather and create the materials you will need at the convention to successfully market your community. For instance, you need an ample supply of business cards as well as site plans, community profiles and conceptual design programs.
Step 7: Plan your follow-up strategy. The goal of your first meeting is to establish a rapport and arrange a second appointment. Invite the prospect to visit your community. Don’t leave the meeting without a mutually agreed upon next step.
You may be interested in attending the ICSC convention, but wondering if you belong with the “high rollers.” Our experience is that the retailers and restaurants represented at ICSC are truly interested in speaking with people from all types of communities. The experience of one of our clients is typical. Elaine Barkdull, executive director of the Elko (Nevada) Country Economic Development Association, was pleasantly surprised by the attention gained for her city at last year’s convention. She believes that all communities can benefit by attending. “Everybody should go to ICSC,” she says. “Whether you are a small community or if you are from New York City, everybody wants to talk to you. And they are definitely looking at smaller communities.”
Last year, representatives from about 300 communities attended or exhibited at the convention. It is Buxton’s perception that many of these community leaders do not know how to communicate effectively with retailers and restaurant developers. At Buxton, we recommend that you attend the convention at least one year to learn the ropes. See what the other cities are doing and watch how they are selling themselves. Learn for yourself the value of being an exhibitor.
If you decide to attend as an exhibitor, do not think of it as a one-year trial. Relationships with prospects are built over a period of time. Your commitment to attending should be for at least three years.
If your timeline or your budget doesn’t allow you to attend the Las Vegas event, don’t despair. ICSC holds many regional shows that can be valuable.
Whatever ICSC event you attend, be sure to follow the seven steps presented here to make the most of your time at these events. Good luck!
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Winning at Las Vegas - How to win retailers over at ICSC (continued) 
